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Context
To increase engagement during off-peak hours (2 PM - 6 PM), Dream11 launched the Happy Hours Contest, where users joining paid public contests could win a DreamBox—packed with assured rewards like phones, DreamCoins, and more.
To maximize participation, the team used a pinned banner with a live countdown timer, ensuring the contest stayed top-of-mind. Clicking the banner redirected users to a full-page modal that detailed the contest and rewards.
Why This Works
The countdown timer created urgency, nudging users to act before time ran out. The pinned banner placement guaranteed constant visibility, making it impossible to miss. By combining time-sensitive incentives with seamless discovery, Dream11 turned off-peak hours into high-engagement windows.
With this approach, Dream11 drove more contest participation when it mattered most—without disrupting the user experience.
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