Slot Machine
Objective
Tokmanni, Finland's largest discount retailer, wanted to move its customer promotions off Facebook, where contest entrants' data stayed with the platform and couldn't be turned into permissioned marketing contacts. Agency-built games were too expensive and slow to fit a brand that wanted to run promotions several times a year, so Tokmanni needed a tool its own marketing team could launch and repeat on its own schedule.
Solution
Players land on a slot machine and pull the lever to spin the reels. The reels stop on a combination that instantly shows whether they've won. To be entered into the prize draw, players fill in a short registration form and tick a box giving marketing consent. The outcome is down to chance rather than skill, so the whole session runs in seconds: spin, see the result, sign up if you want a shot at the prize.
Results
With this 7-day campaign, Tokmanni saw 4,800 unique registrations — a record for the brand at the time.
- 1
The player lands on Tokmanni's branded promo page via email, social, or ads and sees a slot machine themed to the retailer, inviting them to play for a prize.
- 2
To play and enter the prize draw, the player registers with their contact details and opts in to marketing messages, which serves as the entry fee.
- 3
The player pulls the lever or taps a button to spin the three reels.
- 4
The reels spin and stop on a final combination of symbols, with an immediate win/lose outcome shown through animation and sound depending on whether the symbols match.
- 5
Spins are capped per session and per campaign period; once used up, the player waits for the campaign's prize draw, which selects winners at random.
