Scratchcard marketing uses a digital scratchcard, where visitors scratch away a layer on screen to see if they have won, to collect leads and drive sales. You choose the prizes, odds and coupon codes, add a short sign-up form and run the game as a landing page, pop-up or embed. Dansk Outlet's Easter scratchcard got 13,000 sign-ups from over 16,000 unique visitors.
The scratchcard is one of Scratcher's most popular game formats. Inspired by the familiar thrill of physical scratch-off tickets, the digital version gives people a quick, fun and rewarding experience, while helping brands capture leads and boost sales.
Visitors "scratch" away a layer on their screen to see if they've won a prize. That simple interaction grabs attention and creates curiosity and anticipation. It's an effective way to get people to take the next step, whether that's signing up for a newsletter, making a purchase or sharing the campaign with friends.
Fully Customisable to Match Your Brand
One of the main advantages of Scratcher's scratchcard is how much you can customise. Tailor every element to your brand, from colours and images to logos and prize messages. Design the scratch layer around a seasonal theme or a special promotion, and use the revealed layer to show discount codes, gift offers or exclusive content.
You also have full control over the rewards. Define the type and number of prizes, set the odds of winning, and connect prizes to unique or static coupon codes. That flexibility makes it easy to match the game to your marketing goals and budget.
A Proven Tool for Engagement and Conversion
The scratchcard isn't just entertainment. It's a strong tool for lead generation and data collection. You can put the game behind an email sign-up or social login, so you collect customer data before people play. Anonymous website visitors become known contacts you can nurture through future marketing.
Dansk Outlet's last-minute Easter campaign is a great example. With little preparation time, Dansk Outlet launched a scratchcard game to boost engagement over the holiday. Over 16,000 unique visitors took part and 13,000 signed up. Beyond the numbers, the campaign also drove extra traffic and sales to their online store, showing how quickly this format can make an impact.
Ideal for Different Industries and Goals
The scratchcard fits a wide range of marketing needs:
- Retail: "scratch and save" promotions that drive instant sales and reward loyal customers.
- Travel and hospitality: perks like upgrades or special discounts that encourage people to book directly.
- Media and entertainment: bonus content, buzz around a launch or rewards for fans.
The instant reward and simple mechanics appeal to almost any audience. With built-in analytics, you can measure performance, test different designs or offers, and keep improving your results.
How to Set Up a Scratchcard in Scratcher
Getting a scratchcard campaign live is quick, and no coding is needed:
- Start from a template. Pick a scratchcard template from our template library, or start from scratch in the editor.
- Add your branding. Apply your design kit with colours, fonts and logo, and upload your own artwork for the scratch layer.
- Set up prizes and odds. Add your prizes, decide how many there are of each and how often people win. Upload unique coupon codes if you're giving away discounts.
- Add a sign-up form. Ask for the details you need, typically name, email and marketing consent. Keep it short.
- Choose where it lives. Run it as a landing page, a pop-up on your webshop or an embed on your own site.
- Connect your tools. Send sign-ups straight to your email platform or CRM, such as Klaviyo, HubSpot or Mailchimp.
Tips for a Better Scratchcard Campaign
- Make the prize clear upfront. People should know what they can win before they sign up.
- Use consolation prizes. A small discount for everyone who doesn't win keeps the experience positive and still drives sales.
- Match the theme to the season. A Black Friday, Easter or summer design feels timely and relevant.
- Follow up fast. Send the prize or code by email straight away, while interest is high.
Ready to Scratch?
The scratchcard is simple, familiar and effective, which is exactly why it works. If you want to compare it with another instant-win classic, read our spin the wheel guide. Or start your free 14-day trial and launch your first scratchcard today.
