Traditional lead generation, like plain sign-up forms and surveys, doesn’t always grab people’s attention. But what if signing up was something people actually enjoyed?
Offer a reward in exchange for a name and email, or a discount code in return for a phone number and a few details, and you have a lead generation campaign that combines engaging content with the power of reciprocity. Passive visitors become active, qualified leads. Your brand wins, and so does your audience.
To convert well, your campaign has to give more than it asks. Relevance, entertainment and value are crucial. Done right, it captures useful customer information and leaves people with a good impression of your brand.
Tips for a Successful Lead Generation Campaign
- Set clear goals: design a game or activity that supports your KPIs.
- Make it relevant: think about your audience’s needs, interests and habits.
- Reward the journey: use a prize, reward or discount code to motivate visitors and keep them engaged.
Harald Nyborg: Puzzle
To warm up its audience ahead of the winter holidays, Danish hardware store Harald Nyborg launched an interactive Puzzle campaign. Visitors who entered their name and email could win a full tool kit, an ideal prize for homeowners, DIY fans and anyone looking to upgrade their gear.
In the Puzzle game, players slide the pieces into the right order. It holds attention for a long time and has broad appeal, so it works well across the funnel to promote products and special offers.
- 200K unique visitors: strong interest from their target audience.
- 38K unique participants: a player only counts once, no matter how many times they play.
- 18% conversion rate: from interested visitors to engaged leads.
Velkommen: Slot Machine
Energy supplier Velkommen A/S ran a Slot Machine campaign with a ski holiday as the prize. The campaign was shared on TikTok and on Velkommen’s website, reaching the audience where they already were.
The Slot Machine is low stakes and high reward: participants match three icons and see the result instantly. Because everyone knows how it works, it converts well and suits lead generation at every stage of the funnel.
- 1,832 unique visitors: strong interest from their target audience.
- 536 unique participants
- 29% conversion rate: from interested visitors to engaged leads.
World Wide Fund for Nature (WWF): Quiz
The South African division of the World Wide Fund for Nature (WWF) ran a Quiz campaign to teach people about the environmental impact of the fashion industry while collecting new leads.
Visitors could leave their email to receive a discount voucher and enter a draw to win WWF clothing. The campaign both educated and engaged, proving that a quiz can be informative and effective for lead generation at the same time.
- 2,171 unique visitors: strong interest from their target audience.
- 1,065 unique participants
- 49% conversion rate: from interested visitors to engaged leads.
Laberlarven: Spin the Wheel
Laberlarven ApS, an online retailer of pick-and-mix sweets, created a Spin the Wheel campaign with a year’s supply of sweets as the top prize. The excitement of the spin got thousands of people to take part and sign up for the newsletter.
It’s a good example of how a fun game paired with a prize your audience really wants can lift conversion.
- 5,700 unique participants
- 66% conversion rate: from interested visitors to engaged leads.
- A year’s supply of sweets: a highly relevant prize for their target audience.
vanHaren Belgium: Form and Landing Page
Footwear retailer vanHaren Belgium, part of the Deichmann Group, built a simple form campaign on a clean landing page. Visitors could win €250 in shopping credit by subscribing to the newsletter and sharing a short personal message. Simple and effective: the campaign collected valuable first-party data and gave people a reason to engage.
- 1,193 unique visitors: strong interest from their target audience.
- 540 unique participants
- 45% conversion rate: from interested visitors to engaged leads.
Build Your Next Lead Generation Campaign
Each example shows how an interactive campaign can drive engagement and bring in high-quality leads. Puzzle, quiz, wheel or form: the format matters less than building it with a clear purpose, a relevant reward and an easy way to take part.
Not sure whether gamification or a traditional approach fits your goals? Read when to choose gamification marketing vs traditional lead gen, see how Scratcher supports lead generation, or start your free 14-day trial.
