SPAR North of England’s latest gamification campaign has generated a record 113,500 reward redemptions, with 55,000 customers taking part in Win With Every Goal.
The 46-day campaign, run by James Hall & Co. Ltd, gave customers the chance to win daily instant rewards through the Every Goal app, alongside a £10,000 grand prize.
Tracey Pagin, a mum of two from Carlisle, was revealed as the grand prize winner and said she plans to use the money to treat her family, including potentially funding a family holiday.
Win With Every Goal ran during this year’s football World Cup, with customers first spinning a virtual wheel to randomly select a team. They could then choose to win rewards when their team scored or conceded a goal.
The campaign also featured daily “predict and win” games, giving customers the chance to win additional rewards by predicting either the correct score of a match or the time of the first goal.
Overall, the campaign generated 675,000 plays of the daily game and 250,000 plays of the predict and win features.
A further SPAR customer in the North of England won £100 in cash every day during the campaign.
The final redemption rate was 20.4 per cent, which James Hall said was significantly higher than equivalent paper coupon marketing campaigns.
James Hall & Co. Ltd Marketing Manager Philippa Harrington said the business had aimed to exceed 100,000 reward redemptions for the first time.
“We had strong ambitions to break the 100,000 mark for rewards redeemed for the first time and it is brilliant we have done that with a figure at least 10 per cent higher than our next previous best,” she said.
Harrington also highlighted the 250,000 plays of the new predict and win features, saying customers had “really taken to” the additional elements.
Pagin said she was initially sceptical when she received the call telling her she had won the £10,000 prize.
“I kept asking ‘really?’ and ‘are you sure?’” she said.
“I still did not believe it when I came off the call. I immediately Googled the number to check it was correct when I got back to my desk.”
She said she had previously played SPAR’s gamification campaigns and particularly enjoyed the game element.
“My husband and I tended to play it at the same time as a bit of competition to see if we won money off or free products,” she said.
Pagin received her prize outside SPAR Hutton Way in Carlisle, where she was joined by members of the James Hall team and store staff.
James Hall worked with Abraxas Marketing and PayPoint to deliver the campaign, which was supported by a range of major suppliers.