The Custom Sale Preview application allowed fans to play a series of four games, which launched during the campaign:
• Players were encouraged to share the games with their friends, and earned points for doing so.
• Players who had earned the most points went to the front of the virtual queue and could access the sale immediately when it began at 5 p.m. Those with fewer points remained further back in the queue and were given access for 30-minute time slots later in the evening. ASOS also engineered its campaign to ensure that people would return to the sale by giving away offers and discounts.