ABOUT THE BRAND
From niche apparel to a cultural movement.
Midnight Hour is a California-based goth and alternative apparel brand known for its dark, expressive aesthetic and community-first approach. What began as a niche label has evolved into a growing cultural movement — one powered by fans who see their style as self-expression.
When it came time to expand their digital footprint, Midnight Hour saw an opportunity to turn their mobile app into more than just a sales channel — but the heartbeat of the brand.
THE CHALLENGE
Driving adoption ahead of the busiest season of the year.
With their mobile app still in its early stages, the Midnight Hour team knew that building app engagement before Black Friday Cyber Monday would be key to maximizing its potential. They wanted customers to not only download the app but also make it part of their weekly ritual.
As a long-time Tapcart Preferred Partner, ATTN Agency understood the impact mobile apps have on conversion and revenue. App shoppers, on average, drive a 63% higher conversion rate and generate 82% more revenue per session compared to mobile web.
The mission: get customers into the app early (before peak season) to strengthen both short-term results and long-term loyalty.
THE SOLUTION
Turning app engagement into a game everyone wanted to play.
ATTN created Frightful Fridays, a month-long, app-exclusive campaign designed to gamify shopping and spark excitement.
Each Friday in October, fans received a push notification with a cryptic clue, leading them to a 24-hour flash sale featuring one mystery product at 80% off—redeemable only in the app.
It quickly became a ritual among the brand’s most loyal followers.
To amplify the moment, ATTN paired Tapcart’s tools with a coordinated, multi-channel plan that kept fans guessing — and returning week after week:
- Teaser email promotion built anticipation before launch with a dedicated email send and a footer on all emails throughout October, serving as constant reminders.
- Push notifications delivered the weekly “clue” (which was also featured in the emails) and product reveal.
- A Halloween scavenger hunt finale brought the entire community together for one last surprise.
THE STRATEGY
Build community, not just campaigns.
By combining ATTN’s creative structure with Tapcart’s in-app merchandising and push capabilities, Midnight Hour created an interactive experience that felt authentic, exclusive, and rewarding.
Fans weren’t just shopping — they were participating.
And in doing so, they began treating the app as their go-to destination for new drops, exclusive offers, and brand updates leading into the holiday season.
“Our goal with Frightful Fridays was to drive app downloads ahead of the busiest sales season of the year, laying the foundation for a stronger and more impactful Black Friday through VIP early access and app-exclusive perks. Midnight Hour has a strong following and loyal repeat purchasers, but with our app still being new, this strategy was about showing our audience the value of having the app and building deeper loyalty around our brand.”
Miranda Mattson, Director of Message Marketing at ATTN
THE RESULTS
A seasonal campaign that turned engagement into loyalty.
Frightful Fridays drove measurable impact across every core metric, from installs to revenue:
- +78.7% increase in app installs
- +43.6% increase in daily active users
- +60.5% lift in app revenue
- +95.4% increase in total revenue
Beyond the numbers, the campaign changed customer behavior. The app became the center of community engagement — the place fans turned to for excitement, exclusivity, and connection.
The lesson learned? Creativity converts and gamification works when it feels true to the brand. By infusing curiosity, exclusivity, and reward into every touchpoint, ATTN and Midnight Hour turned a seasonal moment into lasting loyalty.
THE FUTURE
Powering creativity, together.
Frightful Fridays shows what’s possible when a brand, agency, and platform align behind a shared vision.
With Tapcart powering the experience and ATTN leading the creative, Midnight Hour proved that the most effective mobile strategies don’t just sell — they build community.
Ready to bring your next campaign to life?
Discover how Tapcart and our agency partners can help you create immersive, high-performing mobile experiences that drive installs, engagement, and revenue.
Learn more about ATTN →
Ready to wow your customers with an elevated mobile experience?
ABOUT THE BRAND
From niche apparel to a cultural movement.
Midnight Hour is a California-based goth and alternative apparel brand known for its dark, expressive aesthetic and community-first approach. What began as a niche label has evolved into a growing cultural movement — one powered by fans who see their style as self-expression.
When it came time to expand their digital footprint, Midnight Hour saw an opportunity to turn their mobile app into more than just a sales channel — but the heartbeat of the brand.
THE CHALLENGE
Driving adoption ahead of the busiest season of the year.
With their mobile app still in its early stages, the Midnight Hour team knew that building app engagement before Black Friday Cyber Monday would be key to maximizing its potential. They wanted customers to not only download the app but also make it part of their weekly ritual.
As a long-time Tapcart Preferred Partner, ATTN Agency understood the impact mobile apps have on conversion and revenue. App shoppers, on average, drive a 63% higher conversion rate and generate 82% more revenue per session compared to mobile web.
The mission: get customers into the app early (before peak season) to strengthen both short-term results and long-term loyalty.
THE SOLUTION
Turning app engagement into a game everyone wanted to play.
ATTN created Frightful Fridays, a month-long, app-exclusive campaign designed to gamify shopping and spark excitement.
Each Friday in October, fans received a push notification with a cryptic clue, leading them to a 24-hour flash sale featuring one mystery product at 80% off—redeemable only in the app.
It quickly became a ritual among the brand’s most loyal followers.
To amplify the moment, ATTN paired Tapcart’s tools with a coordinated, multi-channel plan that kept fans guessing — and returning week after week:
- Teaser email promotion built anticipation before launch with a dedicated email send and a footer on all emails throughout October, serving as constant reminders.
- Push notifications delivered the weekly “clue” (which was also featured in the emails) and product reveal.
- A Halloween scavenger hunt finale brought the entire community together for one last surprise.
THE STRATEGY
Build community, not just campaigns.
By combining ATTN’s creative structure with Tapcart’s in-app merchandising and push capabilities, Midnight Hour created an interactive experience that felt authentic, exclusive, and rewarding.
Fans weren’t just shopping — they were participating.
And in doing so, they began treating the app as their go-to destination for new drops, exclusive offers, and brand updates leading into the holiday season.
“Our goal with Frightful Fridays was to drive app downloads ahead of the busiest sales season of the year, laying the foundation for a stronger and more impactful Black Friday through VIP early access and app-exclusive perks. Midnight Hour has a strong following and loyal repeat purchasers, but with our app still being new, this strategy was about showing our audience the value of having the app and building deeper loyalty around our brand.”
Miranda Mattson, Director of Message Marketing at ATTN
THE RESULTS
A seasonal campaign that turned engagement into loyalty.
Frightful Fridays drove measurable impact across every core metric, from installs to revenue:
- +78.7% increase in app installs
- +43.6% increase in daily active users
- +60.5% lift in app revenue
- +95.4% increase in total revenue
Beyond the numbers, the campaign changed customer behavior. The app became the center of community engagement — the place fans turned to for excitement, exclusivity, and connection.
The lesson learned? Creativity converts and gamification works when it feels true to the brand. By infusing curiosity, exclusivity, and reward into every touchpoint, ATTN and Midnight Hour turned a seasonal moment into lasting loyalty.
THE FUTURE
Powering creativity, together.
Frightful Fridays shows what’s possible when a brand, agency, and platform align behind a shared vision.
With Tapcart powering the experience and ATTN leading the creative, Midnight Hour proved that the most effective mobile strategies don’t just sell — they build community.
Ready to bring your next campaign to life?
Discover how Tapcart and our agency partners can help you create immersive, high-performing mobile experiences that drive installs, engagement, and revenue.
Learn more about ATTN →
