The simplicity and instantaneous nature of the scratch card game are deeply rooted in popular culture. Their engaging mechanics offer users immediate gratification, delivering a quick dose of dopamine that captivates and builds loyalty.

In this article, we explore the main uses of scratch cards in a marketing strategy. We begin by detailing the objectives they can achieve. We’ll also offer a comprehensive tutorial on how to easily create your own online scratchcard game, to boost your campaigns and effectively engage prospects and customers.

SUMMARY

• Why launch an online scratch game?
  
• Our tutorial for creating your own online scratch game
  

An online scratch game is a powerful marketing lever that achieves a number of strategic objectives. By combining interactivity and immediacy, it easily captures the audience’s attention and encourages them to spend more time with the brand. Here’s how it can serve the strategic objectives of retailers.

1. Brand awareness and branding – Boosting brand visibility

A digital scratch game is a fun, accessible format that easily attracts users’ attention. It offers an engaging experience that leaves a lasting impression and promotes brand memorability.

According to a recent study, interactive games increase brand recall by 33% compared to traditional advertising formats. In fact, they go beyond passive viewing, making it easier to retain the commercial messages conveyed by the campaign.

Example: For Chandeleur, the Lotus brand invited users to top their pancakes with its spread via an interactive display campaign (or Playable Ads). This fun and original format added a touch of deliciousness to the event.

2. Community engagement – Actively involving your audience

Scratch game encourage interaction and participation, particularly through sharing on social networks. The promise of a reward creates a viral effect that encourages users to invite their friends to play.

Example: After participating in the Lotus brand’s online scratchcard game, users were redirected to the brand’s Instagram account. This operation generated almost 200,000 clicks, boosting engagement with the company.

3. Generate traffic to your sales channels – Attract players to a store (online or physical)

By integrating discount coupons, special offers or loyalty points, the scratch card game can encourage participants to visit a website, a physical store or even download a mobile application.

Example: Sephora used gaming to drive traffic to Nuxe products on the website and app. The campaign aimed to increase sales of Nuxe products on Sephora’s marketplace. The integration of an interstitial highlighted product features.

4. Convert new customers – turn players into buyers

By attracting prospects with a fun mechanic and offering them exclusive deals, brands also facilitate their transition to the act of buying. It’s an excellent way to broaden your customer base while boosting your conversion rate. According to a recent study, competitions have an average conversion rate of 34%.

Example:For the back-to-school season, Kiabi launched a scratch-off competition focused on lead generation and conversion, giving participants the chance to win attractive prizes, including vouchers. Thanks to media coverage via Adictiz Ads, the operation achieved an opt-in rate of 68% and generated over 31K in sales.

5. Building customer loyalty – Rewarding and retaining existing customers

Offering a scratch game to loyal customers is an excellent way of thanking them and encouraging them to return. A well thought-out gamification strategy can extend the customer relationship and strengthen brand loyalty.

The marketing game is an excellent lever for data collection. For example, participants can fill in a form or give an opt-in before accessing the scratch card or finding out about their reward. This data can then be used by the retailer for retargeting with targeted offers throughout the year.

Example: Sephora and Nuxe’s co-branded scratch card game also collected data via the form. Sephora used this format to recruit qualified leads for targeting and retargeting campaigns.

Creating an effective online scratch game requires careful planning and the use of appropriate tools. Here’s a detailed guide to help brands gamify their marketing campaigns.

1. Choose the right mechanics

To design an online scratch card game, it’s essential to select a specialized platform offering appropriate functionalities. Adictiz, for example, is a complete tool for setting up, broadcasting and publicizing your scratchcard competition.

The gamification tool should, for example, offer a dedicated module for easily creating and customizing marketing games, to provide the most immersive experience possible for the brand’s audience.

2. Define your goals

Before embarking on the design of a digital scratch card game, it’s important to clearly identify the objectives of the campaign.

• Increase brand awareness: Attract new users and reinforce brand presence with original mechanics and/or attractive rewards.
  
• Engage your community: Stimulate the interaction and loyalty of existing customers by capitalizing on a marketing highlight, for example. Sharing the game on social networks also boosts its virality.
  
• Generate traffic: Direct participants to your website (Drive-to-Web) or points of sale (Drive-to-Store) by offering incentives for time-limited purchases or specific sales channels.
  
• Collect data: Obtain valuable information about users for future marketing actions. In this case, the retailer will need to integrate an additional step into its game experience by creating a data collection form.
  

3. Customize the online scratchcard game

Personalization is crucial to delivering an immersive experience, reinforcing branding and facilitating the memorization of the advertising message. To achieve this, advertisers can personalize several elements of their campaign:

• Visuals: Integrate images that reflect the brand’s identity. In the Adictiz module, for example, retailers can import specific backgrounds and graphic elements.
• Scratch effects: Choose from different effects (smoke, dust, confetti, images) to make the game more attractive.
• Custom cursor: Replace the standard cursor with an image in keeping with your brand’s universe or the campaign’s commercial theme/highlight.

4. Manage endowments

Rewards are one of the key factors in the success of a gamification marketing campaign. <a href="https://www.adictiz.com/guide-dotation/
“>Reward management must therefore be well planned.

• Types of prizes: Offer a variety of rewards (discounts, free products, exclusive access) to motivate participation.
  
• Distribution: Use instant winners to determine when prizes are awarded. The advertiser must ensure that winners are properly authenticated to avoid fraud.
  
• Results pages: Create separate pages for winners and losers, with messages tailored to each case.
  

5. Launch and promotion of the scratch game campaign

Once the scratchcard is ready, all that’s left to do is distribute it. This last part is crucial, since it will ensure maximum visibility for the campaign and thus determine its success (ROI).

• Distribution channels: Share the game on your social networks, newsletter and website/app to reach a large audience. Media coverage of the game via an ad campaign can also reach a wider audience.
• Sharing incentives: Encourage participants to share the game on their networks by offering additional chances to win or specific rewards.
• Performance analysis: Track participation statistics to assess campaign effectiveness and adjust strategy if necessary.

Conclusion

Engage your audience and boost your sales by creating an online scratch card game. This fun and original experience will strengthen your relationship with prospects and customers, and help you achieve your strategic objectives. Adictiz will work with you every step of the way, from design to distribution, to maximize the impact of your campaign!

With budgets back in hand, new purchasing intentions and the start of the sprint towards the end of the year, the strategic stakes are enormous. Provided you know where to focus your efforts. So how do you get your fourth term off to a good start and maximise the impact of your back-to-school communications?

SUMMARY

• The major marketing challenges of the autumn
  
• 3 tips for a successful back-to-school communication operation
  

The statistic to remember: Nearly 4 out of 5 French people (79%) are planning to change their shopping habits this autumn.

The marketing action to launch: a marketing campaign on social networks with an interactive and engaging format to maximise the brand’s visibility.

An example to follow: For its “Back to School” campaign, SFR relied on the Match 3 mechanic to promote the start of the new school year. This addictive game recruited over 4,200 leads and generated 38 games played per participant. The Adictiz Ads media campaign generated a 98% response rate, an essential factor in the game’s visibility.

2. Refine customer knowledge to improve future marketing campaigns

The statistic to remember: 83% of consumers say they are willing to share their preferences with a brand in exchange for a personalised experience. And brands that exploit first-party data generate 2.9 times more revenue.

The marketing action to launch: Brands can, for example, share an interactive Personality Test on their site to better understand their customers’ interests and needs. Customers will then be redirected to relevant product pages or automatically retargeted by email with targeted offers.

An example to learn from: The interactive quiz shared by MaGare+ as part of its back-to-school game enabled the company to collect valuable data on its audience. For example, it has been able to identify the station services that are most likely to be of interest to its customers.

3. Capitalise on purchase intentions to improve conversion

Key statistic: At the start of the new school year, families spend an average of 304 euros per person.

The marketing action to launch: Consumers are more likely to make a purchase or create a customer account in exchange for a discount or reward. Brands can boost their conversion rate by proposing an attractive welcome offer (a discount on the first order) or by distributing discount coupons via a 100% instant win.

An example to follow: For the back-to-school season, Kiabi launched a campaign focusing on lead generation and conversion, giving participants the chance to win attractive prizes, including shopping vouchers. Thanks to media coverage via Adictiz Ads, the operation recorded an opt-in rate of 68%, testifying to participants’ commitment to the brand and the effectiveness of the campaign.

4. Building loyalty and preparing for the last quarter of the year

The last quarter of the year (Q4) is crucial, with events such as Black Friday, the autumn sales and the festive season. Building customer loyalty from September onwards maximises sales during this strategic period and considerably reduces the budget for future marketing campaigns.

The statistic to remember: A loyal customer spends on average 67% more than a new customer (Source: Harvard Business Review). Not to mention that attracting a new customer costs five times more than bringing one back.

The marketing campaign to launch: to boost your retention rate, there’s nothing better than an innovative loyalty programme. This will encourage consumers to buy from the brand by giving them access to more attractive discounts or previews of Black Friday offers.

An example to follow: In 2021, Decathlon has decided to transform its traditional loyalty programme into a more inclusive offering, allowing customers to collect points through various actions (in particular their interactions with the brand) and no longer just when they make purchases. The catalogue of rewards has also been expanded, giving programme members the opportunity to spend their points at partner stores.

To maximise the impact of back-to-school communications, brands need to put the right strategy in place. Here are three tips for optimising your sales operation and achieving concrete results.

1. Identify your objectives and your target’s needs

An effective back-to-school marketing campaign must therefore be perfectly tailored to the expectations of its audience. To achieve this, brands need to collect data upstream. Marketing games will enable them to analyse the preferences and behaviour of consumers in greater detail, so that they can better qualify their leads.

2. Stand out from other advertising campaigns

With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a symbolic event and therefore a key moment on which brands can capitalise.

Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.

SUMMARY

• Mother’s Day: a key commercial event for brands
• 1. Mother’s Day competitions to stimulate your community
• 2. A Mother’s Day sales promotion to engage customers
• 3. A marketing game to generate sales for Mother’s Day

Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people. It’s a time to celebrate mothers and spend time with loved ones. It generates major spin-offs for brands. This is the second biggest marketing event in France in terms of gifts, just behind Christmas.

It has an impact on company sales and is a major boost to revenues. In France, the budget for Mother’s Day is 66 euros. Brands use this opportunity to showcase their products and services or share gift ideas with their customers.

Mother’s Day is an opportunity to communicate values. Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales strengthen relationships with their audience.

Gamification to communicate around Mother’s Day

To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.

Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.

The sales promotions, in-store or online, enable you to :

• Collecting data to understand customer expectations around Mother’s Day;
• Share gift recommendations based on collected product preferences;
• Generate sales by sharing incentives such as e-coupons, gift cards, etc.
  
• Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.

Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.

Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.

Brands can take advantage of Mother’s Day to create a close relationship with their audience. Using sales events to extend the time spent with the brand.

Example: Galeries Lafayette’s Mother’s Day game

For Mother’s Day, Galeries Lafayette have come up with a 100% winning One-Armed Bandit via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign.

Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with
a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.

To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.

For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.

Example: SFR’s Mother’s Day campaign

SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics Match 3 was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.

Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.

Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.Via mechanisms such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.

Example: Galeries Lafayette’s Mother’s Day marketing campaign

To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.

This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.

Conclusion

Stand out from the crowd this Mother’s Day by offering your prospects and customers the chance to take part in a competition. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!