Interactive advent calendar
For the end-of-year period in december, New York Pizza got an interactive advent calendar as a branded game. Behind every pizza box sat a discount code or a prize draw. The draws had to be earned by playing.
The challenge
December is full of advent calendars competing for the same daily moment of attention. A calendar built only around discount codes risks becoming just another box to open and forget, without giving visitors a reason to come back the next day.
The concept
Every day, visitors open a pizza box on the page, revealing either a prize draw or a discount code. Discount codes can be redeemed straight away on the New York Pizza website, but the prize draws work differently: on twelve of the twenty-four days, visitors first have to complete one of three games, a sliding puzzle, Spot the Difference, or Break the Lock, before they can enter.
Making it work
The calendar runs as a daily-unlock structure, tied to the calendar date, revealing either a discount code or one of three playable games. The three game types, sliding puzzle, spot-the-difference and lock-breaking, each need to be completed before the entry form for that day's prize draw becomes available, linking gameplay directly to prize eligibility.
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