11.3
Entries per person
Average over the 24 days of Webing calendars: people enter, then return.
Digital Advent
PlayStation: 24 days of Advent.
From 1 to 24 December 2025, @playstationit opened a window each day. A post, a comment with the daily keyword, and a chat leading to a surprise and prize draw.
- +7,168
New followers on @playstationit
- 144
Prizes: one daily prize plus five €50 gift cards
- 24
Calendar days, from 1 to 24 December 2025
The idea
An Advent calendar in the feed
A new post appeared on the profile each day in December, with its own keyword. Commenting with the keyword triggered a DM, where people completed their entry.
A daily prize was up for grabs: PlayStation 5 Pro, PlayStation VR2, PlayStation Portal, limited-edition DualSense controllers and current games, plus five €50 PlayStation Store gift cards every day.
How it works
From comment to draw, every day
Twenty-four days of play, one per window, each with its own draw. People could enter once a day and return the next.
01 The daily post
Comment on the post with the specified keyword before midnight.
02 The DM conversation
The chatbot verifies the follow and collects first name, surname, email, consent and acceptance of the terms.
03 Surprise and draw
The day’s surprise is revealed in chat. One main prize and five PlayStation Store gift cards are drawn among participants.
Digital Advent benchmarks
A community that comes back every day
The figures below are average KPIs from Instagram Advent calendars managed by Webing.
90%
Marketing opt-ins
On average, nine in ten participants agree to be contacted again.
91,346
Chatbot activations
Conversations started from comments over 24 days, averaging 8,185 unique people per campaign.
