Danish Cancer Society Uses Gamification To Educate

Objective

The Danish Cancer Society aimed to engage audiences and raise awareness about its mission, services, and resources during the December holiday season. The campaign sought to generate leads for membership and participation while educating the public about cancer prevention, research, and support services through entertaining content.

Solution

A 24-day interactive advent calendar featuring daily trivia questions about the organization's history, leadership, and services such as the Cancer Helpline. Participants answered questions to enter daily prize drawings and a grand prize drawing offering a €6,700 travel gift card (€14 entry fee). Two conversion pathways were presented after each correct answer: membership signup or grand prize entry. The campaign was promoted via social media, display advertising, and email marketing, with a pre-launch opt-in for daily reminder emails reaching 30,000 participants. Built and hosted on the Playable platform.

Results

180,000 total clicks, 51,400 leads generated (25,000 brand new), average 15,000 daily participants, zero unsubscribes from reminder emails. Cancer Helpline website visits surged from approximately 20 daily visits to 1,872 on a featured question day.