How Neste Use Gamification In Marketing

Objective

Neste, an energy company headquartered in Finland, aimed to grow their marketing permissions database and increase engagement with their mobile app. The company wanted to reduce cost-per-lead while collecting user opt-ins through an interactive campaign.

Solution

Two scratchcard games deployed over six months (September through March). Players completed registration forms to enter the scratch-off game for a chance to win free fuel. The second campaign was optimized by removing address, zip code, and city fields from the registration form, reducing friction while maintaining conversion. Winners received a free tank of gas, with daily prizes found to be more effective than a single grand prize.

Results

Campaign 1 collected 8,577 marketing permissions with a €40,000 media budget. Campaign 2 gathered 6,872 permissions with a €10,000 budget (75% cost reduction), exceeding the 6,000-permission KPI. From September to March, Neste achieved a 54% reduction in cost-per-lead and a 69% reduction in cost-per-app-user.