Tokmanni gamifies customer acquisition

Objective

Tokmanni, Finland's largest discount retailer, needed to acquire customers and gather marketing permissions repeatedly throughout the year in a cost-effective way. The brand faced constraints with Facebook's permission-collection policies and sought a more agile, efficient tool that didn't require dependence on external agencies. Gamification offered an affordable and scalable solution to engage their audience and drive recurring customer acquisition campaigns.

Solution

Tokmanni deployed a slot machine-based game mechanic as their primary campaign vehicle, with plans to evolve using other luck-based and effort-based games (Shell Game, Drop Game, Quiz, Guess The Picture). The campaign ran for 7 days and was built on the Playable platform, enabling the brand to host campaigns independently rather than on Facebook. Participants registered to play and engage with the games, which incentivized them to provide marketing permissions while competing for prizes.

Results

The 7-day campaign generated 4,800 unique registrations, which the brand noted as a personal record at the time. Following this success, Tokmanni began running multiple game campaigns annually, establishing a pattern where customers anticipated and looked forward to these recurring initiatives.