Yes. Superdrug's campaign brought 15,000 Roblox players into its UK stores in 4 weeks to redeem a coupon earned in-game. Starbucks saw 80,000 coupons redeemed and 3 million shop visits. Lunchables' QR-code packs lifted sales velocity 22%. The mechanic is the same each time: a reward is earned in a game and collected in the real world.
Superdrug: a coupon collected in store. A custom obstacle course placed inside popular partner games introduced Superdrug's new store design. Players who completed it earned a free shower gel, redeemed at the till. The campaign targeted the players our data identified as most likely to convert to in-store customers. Results over 4 weeks: 1.2 million UK plays, 4.5 years of engagement, 15,000 store visits, with many players buying more once inside.
Starbucks: a code collected in the app. Starbucks stores were placed inside three of the most popular role-play games. Players hunted for coffee beans, and finding them unlocked a discount code redeemed in the Starbucks app, plus exclusive avatar items. Results: 1 million challenges started, 80,000 coupons redeemed, 3 million shop visits.
Lunchables: the product is the way in. Players earned Lunch Points by finding rewards in six partner games and by scanning QR codes on Lunchables packaging, then spent the points on free avatar clothes. Packs with QR codes outsold packs without them by 22%, sales velocity rose 22%, and the campaign beat the CPG benchmark by 20%. Players earned 9.3 billion points along the way.
It works for sport too. Manchester City and the England and Wales Cricket Board use the same digital-to-real-world reward mechanic to unlock budget for activations that end in a stadium or a shop.
What gets measured. Store visits and product purchases are the Action stage of every campaign report we produce, after Awareness and Engagement, so the retail result is reported against the reach that produced it.