Case Study: Let the Games Begin

Gamification helps to accelerate sales and engagement

The Client and Their Past State

The Client

A major automotive manufacturer.

The Objective

To effectively increase the sales of a specific product while engaging with an audience.

The Challenge

Engagement prior to running the program was low. The program would need to generate a lot of excitement and inspire participation.

The Client’s Current State and Key Results

Participation Boom

Out of the 2,218 spin codes awarded, only 72 of them went unused, creating a total engagement of 96.7%.
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Exceeding Expectations

After seeing immediate success, the client increased its budget and ended up giving away an additional 1,000 more prizes than originally projected.
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Rising Engagement

Participation and the number of products sold increased incrementally every two weeks.

How They Got Here

Marketing

spin 2 win tablet

Program Design

HMI created a short-term, gamified promotion targeting the client’s Service Managers and Assistant Service Managers. To maximize employee motivation and engagement, HMI formulated an “Everybody Wins” Spin to Win sweepstakes.

A Spin to Win sweepstakes utilizes a gamification system in which participants receive “spin codes.” After receiving the codes, participants could enter them into the module and watch the wheel spin to land on Silver, Gold, or Platinum prizes. The “Everyone Wins” tactic guaranteed at least a silver prize for every spin code and had no maximum number of spins that a participant could earn per spin session.

Participants were rewarded for the sale of a certain product, wiper blades, as follows:

  • 6 individual wiper blades = 1 Spin to Win play code
  • 12 individual wiper blades = 2 Spin to Win play codes
  • 18 individual wiper blades = 3 Spin to Win play codes

The lack of spin code cap allowed participants to earn around 40 spin codes in some cases.

Strategy & Implementation

Participants had the opportunity to earn rewards from the following categories:

  • Platinum Prize: a choice of six luxury-scale rewards: hotel bookings, Samsung Galaxy tablet, Weber grill, and others
  • Gold Prize: a choice of six mid-tier prizes: Bose Speaker, JBL Bluetooth Headphones, Fitbit, and others
  • Silver prize: a $25 Amazon gift card

Interested in running a program like this one? Talk to an incentive expert today!

Need more incentive insights? Check out these case studies.

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