--- title: "Huge Holiday Success for Toyota" description: "How Toyota Denmark's gamified Christmas calendar built a quality permission base, with 450,375 doors opened and participants returning 18 of 24 days." url: https://scratcher.io/customers/huge-holiday-success-for-toyota language: en --- # Huge Holiday Success for Toyota Toyota's gamified Christmas calendar engaged 25,241 unique participants, with 450,375 opened doors and a 97% conversion rate. Toyota Brand Engagement April 30, 2024 ![The big Toyota advent calendar with 24 red doors and Christmas presents](https://scratcher.io/img/containers/assets/cases/huge-holiday-success-for-toyota.webp/b147e0ddea05a3c9cb515e80590e44f5/huge-holiday-success-for-toyota.webp) 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. Scratcher’s 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. ![Toyota Christmas calendar on a tablet with a counter showing 379,593 participants](https://scratcher.io/img/containers/assets/cases/toyota-campaign.webp/906bfa8cb7a31f14d706e8038fc148a0/toyota-campaign.webp) > “We work with Scratcher because they are flexible and have a big focus on their customers while it’s 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.” — 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 hours—equivalent to 114.6 days—engaging with the Christmas calendar content. The calendar’s 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. 450,375 opened doors CompanyToyota GoalBrand Engagement, Lead Generation Industries[Consumer brands](https://scratcher.io/industries/consumer-goods) Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## What our customers say We created a Christmas calendar, and the conversions were higher than I've ever seen. We achieved a 130% increase in our newsletter sign-ups. Casper Svanemose Marketing Manager, Continental As far as CPM goes, it was one of the lowest we've ever experienced. It was the first time we had something so aggressively tactical without just focusing on the product price. Mila Hvilshøj Head of Marketing, Burger King Denmark & Sweden A key feature of Scratcher's platform is its simple set up and its customization capability, which allows our creative team to tailor gamified campaigns to our brand identity. Charlotte Møller Hansen Head of CRM and Creative Content, Pip.dk ## More customer stories [How nemlig uses interactive campaigns to build stronger FMCG brands through retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns) 35%+ survey response rate - nemlig.com - Brand Engagement [How nemlig uses interactive campaigns to build stronger FMCG brands through retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns)[Read the case: How nemlig uses interactive campaigns to build stronger FMCG brands through retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns) [How Toyota Built a First-Party Data Engine That Drives Sales All Year](https://scratcher.io/customers/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year) 285,000+ quiz and survey participations - Toyota Denmark - Data Enrichment [How Toyota Built a First-Party Data Engine That Drives Sales All Year](https://scratcher.io/customers/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year)[Read the case: How Toyota Built a First-Party Data Engine That Drives Sales All Year](https://scratcher.io/customers/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year) [WWF Denmark Learned That Donations Don’t Start With Donations](https://scratcher.io/customers/wwf-denmark-learned-that-donations-dont-start-with-donations) - WWF Denmark - Lead Generation [WWF Denmark Learned That Donations Don’t Start With Donations](https://scratcher.io/customers/wwf-denmark-learned-that-donations-dont-start-with-donations)[Read the case: WWF Denmark Learned That Donations Don’t Start With Donations](https://scratcher.io/customers/wwf-denmark-learned-that-donations-dont-start-with-donations) [All customer stories](https://scratcher.io/customers/all) ![Starbucks spin-the-wheel campaign on a mobile phone](https://scratcher.io/assets/campaigns/starbucks-spin-the-wheel.webp) ## Make your first campaign today Join the brands that have collected more than 35 million sign-ups with Scratcher. 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