BFCM 2025: Ka-Ching! Campaign & Giveaway Generates 217 Leads

Ka-Ching is a retro-arcade browser game the Rebuy marketing team built to anchor our 2025 BFCM campaign. Players chose from four magical heroes to fight “Stress Monster” characters, each one representing a real merchant pain point (Spurnox = customer churn, etc.).

Each player was entered to win a Nintendo Switch 2 and a discount on Shopify design-dev packages. High scores were featured on a leaderboard, just like in classic video games. Playing the game (or entering the giveaway via form-fill) also triggered an email flow delivering exclusive content like Power-Up Magazine, an 80s-style ‘zine written and designed in-house.

I collaborated with our internal partnerships team to connect with agency partners who came on as co-sponsors and promoted the giveaway to their audiences on social and via email.

The Challenge

Rebuy needed a BFCM 2025 campaign that could cut through a holiday season saturated with ecommerce content. We wanted to go beyond the typical playbook or webinar. So instead of explaining ecommerce pain points, we turned them into villains, and brands into heroes.

My Role

The game: I co-wrote the campaign’s core narrative concept. Specifically, I introduced ecommerce pain points as villains and added three additional heroes to choose from.

The giveaway: The game alone didn’t answer “what’s in it for me?” for players/contestants, so I identified that gap and pitched the fix: a partner-sponsored giveaway. From there, I ideated, developed, and led the program, working with our partnerships team to decide which agencies would participate, and writing the campaign briefs and mechanics for a 3-agency sponsorship structure. I also conducted the sponsor-partner interviews featured on the Rebuy blog and in the companion Power-Up Magazine.

The livestream: I pitched the idea, obtained buy-in, and then I ideated, developed, and led the program from concept through co-hosting, collaborating with the team to fill the 2-hour livestream with engaging, relevant content.

The Giveaway

Each winner received a Nintendo Switch 2 and a $1,000 credit toward a Shopify design-dev package from one of our sponsors.

I wrote the campaign briefs and mechanics and worked closely with the Rebuy partnerships team to bring on three agency co-sponsors (Pattern, SuperCo, and Barrel). I conducted interviews with contacts from each sponsor agency, converting each interview into blog posts, several social media posts, short-form video clips, and content for the companion Power-Up Magazine.

The Livestream: BFCM Pregame Show

Our inaugural episode of Rebuy Live (a new content series covering live Rebuy events both virtual and IRL) delivered a break from the holiday hustle mixed with two hours of “wall-to-wall BFCM coverage.”

Sarah, Scotty, and I entertained the raucous holiday crowd with BFCM trends, exclusive interviews with industry experts, a video game playthrough, and the first KA-CHING! Giveaway winner announcement. We even snuck in a wardrobe change for good measure.

Scotty produced the stream with his facilitator and StreamYard skills, while Sarah and I conducted pre-recorded partner interviews, shared commentary, and competed for the title of BFCM Trivia Champion.

Watch the replay here: Rebuy Live: BFCM 2025.

One of my favorite parts of the stream was Scotty’s ecommerce trivia questions. Did you know the first item ever sold online was a CD? But what CD was it? (Hint: it was not America Online.)

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