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Business Story
The lighting retailer’s Black Friday campaign generated 6-digit revenue growth and 4582 unique leads

LampeGuru.dk is a Danish webshop that sells lighting in Denmark and Norway. The retailer prioritises the online shopping experience to be as easy and safe as possible. They offer beautiful, innovative, and classic lamps at just the right price with excellent service and inspiring products that customer can vouch for.
For their annual Black Friday sale, Lampeguru incorporated a gamified customer experience as an integral part of its marketing strategy.
In this case, they chose the Wheel of Fortune game format and gave their audience the opportunity to win a Lampeguru gift card of up to €140. With this campaign, the lighting retailer was focused on driving traffic to their webshop. Every participant who didn’t win one of the gift card grand prizes received a consolation prize in the form of a discount code which they could use at a later date.
With an interactive edge, Lampeguru’s Black Friday campaign garnered a conversion rate of 56% and generated 4582 unique leads. The strong results were also reflected in an increase in the company’s sales—both from grand prize gift cards and consolation discount codes as well as the general traffic driven to their website. In fact, their Black Friday campaign contributed to a 6-digit revenue growth!
We recently sat down with Bettina Engel Nielsen, Marketing Consultant at EWII, to explore how gamification transformed the way one of Denmark’s leading utility companies engages customers, generates leads, and communicates complex topics.
At the helm of ECOOKING’s eCommerce and digital strategy is Martin Vad Rudbeck Jespersen, the Head of eCommerce and Digital Media. Since joining the company in April 2024, Martin has been instrumental in aligning the brand’s digital strategies with its customer-centric vision.
Helene Skilbred, Senior Fundraiser at MS-forbundet, led the innovative use of gamification to overcome challenges in expanding the donor base and engaging the audience for the organization, which supports individuals with Multiple Sclerosis (MS) and their families.