How Aldi use gamification to get leads

Objective

ALDI Denmark sought to drive qualified leads and maintain top-of-mind awareness during summer, a critical period in competitive grocery retail where 83% of shoppers visit multiple chains. The brand needed a memorable, engaging experience that would differentiate them in a crowded market and convert casual players into opted-in customers.

Solution

ALDI launched a 10-day spot-the-difference game built on the Playable platform, with custom graphics created by their in-house designer. Players spotted differences between two similar images to qualify for entry. The campaign was promoted through owned channels—website, newsletter, and social media. Winners received a large bag of ALDI ice cream, redeemable in-store, making the prize seasonally relevant and driving store traffic.

Results

The campaign reached approximately 15,000 players over 10 days with a 74.2% conversion rate and 90 seconds average engagement time per player.