hummel

Objective

Hummel, a Danish sportswear brand, needed to increase revenue from high-intent customers already deep in the purchase funnel. The business challenge was to boost engagement and conversions in automated email flows (abandoned carts, cart reminders, product interest emails) and seasonal campaigns through interactive mechanics that would create excitement around discount offers.

Solution

Hummel deployed two gamified email campaigns via the Playable platform. The primary tactic was a Wheel of Fortune mechanic integrated directly into email messages, offering a 10% discount upon spin. For seasonal activations (Easter), the strategy split: a quiz-based signup flow for non-subscribers (targeting market-specific discounts: 20% in Denmark, smaller in Germany) and a scratchcard mechanic for existing subscribers (20% discount with 100% win rate). All mechanics were embedded in email and supported by website pop-ups for lead capture.

Results

Wheel of Fortune test (one week): abandoned cart CTR +86.6%, abandoned cart reminder CTR +99.12%, product interest CTR +56.23%, revenue lift +77.4%. Easter campaign: 4,400+ new quiz registrations, 46% signup conversion rate, 2,500+ new newsletter subscribers (+132.5% period-over-period), 170+ hours of brand engagement, scratchcard CTR +4.17% (+145.3% vs. annual average), and +100.3% CRM-driven revenue increase year-over-year.