Générations U
- Brand
- TF1
- Year
- 2025
- Objective
- Lead Gen & Recruiting
- Industry
- Entertainment
- Platform
- Web
- Agency
- Drimify
Objective
TF1 and Coopérative U were both celebrating 50th anniversaries in 2025, and wanted their shared milestone to do more than trigger nostalgia. The two brands serve different audiences — TV viewers and supermarket shoppers — so the campaign was built to send TF1 viewers into U stores and bring U shoppers back to play, while banking leads for future marketing and building loyalty to both brands along the way.
Solution
Players find a QR code in one of two places: on TF1+, while browsing the "Générations U" decade collections, or at the checkout counter in a Hyper U, Super U, U Express or Utile store. Scanning it opens a short instant-win game in the browser, no download needed. After a quick play, they leave their email in a short form and find out right away whether they've won a U gift card worth up to €150 or TF1 merchandise — a sweatshirt, cap or tote bag. Anyone who doesn't win that round is automatically entered into a prize draw held at the end of the month, which gives them a reason to scan and play again later.
Results
Over 410,000 email leads collected from a single instant-win campaign, with a 93% engagement rate among viewers who saw it and a 99% completion rate among those who started playing.
- 1
The entry point is a 50th-anniversary campaign for TF1 and the Coopérative U supermarket network (Hyper U, Super U, U Express, Utile): viewers watch anniversary videos and browse branded selections on TF1+, then hunt for "Générations U" QR codes scattered across the TF1+ site, or find the same QR code at a U store checkout.
- 2
Scanning the QR code with a phone opens an instant-win game directly in the mobile browser, with no app download.
- 3
The player plays a short, luck-based minigame drawn from host platform Drimify's catalog of quick, intuitive formats; the specific mechanic (wheel, scratch card, or similar) is not identified by sources.
- 4
The player enters an email address into an embedded form to register for a prize.
- 5
The result appears immediately: a win of a U e-gift card (up to €150) or TF1 merchandise (sweatshirt, cap, tote bag), with prizes distributed randomly according to a schedule set by the brand.
- 6
A non-winning attempt still earns automatic entry into a grand prize draw held at the end of the month, giving the player a reason to scan again, for instance via the QR code at a U store checkout.
