Gamification campaign distributes $330K in prizes for eComm brand Caffeine and Kilos

Success Stories

Caffeine and Kilos is an American specialist eCommerce brand focusing on active lifestyle apparel and high caffeine coffee.

They’re also incredibly plugged into their community, running their own competitions, providing resources tailored to their target audience, as well as sponsoring numerous athletes across weightlifting, powerlifting, MMA, and CrossFit.

The challenges

🎯 Caffeine and Kilos were looking for a digital solution to facilitate their “Annual Big Ass Giveaway” – a golden ticket-style promotion to reward their customers and nurture brand loyalty.

Their challenge broke down into 3 distinct goals:

• Drive conversion
• Exclusively reward qualified customers and promote loyalty
• Create excitement around their brand

📱 Games and gamification experiences “by Drimify”

Caffeine and Kilos opted for Drimify’s Instant Win mechanic to organise the Annual Big Ass Giveaway.

Up to the first 1,000 US-based customers to make purchases within the campaign dates would receive golden tickets, giving them a unique code to access the Caffeine and Kilos Instant Win mechanic where they’d be guaranteed to win 1 of 3 possible prize bundles.

Exclusive rewards for qualified customers

With no minimum qualifying order value, and a high guaranteed minimum prize value worth up to $530, as well as a grand prize value worth up to $3,700, it was essential to make sure the giveaway maintained its exclusivity.

They used the Drimify option to limit access to only US-based web users, and also took advantage of the premium access control feature, allowing them to upload a file of unique access codes. These codes were required to get past the game’s data collection form, and participation was limited to a single play per code, stopping people from trying to replay to claim multiple prizes, and giving the golden ticket concept more cachet.

To let winning customers know the specifics of the $530 prize bundles, Caffeine and Kilos also opted to include Drimify’s API in their plan, which allowed them to seamlessly incorporate an integration automatically emailing customers after they’d won.

A premium customer experience deserving of premium promotion

Gamification and online contests work best when paired with creativity and adequate promotion – people need to know it’s on, and be excited about it, to bother entering. To this end, Caffeine & Kilos leant hard into the golden ticket idea.

In addition to promotion across all the usual social media channels and a dedicated webpage, they created a mobile-optimised Wonka-inspired video to promote the Annual Big Ass Giveaway to share across Instagram Reels and TikTok, generating significant engagement on the former, and becoming their 2nd most viewed video on the platform (up to that point) on the latter.

Results and KPIs

Key figures 🚀

• $334,130 worth of prizes distributed including promo codes, free coffee, exercise programmes, 1:1 coaching, as well as numerous additional prizes from partner brands
• 75% engagement rate indicating a high quality, well-executed campaign
• 830 plays by qualified customers

Objectives achieved 😎

• Increased sales during campaign and foundations laid for repeat sales through prize incentives
• High value customers rewarded encouraging loyalty
• Brand image boosted through premium golden ticket giveaway and associated Wonka-esque promotions on social media

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