Success story

LEGOLAND’s advent calendar

“What has surprised me is that there are so many possibilities. We started with the Christmas Calendar last year as our first project, and our game plan has developed.”

– Jakob Belmann, Marketing Coordinator, LEGOLAND Billund Resort

In December, LEGOLAND Billund ran a daily Advent Calendar. They had three motivators for this: 

  • GDPR had negatively impacted their subscriber database and they wanted to create a fun way to regain the permissions and subscriber information.
  • The resort is closed from November to March and they wanted to create awareness and remain top-of-mind during low season.
  • They wanted to create an experience for loyal and happy customers.

Why Playable works for LEGOLAND

Given that LEGOLAND is an established brand and like many large companies, they have strict brand guidelines to follow. The Playable platform allows LEGOLAND to customize the campaigns so that they align with the guidelines. 

The platform also helps LEGOLAND generate leads and permissions while letting them test other contexts.

“We have been using the Playable platform for generating permissions. But we’ve also been able to use the platform in other contexts like beta testing a Halloween campaign, so we’ve seen benefits from using the platform in different contexts. For example, we are testing how to improve the guest experience and create a closer link between the physical park and our digital content [like gamification]. For Halloween, we created a campaign using Playable games that park visitors could play while standing in queues for different rides. It worked, so our next step is expanding the games and game sites to each theme of the park.” – Alex Lange  

Another reason the platform fits their needs is because Playable can support always-on campaigns.  

“What has surprised me is that there are so many possibilities. We started with the Christmas Calendar last year as our first project, and our game plan has developed. We’ve been able to use the Playable platform on an ongoing basis, and we use the tests and insights to decide whether that experience works for our audience. The fact that it’s possible to use the platform throughout the year has been an eye opener.”

– Jakob Belmann, Marketing Coordinator, LEGOLAND Billund Resort

Sign ups


Newsletter sign ups

Video Views


Views on the video

Organic Reach

2+ million

In organic Facebook reach

Ad Spend


Is the amount spent on ads for the campaign

The results

LEGOLAND’s Advent Calendar was successful. Over the course of the month, LEGOLAND Billund saw benefits with their database as well as a positive impact in the amusement park.  

For their database and online engagement, they saw:

  • 30,000 newsletter sign ups
  • 66% more website users*
  • 680,000+ video views
  • 2+ million organic Facebook reach
  • 33% more park-related purchases*

They accomplished this with just €1,400 in ad spend and through organic social (they have 250,000 Facebook followers so their reach is quite broad). 

* = compared to same time period in 2017

Masai Customer Story with Playable
“Game mechanics give us a way to listen to our customers’ preferences and use that information to direct products to the markets that they’ll perform best in. Gamification campaigns have also lowered our CPL and reduced a new customer’s first time to purchase. In addition to all of this, the data we gathered also enabled me to write a brief to our organization about what our audience wants from Masai.”
— Maria Stigsnæs-Eriksen, Head of E-Commerce Sales & Campaigns, Masai Read the success story