Every December, brands flood social feeds, inboxes, and mail rooms with holiday greetings — twinkling lights, warm wishes, and the usual cheer. Last year (ok, every year), we wanted to do something different. Instead of sending out a traditional message or a basket of muffins, we leaned into an interactive experience. We shipped a game night box to our clients and partners – complete with our team featured in a holiday murder mystery video.
The concept was simple: make people laugh, make them curious, and most importantly, create a personal connection with our team — make them want to join in on the fun. What unfolded was more than just an out of the box holiday gift; it became a catalyst for engagement across platforms. And, it was damn clever.
A Captivating Intro
When the video debuted, it didn’t just get watched — it got noticed. Audiences responded to the playful whodunnit theme, where holiday cheer collided with a tongue-in-cheek mystery.
Instead of scrolling past, people stopped to watch. They clicked to see one more team member speak to their ‘witness of the murder’. Recipients had to guess the murderer. Throughout this Hercule Poirot experience, they shared with colleagues and friends. In a sea of generic holiday content, this mystery stood out as something memorable, lighthearted, and fun.
Not just a Video, an Experience
The video was just the introduction. Once viewers clicked through, they discovered an interactive extension of the mystery on it’s own microsite — complete with a fully-developed interactive murder mystery. Suddenly, the audience wasn’t just watching a story unfold, they were part of it. You could interview suspects, review evidence, and catch the culprit.
The gamified twist kept people exploring, replaying, and engaging far beyond a single view. The mystery gave them a reason to stick around, and the whodunit made it worth their time.
As the dü team always does…. it was complicated to us, but seamless to the user. We had multiple versions so you could replay the game and there was a new murderer. You got to see our team’s version of acting which was fun just by itself. From witness accounts to murder confessions… it was a blast to create and share.
All-in, our team got to show off our creative in direct mail and printing, story writing, acting (not the best, but there were surprises with Emmy potential), web coding, UX/UI, … a little bit of everything in our skill box.
The Results
The campaign proved that being creative in a sea of same isn’t just entertaining — it’s effective. By leaning into holiday storytelling with a twist, we sparked something that didn’t just get left out on the break room table to be shared.
By the Numbers:
- 20% engagement rate on Meta, a top-performing post for the quarter
- Over 30% re-engagement rate
- Recipients engaged at a 52.22% rate
- Congrats to the brilliant detective skills… the top 20% of game players solved the mystery. (The other 80%… well, you still have your day job.)
The Verdict
The holiday murder mystery wasn’t just festive fun — it was proof that audiences crave content that surprises them. By mixing humor, suspense, and interactivity, we turned a seasonal greeting into a multi-channel experience that people wanted to watch, play, and share.
In short: when your brand makes the holidays fun, people want to join in on the story.
Want to test your detective skills? Crack the case here.
