Food Retail
BILLA Austria
BILLA, a leading supermarket chain in Austria, launched a two-stage gamified campaign to increase foot traffic and sales. The campaign, designed around an Olympic theme, engaged users with a virtual cycling race followed by a spin-the-wheel game for prizes. The results were impressive: 90% of users who registered for the second game completed it, and 70% of rewards were distributed, with a 25% redemption rate. The campaign achieved a 99% average game completion rate and a turn rate of 3.7x, showing strong engagement and user interaction.
25%
70%
3.7x
The Result
The Challenge
BILLA aimed to increase foot traffic to its stores and drive sales by engaging in-store customers. Its goal was to use Gamification Marketing to boost brand interaction and offer instant rewards. Additionally, it wanted the campaign to align with its broader Olympic-themed marketing push.
The Solution
BILLA launched a two-stage gamified campaign to address this challenge: a Cycling Race followed by a Spin the Wheel game. The campaign was designed around the Olympic theme, creating an engaging narrative and offering instant rewards. Here's how it worked:
1. Cycling Race: Users participated in a virtual race set against the backdrop of Paris during the Olympics. They needed to collect 10 medals to complete the race. After finishing, users were directed to the second game, Spin the Wheel, via a button on the result page.
2. Spin the Wheel: Users can spin the wheel to win instant prizes after completing the cycling race. However, they first had to register to access the game, allowing BILLA to collect valuable leads. The prizes included instant-win items such as a free NÖMPRO Vanilla Protein Drink, a Schulmaus snack bar, 10% discounts for the BILLA online shop, and even 7x loyalty points for future purchases.
This dual-game strategy heightened user engagement and ensured repeat interactions. By requiring players to complete the cycling race to access Spin the Wheel, the campaign encouraged users to stay engaged longer and increased their motivation to participate.
The Results
The dual-stage gamified campaign proved highly successful in engaging users. Over two-thirds (65%) of the players who completed the cycling race proceeded to the second game, Spin the Wheel. Of those who reached the registration page for Spin the Wheel, an impressive 90% completed the registration and played the game. Both games together had an average completion rate of 99%,reflecting a high level of user engagement. In terms of prizes, 70% of the available rewards were distributed through the campaign, with a redemption rate of 25%, indicating strong user interaction. Additionally, the Spin the Wheel game had a return rate of 3.7, meaning users returned multiple times to participate over the whole campaign period. Players collectively engaged with both games, showcasing the campaign’s effectiveness in capturing and maintaining customer attention.
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"We became more cost-efficient and the drag and drop Builder is just awesome!"
See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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