Data acquisition through surprise and delight campaign
Developed a proprietary digital marketing platform powered through social data to reach, engage, surprise and delight brand advocates with a phased online and offline redemption mechanism to bring them closer to the brand and in turn, convert prospects into customers
We set our objectives to increase traffic and repeat visits to M&S.com, to galvanise a growth of footfall into store and to increase basket value for customers who interacted with our campaign.Known as 'Pass the Parcel', our campaign gamified a daily interaction with the brand online.
Requiring a playfully habitual swipe action or 'unwrap', customers had five unwraps a day leading to many tiers of possible prizes – from discounts to money off online, specialty Christmas hampers or £500 gift cards.
Our shareable digital game was designed as the super-charged social media extension of the M&S Christmas brand campaign. In the past, Pass the Parcel has been implemented as a Facebook application but for 2015, we rebuilt it completely. This allowed us to open it up as a fully responsive microsite that acted like an iOS or Android app on mobile but didn't require any time-consuming downloading and also worked seamlessly on desktop.
Our overall goal was to present a fun and inclusive customer-brand interaction to prelude Christmas with positive brand-building sentiment around M&S. This was driven by customers sharing our campaign link digitally, customers claiming prizes in store or online and customers driving a conversation about their success across social channels.
The game was made playable over six days in December, closing a week before Christmas. The timing was deliberately convenient for Christmas shoppers – offering a seasonal gift to our customers and making their overall journey extra special.