6 popular scratch card promotions from big high street names
When we talk about scratch card promotions with customers they can often get stuck on campaign ideas. To help inspire your scratch card marketing we’ve brought together a range of popular campaigns from big high street names.
In order to demonstrate how versatile scratch card marketing can be we selected brands from very different industries, all using scratch cards to achieve variety of objectives.
Dove use scratch card promotions to start a conversation.
Dove wanted women to understand body washes aren’t all created equal and show that other body washes scratch your skin and strip away essential nutrients. The challenge put forth was to bring a problem women didn’t realise existed to life and position Dove Body Wash as the best solution to that problem.
With the help of marketers Oglivy and Mather, Dove created a Scratch Card that women inadvertently scratched skin right off and only then did they realise the message behind the scratch card.
The goal of this campaign was word of mouth, so cards were sent to 500 of the most influential lifestyle bloggers in Canada with the intention of them sharing the news with their friends and followers.
Lidl use scratch card promotions to increase sales and brand identity.
Global discount supermarket chain, Lidl operates over 10,000 stores across Europe. The brand are also ‘official supermarket of the England team’ and partners of the FA skills programme.
Capitalising on the football season the chain of stores created a scratch card competition, increasing spending and generate hype.
Playing on the famous BBC show Match of the Day the store created a scratch card competition Scratch of the Day.
When customers spent £20 or more in store they received a Scratch Card, with the chance to win an in-store reward or even a family holiday to Barcelona.
The cards would reveal a unique code that could entered into the website to for the ‘chance to win one of our fantastic footy prizes’.
Capital FM use scratch card promotions to engage new listeners.
UK’s Music Station Capital FM wanted to carry out a national marketing campaign to attract listeners. They created a competition targeting large companies and encouraging engagement.
Each region targeted in the UK required frequency specific artwork, with a split of prize options for the chosen winning cards. The cards were then handed out to companies who could tune in and discover if they had a winning card which would offer a selection of rewards for their workmates.
Ryanair use scratch card promotions for philanthropic work.
Irish low-cost airline Ryanair Irish use scratch cards to improve their corporate social responsibility as well as offer entertainment for passengers.
The company sell scratch cards for just €2 and passengers have the chance to win cash, luxury cars, or even scoop a whopping €1 million. Proceeds from the sale of the scratch cards go to support the numerous children’s charities the airline partner with.
Although in the past Ryanair scratch cards games have come under criticism there is no disputing the good they have achieved by donating thousands to charities and children in need.
Nasty Gal use scratch card promotions in store opening.
Nasty Gal is an American retailer that specialises in fashion for young women were launching their 2nd bricks and mortar store and were looking to attract customers to the opening.
To do this they created a scratch off promotion to match their in store, artwork, signage and bags.
The young, trendy and sexy campaign, created extra excitement around the brand and was in keeping with the Nasty Gals image. The scratch off promotion was a hit and their store opening was a huge success.
Pizza Hut use scratch card promotions to increase returning customer.
American restaurant franchise Pizza Hut wanted to increase home delivery sales and stand out from competitors. To do this they decided to create a scratch card marketing campaign.
They created a scratch and match competition. where customers had to find three of the same symbols out of nine panels. The cards were attached to delivery boxes, winners received money off coupons to drive future delivery sales.