Advent calendar

What is an Advent calendar?

An advent calendar is an interactive campaign that reveals a new surprise every day in the run-up to an event, traditionally Christmas. Behind each day’s door, participants find a game, a quiz or a prize to win, and they need to come back the next day to open the next one.

This daily return visit builds a habit, keeps the brand top of mind over several weeks and gives it a new chance to collect data each time. For example, a retailer can run a 24-day calendar where each door unlocks a quiz about one product and a daily prize draw.