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Huge holiday success for Toyota

With 25241 unique participants, this gamification marketing campaign had high customer involvement and engagement.

Toyota_campaign

Toyota has been in Denmark since 1963. In fact, Denmark was the first country in Europe to introduce Toyota. And with great success. This is reflected in the fact that Toyota is one of the brands that drives the most cars off the roads in Denmark.

A gamification marketing campaign for Christmas

For their Christmas campaign, Toyota created a Christmas calendar featuring the Quiz format. A Danish holiday tradition, the Christmas calendar takes place throughout the month of December, with a single door opening every day from 1 December to 24 December to reveal the game (and prize) inside.

In this case, the car company used these formats in conjunction to generate new permissions while accommodating GDPR regulations.

Scratcher’s platform was a successful present under the tree for Toyota. The car company wanted to bring something new and exciting to both potential and existing customers throughout the holiday season.

The combination of gamification and effective product messaging returned with a high quality permission base. In fact, Toyota saw high opening and click-through rates in their newsletter and personalised, product-focused emails. These results demonstrate that Toyota made the right move using gamification in their holiday marketing.

“We work with Scratcher because they are flexible and have a big focus on their customers while it’s an easy platform to work around. We see high opening- and click-rates in our newsletter and personalised product mails. This is important to both maintaining and attracting new customers. The campaign went above our expectations, and it has also been cost-effective on the leads generated, which is an important parameter”
alex backer
Alex Backer
Digital Marketing Manager, Toyota

Conclusions from the Christmas gamified campaign

Toyota launched their campaign through their own channels and extended it with additional marketing activities to draw in new customers. This strategy resulted in high open and click rates across both their newsletters and product-focused emails.

 

The campaign was highly engaging, evidenced by participants spending a total of 2752 hours, or 114.6 days, interacting with the content. With a conversion rate of 97%, the Christmas calendar proved to be particularly compelling, leading to 450,375 instances where the calendar was opened.

 

A total of 379,593 unique participants frequently revisited the calendar, averaging 18 days out of 24, demonstrating significant involvement and sustained interest.

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