Gamifying Fandom to drive 352% lift in Sales

When Taylor Swift showed up to a Kansas City Chiefs game wearing glitter freckles, the internet lit up—and so did the sales dashboard at Fazit, the brand behind those glitter freckle patches.

But instead of sitting back and riding the wave of virality, Fazit’s growth partner Pixel Theory saw an opportunity to amplify the moment into something much bigger.

Here’s how we helped Fazit turn a fleeting celebrity cameo into a +352% lift in net sales, a viral promotion, and one of the most efficient campaigns we’ve run to date.

The Strategy: Gamify the NFL Playoffs with Taylor Swift Energy

We tapped into Cheers Cash, a gamified promo engine, and built a simple mechanic:
“If your team wins, you might win back the cost of your order.”

Here’s what made the campaign pop:

• We tied it to two major cultural moments: Taylor Swift sightings during Chiefs games and the Bills vs. Chiefs NFL matchup.

• Pixel Theory ran paid social ads to drive awareness and traffic.

• Fazit’s Instagram DMs were rigged with automations, triggering replies when users commented emojis—creating viral engagement loops.

• Bonus gift cards were sent automatically to winners using Cheers Cash, meaning zero manual work for the Fazit team.

The Results:

 +352.12% increase in net sales
 +43.81% lift in AOV
 +138.1% spike in site traffic
 +70.9% lift in conversion rate
 +317.9% increase in gross profit, even after accounting for rewards

And here’s the kicker: the rewards (Bonus Gift Cards) only cost 12.8% of sales because they were tied to actual redemption—not giveaway fluff.

Why It Worked

This campaign crushed because it did three things well:

1. Tied into real cultural relevance — Fans were already paying attention.

2. Created stakes — Customers had something to root for beyond a product.

3. Felt native to the brand — It wasn’t a forced stunt. It matched Fazit’s energy perfectly.

It’s a playbook we’ll be running again.

Want help building something like this for your brand? Reach out to Pixel Theory.