Magic & Sparkle present The World's Biggest game of Pass The Parcel - a social game for all to enjoy over the Christmas holidays.
Participants were guided through the responsive experience by 3D animations of Magic & Sparkle – the two fairies at the heart of the M&S TV commercial.
Customers simply logged in with Facebook to unwrap a layer with the chance to win over 100,000 prizes, ranging from bags of Percy Pigs through to the Ultimate M&S Christmas worth over £2,500. By passing the parcel to a friend, they got to unwrap an extra layer.
AKQA partnered with an animator to develop 3D CGI versions of the two campaign fairies using, bringing to life their characteristics and mannerisms. We then used them across all M&S digital channels including the Gift Finder experience and in-store screens.
The campaign generated a significant volume of traffic through self-referrals with 2.5 millions visits, nearly 4 million unwraps and 3.2 million passes over a period of six days. The Facebook message mechanic was an effective way of driving visits without the need for paid promotion and 94,197 of the 100,0000 prizes were won.