Spin The Bottle
- Brand
- Costcutter
- Year
- 2020
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Playable
Objective
Costcutter wanted a break from the standard "leave your details, wait for the prize draw" promo and a livelier way to reach shoppers around Valentine's Day. The convenience chain also used the campaign as a live test of gamified marketing on its own shoppers, before deciding whether to roll the format out across bigger seasonal promotions.
Solution
On the campaign page, the player spins a bottle instead of a wheel, aimed at a ring of Valentine's prizes — prosecco, chocolate, theatre tickets. The spin stops and the result shows immediately: win or lose, no waiting on a draw. From there, a "find your nearest store" button lets the player look up the closest Costcutter right away. Players kept coming back for another go, averaging close to two spins each, before some of them followed that button out the door and into a shop.
Results
Campaign visitors spent an average of 1 minute 36 seconds engaged with the game and played it 1.8 times each; 1,400 of them clicked through to find their nearest Costcutter store.
- 1
The player lands on Costcutter's Valentine's-themed promo page for "Spin the Bottle," a wheel-of-fortune game where a spinning bottle replaces the usual arrow, playing on the childhood party game as its Valentine's hook.
- 2
The player sets the bottle spinning around a wheel of prize segments and watches it come to rest on one, determining the outcome of that go.
- 3
The result is revealed instantly, so the player learns on the spot whether that spin won a prize, with no waiting on a draw.
- 4
Prizes are Valentine's-themed: prosecco, chocolate, and theatre tickets.
- 5
The player can spin again, and on average returning visitors spun the bottle 1.8 times per session.
- 6
The flow ends with a store-finder button that sends the player off to locate their nearest Costcutter, converting the play session into an offline store visit.
