LeadFamly provides marketing gamification software to help companies engage customers. This document discusses planning a holiday marketing campaign, including starting with clear goals and key performance indicators. It then shares examples from LEGOLAND's successful Christmas advent calendar campaigns, which generated high engagement through daily video content and games. Other inspiration examples achieving newsletter signups, traffic, and content promotion through weekly calendar games are also presented. The document encourages setting measurable goals and communicating in a natural way for the holidays.

2. LeadFamly provides accessible marketing gamification software that
enables companies to cut through the noise.

3. Agenda.
Starting with the end in mind: how to plan your
holiday campaign
Gamifying Christmas campaigns at LEGOLAND
Inspiration for this year’s Calendar
Q & A

4. Meet Mads and Phoebe.
Phoebe Berke
Phoebe is the Academy
Manager at LeadFamly.
Phoebe works with our clients
to make their campaign dreams
a reality.
Mads Ejsing
Mads Ejsing is the Product
Specialist at LeadFamly.
Mads is an expert when it comes
to developing high-performance
gamification campaigns.

5. About LeadFamly.

6. LeadFamly empowers you to connect with and activate your target audience
with marketing gamification. Our software platform is easy to use, and it allows
you to design and promote your own online marketing games. With more than
20 different game concepts to choose from, you can find just the right concept
to reach your marketing goals.
Founded in 2017 in Aarhus, Denmark
400 customers in Finland, Germany, the Netherlands, Scandinavia, and the UK including
Arla, Coca Cola NL, Grundfos, McDonald’s, Neste Oyj, Pfizer, Vero Moda, Volvo, and many more
Platform 4.0 and the new campaign builder recently launched
LeadFamly

7. Sneak peek of cases.

9. Agenda.
Starting with the end in mind: how to plan your
holiday campaign
Gamifying Christmas campaigns at LEGOLAND
Inspiration for this year’s Calendar
Q & A

10. Backwards Design.
What is it?

11. To begin with the end in mind means to start with a clear
understanding of your destination. It means to know where
you’re going so that you better understand where you are
now so that the steps you take are always in
the right direction.
- Stephen R. Covey, The Seven Habits of
Highly Effective People
https://jmp.sh/4bYImF4
https://jmp.sh/4bYImF4

13. Backwards Design:
how to plan your holiday
campaign
Start with the end in mind (your KPI and how
you will measure success )
What game plan can achieve this KPI?
Execute and assess

14. Agenda.
Starting with the end in mind: how to plan your
holiday campaign
Gamifying Christmas campaigns at LEGOLAND
Inspiration for this year’s Calendar
Q & A

15. Jakob Belmann
Marketing Coordinator
Alex Lange
CRM & Insights
Manager
Guest

16. Christmas Advent Calendar 2018
LEGOLAND.
GDPR
Awareness during low season
Loyal and happy customers
Concept

17. Christmas Advent Calendar 2018
LEGOLAND.
Combination of video content
and gamification
December 8th example
Awareness of new
initiatives/products

18. Communication
Christmas Advent Calendar 2018
LEGOLAND.
Owned media
Ad spend differs from brand to brand

19. 680,000+ video views
2+ million organic Facebook reach
30,000 newsletter sign ups
66% more website users*
33% more park-related purchases*
Ad spend = €1,400
* = compared to same time period in 2017
Christmas Advent Calendar 2018
LEGOLAND.

20. Focus on YouTube
Separate content for adults and
kids
United graphics
Advent Calendar (4 games
instead of 24)
Christmas Advent Calendar 2019
LEGOLAND.
Concept

21. Daily Calendar is time consuming
Can be difficult to get users every day
Test participation level in 2019
Grow YouTube channel
Lessons
Focus
Christmas Advent Calendar 2019
LEGOLAND.

22. Beta project
LEGOLAND.
Cure the
waiting-in-line blues
Gamification in other contexts
Improve the queue experience

23. Beta project
LEGOLAND.
Test site
Great results — and
further implementation

24. Agenda.
Starting with the end in mind: how to plan your
holiday campaign
Gamifying Christmas campaigns at LEGOLAND
Inspiration for this year’s Calendar
Q & A

25. Inspiration
KPI: Daily Engagement
Recommendation: Create a
fun and visual campaign,
make registration a breeze,
set up daily reminders
Result: 214,000+ game plays,
average 15 plays per user
Copenhagen Zoo

26. KPI: Recruit new installers,
engage existing installers,
be top of mind
Recommendation: Daily
questions, vary questions
between fun and serious
Result: Engagement across
27 different markets
Inspiration
GRUNDFOS

27. KPI: Relationship management
Recommendation: Speak to
target group about what they’re
interested in
Results: Memorable experience
Inspiration
Hatting

28. KPI: Newsletter sign-ups, traffic
to website, content marketing
and product promotion
Recommendation: Go with
weekly calendar, link to website
Result: Average 2 game plays
per user
Inspiration
Fri BikeShop

29. KeyTakeaways.
Create a Christmas campaign that is based on what your audience cares about.
Start with a clear understanding of your destination + KPIs.
Keep in mind how you will measure your success.
Christmas Advent Calendars can be used to communicate in a natural and ‘non-
commercial’ way.

30. Q&A
Please type your
question into
the chat window

31. Next Webinar
December 5th
Plan Your 2020 Now: How to Engage Your
Contacts With Gamification

32. Thank you
Get more inspiration
Contact your customer success manager
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