Case Study: Marks & Spencer achieves 1.5M+ registrations and web-scale authentication in one week with Auth0

Marks & Spencer Auth0 Authentication Scalability In Action

Marks & Spencer teamed with agency AKQA to relaunch its viral “Pass the Parcel” holiday game and drive massive customer engagement. The campaign required millions of fast, reliable logins and registrations in a short window, so AKQA needed an authentication solution that could scale instantly to handle huge, bursty traffic without slowing the game experience.

Auth0 provided a pre-tested, high-performance authentication instance deployed on AWS, with load testing targeted well above anticipated peaks. In production Auth0 handled ~19.7 million authentication operations during the week, supporting 1.56 million user registrations, ~2.5 million visits and 3.9 million unwraps, with a peak of 140 ops/sec and 99th‑percentile login times under 200 ms—helping M&S award 94,147 prizes and achieve over 95% positive social sentiment.

Marks & Spencer