The challenge
Hijack Poker's average user played 3.10 hours per day, and that baseline wasn't moving engagement or acquisition at scale. The goal was twofold: bring in new users, and shift existing players toward consistent, higher-volume play. A standard promotion wouldn't do it. This needed a coordinated, culturally resonant campaign.
The approach
Brand and character
Jack, Hijack's Wild Cowboy mascot, became a devilish Santa for the “Naughty or Nice $100K Freeroll.” That tapped holiday momentum and Jack's existing brand equity while giving the campaign a distinct, memorable identity.
Engagement mechanics
To qualify, players had to log 25+ hours of play within a 7-day window. The requirement was designed to move the engagement curve and set a new baseline for casual players.
Media plan
- $15K in geo- and audience-targeted social ads for acquisition
- $4K in influencer partnerships
- In-app notifications and newsletter mentions (owned channels, no added cost)
- In-club media across Texas Card House locations
Cross-functional execution
This was the first qualification-based freeroll of its kind, and it needed backend and app features that had never been built. I worked with Product, Customer Experience, Operations and Development on branding and UX constraints so the feature matched the campaign's promise.
Results
- Daily signups rose 74%, from 23 to 40, during qualification.
- 892 players qualified, showing the 25-hour bar was both appealing and achievable.
- The campaign returned 167% on ad spend, covering the $100K prize pool and operating costs while generating profit on rake and fees.
- Qualifying players set a new play baseline of 25+ hours in 7 days.