Bruna sweepstake
Scratch & win: How Bruna engaged customers with a sweepstake
A sweepstake can be used to increase loyalty among your target audience. At the same time, it can also serve as a tool to generate leads. That’s exactly what Bruna did in collaboration with Staatsloterij.
For six weeks, a sweepstake ran in stores. With every purchase, customers received a special card with a unique code to participate.
Participation from 18 years
Data protected
In compliance with gambling regulations
How does scratch & win work?
First, scratch off the coating to reveal the unique code. Then, participants visited the URL brunakrasenwin.nl to access the digital entry form. Bruna customers who entered their unique code along with some personal details had a chance to win great prizes. The exciting prize pool included 350 prizes with a total value of €10,000! Among the prizes were 100 Staatsloterij tickets and several Bruna gift cards ranging from €5 to €400.
The results
A total of 31,717 people participated in the sweepstake. Impressively, 80% of them provided a commercial opt-in. This means both Bruna and Staatsloterij can reach out to these participants later with an offer via a call or newsletter—an outstanding overperformance on the lead generation goal.
Curious about how a dedicated campaign page looks? Check out Bruna’s action page here.
