Migros: Play & Win

Objective

Migros, Switzerland's leading grocery retailer, launched a gamified summer promotion in 2024 to drive customer engagement and incentivize repeat purchases. The campaign merged gaming mechanics with the loyalty program, rewarding shopping behavior through a mobile game experience designed to create emotional engagement and shopping excitement.

Solution

A Match3 mobile puzzle game featuring Migros products (vanilla ice cream, iced tea) as game characters, combining 200+ levels with a loyalty rewards structure. Players earned a stamp with each Migros purchase, progressing in the game and unlocking prizes. The game distributed over 300,000 prizes throughout the campaign. The promotion was supported by a comprehensive social media and in-store campaign across Instagram, Pinterest, display advertising, and Migros-owned channels, executed in three languages by ESE Media GmbH.

Results

Over 300,000 prizes distributed. Specific performance metrics (player count, engagement time, sales uplift, conversion impact) were not disclosed.