Instant win competitions: 6 original marketing examples

by Agnes Constant | Apr 22, 2025 | Engagement, Audience engagement

De toutes les mécaniques de gamification à la disposition des entreprises, les instants gagnants sont parmi les plus efficaces. Si les jeux marketing sont puissants pour engager son audience, c’est parce qu’ils permettent de faire gagner des dotations attractives. Et avec des jeux concours instants gagnants, la récompenses est immédiate !

Ce format de marketing peut être utilisé à toutes les étapes du parcours client afin de permettre aux marques d’engager et de fidéliser les consommateurs. Pour profiter du potentiel des Instants Gagnants, nous présentons les objectifs que les entreprises peuvent viser. Pour ces objectifs, nous vous partageons des exemples de campagnes de jeux concours instants gagnants inspirantes.

SUMMARY

What is an instant win competition?
Why launch an Instant Win: objectives and examples of successful campaigns

What is an instant win competition?

Largement adopté pour stimuler l’engagement d’une campagne, l’Instant Gagnant offre la possibilité de remporter des cadeaux instantanément. On le distingue d’un autre jeu comme le tirage au sort, pour lequel il faudra attendre avant de découvrir les gagnants.

Il est possible de combiner les deux en ajoutant un tirage au sort en étape finale du parcours de l’Instant Gagnant. Ainsi, les joueurs qui ont remporté une dotation peuvent participer à un tirage au sort complémentaire et tenter de gagner des cadeaux d’une valeur plus importante (comme un voyage).

En fonction de son univers de marque et de l’objectif de sa campagne, la marque peut opter pour différents types de jeux concours Instants Gagnants. Elle aura le choix entre :

La Roue de la Chance. Les participants peuvent tourner la roue et tenter de remporter un cadeau ou un code promo.
Le jeu grattage. Dans cette mécanique simple et rapide, il suffit de gratter un visuel pour découvrir le gain. Entièrement personnalisables, les jeux à gratter permettent d’intégrer des éléments de son univers de marque ou de s’adapter à un temps fort (comme Noël ou la Saint Valentin).
La machine à sous (ou Bandit Manchot). Inspiré des jeux de casino, cet Instant Gagnant consiste à aligner plusieurs symboles. Il permet de distribuer des cadeaux à son audience.
Mais aussi la Pinata, le Shuffler, le Grappin, le Click & Win ou encore le Flip & Win.

Why launch instant win competitions?

Instant Win offers companies a highly effective way of increasing visibility and engagement. Here are the 3 main reasons for organising a campaign of this type.

1. Engaging your audience

The first advantage of Instant Win is that it makes you want to take part, since you know immediately whether you’ve won or not. For the brand that organises it, the operation of this interactive mechanism is simple. Instant Win works by time slots designated as “winning”. All yuo have to do is enter at the right time to win a gift. Outside these time slots, all participants lose out (or can win a promotional codes in the case of 100% winning instant games).

Eurotunnel’s Jackpot campaign

To capture quality leads, Eurotunnel offered its public a captivating game. The jackpot (or One-Armed Bandit) enabled the company that manages the tunnel to strengthen its communications with transport operators. Carriers had to download a Transport Ticket Number (TTN) to take part.

Thanks to this popular mechanism and attractive prizes (smartphone, headphones, bluetooth), Eurotunnel registered more than 29k games.

Crédit Agricole’s pretty Christmas accounts

With its “Pretty Christmas accounts” campaign, Crédit Agricole immersed its audience in the spirit of the festive season. Each day, the advent calendar unveiled content highlighting its solidarity initiatives. More than a communications operation, this Instant Win game was designed to engage the community. This format, adaptable to the Regional Banks, enabled Crédit Agricole to strengthen its local roots.

The result: over 10,000 new subscribers to the brand’s mailing list and an opt-in rate of 40%.

Crédit Agricole - instant win competitions

2. Organise instant win competitions to generate leads

Creating an Instant Win competition is a great way of collecting leads. You can ask people to fill in a form before launching the wheel of chanceor cracking a digital pinata. Collecting first-party data (shared by users) will be easier. The brand will be able to refine its customer knowledge and understand the consumption habits of each individual.

Sensation Crispy de Lindt

Following the RGPD announcements, Lindt put in place an annual strategy to recruit new leads and build its base through gaing. This approach, based on marketing chestnuts and product highlights, took shape with the Sensation Cripy campaigns.

The aim was to recruit opt-in leads and promote the product via two engaging mechanics; the Wheel of Chance and Pinball. The campaign exceeded 15,000 leads and achieved a particularly high opt-in rate of 62%.

The Speedy Advent Calendar

For Christmas, Speedy launched an Advent Calendar aimed at engaging its audience and recruiting leads. The campaign was a great success, with 37k registrations and high engagement, reaching an average of 7.6 games palyed per participant. This operation provided excellent visibility during a crucial sales period, the festive season.

3. Boost your conversion rate with instant win competitions

Instant win competitions are ideal for companies looking to increase their conversion rate or build customer loyalty.
By awarding promotional codes to the winners, brands can stimulate engagement, encouraging people to visit the website and make pruchases. In this way, they can encourage an increase in their sales and a better conversion.

Showroomprivé Crazy days

The Crazy Days campaign enabled Showroomprivé to attract customers who responded to the game, while giving the bradn high visibility (with a 76% participation rate) during the sales period. The Instant Win, a one-armed bandit, was used as a sales generator, to stimulate conversion through the distribution of shopping vouchers.

BZB Game Center

Thanks to an engaging multi-mechanical system, Bizzbee offers an immersion into the world of gaming. After each game, users receive a voucher, boosting sales over the festiv period (with a conversion rate of 2.4%). An integrated conversion pixel monitored the performance of the interactive campaign in real time, continuously optimising its effectiveness.

Conclusion

Organising an Instant Win competition is an excellent way to generate leads, engagement and conversion. Discover
our interactive mechanisms that you can customise or adapt to a specific marketing event to boost your campaigns throughout the year!

How to effectively collect first-party data?

by Agnes Constant | Apr 15, 2025 | Collect data, Know your audience

First-party data is collected directly by the company or brand from users when they interact with it (for example, on its website, app, or other marketing channels).

It is an essential building block of customer knowledge. and an indispensable tool for personalizing the buyer’s experience and making better business decisions. But how can you effectively collect first-party data?

In this article, we share ideas for interactive and fun levers that encourage consumers to share relevant information with brands.

SUMMARY

What is First Party data ?
Why is first-party data important?
How to effectively collect first-party data ?

What is First Party data ?

First party data are the information collected directly from one’s audience or customers. It’s about data that the company collects during interactions with consumers, whether they visit its website, engage with its social media posts, or make a purchase on its online store.

This data is inherently more reliable than information collected in a less direct manner. (such as through a third-party site) since they come directly from the source. Throughout the customer journey, prospects or customers share personal information (such as their email address, location, age) as well as consumption preferences (budget, preferred purchasing channel, etc.).

This data then allows brands to design marketing campaigns and personalized shopping experiences, which are more likely to convert and retain customers.

Why is first-party data important?

The main advantage of first-party data over other types of data (such as third-party data) is its reliability and level of accuracy. Indeed, proprietary data is, as noted, shared directly and voluntarily by the brand’s target audience.

As a result, collecting first-party data allows companies to refine their customer knowledge while complying with current regulations on privacy and data protection (such as the GDPR in Europe).

A collaborative study conducted by Google and Boston Consulting Group revealed that marketing campaigns leveraging first-party data can increase revenue by a factor of 2.9. while reducing costs by a factor of 1.5. Additionally, according to a Convert study, 92% of marketers consider proprietary data essential for their company’s growth.

How to effectively collect first-party data ?

Nowadays its more and more complicated to collect first party data. Indeed, consumers are more cautious about how their data is protected and used by companies. Additionally, governments and major technology giants have also restricted access to third-party data.

Brands must therefore find new ways to encourage their prospects and customers to voluntarily share personal information. Gamification is a very effective collection lever as it makes the process more enjoyable and engaging, while also rewarding users.

Indeed, studies show that 90% of consumers willingly provide first-party data when they perceive a fair exchange. Transparency is also crucial when it comes to capturing and using proprietary data, as it helps build user trust.

Here are 4 first-party data collection strategies that rely on interactive marketing.

1. Collect first-party data with interactive surveys or quizzes

One very effective way to collect first-party data is simply to ask your audience for their opinions through a survey or test their knowledge through a quiz..
L’entreprise peut ainsi recueillir de précieuses informations sur les préférences de ses prospects pour personnaliser ses futures campagnes.

Denmark’s largest bank, Danske Bank, for example, shared a quiz on a complex topic but central to its audience: how homeowners can obtain public subsidies to make their homes more energy-efficient. It created a quiz that not only allowed it to educate its clients, but also to collect targeted information about a specific segment (homeowners).

Interactive surveys also allow for data collection to better segment your audience. For example, a brand can gather customer preferences by asking its followers about their favorite product. Based on the results, it can target each segment with a series of clickable stories featuring only products in the chosen color or material. The collected data can also be used to personalize email campaigns or push notifications for its e-commerce app.

2. Reward users to encourage them to share data

Consumers are more likely to share their data if they see a benefit in doing so. A good way to motivate them is to offer them exclusive discounts in exchange for information about their purchasing preferences, for example. The brand can then run a 100% winning contest through which participants receive e-coupons after filling out a form asking for their opinions on a topic.

Companies can also maximize the acquisition of first-party data by using more strategically their subscription or registration forms (for example, to a newsletter). They can encourage website visitors to subscribe to a mailing list or create an account by highlighting the benefits they will receive (such as a discount voucher, early access to new features, etc.).

This not only establishes a direct connection with users but also allows for the collection of essential information to create tailored marketing strategies.

3. Collect first-party data through your loyalty program

The development of a loyalty program is an effective way to collect first-party data while fostering customer engagement. As users progress through the program, the brand can gather valuable information on their preferences, behaviors, and purchase histories.

Starbucks is an excellent example of how a company can capitalize on its loyalty program to collect proprietary data. Customers earn “stars” for each purchase, which they can then redeem for free food and drinks.

But to join this program, customers must register and provide personal information. As they make purchases, Starbucks collects valuable first-party data, such as their purchasing preferences. This data allows Starbucks to offer personalized promotions, thereby enhancing customer loyalty and retention.

4. Create and share interactive content

Creating interactive content, which goes beyond traditional photo or video posts, also allows for the collection of first-party data. By offering users dynamic and participatory experiences, brands encourage them to share valuable information.

MM’s, for example, capitalized on the popularity of puzzles by launching an interactive campaign on its social networks: Eye Spy Pretzel .

This marketing game challenged users to find a pretzel hidden in a picture filled with MMs. To unlock it, participants were asked to fill in a simple form.

In addition to collecting data and optin, the campaign was a huge success, resulting in a significant increase in engagement and brand awareness.

Conclusion

To collect first-party data and engage your audiences, your brand can leverage creative strategies. Gamification will not only transform data sharing into an interactive and enjoyable experience but also reward users and convert them more effectively into customers. Discover all our gamification mechanics to energize your data collection strategy.

In 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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3 black friday marketing strategies to boost sales

by Agnes Constant | Apr 15, 2025 | Conversion, Audience engagement

Black Friday is an essential highlight in the brand marketing calendar. Every year, more than 70% of consumers say they make purchases on this occasion, taking advantage of the exceptional promotions offered by retailers.

Imported from the United States this trade festival is becoming increasingly popular in France and abroad..
Il est donc très pertinent pour les marques de se positionner sur ce temps fort et de créer une stratégie marketing Black Friday efficace, qui leur permettra de recruter et convertir de nouveaux clients.

In this article, we take a look back at the main issues that companies need to prepare for in order to succeed with their Black Friday marketing campaigns. We also share some effective and original ideas to boost sales and prepare offers for the festive season.

SUMMARY

The marketing challenges of Black Friday
3 marketing campaign ideas to boost sales during Black Friday

Les enjeux marketing du Black Friday

Black Friday is no ordinary trade fair. It offers companies a unique opportunity to hire new prospects and re-engage their existing customers (in the same way as sales). But the special feature of the Black Friday is that is takes place at a particularly strategic time of year.

It is indeed the last weekend of november the final stretch before Christmas shopping. Generally speaking, the 4th quarter of the year (the months of October/November/September) is a strategic time for companies, who generate 20 to 30% of their annual sales during this period.

Black Friday’s marketing challenges are therefore unique and brands have the opportunity to implement a strategy that will enable them to target the following four marketing objectives.

Stand out from the competition

An increasing number of companies are offering Black Friday deals. Brands must therefore redouble their efforts to make their campaign visible to their target audience

To capture attention, they won’t be able to rely solely on exceptional discounts (if they want to control the ROI of their Black Frday campaign). They’ll have to rely on other levers of visibility, such as originality and interactivity. Companies can set themselves apart by organizing a marketing competition, for example.

Engaging consumers at the right time

Brands are tending to communicate their Black Friday offers earlier and earlier. By spacing out their marketing campaign over several days, or even weeks, they can create a teasing effect and better manage consumer expectations .

Its also an effective approach to staying top of mind the big dayand guide shoppers more effectively towards the offers/products that best meet their expectations. The key is to strike the right balance to avoid advertising fatigue (and audience fatigue) by offering a variety of advertising formats that maintain engagement right through to Black Friday. A multi-channel approach will also be essential to reach consumers wherever they are.

Propose relevant offers based on customer preferences

To convert, Black Friday marketing campaigns can’t just play on discount percentages. They can also precisely target consumers’ product preferences, offering them a recommendation of items or services they are more likely to want to buy.

This means collecting, in advance of Black Friday, relevant customer data on favorite product categories, but also on the marketing channels, payment methods and delivery options that buyers intend to prioritize. To achieve this, brands can rely on marketing games such as Battle or Gift Finder.

Collect opt-ins and build loyalty to boost repeat purchases

As we’ve already mentioned, Black Friday is the start of a particularly intense period for consumers..
La fête commerciale se déroule en effet juste avant le Cyber Monday (qui a lieu le lundi suivant) et Noël.

To boost sales throughout this period, it’s very important that brands take advantage of Black Friday to collect opt-ins. Black Friday marketing formats can be used to this end (via a simple opt-in form, for example).

Brands can also take advantage of this opportunity to continue collecting customer preference (with a survey or swiper, for example), to optimize future campaigns. They can also encourage engaged prospects to create a customer account or download their application to boost their re-purchase rate for the rest of the year.

3 marketing campaign ideas to boost Black Friday sales

Gamification is a relevant lever for meeting the challenges of a Black Friday marketing strategy.

Depending on the brand’s objectives, these interactive and entertaining formats can help to achieve the following goals:

Recruit qualified leads and optins to develop your customer database;
Engage existing customers using games to showcase products and support promotions
Increase sales by encouraging consumers to make a purchase in-store or on the e-commerce site.

1. Recruter des leads avec un instant gagnant

Simple mechanics such as Instants Gagnants are ideal for recruiting new leads and collecting optin. before or during Black Friday. Red By SNCF, for example, relied on the One-armed Bandit to boost the visibility of its Black Friday campaign.

The very simple principle of the game (aligning three identical patterns to unlock a gift or discount) is indeed perfect for engaging a wide audience. Prospects are also attracted by the prospect of finding out immediately whether they’ve won a reward or not.

What’s more, the interactive, fun aspect of this Black Friday marketing campaign helped the operator stand out at this particularly busy time of year.

2. Engage your community during Black Friday with a Shopping List

To engage existing customers during Black Friday, brands can rely on gamification mechanics highlighting their products. The idea here is to discover its offer in a fun way, the aim is also to collect customer preferences in order to offer more targeted product recommendations. The challenge is also to offer attractive prizes that capture the audience’s attention and make them want to participate.

Git, for example, offered its community the chance to win an exceptional basket made up exclusively of items that participants had already selected using a shopping list..
Pendant toute la semaine précédant le Black Friday, les acheteurs pouvaient ainsi tenter leur chance et remporter leur wishlist au tirage au sort.

3. Boost Black Friday sales with coupons

For Black Friday marketing campaigns to bear fruit, brands need to find effective levers to redirect their audience to their website (or in-store for a drive-to-store campaign).

Oui SNCF, for example, took advantage of its Black Friday gamification campaign (a one-armed bandit) to distribute 15-euro e-coupons. Participants could then win a voucher, to be used on the company’s website or app for their next booking.

With more than 2K clicks driven to its site, Oui SNCF boosted sales over the period..
Mais en plus de générer du CA pour le Black Friday, l’entreprise en a aussi profité pour collecter des adresses emails et des optins afin d’enrichir son CRM.

Conclusion

Gamification is one of the most effective strategies for creating an impactful marketing campaign. By choosing a playful, interactive mechanism to animate your audience, you can not only present your discounts more effectively, but also significantly boost your sales. Discover our catalog of playable formats to boost your Black Friday marketing strategy.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign.

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6 marketing campaign ideas to promote a product

by Agnes Constant | Apr 15, 2025 | Branding, Captivate the audience, Conversion

Faire la promotion d’un produit suppose de mettre en place une stratégie marketing différente d’une campagne classique de notoriété. La marque va devoir concentrer son contenu sur un article spécifique, pour mettre en avant ses caractéristiques et donner envie de l’acheter.

Mais une campagne pour promouvoir un produit peut servir d’autres objectifs stratégiques. Elle peut être l’occasion de :

gagner en notoriété,
recruter de nouveaux leads (en particulier si la marque étend sa gamme de produits),
fidéliser ses clients existants,
collecter de l’opt-in,
ou encore attirer son public en magasin (avec des démonstrations produits par exemple).

Dans cet article, nous vous proposons 6 idées de campagnes marketing gamifiées pour promouvoir un produit.

SOMMAIRE

1. Promouvoir un produit en donnant un aperçu exclusif
2. Répondre aux questions des clients avec un quiz interactif
3. Partager de l’UGC pour faire la promotion d’un produit
4. Lancement d’un produit : faire gagner des coupons 100% gagnant
5. Présenter les avantages du nouveau produit
6. Immerger les clients dans son univers de marque avec une chasse au trésor

1. Promouvoir un produit en donnant un aperçu exclusif

Le lancement d’un nouveau produit est un évènement pour les marques. Certaines en profitent pour organiser un événement durant lequel elles présentent ce nouveau produit. C’est le cas d’Apple et de ses célèbres Keynotes.

Le live shopping offre une alternative digitale à cette présentation de produit, offrant la possibilité de découvrir en exclusivité l’article utilisé (ou porté dans le cas du marketing de la mode). Les marques peuvent aussi en profiter pour répondre aux questions des internautes et présenter les caractéristiques et la valeur ajoutée de leur produit de manière plus interactive et pertinente.

Cette présentation du produit peut se faire en amont du lancement. Dans le cas d’un produit digital (un logiciel ou un jeu vidéo), l’entreprise peut créer une forme de teasing en présentant une démonstration de son service ou en faisant tester un MVP (pour Minimum Viable Product, soit une version bêta) à ses utilisateurs engagés. C’est un moyen de collecter des feedbacks pour améliorer le produit final, mais aussi de récompenser ses clients fidèles.

2. Answering customer questions with an interactive quiz

La principale valeur ajoutée d’un produit, et ce qui lui permettra de se distinguer de ses concurrents, c’est sa capacité à répondre aux problèmes que rencontrent les consommateurs. Pour inciter son audience à s’intéresser à un produit, et lui donner envie de l’acheter, la marque peut présenter ses caractéristiques à travers un Quiz interactif.

Les consommateurs pourront découvrir le produit de manière interactive, à travers un format gamifié à l’issu duquel ils peuvent remporter un bon d’achat ou une remise. C’est ce qu’a fait Savencia pour mettre en avant ses 2 marques Giovanni Ferrari (mozzarella) et Islos (Féta) durant l’été. L’entreprise a partagé un quiz aux couleurs méditerranéennes dans lequel les participants pouvaient tester leurs connaissances tout en découvrant les produits.

Les participants peuvent en profiter pour poser des questions via un formulaire partagé en fin de quiz. L’entreprise peut ensuite garder les questions fréquentes et/ou pertinentes pour organiser un Q&A et ainsi répondre aux préoccupations de ses prospects.

3. Share UGC to promote a product

Quelle meilleure façon de faire la promotion d’un produit que de partager des témoignages de la valeur qu’il offre à vos clients. En marketing, c’est ce que l’on appelle l’UGC, soit le contenu généré par les acheteurs. Il peut s’agir de photos ou de vidéos dans lesquelles vos clients se montrent en train d’utiliser (ou de porter votre produit).

Ce contenu authentique est efficace pour convertir de nouveaux clients, d’autant plus lorsqu’il est repartagé avec un hashtag dédié. Pour collecter de l’UGC, les marques peuvent organiser un concours (là aussi vidéo ou photo). Les clients seront encouragés à participer pour tenter de gagner une dotation attractive et la possibilité d’être repartagé sur le compte de leur marque préférée.

C’est ce que fait GoPro pour mettre en avant la qualité de ses appareils photo et caméras.

4. Product launch: 100% winning coupons

Les entreprises peuvent organiser une campagne promotionnelle pour donner de la visibilité à un nouveau produit et booster les ventes aux lancements. Les instants 100 % gagnants, permettent de distribuer des e-coupons, sont efficaces dans ce cas de figure.

Les participants peuvent remporter une remise (le pourcentage dépend de leur résultat). La marque peut le faire via une mécanique comme le bandit manchot, dont les motifs représenteront son produit, ou opter pour une pinata qui reprendra la forme de l’article.

5. Present the benefits of the new product

De nombreuses marques qui font la promotion d’un produit ont tendance à se concentrer sur les caractéristiques et fonctionnalités de ce dernier. Or, une stratégie marketing beaucoup plus efficace est de présenter les avantages qu’offre un article et la valeur ajoutée que peuvent en retirer les utilisateurs. Ces derniers sont ainsi encouragés à se projeter avec le produit entre les mains et visualisent mieux ce que ce dernier peut leur apporter.

Une excellente mécanique de gamification pour présenter la valeur ajoutée de son produit ou de son offre est le Memory. En effet, elle permet de mettre en valeur des contenus promotionnels, d’informer les consommateurs et de maximiser le temps qu’ils passent avec la marque.

Le Shuttle Freight a opté pour ce jeu marketing pour mettre en avant les avantages de leur programme de fidélité et recruter des adhérents. En cliquant sur une carte, les participants pouvaient découvrir les récompenses auxquelles ils auraient accès selon le nombre de points cumulés (cadeau d’anniversaire, traversée gratuite, etc.).

Le jeu était suivi d’un instant gagnant leur permettant de gagner des points de fidélité : une mécanique engageante puisque les prospects savaient ce que ces points leur permettaient de débloquer.

6. Immerse customers in your brand universe with a treasure hunt

Lorsque les marques font la promotion d’un produit, elles utilisent souvent des formats statiques, peu engageants pour les consommateurs. La gamification permet de créer de l’interaction et d’encourager les clients à interagir avec le produit. Ils ne sont plus les spectateurs passifs d’une publicité ou d’une vidéo de présentation didacticielle, mais les acteurs de la campagne, découvrant le produit sous toutes ses coutures et même en action.

La chasse aux trésort est un format permettant de créer cette interaction entre le client et le produit. Les participants sont plongés dans l’univers de la marque et peuvent découvrir le produit dans un environnement gamifié, en lien avec l’article. Il peut s’agir d’un hidden object (ou objet caché) classique, dans lequel l’utilisateur recherche l’objet dans un monde virtuel.

La marque peut opter pour une version complexe où l’utilisateur doit réunir les éléments qui composent le produit (les ingrédients d’un soin de beauté). Le client découvre le potentiel du produit, ses fonctionnalités/propriétés et cas d’usage.

Conclusion

Pour faire la promotion de votre produit, misez sur des formats publicitaires interactifs. La gamification vous permet de créer une expérience grâce à laquelle votre marque pourra booster ses ventes en invitant les clients à découvrir ses produits. Dynamisez vos campagnes marketing en personnalisant nos mécaniques jouables !

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign.

Request a demo

How to create an interactive digital advent calendar?

by Agnes Constant | Apr 15, 2025 | Animation, Captivate the audience

The Christmas holiday season is a crucial time for business profitability. During the last month of the year, they can achieve up to 20% of their annual sales.

One of the keys to engaging consumers during this sales period is to anticipate your campaign by multiplying contact points. in the run-up to December 24th. In fact, it takes an average of 8 interactions between a prospect and the brand before a sale is concluded.

In this article, we’ll take a look at a marketing mechanism that’s particularly relevant to Christmas campaigns. This is the Advent calendar, which allows you to multiply the number of interactions with your audience. Here we share tips for creating a memorable digital Advent calendar, as well as concrete examples to inspire you.

SUMMARY

The mechanics of the Advent Calendar
3 tips for a successful digital Advent Calendar
5 inspiring examples of Advent Calendars

The mechanics of the Advent Calendar

The Advent Calendar is a particularly popular marketing tool during the Christmas season. The principle is simple: every day, participants discover a new animation through “boxes” to be opened. This can be a competition or an interactive animation such as an Instant Win, through which users can unlock free rewards and gifts.

Creating a digital advent calendar is a great way to boost your Christmas marketing campaign because, in the minds of consumers, this mechanism is directly associated with the end-of-year festivities. It’s also a great way to capture and hold your audience’s attention, by giving them a daily appointment and offering new surprises with each new slot.

What’s more, this marketing activity is ideal for animating and rewarding your customer community..
Durant les fêtes de Noël, les consommateurs sont en effet à l’affût de bons plans et réductions pour faire des économies sur leurs achats de cadeaux.
En distribuant des bons de réduction et des dotations attractives tous les jours, la marque peut fidéliser ses clients et convertir de nouveaux prospects, générant plus de ventes.

3 tips for a successful digital Advent Calendar

Si le Calendrier de l’Avent est parfait pour animer sa communauté pendant les fêtes de Noël et multiplier les points de contacts avec son audience, cette mécanique demande aussi un travail de planification. Voici quelques conseils pour réussir son animation commerciale et tenir la cadence.

1. Plan your content for the 25 squares of the digital advent calendar

Les marques qui choisissent ce jeu marketing pour leur campagne marketing de Noël vont devoir partager des jeux interactifs et du contenu tous les jours, du 1er décembre au 25 décembre. Il est donc important de planifier son contenu pour diversifier les animations, les mécaniques interactives et les dotations partagées à sa communauté afin de retenir l’attention des participants tout le mois de décembre.

2. Customize animations and prizes

Le Calendrier de l’Avent sera plus efficace pour atteindre les objectifs stratégiques que la marque s’est fixée s’il est personnalisé. Cela suppose, en amont de la campagne de Noël, d’affiner sa connaissance client, en collectant par exemple des données démographiques et des préférences produits. L’entreprise pourra ainsi proposer un contenu et des récompenses ciblées, plus efficaces pour engager son audience et générer des ventes.

3. Diversify distribution channels

To engage as many prospects and customers as possible, brands also need to think of their digital Advent Calendar as an omnichannel animation. The different Playable Marketing formats are particularly relevant in this context. The brand can engage its audience across all these channels with native animations that adapt to its website, shopping application or advertising campaigns (interactive ads).

5 inspiring examples of Advent Calendars

Passons maintenant à la pratique avec 5 exemples de marques qui ont créé un Calendrier de l’Avent digital et se sont appuyées sur ce format pour atteindre des objectifs commerciaux variés.

1. Floa Advent Calendar

Avec son opération “La boîte à cadeaux”, la marque Floa a profité du plus grand temps fort de l’année pour gagner en visibilité, tout en mettant en avant ses partenaires. L’opération a permis à la banque de recruter des leads qualifiés à embaser et retargeter toute l’année.

Grâce à des dotations attractives (Airpods, montre connectée, smartphone, champagne), elle a attiré plus de 64K participants.

2. Galeries Lafayette Advent Calendar

Galeries Lafayette’s Advent Calendar game aimed to engage customers and prospects via a multi-channel campaign. By showcasing its famous Christmas windows on all its digital channels, the animation functioned as a sales generator. It also enabled the chain to capture customer data via a lead recruitment form. This data then enabled Galeries to effectively retarget its audience throughout the year.

3. Ouest France Advent Calendar

Le Calendrier de l’Avent digital peut aussi être utilisé dans le marketing de la culture et des loisirs. Ici, l’objectif n’est pas de générer des ventes, mais d’inciter son audience à créer un compte Ouest France. En effet, seuls les participants disposant d’un compte pouvaient accéder au jeu et tenter de remporter des dotations attractives (séjour de vacances, électroménager et high-tech, loisirs, bons d’achats).

La campagne a permis à Ouest France d’animer ses audiences pendant tout le mois de décembre et de recruter 81K inscrits.

3. Carrefour Advent Calendar

Carrefour uses marketing games to enrich and qualify its database throughout the year. For Christmas, the supermarket chain has chosen to adapt the mechanics of the Advent Calendar.
Le formulaire était scindé en 2 pour optimiser les performances.
Résultat, l’animation a permis de recruter 321K inscrits dont 77 % ont rempli la totalité des données de qualification.

5. Kiabi Advent Calendar

Pour booster la visibilité de leur Calendrier de l’Avent, les marques peuvent aussi miser sur le cobranding. Cette stratégie consiste à nouer un partenariat avec une marque affinitaire afin de profiter de son reach et toucher une nouvelle audience. Kiabi propose régulièrement à Noël un calendrier de l’Avent en partenariat plusieurs enseignes, permettant aux utilisateurs de différentes marques chaque jour via les dotations à remporter.

Conclusion

Créer un Calendrier de l’Avent digital est idéal pour animer et convertir votre audience pendant les fêtes de fin d’années. Planifiez votre campagne et diversifiez vos animations de Noël pour maximiser son impact. Avec Adictiz, vous pouvez booster sa visibilité, générer plus de leads et de ventes grâce à un plan média personnalisé !

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign.

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