12 Days of Gametime
Design and launch a holiday activation to drive installs, re-engagement, and seasonal brand momentum during a peak ticketing window. Built and launched cross-channel in under three weeks across CRM, social, PR, and influencer partnerships.
The original recommendation was to validate the activation through owned and high-intent channels first, then scale distribution once performance was proven. Due to timing and seasonal goals, the campaign launched as a hybrid, pairing performance-led mechanics with a large-scale partner amplification. This structure allowed us to test both experience quality and distribution efficiency in a single window.
Fully custom interactive microsite with daily giveaways, streak mechanics, referrals, and lifecycle integrations.
What Worked
- Activation mechanics performed well: Users who arrived understood the value and returned repeatedly.
- Owned channels drove the highest-quality growth: CRM materially outperformed all other channels, converting at significantly higher rates.
- Execution under compression: Cross-functional teams shipped a complex, branded experience on a highly compressed timeline.
What We Learned
- Broad partner amplification underperformed materially: ~50M estimated effective audience, ~9,700 non-email entrants, ~0.01–0.02% conversion rate.
- The gap was driven by audience intent mismatch, not creative or product friction.
Outcome & Business Impact
Running this test at scale created clarity. The results validated the original recommendation to prioritize high-intent distribution before broad amplification and directly informed a shift in channel strategy. That shift helped eliminate repeated inefficient spend and supported an estimated ~$5M in annualized cost savings through smarter partner selection, clearer performance thresholds, and tighter campaign scoping.
