In Q4, marketing often falls back on the predictable: more discounts, louder messages, bigger ad budgets. But attention is limited, and consumer fatigue is real. That’s where gamification marketing breaks the mould. It invites people to play, not just buy.
Here are four campaigns that didn’t follow the seasonal script and won because of it.
Gamification Campaign Examples for Inspiration
1. BonBon-Land’s Halloween Scratch Card
The Danish amusement park BonBon-Land turned Halloween into a rich source of customer data. It launched a digital scratch card game with more than 100 prizes, from merchandise to free tickets. Over 11,000 people took part, and 42% of everyone who visited the campaign page played.
The clever part? This wasn’t just about fun. The scratch card format drove engagement and collected useful data for future targeting. Entertainment plus insight: a double win. Read more about BonBon-Land’s approach to engagement.
- 100+ wins: more than 100 rewards were won by participants.
- 11,000+ participants: a large pool of new contacts.
- 42% conversion rate: 42% of landing page visitors played the Halloween game.
2. Deichmann’s Black Week Slot Machine
Deichmann, one of Europe’s biggest footwear retailers, gamified Black Friday with a Slot Machine. Players could win gift cards, free shoes and accessories, and even those who didn’t hit the jackpot got a 10% discount code.
That small consolation prize helped drive a 64% participation rate. No pushy messaging, just a simple game that gave people a reason to stay and shop.
- Consolation prizes paid off: Deichmann could see the impact on revenue by tracking redeemed discount codes.
- 8,751+ customers participated: a player only counts once, no matter how many times they play.
- 64% conversion rate: 64% of website visitors played the Slot Machine.
3. The Body Shop’s Advent Spin
The Body Shop launched a Spin the Wheel Advent Calendar: 21 days of daily prizes, each opened by filling in a form.
The game handed out more than 2,800 rewards and grew the email list considerably. Most holiday campaigns push products. This one collected leads and strengthened the brand connection with a light, feel-good game. Sometimes the best way to sell is not to sell at all.
- 2,800+ wins: more than 2,800 rewards were won by participants.
- 29,000+ unique participants: a player only counts once, no matter how many times they play.
- 31% conversion rate: 31% of all visitors took part in the Advent campaign.
4. Telmore’s Weekly Personality Tests
Danish mobile provider Telmore ran a weekly personality test during Advent. Players answered festive questions for a chance to win high-value prizes like an iPhone and AirPods.
The format converted 85% of visitors. More importantly, the answers gave Telmore deeper insight into its audience’s attitudes and preferences, helping it tailor future messaging. Think of it as market research that also does your marketing.
- Weekly high-value prizes: an iPhone 13, AirPods and a speaker up for grabs every week.
- 127,146+ unique leads: from more than 140,000 visitors. A player only counts once, no matter how many times they play.
- 85% conversion rate: 85% of landing page visitors took the personality test.
A Smarter Way to Win Q4
These campaigns have one thing in common: they skip the tired tactics and put interaction first. In a season full of noise, gamification offers something rare: engagement people choose to give.
It’s not about adding bells and whistles. It’s about rethinking the funnel. Engage first, convert later.
For more seasonal ideas, read our guides to Halloween marketing with gamification and Black Friday marketing, or browse more articles on our blog. Ready to plan your own? Start a free 14-day trial.
