How ATTN and Midnight Hour Drove a 95% Revenue Surge Through App-First Gamification
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Increase in App Installs
Increase in Daily Active Users
Lift in App Revenue
overview
From niche apparel to a cultural movement.
Midnight Hour is a California-based goth and alternative apparel brand known for its dark, expressive aesthetic and community-first approach. What began as a niche label has evolved into a growing cultural movement — one powered by fans who see their style as self-expression.
When it came time to expand their digital footprint, Midnight Hour saw an opportunity to turn their mobile app into more than just a sales channel — but the heartbeat of the brand.
The challenge
Driving adoption ahead of the busiest season of the year.
With their mobile app still in its early stages, the Midnight Hour team knew that building app engagement before Black Friday / Cyber Monday would be key to maximizing its potential. They wanted customers to not only download the app but also make it part of their weekly ritual.
As a long-time Tapcart Preferred Partner, ATTN Agency understood the impact mobile apps have on conversion and revenue. App shoppers, on average, drive a 63% higher conversion rate and generate 82% more revenue per session compared to mobile web.
The mission: get customers into the app early — before peak season — to strengthen both short-term results and long-term loyalty.
The solution
Turning app engagement into a game everyone wanted to play.
ATTN created Frightful Fridays, a month-long, app-exclusive campaign designed to gamify shopping and spark excitement.
Each Friday in October, fans received a push notification with a cryptic clue, leading them to a 24-hour flash sale featuring one mystery product at 80% off—redeemable only in the app.
It quickly became a ritual among the brand’s most loyal followers.
To amplify the moment, ATTN paired Tapcart’s tools with a coordinated, multi-channel plan that kept fans guessing — and returning week after week:
- Teaser email promotion built anticipation before launch with a dedicated email send and a footer on all emails throughout October, serving as constant reminders.
- Push notifications delivered the weekly “clue” (which was also featured in the emails) and product reveal.
A Halloween scavenger hunt finale brought the entire community together for one last surprise.
The results
A seasonal campaign that turned engagement into loyalty.
Frightful Fridays drove measurable impact across every core metric — from installs to revenue:
- +78.7% increase in app installs
- +43.6% increase in daily active users
- +60.5% lift in app revenue
- +95.4% increase in total revenue
Beyond the numbers, the campaign changed customer behavior. The app became the center of community engagement — the place fans turned to for excitement, exclusivity, and connection.
"With Tapcart powering the experience and ATTN leading the creative, Midnight Hour proved that the most effective mobile strategies don’t just sell — they build community."
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