Advent Calendar Game

Context

Holiday shopping is a spike, not a habit. Brands fight for attention every December, but most promotions are one and done. The goal was to give shoppers a reason to come back day after day through the season.

My Role

I directed the game concept, the daily-reveal structure, the streak mechanic, and the way the calendar lives inside checkout. The PlayAbly platform handled integration and fulfillment.

The Mechanic

1. 24 days, one reveal a day. A play-and-win calendar built into checkout, where each day unlocks a new reveal.
2. Streaks build the habit. Coming back on consecutive days earns more, so the visit becomes routine.
3. In the path, not beside it. The calendar lives in checkout where intent is highest, not as a separate microsite.
4. A fresh hook every day. Each reveal is a new reason to return, across the whole season.

Why It Works

• A habit beats a one-time push. Daily reveals turn a December spike into repeat visits.
• Streak mechanics reward the behavior brands actually want, which is coming back.
• Built into checkout, so the play sits exactly where purchases happen.