Spin The Wheel
- Brand
- DFS
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Mini-Games
- Platform
- Installation
- Agency
- Drimify
Objective
DFS wanted its regional stores — from Singapore to Bali to Vietnam — to turn a single purchase into repeat business: rewarding loyal shoppers, pulling foot traffic into boutiques, growing its Instagram following, and lifting average spend at each location. The brief was to give the in-store visit a layer of digital reward without pulling the experience away from the counter.
Solution
The game starts at the register, not online: after a qualifying purchase (a premium-beauty item in Singapore, a receipt over a set amount in Vietnam), the sales associate hands the shopper a QR code. Scanning it opens a branded Spin the Wheel page right in the phone's browser — no app to download. One tap sets the wheel spinning, and it lands on a reward a few seconds later: a gift card of a given value, or a physical prize. In Bali the entry point flips around — Instagram followers are invited to play from their feed, then collect their prize back in the boutique, so the same spin pulls people onto the account and into the store.
Results
Across the DFS campaigns, the wheel drew 1,100 plays from qualified customers with a 71% completion rate, paying out $9,000 in gift cards and 400 physical prizes. Singapore's three-month run logged about 600 plays at 72% completion and roughly $9,000 in gift cards distributed. Bali's three-month run drew about 500 views, an 84% start rate, and 70% completion. Vietnam's early numbers were strong enough that DFS tripled the game's on-floor run to keep it going through the year-end shopping period.
- 1
A shopper qualifies for the game by making a purchase at a DFS store — buying from a designated premium beauty set in Singapore, or spending above a set threshold in Vietnam. At checkout, staff invite the qualifying shopper to play and hand over a promotional QR code.
- 2
The player scans the QR code with their own phone, which opens a DFS-branded game page in the mobile browser — no app install required. The game opens on a standard invitation screen before the wheel itself appears.
- 3
The player sees a wheel divided into segments, each showing the image of a possible prize, such as gift cards of different values. They spin it either by pressing a button or by dragging and releasing the wheel's edge.
- 4
The wheel spins with a 3D animation, slows, and stops on one segment, instantly revealing the result. A final screen then shows either a win or a loss, naming and picturing the prize landed on.
- 5
A Singapore winner receives a DFS gift card matching the value shown, giving them a reason to return to the store and spend it.
- 6
In the Bali version, DFS invites its Instagram followers to play, and any prize won must be collected in person at the store — turning the wheel into both a store visit driver and an incentive to follow the account.
