Case Study.
Gamified Promotions & Contests
the challenge.
The Packaged Food Brand sought to enhance consumer engagement and drive sales in a highly competitive FMCG market. The key challenges were:
- Boosting Consumer Interaction: Encouraging consumers to engage with the brand through a QR code-based “Spin the Wheel” game, despite the low-involvement nature of packaged food purchases.
- Driving Coupon Redemption: Ensuring a high redemption rate for coupons to translate digital engagement into tangible sales and customer satisfaction.
- Creating Excitement for Repeat Engagement: Motivating consumers to participate multiple times, using the allure of weekly jackpot prizes to sustain interest and encourage repeat purchases.
- Collecting Consumer Data: Capturing first-party data through game participation to enable targeted marketing and build long-term customer relationships.
- Differentiating in a Crowded Market: Standing out among competitors by offering a compelling, interactive experience tied to everyday packaged food products.
the Outcome.
The “Spin the Wheel” campaign, featuring a QR code-linked game with instant coupons and weekly jackpots, successfully drove engagement, coupon usage, and brand affinity. The campaign delivered impressive results across its objectives:
- High Participation: The campaign recorded 3.4 lakh (340,000) spins, reflecting strong consumer interest in the simple and engaging “Spin the Wheel” game accessed via QR codes.
- Strong Coupon Redemption: Over 2.3 lakh (230,000) coupons were used, indicating the appeal of instant rewards and a seamless redemption process that drove sales and customer satisfaction.
- Exciting Jackpot Wins: 6 jackpot winners were awarded through weekly draws, generating excitement and sustaining consumer interest throughout the campaign.
- Enhanced Brand Engagement: The interactive spin-the-wheel format transformed routine packaged food purchases into an exciting experience, boosting brand recall and affinity.
- Data Collection Opportunity: The campaign captured first-party data from a significant portion of the 3.4 lakh participants (though exact numbers weren’t provided), enabling personalized marketing and future retention strategies.
- Cost-Effective Activation: Leveraging QR codes on packaging as the primary engagement channel maximized reach and impact without requiring heavy investment in additional media.
Results.
Spins
3.4L
Coupons Used
2.3L
Jackpot Winners
6
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