How a scratch card campaign works
A digital scratch card works just like the paper version you know from the kiosk. People open your campaign, fill in a short form and then rub away a scratch layer with a finger or the mouse. Under the layer is either a prize or a friendly "better luck next time". Use one card or three to nine, and decide how much people must scratch before the result shows.
Behind the scenes, you are in control. You decide which prizes can be won, how many of each there are and when they can be won. The result is ready the moment people start scratching, so the excitement is real, but nobody can cheat their way to a prize. Winners see their unique discount code or barcode on the screen right away (and by email with the Email module, included on Professional or as an add-on), and everyone who signed up goes straight to your email tool.
Because there are no rules to explain, a scratch card works well with people who have never played a game from your brand before. It takes about ten seconds from the first click to the result.
When to use a scratch card
The scratch card is a good fit whenever you want a lot of people to take part quickly. It works best when the goal is simple:
- Growing your newsletter: a chance to win is a fair trade for an email and a permission. See more on lead generation.
- Seasonal sales: Easter, Black Friday, Christmas and summer sales are natural moments to scratch and win.
- Driving store visits: give out prizes that people pick up in your shop.
- Activating existing customers: send the card to your list and reward loyal customers with a small treat.
Retail and webshops use it the most, but we also see amusement parks, food brands, energy companies and NGOs get great results. BonBon-Land used a scratch card to give away free tickets and turned the consolation codes into ticket sales.
6 ideas for your scratch card
- Easter egg scratch: make the scratch layer look like an egg and hide a discount underneath.
- Black Friday early access: everyone who scratches gets early access to your deals, and a few win a big main prize.
- Scratch the receipt: print a QR code on receipts so people can scratch for a prize on their next visit.
- Product launch: hide your new product under the layer and give away samples.
- Birthday card: send a scratch card to customers on their birthday with a personal treat.
- Event giveaway: let visitors at a fair or a match scratch for merchandise or VIP access.
Tips for a scratch card that converts
Tip #1: Pick one clear goal
Decide on one main goal before you start. It makes every other choice easier.
- More sign-ups: ask for an email and a newsletter permission before people play.
- More sales: give out discount codes that can be used in your webshop.
- More visits: offer prizes people pick up in your store.
Tip #2: Give away prizes people actually want
The prize is the reason people play. It doesn't have to be expensive, but it should feel worth scratching for.
- Mix one or two big prizes with many small ones, like free shipping or a discount.
- Use discount codes for your own shop, so prizes bring people back to buy.
- Think about giving everyone a small prize, so nobody leaves empty-handed. Read more about prizes on autopilot.
Tip #3: Make it look like your brand
A scratch card that looks like the rest of your website feels safe to play.
- Use your colours, logo and pictures.
- Match the scratch layer to the season.
- Show the prize clearly when people win.
Tip #4: Keep the form short
Every extra field makes some people give up. Only ask for what you will actually use — often an email is enough.
Tip #5: Put it where your customers already are
A scratch card only works if people see it. Show it as a game pop-up on your website, send it to your subscribers, share it on social media and use a QR code in your store or on packaging.
Want more ideas? Read our guide to scratchcard marketing, or see how Dansk Outlet got 13,000 sign-ups with an Easter scratch card. If you want a different kind of excitement, try the spin the wheel game or the mystery box — they are just as quick to play.
