SPAR UK

Objective

SPAR UK, a convenience retail chain across the UK, sought to drive customer engagement and email subscriber acquisition during key seasonal retail moments throughout the year. The brand needed to increase store foot traffic, build an active customer database, and boost partner product visibility during occasions like Easter, Pancake Day, and winter holidays.

Solution

SPAR UK partnered with Playable to launch multiple gamified seasonal landing pages. Each campaign featured interactive game mechanics tailored to the occasion—scratchcard games (Pancake Day), slot machines (Summer with Rubicon brand), and spin-to-win wheels (Winter campaign). Players revealed instant rewards including vouchers, merchandise, and cash prizes. Campaigns incorporated themed recipes featuring partner products and exclusive in-store deals to drive both digital engagement and physical store visits. Email capture served as the primary conversion goal.

Results

Winter Wins campaign: 60,000 participants in northern England, 750,000 daily game plays, 210,000 bonus spins, 32% instant voucher redemption, 67% redemption for £3 SPAR vouchers, 20% higher participation than previous summer campaign. Summer campaign (Rubicon): 23,000+ registrations, 13,000+ email signups, 21% email open rate, 10% ad engagement. Pancake Day campaign: 30,500+ registrations, 9,900+ email signups, 22.6% email open rate, 8% ad engagement. All seasonal campaigns exceeded participation and engagement targets.