Marks and Spencer, the famous U.K. department store founded in 1884 is on the vanguard of digital marketing. Seeking to drive massive engagement for the 2015 holiday season, they brought back their popular and well-known online game, “Pass the Parcel” for its fifth year, to push the Marks and Spencer brand to the forefront of awareness and associate M&S with the spirit of holiday giving.
M&S partnered with AKQA, a creative agency in London with substantial experience in building digital campaigns to roll out the 2015 version of the game. Running between December 8 and December 14, participants registered by logging in with Facebook or Twitter, or by creating a username/password account. Once registered, players could unwrap up to 5 presents per day – driving repeat traffic and excitement. If they won a prize, they could redeem it through an SMS code at their local store or online. Win or lose, participants could Pass the Parcel to a friend, who after registering, had their own chance to unwrap the present and win, garnering an additional unwrap opportunity for the player passing the parcel.
This viral engagement feature along with over 100,000 prizes to win, including a grand prize of a £2,500 holiday shopping spree delivered in just 7 days:
AKQA needed a login method that was fast, reliable, social, and above all, massively scalable. They turned to Auth0 to incorporate a high-performance, custom instance of the service able to easily handle this load.
"Thank you for your help. We saw over 1.5 million registrations and our campaign got a social media sentiment score of over 95% positive, so it has been deemed a great success."
AKQA Agency Implementing "Pass the Parcel"