Wisepops Gamification Contest: The Results Are In!

This edition of Wisepops contests (now the fourth one in total) is all about gamification—the art of applying game elements to onsite marketing and lead generation.

Seven talented marketers submitted their campaigns to the contest, and we were amazed by their creative ideas and concepts they used.

As always, we’re excited to share all the campaigns, as well as the two standout ones that earned top recognition: the People’s Choice Award, voted by our community, and the Wisepops Choice Award, selected by our judges. Plus, we’ll dive into some insights from the brilliant minds behind these great campaigns.

Participants:

• Soi Paris

• Quandoo

• Plume Paris

• OddBalls

• émoi émoi

• L’Atelier d’Amaya

• Ligue Nationale Rugby

Winners:

Let's review all campaigns...

L'Atelier d'Amaya — Jewels of Fortune

Results (over 3 months):

• 137K impressions

• 17.6% overall click-through rate (CTR)

• 24.1K new mailing list subscribers

• 1,158 conversions

• €87,390 in generated revenue

L'Atelier d'Amaya frequently employs interactive "Fortune Wheel" promotions to enhance sales throughout the year, from bustling festive periods to quieter times. Their latest initiative sought to expand their mailing list, boost sales, and create an engaging customer experience.

By introducing a playful element and offering enticing prizes, they encouraged new visitors to explore the site. Discount vouchers provided a compelling incentive for first-time purchases and facilitated easy tracking of promo code usage, allowing for a more precise assessment of ROI.

The brand put together the campaign with a keen eye on design and strategy.

Design Elements:

• Made eye-catching popups that match the website's design

• Created a fun wheel with a mix of great rewards

• Used the "tab" ("half-moon") format to keep the campaign more accessible (below)

Strategic Targeting:

• Audience: Focused on new visitors to grow the customer base

• Trigger: Set to activate "On Landing" for instant engagement

• Qualification: Shows up only after four page views to ensure visitors are interested

Multi-Channel Approach:

• Platforms: Optimized for both mobile and desktop

• Languages: Available in French and English to reach the diverse audience

This strategy helped the brand capture leads while maintaining a great user experience, allowing to reach interested prospects without losing the brand's premium vibe.

Takeaways and tips from Perrine:

• "Segmenting campaigns to target new users yields better results.

• Ensuring responsive design for mobile is crucial; test it on multiple devices!

• Aligning design with site campaigns offers a seamless customer journey.

• Consider adding a half-moon fortune wheel to spark users' curiosity—this subtle addition enhances the experience without being intrusive."

The National Rugby League (LNR) — Roue France 2023 spin-to-win campaign

Results: 1,000 new contacts were collected

To capitalize on the excitement of the 2023 Rugby World Cup in France, the team at National Rugby League (LNR) designed an engaging spin-to-win campaign that served a dual purpose.

While offering fans a chance to win a couple of TOP 14 Final tickets, the campaign also facilitated a strategic database transfer between the Federation and the LNR in full compliance with regulatory requirements.

Campaign requirements:

• Respect the GDPR

• Target only the Federation database

• Engage rugby fans with LNR

• Mobile and desktop optimization

Oddballs — The Spin to Win Challenge

Campaign #1:

Campaign #2:

Results:

• 2.1K new subscribers

• 25.3% overall CTR

• 558 conversions

• £31,443 in revenue generated

In preparation for the 2024 shopping season, OddBalls set out to expand the email list and increase conversions through an engaging "Spin to Win" game that reflects the playful brand spirit.

OddBalls launched two campaigns.

The campaign #1 focused on encouraging email sign-ups and driving conversions among returning prospects. And campaign #2 was displayed only to the existing subscribers and aimed to drive more website conversions. Both featured vibrant wheels offering 5-10% discounts. Visitors entered their email to spin the wheel.

OddBalls implemented these great practices:

• On-brand popup designs

• Klaviyo integration

• Discount distribution logic

• A/B tests for optimization

• Targeted display rules 

Insights from A/B tests:

• Among existing subscribers, eliminating the post-close tab led to a modest increase in performance, with 62 orders compared to 53.

• For returning prospects, activating the popup upon landing was significantly more effective than triggering it upon exit.

Key learnings and tips:

• Strategic targeting proves effective: By concentrating on returning visitors, OddBalls achieved higher quality leads and increased conversion rates.

• Mobile optimization is essential: With 7,200 views on mobile compared to just 862 on desktop, providing a seamless mobile experience was crucial.

• Simplicity boosts performance: Streamlining elements led to a slight improvement in results.

• Early engagement proves effective: The "on landing" trigger surpassed the "on exit" trigger for returning prospects.

• Segmentation enhances outcomes: Running separate campaigns for prospects and subscribers provided tailored experiences.

• Modest incentives yield results: Offering 5-10% discounts significantly increased engagement and conversions.

• Ongoing testing uncovers insights: A/B testing challenged the initial assumptions and enhanced campaign performance.

Plume Paris — a Christmas wheel of offers

Results: 7,000 emails collected

The goal of the campaign by Plume Paris was to gather as many emails as possible to boost the database, while also providing some fun during the Christmas season.

Each week, a new offer wheel was introduced to spotlight a specific category and enhance the entire Christmas shopping experience on the website.

• Week 1: Enjoy a 10% or 15% immediate discount on tops, jackets, or knitwear purchases.

• Week 2: Get a 20% discount on shoes, belts, bags, or accessories.

• Week 3: Explore the Festive Collection and receive a 20% discount on any festive outfit.

In addition to these offers, customers also had the chance to win free shipping on their order.

Soi Paris — a Spin to Win Christmas Campaign

Results: 2,224 emails collected

Soi Paris aimed to gather emails and boost sales with some fun gamification during the busy Christmas season. The 'Wheel of Fortune' was chosen to be run on the Soi Paris' website, giving visitors a shot at winning some exciting prizes.

The top prize? A 150€ voucher! Plus, there were other great rewards like a 10% discount, free delivery, and a 15€ voucher.

Quandoo — a Christmas campaign for six markets

Results: 20% more emails than usually

Campaign goals were to increase the number of repeat reservations and grow the base of newsletter subscribers.

In December, Quandoo typically experiences an increase in visitors on both the portal and the app. Users tend to make more reservations to meet with friends and colleagues before Christmas. So, it was decoded to treat them and also motivate them to make reservations one more time in January.

First, Quandoo informed users on the portal that if they made a reservation, they would receive a promo code for their next one:

After a user made a booking, a "Spin the Wheel" banner appeared:

Results and learnings:

(as described by Maria Bocharova, a content and retention lead at Quandoo)

• "In our key markets, we noticed that 36% of users who completed a reservation were shown our "Spin the Wheel" banner. This discrepancy could be attributed to cookie consent.

• We displayed banners on mobile devices five times more frequently than on desktop computers.

• Among users who viewed the promo code, we observed a gradual increase in the conversion rate in the following month.

• Among the six key markets, Singapore exhibited significantly higher repetitive TRX, followed by Australia and Austria.

• We received +20% compared to usual month growth newsletter subscribers"

émoi émoi — "La roue du Love"

Results:

• 8,000+ new subscribers in just one month (May 2024)

• 17% sign-up rate

• 900 coupons used

As Mother's Day approached in 2024, émoi émoi wanted to boost the email list while creating an engaging experience for potential customers. The challenge was to capture attention and encourage sign-ups in a way that felt fun and aligned with the brand's playful spirit.

The creative concept for Mother’s Day this year was the “Mama Festival,” and the Wisepops wheel proved to be the perfect way to celebrate and pamper mothers. Émoi émoi crafted a vibrant, eye-catching popup featuring a colorful wheel, divided into segments with various prizes. The wheel offered:

• Product giveaways (caps, accessories)

• A downloadable poster

• Free delivery

• Discounts (10€ off orders of 80€, 20€ off orders of 120€, etc.)

To participate, visitors simply entered their email address and spun the wheel. This low-barrier entry point made it easy and enticing for everyone to join.

For implementation, émoi émoi:

1. Created the popup design using the unique festival colors

2. Set up email capture and integration with CRM, Klaviyo

3. Programmed prize distribution logic

4. Implemented follow-up email sequences based on the prize won

Tips from Lucie for running a similar campaign:

• Make it pop: Use bright colors and clear graphics that match your brand.

• Mix up the prizes: Combine big-ticket items with smaller discounts to keep things exciting. Even small prizes get love!

• Keep it easy: Aak for an email address to make entering a breeze.

• Create urgency: Highlight the limited-time aspect of the Mother's Day promo.

• Follow up smartly: Customize email follow-ups based on the prize won to boost conversions.

• Test and tweak: Use A/B testing to learn more about user behavior.

See more onsite campaigns from expert marketers

Check out results of the three previous contests in our community:

• Best seasonal campaign

• Best popup campaign

• Best onsite notification campaign