Würth and gamification

Objective

Würth Denmark, a B2B industrial distributor of fastening materials and tools, sought to cut through customer attention noise and grow their permission-based email marketing database. The company aimed to increase online sales and drive first-time customer acquisitions by creating engaging brand interactions that would motivate customers to share their contact data.

Solution

Würth implemented two gamification strategies: always-on pop-up games running continuously on their website with contextual vouchers to encourage basket size growth, and targeted short-term campaigns tied to specific products. The flagship Cobra campaign featured a nostalgic Snake-style game leveraging the target audience's connection to Nokia phones; players collected points to earn product samples or email sign-ups. For their Cyber Monday activation, they deployed a "Hit the Target" game where players shot at cyber ducks in a year-3045 themed scenario to win a Würth lunch box. Games were promoted through social media and email marketing to drive traffic to their homepage.

Results

The Cobra product campaign generated 800+ email sign-ups. Of all website visitors who clicked on a pop-up, 25% ended up purchasing through the shop. The pop-up strategy proved particularly effective for reaching Würth Denmark's audience, most of whom don't visit the website every day.