Every year, Danske Spil and Quick delight Danes with the iconic Julekalenderskrab, selling approximately 2 million physical calendars. But in a digital world, they wanted to go beyond tradition - creating an engaging experience that would add an extra layer of excitement to the beloved Christmas ritual and drive even more engagement.
We took the traditional Christmas calendar a step further, adding an interactive AR layer that made it more engaging than ever. Using augmented reality (AR), we developed a mobile game that allowed users to scan their calendars, revealing hidden Christmas gifts scattered across the design. By integrating the experience with Danske Spil’s CRM, we ensured personalized engagement and seamless participation.
The campaign exceeded expectations, running for a full month and driving record-breaking engagement. Over 214,000 unique players participated, leading to nearly 1 million playthroughs and more than 9,400 total hours spent engaging with Quick’s online universe. Most importantly, the activation contributed to a historic increase in digital revenue, proving that tradition and innovation can go hand in hand.
