TF1 And Cooperative U Collect Over 410K Emails With Gamified Lead Generation Campaign

Objective

French media company TF1 and supermarket chain Cooperative U both celebrated their 50th anniversaries in 2025 with a joint campaign designed to strengthen customer engagement and drive traffic between digital and physical channels. The brands needed an integrated solution to connect their audiences and create memorable experiences across both platforms while collecting valuable customer data for future marketing.

Solution

The campaign featured an instant-win game accessible via QR codes placed on TF1+ streaming platform and in 1,500 Cooperative U store locations. Players scanned the QR code, entered contact information to participate, and received immediate results. Non-winners were automatically enrolled in monthly prize drawings to encourage repeat engagement. Rewards included Cooperative U e-gift cards (up to €150) and TF1-branded merchandise such as sweatshirts, caps, and tote bags. The promotion was supported by multimedia content including a 45-second film and five 20-second spots featuring iconic TF1 personalities representing different decades of Cooperative U's history, broadcast across TF1, TF1+, and social media for six weeks from September 9, with additional in-store promotional materials distributed in Cooperative U catalogs.

Results

Campaign collected 410,000+ email addresses with a 99% completion rate and 93% engagement rate among viewers. The omnichannel approach successfully bridged digital and physical retail environments, driving customers between TF1's streaming service and Cooperative U stores.