Client:

TKMaxx

Agency:

W&K London

This year's Christmas campaign for TK Maxx involved an ambitious digital and in-store competition.

We created a campaign site featuring an interactive WebGL snow globe that users could shake using their mouse or mobile device. A reactive 3D particle system then revealed an outcome for the user, providing them with either gift inspiration, a digital gift voucher or the ultimate prize, a White Christmas for them and their family.

Winners of the White Christmas prize could have real snow delivered right to their door, transforming their property into a winter wonderland.

Technically, there were a number of interesting production challenges to tackle during the campaign.

For the frontend development work, we devised a 'performance driven development' approach in collaboration with testing partner Zoonou, involving multiple on-site sessions at their Eastbourne HQ. This enabled us to optimise the interactive WebGL component to work well across a wide range of devices.

When it came to backend, there was a good deal of integration work to be done across the various prize allocation, CRM and fulfilment systems. All this work was delivered to be compliant with TK Maxx's secure hosting environment, across multiple markets and languages.

Finally, we created a bespoke multi-language campaign management dashboard, which was used by the event teams on the ground to coordinate and track the progress of each White Christmas installation.

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