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Monster Manor

Halloween's too much fun for just one night. We gave Dollar Tree shopping moms and their little monsters a reason to scream all month long.

Don't be afraid of gamification.

Dollar Tree’s “Monster Manor” is an HTML5 driven game experience that challenges users to survive a Haunted Halloween House full of startling surprises, all for a shot at a Dollar Tree shopping spree. In order to advance to each next level, site visitors must solve puzzles using top selling Dollar Tree Halloween products in a race against the clock.

Women and children first.

With most of Dollar Tree's Halloween product offering aimed at trick-or-treaters, the gameplay was designed for moms and their kids to work together in figuring out the connections between the scene and their selections. Each room of the Manor comes alive with charming animations and spooky sounds fit for children and adults alike. All those that dare can also test their skill at multiple bonus games throughout the experience that award winners with four chances to win a $10 Dollar Tree gift card. Successfully making their way through each room of the Manor alive encourages users to submit their email to qualify for one of ten $100 shopping sprees courtesy of Dollar Tree.

So many products — it's scary.

With nearly 100 products featured throughout the game, Monster Manor enables kids and their parents to "play" with the Dollar Tree brand. After completing each level, users are also met with a brand video that showcases the real life products they’ve just used to solve the puzzle.

Project Highlights

Time On Site

A nearly 7:30 time spent on site metric and thousands of repeat visitors proved Dollar Tree's Monster Manor cast quite a spell on users.

Emails Captured

The site and its Christmas themed follow up "Santa Challenge" mined nearly 30,000 new email addresses for Dollar Tree via incentivized touchpoints and mini-games.

Social Reach

The thousands of one-click user shares led to countless "bargain blogs" promoting the site, giving Dollar Tree quite the bang for their buck in the social space.

Site Traffic

While being live and promoted for just over a one month window prior to Halloween, the site clocked nearly 400,000 visitors, with some days topping 15,000 sessions.