How Primera turned the PrimeraPas into a winning formula
30,000 participants and thousands of new opt-ins: how Primera used the PrimeraPas to surprise loyal customers with a dream prize.
Primera has been building customer loyalty for years with the PrimeraPas. But through a large-scale prize campaign via Lotify, the retailer truly surprised its loyal customers with a dream trip worth €10,000 as the grand prize.
“With over 30,000 participants and thousands of new opt-ins, this sweepstake shows how smart rewards can actively engage customers.”
The goal of the sweepstake
With the PrimeraPas campaign, Primera aimed to boost awareness of the PrimeraPas. During the promotion period, all cardholders automatically had a chance to win a dream trip worth €10,000. To enter, they simply needed to have their card scanned at a store purchase (excluding books and tobacco). After the transaction, they received a voucher with a unique promo code.
This code could be entered on a dedicated campaign page, created via the Lotify platform and fully branded in Primera’s style. The registration process was quick and easy, making participation effortless. In this way, Primera surprised its loyal customers while actively encouraging the use of the card.
The prize package contained:
20x Primera gift cards worth €50 each
10x Apple AirPods worth €263 each
1x travel voucher worth €10.000
Promotion and visibility
The PrimeraPas campaign was promoted in multiple ways. Physical promotional materials were placed at the checkout counters in stores, ensuring customers were informed at the point of purchase. Additionally, the campaign was promoted through Primera’s social media channels to reach a wider audience.
After the campaign ended, the grand prize winner was also announced. This allowed customers to see that the promotion actually produced winners and that participating was truly worthwhile.
Results and impact
An impressive 30,000 participants activated their code through the platform.
Of those, 42% opted in to receive updates about future campaigns.
The campaign contributed measurably to increased awareness and usage of the PrimeraPas.
The benefits of Lotify
For organizing the campaign, Primera used Lotify’s all-in-one platform. This ensures every organizer a fair and reliable sweepstake. Here are the main advantages of Lotify at a glance:
✔️ Fair draw thanks to a GLI-certified system
→ You want to be sure everything runs according to the rules — and be able to prove this to your customers.
✔️ All-in-one solution for registration, processing, and drawing
→ No hassle with separate tools or systems — everything is managed in one place.
✔️ Real-time insight into participation and activations via the dashboard
→ You stay in control: see immediately if the campaign is working and make adjustments if needed.
✔️ Custom campaign page in your brand’s recognizable style
→ The campaign visually matches your store or brand, creating familiarity and trust.
Want to surprise your customers just like Primera did? Schedule a demo and discover how Lotify can help your brand set up effective and exciting sweepstakes.
