BonBon-Land: Transforming Consumer Engagement While Driving Revenue

Participants spent 71 hours, 14 minutes, and 34 seconds engaging with the brand, underscoring the interactive campaign’s substantial impact and success in capturing audience attention.

About BonBon-Land

BonBon-Land is a Danish amusement park located in Holme-Olstrup in the South of Zealand, about 100 km from Copenhagen.

BonBon-Land's interactive story

In recent years, BonBon-Land has used the Scratcher platform to strengthen its engagement and demand-generation strategies.

We spoke with Mette Frimodt Rasmussen, Commercial Director at BonBon-Land, who has overseen the park’s sales and marketing team for the past nine years. In our conversation, she shared insights into their latest campaigns and how interactive marketing has become an integrated part of their strategy.

During their most recent campaign, BonBon-Land achieved impressive results in just one month. Supported by paid advertising, the campaign attracted 49,027 unique visitors and engaged 13,746 participants — resulting in a 28% conversion rate and 274 winners.

Participants collectively spent 71 hours, 14 minutes, and 34 seconds interacting with the brand, demonstrating the campaign’s strong ability to capture attention and drive meaningful engagement.

BonBon-Land used the interactive Scratchcard format to stimulate demand and attract new park visitors. Participants had the chance to win free tickets, while non-winning players received promotional codes as consolation prizes — effectively turning engagement into measurable ticket sales.

For companies considering interactive marketing, Mette emphasises the importance of full commitment. Success requires both strategic investment and dedicated execution to get the most out of the approach.

“At our company, interactive marketing fits seamlessly into what our visitors expect. We provide various experiences. For example, in Copenhagen, people heard about BonBon-Land but might not fully know it. To bridge this gap, we show short videos and ask questions, encouraging visitors to explore our park and stay updated.” — Mette Frimodt Rasmussen, Commercial Director of BonBon-Land

Results

• 49,027 unique visitors
• 13,746 unique participants
• 28% conversion rate

Key insights and strategies from BonBon-Land’s interactive marketing success

• Strategic integration: BonBon-Land discovered that interactive marketing cannot stand alone as an isolated marketing effort. When integrated within their paid media digital campaigns, it yielded substantial results. Investing resources, both financial and strategic, was essential to amplify the impact and generate new leads effectively.
• Seasonal dynamics: BonBon-Land observed varying levels of success based on the timing of their campaigns. High seasons proved significantly more fruitful than low seasons, emphasising the importance of aligning interactive marketing initiatives with peak visitor periods. Understanding these and the flow of customer engagement allowed them to optimise their strategies accordingly.
• Consolation prizes as sales drivers: BonBon-Land implemented a clever tactic for non-winning participants. Offering a 20% promo code for ticket purchases up to a certain limit, they converted disappointments into opportunities. This approach not only retained customer interest but also resulted in substantial sales.
• Data-driven decisions: BonBon-Land looked at participant numbers, ticket sales, and coupon usage rates to understand the interactive campaign’s impact. Out of 13,746 participants, about 9% used the consolation prizes, showing how their interactive marketing influenced consumer behaviour.
• Prize redemption rate: Among the 400 prizes offered, 116 were claimed, showing that people found them valuable. This not only proved their marketing strategy worked but also gave insights for future campaigns.

BonBon-Land’s experience highlights the importance of smartly incorporating interactive marketing, adjusting to seasonal changes, providing appealing consolation prizes, and using data-driven insights for ongoing enhancement. These lessons act as a guide for businesses looking to implement interactive marketing effectively, boosting customer engagement and delivering real results.