Gamified loyalty campaign exploring a digital advent village

the countdown to Christmas is a ritual in itself. Rituals gave it a digital form.

For Rituals, the advent calendar is more than a product; it's a daily moment of attention in the weeks leading up to Christmas. For the holiday activation, Rituals set out to translate this ritual into a digital experience that truly fits the brand. A meaningful December touchpoint that brings the magic of the physical advent calendar into the digital world, strengthens the brand experience and encourages daily engagement, loyalty and lead growth.

The Holiday Spirit Game is a 3D digital experience that turns the advent calendar into an interactive world.

Each day unlocked a new part of the environment. Users explored scenes, discovered products and were gradually drawn into the holiday theme. The world was richly detailed and fully aligned with the Rituals Christmas identity.

Atmosphere, movement and interaction worked together to sustain curiosity and support return visits. The experience connected naturally to the wider Christmas activation, while adding a layer only digital can provide.

The Holiday Spirit Game drove consistent return visits, long engagement times and strong lead growth.

By presenting an existing collection inside a digital world aligned with the Christmas campaign, the experience strengthened awareness, engagement and loyalty. It also functioned as an omnichannel driver, connected to social content, CRM, retail channels and the physical advent calendar.

The case was awarded a Gold DIA Award.