I got it too, looks like it's the same for all.
I've a feeling they somewhat "baited" players with free spins for the first day, then proceeded to distribute challenges for the remaining.
I think we were all very excited with the when the Christmas promotion just launched as the last 2 editions were really great ( a lot of cash and freespins). This year, it is totally different, but the strategy behind is, is quite good and it is always fun to compete in the challenges (if you deam them feasible for yourself offcourse).