Marks and Spencer has relaunched its 12 Days of Sparks digital advent calendar with this year’s campaign containing a £10k gift card prize draw.
Following the success of last year’s campaign, from next month Spark customers will be able to ‘open a door’ a day, revealing over a million free prizes.
Daily awards include free treats such as Prosecco, Panettone and Percy Pigs, in addition to a variety of personalised discounts and offers.
The campaign, which the high-market grocer promises will be ‘bigger and better than before’, will allow customers up to 24 hours to unlock each reward on M&S.com and 48 hours on the app.
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While the retailer reports having over 17m Sparks customers, only members who open all twelve doors will be entered into a prize draw to win a £10,000 gift card.
M&S Food marketing and loyalty director Sharry Cramond said: “12 Days of M&S was a huge success last year with customers absolutely thrilled with the free gifts and offers up for grabs.
“This year we have made it bigger and better than ever before to ensure customers get the very best of M&S magic this Christmas: more free gifts and fabulously festive offers.
“It’s so simple…existing Sparks customers just need to have the M&S app ready to open door number 1, but new Sparks users can easily get involved too – all they need to do is download the M&S app ahead of 1 Dec, sign up to Sparks and start enjoying the 12 Days of M&S.”
Last year, the retailer said over 650,000 customers opened all 12 doors, despite customers taking to social media to slam the campaign as “underwhelming” and “disappointing”.
A spokesperson told Grocery Gazette: “We’ve seen unprecedented demand for 12 Days of Sparks this December, with more than one million offers having been redeemed so far, surpassing last year’s numbers by over 400%.”.