With 25,241 unique participants, this gamification marketing campaign had high customer involvement and engagement.
About Toyota
Toyota has been in Denmark since 1963. In fact, Denmark was the first country in Europe to introduce Toyota. And with great success. This is reflected in the fact that Toyota is one of the most common car brands on Danish roads.
A gamification marketing campaign for Christmas
For their Christmas campaign, Toyota embraced the Danish tradition of the Christmas calendar, a beloved holiday format where a door opens each day from December 1st to 24th, revealing a game or prize inside. By combining this format with gamification, Toyota created an engaging campaign that aligned with GDPR regulations while generating new permissions.
Scratcherâs platform played a key role in making this campaign a success. Toyota aimed to surprise and delight both potential and existing customers with an innovative holiday experience.
The results spoke for themselves: the campaign not only delivered a high-quality permission base but also boosted engagement. Toyota achieved impressive open and click-through rates in their newsletters and personalised, product-focused emails, proving that gamification was a smart choice for their holiday marketing strategy.
âWe work with Scratcher because they are flexible and have a big focus on their customers while itâs an easy platform to work around. We see high opening- and click-rates in our newsletter and personalised product mails. This is important to both maintaining and attracting new customers. The campaign went above our expectations, and it has also been cost-effective on the leads generated, which is an important parameter.â â Alex Backer, Digital Marketing Manager, Toyota
Results
- 450,375 opened doors
- 379,593 participations, with the average user reopening the calendar on 18 of the 24 days
- 97% conversion rate among participants who opened the calendar
Conclusions from the Christmas gamified campaign
Toyota's Christmas campaign used their own channels and expanded its reach with additional marketing efforts, successfully attracting new customers. This strategic approach yielded impressive results, including high open and click-through rates for both newsletters and product-focused emails.
The campaign's interactive nature captivated participants, who collectively spent an astonishing 2,752 hoursâequivalent to 114.6 daysâengaging with the Christmas calendar content. The calendarâs appeal was reflected in a remarkable 97% conversion rate, resulting in 450,375 calendar openings.
A total of 379,593 participations demonstrated exceptional engagement, with participants revisiting the calendar on average 18 out of the 24 days. This level of sustained interest underscores the campaign's ability to keep audiences intrigued and connected throughout the holiday season.
