of all the gamification mechanisms available to companies, instant win games are among the most effective. Marketing games are a powerful way of engaging your audience because you can win attractive prizes. And with instant win competitions, the rewards are immediate!
This marketing format can be used at all stages of the customer journey to enable brands to engage and retain consumers. To take advantage of the potential of instatn wins, we present the objectives that businesses can aim for. For these objectives, we share examples of inspiring instant win competition campaigns.
What is an instant win competition?
Widely adopted to stimulate commitment to a campaign, instant win offers the chance to win gifts instantly. It differs from other games such as prize draws, where you have to wait to find out who the winners are.
It is possible to combine the two by adding a prize draw at the final stage of the instant win. In this way, players who have wown a prize can take part in an addtional prize draw and try to win gifts of greater value (such as a trip).
Depending on its brand universe and the objective of its campaign, the brand can opt for different types of instant win competitions. They can choose between:
- The Wheel of Fortune. Participants can spin the wheel and try to win a gift or promotional code.
- The scratch game. In this quick and simple gam, all you have to do is scratch off a visual to discover the prize. Scratch cards can be fully customised to incorporate elements from your brand’s world, or to suit a special occasion (such as Christmas or Valentine’s Day).
- The slot machine (or One-Armed Bandit). Inspired by casino games, this Instant Win consists of lining up several symbols. You can give awy prizes to your audience.
- There’s also the Pinata, the Shuffler, the Claw Machine, the Click & Win and the Flip & Win.
Why launch instant win competitions?
Instant Win offers companies a highly effective way of increasing visibility and engagement. Here are the 3 main reasons for organising a campaign of this type.
1. Engaging your audience
The first advantage of Instant Win is that it makes you want to take part, since you know immediately whether you’ve won or not. For the brand that organises it, the operation of this interactive mechanism is simple. Instant Win works by time slots designated as “winning”. All yuo have to do is enter at the right time to win a gift. Outside these time slots, all participants lose out (or can win a promotional codes in the case of 100% winning instant games).
Eurotunnel’s Jackpot campaign
To capture quality leads, Eurotunnel offered its public a captivating game. The jackpot (or One-Armed Bandit) enabled the company that manages the tunnel to strengthen its communications with transport operators. Carriers had to download a Transport Ticket Number (TTN) to take part.
Thanks to this popular mechanism and attractive prizes (smartphone, headphones, bluetooth), Eurotunnel registered more than 29k games.
Crédit Agricole’s pretty Christmas accounts
With its “Pretty Christmas accounts” campaign, Crédit Agricole immersed its audience in the spirit of the festive season. Each day, the advent calendar unveiled content highlighting its solidarity initiatives. More than a communications operation, this Instant Win game was designed to engage the community. This format, adaptable to the Regional Banks, enabled Crédit Agricole to strengthen its local roots.
The result: over 10,000 new subscribers to the brand’s mailing list and an opt-in rate of 40%.
2. Organise instant win competitions to generate leads
Creating an Instant Win competition is a great way of collecting leads. You can ask people to fill in a form before launching the wheel of chanceor cracking a digital pinata. Collecting first-party data (shared by users) will be easier. The brand will be able to refine its customer knowledge and understand the consumption habits of each individual.
Sensation Crispy de Lindt
Following the RGPD announcements, Lindt put in place an annual strategy to recruit new leads and build its base through gaing. This approach, based on marketing chestnuts and product highlights, took shape with the Sensation Cripy campaigns.
The aim was to recruit opt-in leads and promote the product via two engaging mechanics; the Wheel of Chance and Pinball. The campaign exceeded 15,000 leads and achieved a particularly high opt-in rate of 62%.
The Speedy Advent Calendar
For Christmas, Speedy launched an Advent Calendar aimed at engaging its audience and recruiting leads. The campaign was a great success, with 37k registrations and high engagement, reaching an average of 7.6 games palyed per participant. This operation provided excellent visibility during a crucial sales period, the festive season.
3. Boost your conversion rate with instant win competitions
Instant win competitions are ideal for companies looking to increase their conversion rate or build customer loyalty.
By awarding promotional codes to the winners, brands can stimulate engagement, encouraging people to visit the website and make pruchases. In this way, they can encourage an increase in their sales and a better conversion.
Showroomprivé Crazy days
The Crazy Days campaign enabled Showroomprivé to attract customers who responded to the game, while giving the bradn high visibility (with a 76% participation rate) during the sales period. The Instant Win, a one-armed bandit, was used as a sales generator, to stimulate conversion through the distribution of shopping vouchers.
BZB Game Center
Thanks to an engaging multi-mechanical system, Bizzbee offers an immersion into the world of gaming. After each game, users receive a voucher, boosting sales over the festiv period (with a conversion rate of 2.4%). An integrated conversion pixel monitored the performance of the interactive campaign in real time, continuously optimising its effectiveness.
Conclusion
Organising an Instant Win competition is an excellent way to generate leads, engagement and conversion. Discover
our interactive mechanisms that you can customise or adapt to a specific marketing event to boost your campaigns throughout the year!
