The DSGi-owned high-street retailer has briefed Play to develop a festive viral ad giving internet users the chance to win prizes ranging from a digital camera to an HD flatscreen TV.
The work comprises a virtual game of pass-the-parcel to Dean Martin's version of Let it Snow. Users click to unwrap the present, revealing a prize or a Currys discount voucher.
The initiative marks a change of strategy for Currys, which has previously focused on standard display formats such as banners and skyscrapers. The retailer is keen to use virals to differentiate itself.
Currys plans to expand its digital marketing team in an effort to conduct 20% of its business online by 2010.