Using discount codes as consolation prizes increased traffic to their webshop and boosted their return on investment.
About Rito
Rito.dk is an online yarn and hobby shop with offices and a warehouse in north-western Denmark. Founded in 2014, they now employ 65 full-time employees, several of whom have experience running e-commerce webshops.
By activating and promoting their campaign across all marketing channels, Rito.dk managed to create a very successful Christmas campaign using the classic Slot Machine game format.
Incentive to visit the webshop
Their combination of both grand prizes and consolation prizes proved to be a very effective strategy, as the consolation prizes were discount codes that could be used directly in their webshop.
Compared to Rito.dk’s previous year, there was an increase in both traffic and revenue growth due to the implementation of their gamified campaign.
Video: the Rito.dk Christmas slot machine game being played on an iPad.
“The goal of our activity was to generate both leads and revenue. We had set up a slot machine where there were a number of main prizes up for grabs. In addition to the main prizes, there was a new consolation prize each day. The consolation awards consisted of various discount codes and free items. Thanks to the consolation awards that helped get participants to convert, we experienced an ROI of 19.5% and thousands of new mail and SMS permissions.” — Kasper Toxvig, Marketing Manager, Rito.dk
The winning results
With a launch during one of the year’s biggest events—Christmas—Rito.dk embedded the campaign on their own website using an automatically generated JavaScript embed code, ensuring that it was visible for the widest audience possible.
- 2 out of 3 of the participants were new permissions
- Participants returned and tested their luck 5.6 times on average throughout the campaign
- Using discount codes as a consolation prize resulted in increased traffic to Rito.dk’s webshop, and an ROI of 19.5% due to this increased traffic.
Words of advice
“The easiest and shortest advice? Just do it!” Dennis Falkenberg, Rito.dk’s email-marketing specialist, encourages those that are on the fence about integrating gamification into their marketing strategy to simply try it. “Gamification marketing is a really great way to drive extra revenue, segment customers (and get to know them) in a different way, and improve your other marketing tools (for example, email marketing).”
No matter your goal, gamification marketing can work for any company, of any size, in any industry. Interactive campaigns can be used alone or alongside your traditional marketing strategies—as in this case from Rito.dk—allowing you to reinforce your message across channels and strengthen your campaign as a whole.
