Millet Reaches New Peaks With 154,000 Interactions Across Multi-channel Gamification Experiences

Objective

Millet, a mountaineering and outdoor apparel retailer, sought to strengthen customer engagement and boost sales across its European retail network and digital channels. The brand needed to build stronger connections with its customers at multiple touchpoints—both in physical stores and through online marketing—while establishing a more prominent presence in the active sports market.

Solution

Drimify created a multi-channel gamification campaign featuring instant-win experiences and interactive quizzes tailored to Millet's audience. The core mechanic placed QR codes near checkout counters in European stores, allowing customers to participate in quick games for discount rewards. The campaign was localized across 30+ languages and deployed simultaneously through in-store displays, digital marketing channels, and promotional events. The experience was designed to encourage immediate participation and drive repeat interactions.

Results

The campaign generated 154,000 interactions per year with a 95% completion rate, demonstrating strong user investment in the gamified experience.