XLA Drops: a holiday drop driven by influencers
A limited drop of game keys, promoted by mid-sized influencers, that put XLA's new user acquisition tool to the test and earned 152,000 email opt-ins.
- Client
- XLA
- Campaign
- Holiday Drop Campaign
- Launched
- December 27, 2022
- Channel
- Influencer marketing
The campaign
On December 27, 2022, XLA launched its Holiday Drop Campaign, aimed at gamers during the holiday break, a time of high engagement and downtime for the gaming community.
The goal was to test XLA's new marketing and user acquisition tool in the real world: to learn how well it worked, drive engagement and grow the community.
- The offer
- A variety pack of three unique game keys, each in limited quantity to create a sense of exclusivity.
- The promotion
- A curated group of mid-sized influencers, averaging 255,000 followers, reaching niche gaming audiences with high engagement.
- The timing
- The holiday break, when work and school activity drops and online engagement among gamers rises.
Results
152,000
email opt-ins, a strong base for future marketing.
29,566
items claimed out of 30,000 available (three items, 10,000 units each).
300,000+
impressions in under one hour.
1,000,000+
impressions across the campaign.
What the test showed
Control over code distribution
Single-use codes reduced the risk of illegal distribution of promotional codes and protected the integrity of the campaign.
Influencers that fit
Mid-sized influencers balanced cost and audience relevance. An average of 255,000 followers reached engaged communities and lifted claim rates.
A proof of concept
The drop showed XLA's tool can drive opt-ins, impressions and claims while staying secure, and that it can scale to future campaigns.
Strategic takeaways
Timing matters
Launching in a period of high gamer activity made the most of the audience's free time and willingness to engage.
Exclusivity drives demand
Limited inventory and a distinct offer encouraged faster claims and higher conversion.
Pick influencers for fit
Influencers with niche appeal generated authentic engagement, which shows why audience alignment matters.
Build the data set
With 152,000 email opt-ins, the campaign created a valuable database for future targeted marketing.
The takeaway
Align the offer with audience behavior, protect the promotion with technology, and let data build lasting engagement.
The drop met both of its goals: it drove engagement and validated a new marketing tool. It also gave XLA a framework for future campaigns in the gaming space.
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