Love is in the air. Valentine’s Day is a busy moment for brands trying to stand out and grab attention. Adding play, competition and rewards to your marketing is a simple way to create an experience your customers remember.
The best part? Gamification campaigns can fit any stage of the customer journey, so the experience stays consistent from first click to repeat purchase. Whether you want more website traffic, more sales or more loyal customers, there’s a format that fits.
Tips for Success
- Choose a game that resonates: think about your target audience and your marketing goals.
- Make it personal: activate the middle and bottom of your funnel with targeted offers.
- Give loyal customers some love: reward existing customers with something they can’t get elsewhere.
Here are three Valentine’s campaigns that got it right.
Juul’s Vin og Spiritus: Spin the Wheel
Juul’s Vin og Spiritus is one of the largest Nordic retailers of quality wine and spirits. For Valentine’s Day, they used a Spin the Wheel game to celebrate love and test their customers’ luck. Visitors entered their name and email for a chance to spin and win one of several seasonal prizes.
Because players see their result instantly, this format converts very well. You can use it anywhere in your funnel to engage your audience, highlight products or share special offers.
- 1,546 unique visitors: strong interest from their target audience.
- 962 unique participants: a player only counts once, no matter how many times they play.
- 62% conversion rate: from interested visitors to engaged leads.
Brogaarden: Mystery Box and Pop-up
Brogaarden is an animal nutrition company with more than 130 years of history. For Valentine’s, they combined two formats: a game pop-up on their homepage that led visitors to a Mystery Box game focused on lead generation.
In the Mystery Box, participants enter their contact details, choose a box and hope it contains a prize. Brogaarden offered an €80 gift card as the main prize and free shipping as a consolation prize. Everyone gets something, which keeps conversion high.
- 1,354 unique visitors: strong interest from their target audience.
- 783 unique participants
- 58% conversion rate: from interested visitors to engaged leads.
Velkommen: Wheel of Fortune
Velkommen used gamification to show some love to its long-standing customers. For members of its loyalty programme, KlubVelkommen, the energy supplier offered a wheel of fortune game with entry into a raffle for the iconic Kay Bojesen turtle doves.
To play, members provided their name, email and phone number. That let Velkommen collect new data and update existing records, so future communication could be more personal. It’s a good example of gamification used for customer loyalty, not just acquisition.
- 941 unique visitors: strong interest from their target audience.
- 584 unique participants
- 62% conversion rate: from interested visitors to engaged leads.
How to Build Your Own Valentine’s Campaign
All three campaigns follow the same simple recipe, and you can set up something similar in Scratcher without any coding:
- Pick a format with an instant result. Spin the Wheel, Mystery Box and Scratch Card all work well for short seasonal campaigns.
- Add a seasonal design. Hearts, colours and copy that match the occasion make the game feel timely.
- Choose prizes that fit your audience. A main prize plus a consolation prize, like free shipping, keeps everyone happy.
- Promote it where your audience already is. A website pop-up, newsletter and social posts are usually enough to get going.
- Follow up. Send new leads a Valentine’s offer while interest is high.
For more ideas, read our guide to crafting a winning Valentine’s interactive campaign or see how Rito played to win during its season of love.
Get Started
Valentine’s Day comes round quickly. Browse our templates to find a seasonal game you can launch in time.
