How Gamification Marketing Helped ZooRoyal, AEG, and SPAR Elevate their Advent Campaigns
Established in 1879, FC St.Gallen 1879 is proud to name itself the second oldest football club in Europe, with a rich history and legacy. Over the years, the club has built a massive and passionate fan base, with its home stadium, “Kybunpark,” capable of accommodating more than 19,500 supporters who regularly attend to witness the exciting matches in the Swiss Super League. To capitalize on the ever-growing popularity of the Black Friday Weekend, FC St.Gallen 1879 wanted to boost its sales in both online and offline fan shops. This goal presented a significant challenge but, on the other hand, an opportunity to maximize revenue during Black Friday Week.
Despite its rich history and loyal fan base, FC St.Gallen 1879 faced the same challenge that many businesses encountered during Black Friday Week: how to capitalize on the increased consumer activity and boost sales in their online web store and offline fan shop in St. Gallen.
To address this challenge, FC St.Gallen 1879 implemented a Gamification Marketing strategy designed to distinguish itself from competitors. The football club utilized Gamification Marketing to develop a Scratch Card campaign aimed at attracting and engaging football enthusiasts during the Black Friday period.
The campaign’s mechanics were straightforward yet effective: participants played the Scratch Card game for a chance to win exclusive discount codes, redeemable for a wide range of merchandise available in both the online shop and the club’s fan shops. The campaign was strategically promoted across multiple platforms, including the club’s social media channels, official website, physical fan shops, and newsletter.
Over the course of just four days, nearly 3,000 games were played, creating significant awareness and excitement among both long-standing newsletter subscribers and brand-new customers. The campaign’s success was further evident in the remarkable increase in sales revenue experienced by the fan shop outlets, which saw a doubling of their usual figures during the promotional period.
Of all the vouchers given out to players, 50% were redeemed, demonstrating that fans eagerly capitalized on the opportunity to acquire their favorite FC St.Gallen 1879 merchandise at discounted prices.
In the online shops, FC St.Gallen 1879 experienced a 25% lower bounce rate, indicating that visitors did not only like playing the Scratch Card game but also wanted to buy merchandise articles directly via the football club’s online fan shop.
FC St.Gallen 1879’s collaborative effort with Brame showcased the football club’s adaptability and willingness to use innovative strategies to connect with their fans and improve their revenue streams. By leveraging the excitement and anticipation surrounding the Black Friday Weekend, FC St.Gallen 1879 demonstrated its commitment to delivering value to its loyal fans while also attracting new supporters to join the fan community.
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Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.
