--- title: "POWER's Black Friday Gamification Campaign" description: "How POWER's Black Friday wheel of fortune generated 300,000 game plays, 60,000 new email permissions and 45,697 new MyPower loyalty club members." url: https://scratcher.io/customers/converting-loyalty-into-sales-powers-black-friday-gamification-campaign language: en --- # Converting Loyalty Into Sales: POWER’s Black Friday Gamification Campaign How POWER's Black Friday gamification campaign generated 300,000+ game plays, 60,000 new permissions and increased sales. POWER Data Enrichment May 24, 2024 ![POWER Black Friday graphic with a busy store front and campaign results](https://scratcher.io/img/containers/assets/cases/converting-loyalty-into-sales-powers-black-friday-gamification-campaign.webp/54009777eb13c0496df463ce00e7771f/converting-loyalty-into-sales-powers-black-friday-gamification-campaign.webp) The campaign resulted in a significant gain of 60,000 new email permissions, aligning with POWER’s strategy to capitalise on their strong conversion rates from leads to customers. ## About POWER POWER A/S is one of the largest Nordic retailers of consumer electronics and white goods. They have more than 300 stores distributed throughout Scandinavia. Joakim Sigvardt, Group Omnichannel Director, and Cecilie Lundberg, CRM Coordinator at POWER, recently highlighted their successful Black Friday gamification campaign, primarily aimed at converting new and existing members of their MyPower loyalty programme. ## POWER's story This campaign, which led to an impressive **60,000 new email permissions,** was part of POWER’s strategy to build on their high conversion rates from leads to customers. At the heart of their approach was the MyPower programme, designed to incentivise customers with points and rewards for their purchases. To drive engagement and growth, POWER’s marketing team introduced a wheel of fortune game, a tactic previously proven effective in boosting sign-ups and expanding both their email list and the MyPower community. The campaign, spanning from November 10th to 26th and focused on the Danish market, resulted in a significant increase in permissions, with thousands of new entries and **45,697 new members joining MyPower.** The enticing benefits of bonus points and discounts were key in drawing people to the loyalty programme. The campaign’s success was highlighted by the projection that **85% of the 136,000 unique participants are expected to make a purchase,** according to existing data, demonstrating the strength of POWER’s integrated marketing strategies. These strategies combined various channels for activation, such as newsletters, social media, TV commercials, and website pop-ups, all consistently promoting their products and reinforcing the campaign’s objectives. > “In my experience, generally over 50% of those who engage in a Scratcher game, whether they’re existing customers or new leads, tend to convert within a reasonable period. However, this can rise to as much as 85%, depending on the specific campaign and its outcomes.” — Joakim Sigvardt, Group Omnichannel Director at POWER ## Results In two weeks, POWER's gamification marketing campaign generated: - **60,000** new email permissions - **45,697** new MyPower club members - **300,000** total game plays ## Planning and executing a successful Black Friday gamification campaign According to Cecilie, who is in charge of doing all the newsletters and the text messages for the brand, setting up the selected wheel game was a quick process, it took her just an hour, while organising the associated logistics took a few more hours. The entire Black Friday campaign, which was fully integrated and aligned with the marketing department, was completed in approximately ten days. The discussion also included how POWER integrated Scratcher with their CRM system, Voyado, in the campaign’s backend. This integration process was straightforward and any arising issues were promptly resolved. Data, along with email and SMS consents, were sent to Voyado, resulting in customers being added to the contact list. The careful selection of prizes in their campaigns was a deliberate strategy. They chose popular products that are frequently featured in their marketing channels, enhancing recognition and interest. This approach has proven effective, as the high recognition of the prizes fosters sustained interest. Participants often recognise a product from a TV ad and then discover they can win it in the game, creating a strong link. The campaign’s engagement level was evidenced by the fact that the 300,000 participations came from 136,000 unique participants, indicating that many engaged multiple times, highlighting its success as a multi-day campaign. Significant engagement was driven by website pop-ups, which reached 1.4 million viewers, and text messages that guided people to participate in the game on the website. This innovative campaign has once again established POWER as a forward-thinking player in the consumer electronics category. By incorporating gamification marketing and strategic planning, they effectively engaged customers, gathered consents, and enhanced conversion rates. POWER’s focus on creating personalised experiences and customer satisfaction is clear from their effort in building relationships and evaluating the campaign’s effectiveness. ### Key insights for eCommerce, retail marketing and data teams POWER identified these crucial insights: - The potential for recapturing consent should not be underestimated. Even with high existing consent rates, there’s always an opportunity for growth. Despite already possessing a substantial number of email consents, POWER managed to acquire about 60,000 additional consents during the Black Friday gamification campaign. - While generating leads is valuable, converting them into customers is what truly drives business expansion. POWER didn’t just collect email consents; they also attracted approximately 45,697 new MyPower club members, increasing the customer base potential and revenue. Loyalty programmes like MyPower are a win-win, customers get bonus points & exclusive deals, while businesses get loyal customers. Plus, it’s a great way to extend your interaction with your customer beyond the point of purchase. 60,000 new email permissions CompanyPOWER GoalData Enrichment, Lead Generation, Loyalty & Rewards Industries[Retail](https://scratcher.io/industries/retail), [Webshops](https://scratcher.io/industries/ecommerce) Make your first campaign today Make your own campaign in minutes. Free for 14 days, no credit card required. [Start free trial](https://platform.scratcher.io/en/register) ## What our customers say Gamification in marketing has shown us that campaigns can be much more holistic than we're used to. They can raise awareness, significantly improve our metrics, and draw new users to the platform. Niels Klevin Marketing Manager, Wolt A key feature of Scratcher's platform is its simple set up and its customization capability, which allows our creative team to tailor gamified campaigns to our brand identity. Charlotte Møller Hansen Head of CRM and Creative Content, Pip.dk 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. Alex Backer Digital Marketing Manager, Toyota ## More customer stories [How nemlig uses interactive campaigns to build stronger FMCG brands through retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns) 35%+ survey response rate - nemlig.com - Brand Engagement [How nemlig uses interactive campaigns to build stronger FMCG brands through retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns)[Read the case: How nemlig uses interactive campaigns to build stronger FMCG brands through retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns) [How Toyota Built a First-Party Data Engine That Drives Sales All Year](https://scratcher.io/customers/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year) 285,000+ quiz and survey participations - Toyota Denmark - Data Enrichment [How Toyota Built a First-Party Data Engine That Drives Sales All Year](https://scratcher.io/customers/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year)[Read the case: How Toyota Built a First-Party Data Engine That Drives Sales All Year](https://scratcher.io/customers/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year) [WWF Denmark Learned That Donations Don’t Start With Donations](https://scratcher.io/customers/wwf-denmark-learned-that-donations-dont-start-with-donations) - WWF Denmark - Lead Generation [WWF Denmark Learned That Donations Don’t Start With Donations](https://scratcher.io/customers/wwf-denmark-learned-that-donations-dont-start-with-donations)[Read the case: WWF Denmark Learned That Donations Don’t Start With Donations](https://scratcher.io/customers/wwf-denmark-learned-that-donations-dont-start-with-donations) [All customer stories](https://scratcher.io/customers/all) ![Starbucks spin-the-wheel campaign on a mobile phone](https://scratcher.io/assets/campaigns/starbucks-spin-the-wheel.webp) ## Make your first campaign today Join the brands that have collected more than 35 million sign-ups with Scratcher. 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