Behind the Scenes: A Look Back on the 12 Days of the Spiral Promotion
It’s hard to believe that we’ve already finished our third year of the “12 Days of the Spiral” promotion! Since we started this promotion back in 2011, it is amazing to see how much it has grown and evolved over that timeframe.
We started the 12 Days of Wizard in 2011, but when we launched Pirate in late 2012, the 12 Days of Wizard then had to become the 12 Days of the Spiral. In that first year of having two games for the holiday, we alternated and even shared promotional days between Wizard and Pirate. Finally in 2013, the 12 Days of the Spiral grew into two different events with specific days for both Wizard101 and Pirate101!
As you have seen, every year we introduce a holiday themed charity item to kick off this promotion. These special items help raise money for different organizations in the Austin and Plano areas that are devoted to helping children. I always look forward to the reveal of the charity item as we get closer to the end of the year. Our teams’ creativity never ceases to amaze me with what they come up with for the 12 Days of the Spiral!
We’ve had great items in the past like the Chrismoose and Fa-La-La-Llama mounts, but this year the team really outdid themselves with the creation of the Charity Noelephant. Thanks again to all the players within the Wizard101 and Pirate101 communities that helped us make our charitable contributions by purchasing this mount. The proceeds from the Noelephant allowed us to make $50,000 contribution across three charities: Make-A-Wish® Central & South Texas, Austin Children’s Shelter and the Children’s Medical Center at Legacy in Plano.
Along with the charity item, each year we have tried to offer up a good mix of site promotions, in-game item promotions, new in-game item launches and free goodies for our players. Quite often we have taken our players feedback into account when planning these days and how we execute on them. I see your comments on our message boards, on online fansite forums and on social media. Here are just a few examples of player feedback that have been incorporated into the 12 Days of the Spiral promotion:
- In 2011, players asked for free items to be available longer than just 1 day –> So in 2012 and 2013, we made those free items available until the 12 Days promotion was fully over.
- In 2011 and 2012, some players had problems getting the Mystery Coupons we sent them via email -> So in 2013, we automatically applied the Mystery Coupon to each player’s individual account.
- In 2012, players asked for Free Crowns (when don’t you ask for Free Crowns, ha!) -> So in 2013 for the first time ever, one of the promotional days was a Free Crowns giveaway!
We were pretty excited to be able to offer the Free Crowns day this year! It was a perfect way to cap the 2013 version of the 12 Days of the Spiral promotion. Based on player feedback, I would say that this year was quite the success! We were overwhelmed with all the positive comments and thanks we received from our awesome players! Thank you and I hope you enjoyed spending those Free Crowns!!
Here’s to a great 2014 filled with many Wizard and Pirate adventures!
If you have some ideas for future promotions you’d like to share or have other feedback you’d like to give on our 12 Days of the Spiral promotion, please do so in your comments below. I’m all ears!
Director of Marketing