Gamified Giveaway Wins The Loyalty Of Over 1,400 Customers For Villa Madina Restaurants

Objective

Villa Madina, a Mediterranean restaurant chain with over 30 locations across Canada, sought to transform National Shawarma Day (October 15) into a month-long customer engagement and loyalty initiative called 'Roktober.' The brand aimed to drive online sales through delivery and pickup channels, increase customer loyalty, and expand brand awareness to new audiences during this significant annual occasion.

Solution

The campaign featured 'Roktober Scratch & Win,' a digital scratch card game built on the Drimify platform. Players accessed the game through order confirmation emails after purchasing on the UEat food delivery app. The mechanic included validation controls—order numbers had to match UEat conventions, participants selected their restaurant location, and the system limited winners to one prize per email address. The prize pool contained over $5,000 in rewards, including Villa Madina gift cards, branded electronics, personal shawarma spits, and an iPhone as the grand prize.

Results

The campaign generated 1,431 engagements from qualified customers and successfully distributed the entire $5,000 prize budget. The initiative achieved its primary objective of extending National Shawarma Day promotions throughout October, transforming a single-day observation into a month-long sales driver.