Roktober Scratch & Win
- Brand
- Villa Madina
- Year
- 2023
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Drimify
Objective
Villa Madina wanted to stretch National Shawarma Day into a month-long "Roktober" push for its parent, MTY Food Group — driving more online delivery and pickup orders, rewarding regulars, and putting the brand in front of new customers, all while marking the holiday itself.
Solution
The card only shows up after you've ordered: place a delivery or pickup order through the Villa Madina site or the UEat app, and the confirmation email carries a link to your scratch card. Before playing, you type in your UEat order number and pick your restaurant from a dropdown — proof you actually bought something. Then you drag a finger or cursor across the card to reveal what's underneath, and find out instantly whether you've won a gift card, a speaker, a charger, a mini grill, AirPods, or the iPhone grand prize. Everyone gets one scratch per email per day, and at most one win per email for the whole month.
Results
1,431 engagements from qualified, paying customers over the campaign, with the full $5,000+ prize pool — 63 prizes in total — distributed to winners.
- 1
A promo page on the Villa Madina website announces the Roktober campaign around Shawarma Day, explaining that every online order made before the end of the month earns a digital scratch card, and displaying the prize showcase (iPhone 14, AirPods Pro, a shawarma mini-grill, gift cards, speakers, chargers).
- 2
Entry requires a real purchase: the player places a takeout or delivery order through the Villa Madina website or the UEat app; there is no way to obtain a scratch card without buying.
- 3
The order confirmation email doubles as the invite, carrying the play link and the order number the player will need to enter the game.
- 4
The link opens a separate branded landing page for "Roktober Scratch & Win," styled to match the campaign.
- 5
Before playing, the player fills out a gate form: entering the order number (validated against the UEat format, so invalid or fabricated numbers are rejected), selecting their restaurant location from a dropdown, and supplying an email address that the game uses to track entry and win limits.
- 6
The core mechanic is a digital scratch card: the player wipes away a covering layer with a finger on mobile or a cursor on desktop, mimicking a physical scratch-off.
- 7
Clearing the card reveals an instant result — a specific prize from the pool (a $100 gift card, an NOH20 speaker, a Power Mantle wireless charger, a personal shawarma-skewer mini-grill, AirPods Pro, or an iPhone 14) or no win, with roughly 1-in-3500 odds of winning anything.
- 8
A winner isn't paid out automatically: a contest administrator reaches out within 48 hours, and the player must correctly answer a skill-testing arithmetic question to confirm and claim the prize.
- 9
Replay is capped: each email address gets one play per 24 hours by placing a new order, and can win at most once across the entire campaign, so a player who has already won cannot be awarded a prize again.
