How to Run a Successful Digital Advent Calendar Campaign
Remember when we were kids and the excitement of opening those tiny advent calendar doors each morning? You'd get a little piece of chocolate or maybe a small toy or whatever it was, it just felt like magic, didn't it? Well, fast forward to today, and advent calendars have found a new home in the digital world as digital advent calendars. Throw a little psychology into the mix, and you've got a tool that's designed to boost retention like nobody's business.
So, what's the big deal with these digital advent calendar campaigns? Why does advent calendar marketing work so well? Well, the answer is pretty simple: anticipation. People absolutely love a good surprise, and that daily reveal taps right into our natural curiosity. Now we will explore what makes digital advent calendars tick and how brands can build advent calendars to their advantage.
How Do Advent Calendars Work?
Advent calendars work because people love surprises. Each “door” they open triggers a mini dopamine hit in their brains, a rush that keeps them wanting more. Studies show that unpredictability fires up the brain’s pleasure centers, creating an urge to return for the next reveal. Advent calendar campaigns leverage this effect to increase customer retention and engagement while building brand loyalty.
"People crave excitement and engagement — not just products. As a marketer, it’s not your job to just “sell” something; it’s about creating an experience that people actually enjoy," says Vlad Lastovsky, CEO at InAppStory.
And it’s not just a theory. In 2023, approximately 30% of consumers worldwide planned to purchase an advent calendar for someone else. That’s not just holiday cheer but proof that people invest in the experience.
If you're interested in applying similar gamification tactics for your upcoming holiday campaigns, the Gamification Report offers a deeper look at how gamified experiences can boost customer retention, engagement, and sales during BFCM, Christmas and beyond.
When To Start Advent Calendar?
Let’s break a myth: advent calendars don’t have to be a December-only thing. Sure, they’re rooted in holiday traditions, but smart brands are flipping the script and using them year-round.
Take Dodo Pizza’s summer campaign, for instance. They launched a summer-themed digital calendar packed with deals and fun content, turning a typically slow season into an engagement win. Who would’ve thought, right?
When planning a digital advent calendar campaign, consider your audience’s needs and seasonal trends. Timing a campaign to when they need a fresh experience can make a big impact.
For instance, a fitness app could launch a “12 Days of Wellness” countdown in January, giving users daily workout tips as they dive into New Year’s resolutions. Or, if you’re in retail, consider a back-to-school calendar with a daily deal on essentials.
How Many Days in an Advent Calendar?
So, think outside the December box. Traditionally, advent calendars run for 24 days in December, but the format is flexible. It can be shorter (think a 7-day calendar for a product launch countdown) or even extend beyond 24 days if your audience is hooked. Brands can customize this based on their campaign goals and the message they want to convey.
Running a shorter calendar with top-tier content is often better than dragging it out and risking drop-offs in engagement. The key is to know your audience and gauge how many days they’ll stay excited.
Digital Advent Calendar Ideas
What to Put in an Advent Calendar?
First things first, what should go behind those digital doors? It’s not just about what’s cool; it’s about what makes users smile and want to check in every day. Here are a few winning digital advent calendar ideas:
- Discounts and Coupons: Great for retail and e-commerce apps. Who doesn’t love a good deal?
- Mini-Games or Quizzes: A fun challenge can make users feel like they’re playing, not just clicking.
- Exclusive Content: Early access to new features or VIP-only sneak peeks work wonders.
- Daily Challenges: Add a competitive edge. A simple quiz or challenge, with points as a reward, keeps things lively.
The goal is to keep users curious and engaged. If they know there’s a new treat waiting each day, they’re more likely to come back.
A great example? Pure Nails, a UK-based provider of professional nail products, implemented a daily quiz-style calendar featuring questions related to their brand and products. This approach not only educated their audience but also reinforced brand image, demonstrating that Advent calendars can be both informative and engaging.
source: Playable
Customization: Make It Yours
Here’s where things get fun. Your advent calendar should look and feel like an extension of your brand. A fitness app could have a “12 Days of Wellness” theme with daily health tips or workout challenges. A food app? Maybe a “14 Days of Flavors” countdown with exclusive recipes or deals.
The bottom line? A well-themed, visually appealing calendar isn’t just a gimmick. It’s part of the user experience. And if it feels special, users are more likely to share it with friends (hint: free marketing).
Shareable Moments: Get Them Talking
Social media is where the magic happens. Add share buttons or create content that users can brag about. Maybe a “Guess what I unlocked today!” post or a challenge that asks users to share their scores. When people share, your brand reaches new eyes without you lifting a finger.
In their summer advent calendar campaign, Dodo Pizza encouraged customers to share beautiful digital postcards — three types, each with a call to action, like inviting friends or sharing a special food offer.
According to Dodo, the viral aspect of the campaign was important; they wanted customers to share their experience with friends, encouraging more people to engage with the promotion.
Create Your Own Advent Calendar
Want to know how to make your own advent calendar? It’s easier than you think. Forget about coding or design headaches — InAppStory has the tools you need to create a customizable advent calendar that’s as unique as your brand.
Here’s the deal: with InAppStory’s editor, you can design your own advent calendar in minutes. Drag, drop, and you’re set. Unlock daily deals, exclusive content, or challenges — no design skills needed.
The beauty of digital Advent calendar campaigns? You can make them as personalized as you want. Each door can reveal something different — whether it’s a personalized reward based on user behavior or a surprise discount that feels tailor-made.
What’s the catch? There isn’t one. You get full control over your design, content, and even tracking the results.
Industries That Can’t Miss Out Custom Advent Calendar
Retail and E-commerce
Retail apps love advent calendars for a reason. Daily deals, exclusive product drops, and loyalty point boosts are all fair game. Plus, it’s perfect for sparking those “I need to log in now” moments.
Media and Entertainment
Think movie trailers, sneak peeks, or limited-time content. Streaming services and media apps can create excitement around new releases with daily reveals. It’s the perfect way to build up hype without feeling pushy.
Health and Wellness
Advent calendars aren’t just fun; they can be motivating too. Daily wellness challenges, workout streaks, or health tips can keep users coming back while building good habits. Win-win!
Education and E-learning
Imagine an educational app with a 10-day quiz challenge or mini-lessons leading up to an exam period. Not only does it make learning feel interactive, but it also keeps users committed and engaged.
Keeping Track of Success: What to Watch
Key Metrics
Keep an eye on:
- Daily Active Users (DAU): Did engagement spike?
- Retention Rates: Are users sticking around after the calendar ends?
- Session Duration: Are they spending more time in the app?
- Conversion Rates: Are people using those discounts or interacting with the content?
Collect Feedback
Don’t guess what users liked — ask them. Use in-app polls or social media feedback to tweak and improve future calendars. Users love when their input shapes their experience.
The Bottom Line
Digital advent calendars aren’t just for holidays. They’re an engagement hack that works all year. Done right, they turn casual browsers into loyal fans, giving them that daily rush that only comes from the unexpected. So why not give them a reason to click? After all, a little mystery goes a long way.