Mail-out: Memory game spreads Christmas cheer

Solna, Sweden – To encourage Swedes to send their Christmas parcels through the national postal service, Swedish Post created a memory game that customers could play online via a live video feed.

The Parcel Memory began with an arrangement of 400 green parcels in a grid similar to a traditional memory card game. Players chose parcels and directed Swedish Post employees to turn them over to reveal their contents.

Players who matched two parcels were allowed to ship both of them to addresses of their choice – but not to the same address. This meant that every win resulted in at least one holiday gift being sent to a friend. Gifts ranged from simple toys such as Play-Doh to high-tech gadgets such as an iPhone 5.

This is a great example of a brand using real-world gaming to establish a more intimate connection with consumers. Read our Ubiquitous Gaming Culture macrotrend for more.