Play & Win
View the case- Brand
- Migros
- Year
- 2024
- Objective
- Loyalty
- Industry
- Retail
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- ESE Media GmbH
Objective
Migros wanted a reason for Cumulus loyalty members to keep coming back to the store all summer, turning everyday grocery runs into game progress. Tying the promotion to the playful world of mobile games let the retailer reach a multilingual Swiss audience online and in-store while reinforcing everyday affection for the brand.
Solution
Players open the game in their phone's browser at migros.ch/win and sign in with their Migros account linked to Cumulus — no download required. A map of 200 levels unfolds, each one a match-3 puzzle built from illustrated Migros products: vanilla ice cream, iced tea, sunscreen. Players swipe tiles to line up three or more matching items and clear each level's target, earning up to three gold stars for a strong score and three pink megastars for beating it by 20%. Every purchase at Migros adds a stamp, and stamps convert into diamonds that spin an in-game prize wheel for coupons, boosters and extra lives, so a level cleared in the app and a receipt from the store feed the same progress bar.
- 1
Players discover the promotion through in-store displays, digital ads, and social media, then open migros.ch/win on a mobile browser to start playing immediately, with no app install required.
- 2
Playing for prizes requires signing into a Migros account linked to a Cumulus loyalty card; entry is free and open to Swiss and Liechtenstein residents aged 18 and over.
- 3
Progress is tracked on a level map, a path of 200 sequential levels the player advances along one stage at a time.
- 4
Each level presents a board of illustrated Migros-product tiles — such as vanilla ice cream, iced tea, and sunscreen — with a goal to clear within a limited number of moves; the player swaps tiles to line up three or more matching pieces, which clear the board and score points.
- 5
Clearing a level's goal earns up to three gold stars based on the score achieved, and scoring roughly 20% above the three-star threshold additionally awards three pink megastars, a separate premium currency.
- 6
On harder levels, players spend boosters — such as a sunscreen power-up that recolors tiles on the board — to help clear the goal.
- 7
Real-world purchases feed the loop: every CHF 10 spent at Migros, its partners, VOI, or Alnatura earns a stamp, capped at ten per day, and every eighth stamp — or every 16 levels cleared — converts into a diamond, one chance to win a prize.
- 8
Each diamond is spent on a spin of a prize wheel, which awards either an instant prize, such as a small digital voucher, or a gameplay reward like a booster or extra life; separate weekly and monthly prize draws run alongside these instant wins.
- 9
Accumulating at least 400 gold stars and 100 pink megastars qualifies the player for a grand-prize draw worth a year's supply of Migros shopping.
- 10
The level map tops out at level 200, regarded by players as the campaign's toughest challenge; the promotion ran through July 8, 2024, after which the game went offline and its address now redirects to the Migros homepage.
