To cut through the Christmas clutter, we took a traditional British holiday tradition – the christmas cracker, and turned it into an online game. Users who pulled the cracker with a friend were surprised with either special Costa Christmas goodies or a really bad joke.
The simple, entertaining campaign naturally encouraged sharing (it takes two to pull a cracker after all). The experience was made extra special for influencers and media, who were hand delivered custom-made Costa Christmas crackers, resulting in strong editorial and social media pick-up.
The results speak for themselves – 48% of all Christmas transactions in-store were driven by the Christmas cracker promo, with 15,489 pulls of the digital cracker resulting in a 78% redemption rate.