‘Geekmas’ Holiday Campaign

Loot Crate / 2018

Goal: Reinvent and expand the holiday sales strategy through a fan-driven approach, create a cultural moment grounded in geek and gaming community values, and boost subscriptions and direct purchases during Q4.

Challenges

  • Differentiating in a saturated holiday e-commerce space

  • Aligning internal teams and external partners under one cohesive theme

  • Driving real engagement while supporting performance goals

Approach

  • Rebranded “Geekmas” from fan slang into an official holiday experience

  • Introduced Eddie the Yeti as the campaign mascot to anchor creative and storytelling

  • Directed month-long content rollout: videos, contests, giveaways, and interactive moments

  • Led coordination with licensed brand partners for collaborative product drops and promos

  • Activated influencer support and community campaigns to sustain momentum

  • Balanced brand building with performance tactics across email, paid, and soc

Direct Mail & Paid Ads

Outcomes

  • Drove a double-digit lift in new subscription sign-ups during December, outperforming the previous year’s holiday campaign

  • Increased e-commerce conversions across featured Geekmas promoted crates and limited-edition partner items by over 20%

  • Boosted engagement rates on social and email, with campaign content outperforming average benchmarks across owned and co-branded channels

  • Successfully positioned Geekmas as an annual campaign pillar, contributing to year-over-year holiday recognition and stronger seasonal performance

Sweepstakes & Giveaways

E-Mail Marketing

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