--- title: "Gamification for Consumer Brands: Know Your Buyers" description: "QR codes on the pack, gamified sampling and product quizzes that let consumer brands meet their buyers directly and build their own first-party data." url: https://scratcher.io/industries/consumer-goods language: en --- Gamification for consumer brands # Meet the people who buy your products You sell through shops, so the shop knows your customers — you don't. A QR code on the pack, a sampling game or a product quiz lets people play with your brand directly, and you finally get to know them. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting) ![Meet the people who buy your products](https://scratcher.io/img/containers/assets/campaigns/havrefras-drop-game.webp/701381be49dbeb23b414745038275443/havrefras-drop-game.webp) Brands like KiMs and Tropicana use interactive campaigns to meet consumers directly. ![Burger King](https://scratcher.io/img/containers/assets/customers/burger-king.webp/2ca5da614e753e24c0a4daa1bc7cdc36/burger-king.webp) ![Starbucks](https://scratcher.io/assets/customers/starbucks.svg) ![Toyota](https://scratcher.io/img/containers/assets/customers/toyota.webp/1271455b4bf9afdf498873d87d3ec72b/toyota.webp) ![Siemens](https://scratcher.io/img/containers/assets/customers/siemens.webp/3f31d7262dc11bfb8056d860df0c78c9/siemens.webp) ![Scania](https://scratcher.io/img/containers/assets/customers/scania.webp/376bb4c8edc8637e633433395d8e9a8f/scania.webp) ![Swatch](https://scratcher.io/img/containers/assets/customers/swatch.webp/c15e804a29875a7e0975ba79dd997273/swatch.webp) ![Wolt](https://scratcher.io/img/containers/assets/customers/wolt.webp/73e2df78990c49580b6097abaff414ba/wolt.webp) ![Swisscom](https://scratcher.io/img/containers/assets/customers/swisscom.webp/00c131c10738c46b7cebc565188507b8/swisscom.webp) ![OBI](https://scratcher.io/img/containers/assets/customers/obi.webp/428d0e53f7079252152574ecf47d111b/obi.webp) ![Migros](https://scratcher.io/img/containers/assets/customers/migros.webp/610d9f3a9482d8e91e2b1e0eaf545c98/migros.webp) ![Change Lingerie](https://scratcher.io/img/containers/assets/customers/change-lingerie.webp/77ad06bc6bb09c8bbb0a59cdd1b2b9bf/change-lingerie.webp) ![Anthon Berg](https://scratcher.io/img/containers/assets/customers/anthon-berg.webp/64b8867453ceb4625873b1fd0f0de730/anthon-berg.webp) ![WWF](https://scratcher.io/img/containers/assets/customers/wwf.webp/c7d4651524fee0894b24baa0201a33b1/wwf.webp) The consumer brand challenge ## Great products. Too little contact with the people who buy them. Consumer brands spend a lot to be seen, but often own very little of the relationship. These are the gaps a game can close. The shop owns the customerYour buyers pay at someone else's till. A game on the pack or online gives you their consent and contact details directly. [Read more: The shop owns the customer](https://scratcher.io/platform/data-enrichment) Launches that vanish on the shelfTurn a new product into a game with free samples and coupons, so people actually try it. Ads people scroll pastA quiz or a wheel holds attention for minutes, not seconds. Yuaia Haircare lowered its lead price by around 50%. [Read more: Ads people scroll past](https://scratcher.io/platform/brand-engagement) Little feedback from real buyersAsk a few questions in the game and learn what people think of your product — from people who have tried it. --- First-party data ## One campaign. Twelve months of data. Toyota Denmark runs a recurring "Win a car" campaign with Scratcher. It isn't a one-off competition — it's how Toyota learns what its future customers want. Learn while you playQuizzes explain electric cars, hybrids and what it's like to own a Toyota. Every answer tells Toyota a little more. Permission firstEveryone who takes part gives their consent, so Toyota can follow up by email in its own channel. From interest to the dealerThe data shows who is close to buying, and dealers get leads asking for test drives and quotes. ![Toyota campaign graphic with a car, quiz on a phone and key results](https://scratcher.io/img/containers/assets/cases/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year.webp/2a55517019e4b477ae29f3f78f2c01c9/how-toyota-built-a-first-party-data-engine-that-drives-sales-all-year.webp) 285,000+ quiz and survey participations 1,274 test drives 2,591 price and trade-in quote requests --- Campaigns that work for consumer brands ## Sample it, explain it, ask about it Pick from 40+ formats. These three help brands get their product into people's hands — and learn from them. ![Mystery box for sampling](https://scratcher.io/img/containers/assets/illustrations/consumer-goods-4-0.webp/f7d80270d752a0d863dab3102eefe6ac/consumer-goods-4-0.webp) Mystery box for samplingBurger King turned its Whopper launch into a mystery box game with free burgers and coupons, across all its restaurants. [Read more: Mystery box for sampling](https://scratcher.io/platform/formats/mystery-box) ![Product finder](https://scratcher.io/img/containers/assets/illustrations/consumer-goods-4-1.webp/33883f53297e39a988e3d696a8e72935/consumer-goods-4-1.webp) Product finder"Which charging solution should I choose?" Zapp's quiz helped people pick a product — and brought in 834 leads in two months. [Read more: Product finder](https://scratcher.io/platform/formats/product-finder) ![Survey after the sample](https://scratcher.io/img/containers/assets/illustrations/consumer-goods-4-2.webp/a368025a8d231e6c5ba953145f0d5c17/consumer-goods-4-2.webp) Survey after the samplenemlig.com asks people what they thought of a product they received as a sample. Response rates went above 35%. [Read more: Survey after the sample](https://scratcher.io/platform/formats/survey) --- Customer story ## Burger King made product sampling a game Instead of one big launch event in one restaurant, Burger King launched its new Whopper with a nationwide mystery box game. People played online for a free Whopper or a discount coupon, and visits were spread over seven days and many restaurants. [Read the full story: Burger King made product sampling a game](https://scratcher.io/customers/reinventing-product-sampling-burger-kings-gamified-whopper-launch) ![Burger King new Whopper launch graphic with a burger and a mobile prize game](https://scratcher.io/img/containers/assets/cases/reinventing-product-sampling-burger-kings-gamified-whopper-launch.webp/f3b7e81e79fa00ac4a48895e9b747a74/reinventing-product-sampling-burger-kings-gamified-whopper-launch.webp) > “As far as CPM goes, it was one of the lowest we've ever experienced. It was the first time we had something so aggressively tactical without just focusing on the product price.” **Mila Hvilshøj**Head of Marketing Denmark & Sweden, Burger King - 140,000+unique participants - 45.5%redemption rate for free Whopper coupons - 9%more Whopper orders ![On the pack, on the shelf and in the feed](https://scratcher.io/img/containers/assets/illustrations/consumer-goods-6.webp/19961739aa75bc2b6cb950c8b8d4e4cd/consumer-goods-6.webp) Channels ## On the pack, on the shelf and in the feed Your campaign is one link that works everywhere your product is seen: on a [QR code](https://scratcher.io/platform/qr-codes), on [social media](https://scratcher.io/platform/social-media) or on your [website](https://scratcher.io/platform/website). Consumers play on their own phone, and you collect the sign-ups — not the shop. - A QR code on packaging, shelf signs and point-of-sale material - Retail media with the shops that sell your products - Social ads that lead straight to a quiz or a wheel - Your own website, newsletter and SMS - Print a QR code on the packaging or a display. One scan and people are in the game. - Zapp sent Facebook and Google ads straight to its quiz and paid around €1.50 per lead. - Embed the game on a page or show it as a pop-up. Rascals' branded wheel of fortune gave it 275% monthly growth in newsletter subscribers. ## Consumer brand customer stories [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) [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) [Here’s How Yuaia Haircare Lowered Its Lead Price by ~50%](https://scratcher.io/customers/heres-how-yuaia-haircare-lowered-its-lead-price-by-50) ~50% lower lead price - Yuaia Haircare - Lead Generation [Here’s How Yuaia Haircare Lowered Its Lead Price by ~50%](https://scratcher.io/customers/heres-how-yuaia-haircare-lowered-its-lead-price-by-50)[Read the case: Here’s How Yuaia Haircare Lowered Its Lead Price by ~50%](https://scratcher.io/customers/heres-how-yuaia-haircare-lowered-its-lead-price-by-50) [How Rascals Achieved an ROI of 259%](https://scratcher.io/customers/how-rascals-achieved-an-roi-of-259) 259% ROI - Rascals [How Rascals Achieved an ROI of 259%](https://scratcher.io/customers/how-rascals-achieved-an-roi-of-259)[Read the case: How Rascals Achieved an ROI of 259%](https://scratcher.io/customers/how-rascals-achieved-an-roi-of-259) [Driving Conversions for Continental](https://scratcher.io/customers/driving-conversions-for-continental) 130% increase in newsletter subscribers - Continental - Brand Engagement [Driving Conversions for Continental](https://scratcher.io/customers/driving-conversions-for-continental)[Read the case: Driving Conversions for Continental](https://scratcher.io/customers/driving-conversions-for-continental) [On the Road to Sales Success with Zapp](https://scratcher.io/customers/on-the-road-to-sales-success-with-zapp) 834 new leads - Zapp - Lead Generation [On the Road to Sales Success with Zapp](https://scratcher.io/customers/on-the-road-to-sales-success-with-zapp)[Read the case: On the Road to Sales Success with Zapp](https://scratcher.io/customers/on-the-road-to-sales-success-with-zapp) [All customer stories](https://scratcher.io/customers/all) Questions ## Questions from consumer brands [Book a meeting](https://scratcher.io/book-a-meeting) - Yes. Every campaign gets a link and [a QR code](https://scratcher.io/platform/qr-codes). Print the QR code on the pack, a shelf sign or a display, and people play on their own phone — no app needed. - You do. People sign up in your campaign and give their consent to you. You decide what you ask for, write your own consent text and choose when the data is deleted. - Yes. nemlig.com, for example, runs interactive campaigns for the brands it sells as part of [its retail media](https://scratcher.io/customers/nemlig-retail-media-interactive-campaigns). A campaign can carry both your brand and the shop's. - Yes. Give out free products or coupons as prizes, and follow up with [a short survey](https://scratcher.io/platform/formats/survey) to hear what people thought. - Yes. Our customers build campaigns in 65+ languages, and [AI translation](https://scratcher.io/platform/ai-assistant) helps you make a version for each market. 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) ## Gamification marketing for consumer brands If you make food, drinks, beauty products or anything else sold in shops, you know the problem: your customers buy your products, but the shop is the one that meets them. You pay for media, packaging and in-store displays — and still end up knowing little about the people who actually buy. Gamification marketing gives you a direct line. A short, fun game with a prize is a good reason for a consumer to leave their details with a brand, not just a store. ### What consumer brands use games for - **Building first-party data** that you own, with consent - **Product launches and sampling** that get your product into people's hands - **Teaching people about your product** with a quiz or a product finder - **Getting feedback** from consumers who have tried the product - **Lowering the cost of a lead** compared with regular ads ## Build your own first-party data When the shop owns the till, you need another way to meet your buyers. A QR code on the pack, a link in a social ad or a game on your website lets people sign up with you directly. Toyota Denmark shows how far this can go: a recurring quiz campaign has collected more than 285,000 quiz and survey participations and led to thousands of test drives and quote requests. Read more about [data enrichment](https://scratcher.io/platform/data-enrichment) and how to ask the right questions. ## Make sampling and launches count Sampling usually means handing out products and hoping for the best. A game makes it measurable. Burger King launched its new Whopper with a [mystery box](https://scratcher.io/platform/formats/mystery-box) game: more than 140,000 people took part, 45.5% of the free Whopper coupons were used, and Whopper orders went up 9% during the campaign. nemlig.com takes it a step further. After a product sample, a short [survey](https://scratcher.io/platform/formats/survey) asks people what they thought. The team expected a 5–10% response rate and got more than 35% — and learned that a significant share of them had never tried the brand before. ### Tips for a launch campaign - Give the product itself as a prize, so people get to taste or try it - Add discount coupons for everyone else, so the game still leads to a purchase - Ask one or two questions about the product after people have tried it ## Explain the product while people play Some products need a little explaining. A [quiz](https://scratcher.io/platform/formats/quiz) or a [product finder](https://scratcher.io/platform/formats/product-finder) turns that explanation into something people enjoy. Zapp's quiz helped people choose the right charging box and brought in 834 leads in two months. Yuaia Haircare used a [personality test](https://scratcher.io/platform/formats/personality-test), spin-the-wheel and scratch cards to personalise its customer journey and lower its lead price by around 50%. ## Meet people where they see your brand Your campaign is one link, so it can live on packaging, in a shop, in an ad or in a newsletter. Put a QR code on the pack, run it as retail media with your shops, or send social traffic straight to the game. See how [brand engagement](https://scratcher.io/platform/brand-engagement) campaigns keep people with your brand for minutes instead of seconds, and read about [building memorable brand experiences](https://scratcher.io/blog/building-memorable-brand-experiences-the-power-of-interactivity). ## Getting started Pick one of 150+ templates, add your brand with the AI design kit and publish in many languages for every market. Sign-ups go straight to your CRM through 20 native integrations, Zapier or our API. Start a 14-day free trial, or [book a meeting](https://scratcher.io/book-a-meeting) to plan your next launch with us. ![A Starbucks spin-the-wheel campaign made with Scratcher](https://scratcher.io/img/containers/assets/campaigns/starbucks-spin-the-wheel.webp/5cdde820d05e2e4548ae01ec0e7ab2b4/starbucks-spin-the-wheel.webp) ## Put your next launch in people's hands Turn sampling, packaging and ads into a game that collects first-party data you own. Try it free for 14 days — no credit card needed. [Start free trial](https://platform.scratcher.io/en/register) [Book a meeting](https://scratcher.io/book-a-meeting)