Midnight Hour
95% Revenue Surge Through App-First Gamification
The Challenge
With their mobile app still in its early stages, Midnight Hour needed to build app engagement before Black Friday / Cyber Monday to maximize its potential. They wanted customers to not only download the app but make it part of their weekly ritual — establishing the app as a core channel ahead of peak season.
The Solution
ATTN created Frightful Fridays, a month-long app-exclusive campaign gamifying the shopping experience. Each Friday in October, fans received a push notification with a cryptic clue leading to a 24-hour flash sale featuring one mystery product at 80% off — redeemable only in the app. Teaser emails built anticipation, email footers throughout October served as constant reminders, and a surprise Halloween scavenger hunt finale brought the community together for one last surprise.
The Results
+78.7%
App Installs MoM
+43.6%
Daily Active Users MoM
+60.5%
App Revenue MoM
+95.4%
Total Revenue MoM
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