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Digital scratch card promotions
Case Study
New World 'Scratch & Score' Promotion
We custom built a mobile centric digital scratch card promotion website for New World Supermarkets in New Zealand. Featuring unique code entries and an interactive Javascript scratch mechanic designed to engage users and drive participation.
With a total available prize pool of 43,000 instant win cash prizes, the site processed over 3 million entries during its 7-week promotion period.
3.4 Million Entries
We processed an average of 70,000 entries per day, with a peak of over 8,600 entries processed in a single hour.
Unique Codes
For every $40 spent in-store, a unique code was issued offline and validated against each online entry.
Custom Animations
To enhance the user experience, custom animations were created for the website homepage and prize reveal sequences.
Scratch and win
Digital scratch card promotions are a highly effective, versatile marketing tool used to boost sales, increase engagement, and reward customer loyalty through instant gratification. They work by encouraging customers to make purchases and perform actions to win prizes, creating excitement and brand awareness.
We develop promotion micro-sites with a focus on user’s data security. We can convert your creative ideas to build a completely customised and branded experience for your next campaign.
Key Benefits of Digital Scratch Card Promotions
- Customer Engagement: Provides a fun “Will I win?” gamification experience, creating deeper interaction with the brand.
- Boost Sales/Traffic: Encourages immediate purchasing behaviour to receive entry to play the game.
- Versatility: Can be used on promotions for lead generation, sales promotions or brand awareness campaigns.
- Digital: Fully customisable options can be created for digital scratchers for apps/websites.
Best Practices for Success
- Keep it Simple: Make sure rules, prizes, and redemption processes are clear and easy for consumers.
- Create Urgency: Use limited-time offers to drive quick action and boost sales.
- Attractive Prizes: Offer rewards that are genuinely relevant and attractive to your target audience to maximise participation. Cash is king! But travel packages, consumer electronics and prepaid gift cards are hugely popular too.
- Compliance: Promotions must meet Australian Consumer Law (ACL) requirements, relevant state and territory permit conditions, and any applicable Trade Promotion Lottery regulations.
Common Use Cases
1. Lead Generation and Data Acquisition
- Low-Friction Signups: Using a simple “Submit your details to win” form to quickly capture customer data (emails, contact details) in exchange for a chance to win a prize.
- Customer Insights: Including quick, short survey questions or polls during the promotion entry process to learn more about customer preferences.
2. New Product Launches and Awareness
- Generating Immediate Buzz: Unveiling new products or launching seasonal campaigns (e.g., Summer, Christmas) by offering instant, exciting prizes to encourage trial.
- Increasing Brand Visibility: Utilizing instant win game promotions that are easily shareable on social media to increase brand visibility and engagement.
3. Customer Engagement and Loyalty
- Repeat Engagement: incentivising customers to return daily or weekly to play again, keeping brand top-of-mind.
- Non-Winner Rewards: Making “losing feel like winning” by providing all participants with a discount code or entry into a larger, final grand prize draw.
- Gamified User Experience: Using digital “scratch & win” or other custom game formats to make the brand experience fun and interactive.
Let’s talk
We are happy to discuss your digital scratch card promotion and fulfilment requirements no matter how big or how small. We willingly give advice on how things may be best actioned from both a client and consumer perspective. Our experience will add enormous benefit to the smooth running of any campaign or activity.
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