Black Friday Marketing: Powering Engagement & Conversions

Black Friday is a golden opportunity to engage new audiences, re-engage loyal customers, and build long-term value. While price cuts will always attract attention, leading brands know that true success lies in creating memorable experiences that go beyond a simple sale.

Gamification: POWER’s Winning Formula

Danish electronics retailer, POWER, leveraged gamification by implementing a highly successful scratcher wheel-of-fortune game campaign to supplement the MyPower loyalty program and offered customers a chance to win points and deals by spinning the wheel. This did not just boost sales, it nurtured meaningful connections.

The results speak for themselves: over 60,000 new email permissions collected and nearly 46,000 new loyalty members added. Instead of relying solely on discounts, POWER engaged their audience in a fun, interactive way that encouraged sign-ups and repeat visits. By offering bonus points and special discounts through the game, they made the experience rewarding and memorable.

The Power of Scarcity

According to Forbes, limited-time offers and stock scarcity create urgency and push customers to act quickly. Scarcity taps into a fundamental human behaviour, the desire for something rare. This in turn makes promotions feel more exclusive and valuable. By combining limited-time deals with gamified experiences, brands can turn passive browsers into active participants who are excited to secure a deal before it’s gone.

Creating Multi-Channel Momentum

Successful Black Friday campaigns don’t rely on just one channel. POWER’s campaign worked so well because it was supported across email, website, and loyalty platforms. Teasing upcoming deals via email or SMS helps build anticipation. Interactive website experiences like spin-the-wheel games catch attention and encourage immediate action. On social media, showcasing winners or sharing campaign highlights keeps the buzz alive and draws in even more participants.

Beyond Discounts: Building Long-Term Loyalty

What makes campaigns like POWER’s stand out is the focus on long-term value rather than just a quick sales spike. By using Black Friday to collect permissions and grow loyalty programs, brands can continue to nurture and engage these customers long after the holiday rush is over.

Gamification, combined with smart use of scarcity, helps brands not only increase conversions during the biggest shopping event of the year but also strengthen relationships that drive future growth.