We took a traditional holiday game and brought it out of the family room and onto Facebook. The Pass the Present Facebook app featured hundreds of virtual gifts, each wrapped in multiple layers of wrapping paper. Every day, players were invited to unwrap one layer for the chance to win one of Best Buy’s featured products. If they didn’t win, they could pass the present to a Facebook friend for a second chance.

The application was promoted using Facebook advertisements, as well as earned media in the form of blogger outreach and community seeding initiatives within popular contesting sites.

Over the course of our 3 week campaign, Pass the Present was played more than 87,000 times, generating nearly 3 million social impressions.

Community growth was not a primary objective of this campaign, however Best Buy Canada received more than 15,000 new Facebook 'likes' over the course of the campaign.

Most importantly of all, women aged 35-54 represented our largest player demographic.