Overview

The Christmas Prize Draw project is an annual digital marketing website designed to show appreciation for our clients’ ongoing support throughout the year since 2020. It started as the “SantaBot” and has since evolved into a fully developed marketing campaign.

Design Team

Design Team

Timeline

Projects for the annual Christmas campaign typically begin several months before launch, starting with early planning sessions to define the campaign direction, user engagement goals, and overall experience for that year. From there, the project moves through concept development, visual exploration, gameplay ideation, and technical planning before entering full production and testing.

Initial discovery

Each year, the project begins with early discussions around campaign goals, user engagement opportunities, and the overall direction for the Christmas release. Initial brainstorming focuses on creating a fresh and interactive experience that builds on previous campaigns.

Concept development

Ideas are refined into a clearer creative direction. During this phase, the visual style, gameplay concepts, and campaign structure are explored and validated to ensure the final experience feels engaging, festive, and accessible.

Design & technical planning

The core user flows, interface layouts, and gameplay interactions are finalised. Technical planning is also carried out to define implementation requirements, responsive behaviour, animations, and prize mechanics.

Production & development

The project moves into full production, including UI design, illustration integration, front-end development, interaction design, testing, and iteration. The experience is continuously refined to improve usability, performance, and overall polish.

Campaign launch

The final experience launches as a live seasonal campaign running throughout the holiday period. Users can participate in interactive activities, unlock prizes, and engage with the experience across the campaign duration.

Santa Quest

Santa Quest Adventure was the 2024 edition of the Christmas campaign, designed as a more immersive and interactive experience compared to previous years. The campaign combined multiple mini-games, a progression system, and instant prize mechanics to create a playful seasonal experience that encouraged user engagement throughout the campaign period.

Introductory screens

These introductory screens were designed to introduce users to the Santa Quest Adventure experience in a simple and playful way. The flow explained the game levels and guided users into the gameplay through clear calls to action before starting the experience.

Levels design

The experience featured two different levels designed to provide variety and progression throughout the gameplay. Level 1 was designed to be easier and more accessible for casual players, while Level 2 introduced a more challenging experience with increased difficulty and complexity.

The easy level was designed as a simple and accessible hidden-object game for casual players. Users were tasked with finding missing presents hidden around the beach scene

The difficult level introduced a more complex hidden-object experience designed to challenge users and encourage longer engagement. Compared to the easier level, the environment contained more visual detail, additional interactive elements, and harder-to-find objects.

Instant prizes

Both gameplay scenes also included instant prizes alongside the main prize draw. While playing, a few lucky users could randomly win instant rewards, adding an extra surprise to the experience.

Grand prize draw

The final draw screens allowed users to enter the main campaign prize draw after completing the gameplay experience. Users could submit their details, select their preferred prize option, and receive confirmation of their entry. Depending on gameplay outcomes, some users were also rewarded with instant prizes alongside their grand prize draw entry.

Other Yearly Experiences

Each yearly campaign followed a similar timeline, starting with planning and ideas before moving into design, development, testing, and launch. The scope and complexity of each release varied depending on the available budget, timeframe, and team resources for that year. Since 2021, my role across the yearly releases has focused on UI design and front-end development, helping create and build the final interactive experience.

Christmas prize draws

Focused on simple prize draw experiences and seasonal website interactions designed to encourage user participation during the holiday period.

Interactive quiz experience

Introduced quiz-style gameplay where users answered themed questions as part of the Christmas experience and prize draw.

Matching game experience

Featured a festive matching game designed to create a more interactive and fun experience for users during the campaign.

Website interactions & prize draw

Focused on simple website interactions and the main Christmas prize draw, creating a lightweight and accessible seasonal experience.