Interactive puzzles generate many new leads

Case Study: mey is organizing a Christmas competition with great prizes

Christmas is the perfect time to share joy and fun and to spend a relaxed and festive holiday with loved ones. To sweeten the run-up to Christmas, mey, with the support of Inxmail, held a competition during the Advent season. Participants had the chance to win one of five great wellness packages worth a total of €3,000. After the successful conclusion of the competition, five winners were delighted with their prizes, while mey was pleased with the large number of new leads.

Challenge

Arouse curiosity and encourage participation

Picture puzzles are a promising opportunity for companies to increase their newsletter subscriber base, boost brand awareness and strengthen customer loyalty. They arouse curiosity and encourage audience engagement in a fun way.

With the aim of spreading joy and thereby attracting new newsletter subscribers, the German fashion company mey, an Inxmail customer that uses the email marketing platform, developed a concept for a Christmas competition. Inxmail was responsible for the technical and legally compliant implementation.

[Translate to English:] Screenshot einer Weihnachtsgewinnspiel-Seite mit dem Titel 'Unsere Gewinne'. Es werden fünf XMAS-Packages dargestellt, jeweils in Form von Weihnachtskugeln. Die Gewinne umfassen: No. 1 Wellness Weekend, No. 2 Home Spa, No. 3 Dessous Lover, No. 4 meystory und No. 5 Casual & Cool.

Solution

Give joy and generate new contacts

[Translate to English:] Screenshot eines Memory-Spiels auf einer Weihnachtsgewinnspiel-Seite. Aufgedeckte Karten zeigen Bilder von Kleidungsstücken, darunter rote Boxershorts, ein blaues Kleidungsstück und ein braunes T-Shirt. Das Ziel des Spiels ist es, alle acht Bildpaare zu finden.

Participants were able to take part in the picture puzzle competition using a PC, tablet or smartphone. Pairs of pictures had to be uncovered in as few moves and as quickly as possible. At the end of the game, the contact details were entered so that the winners could be reached. At the same time, participants were able to sign up for a newsletter, which mey uses to keep them up to date on the latest trends, new collections and exclusive offers.

The result spoke for itself: around 14,000 people took part in the competition. Almost 7,000 new leads were generated, who also granted a tracking permission. The competition newsletter achieved a very high opening rate of 21.84 percent, which exceeded the empirical values from an earlier competition. In particular, the click rates (unique click rate: 10.63 percent) were significantly higher than for the comparative mailing.

The Christmas competition: a simple measure with a big impact.

“The Christmas competition proved to be a great opportunity to acquire new leads in an entertaining way. We are delighted with the fantastic result – thank you, Inxmail, for the excellent collaboration!”

Kim Renner

E-Commerce Marketing & Content Manager, mey

The benefits at a glance

Playful lead generation
Strengthening customer loyalty
Data security (hosting of the page and recipient data at Inxmail)
Direct connection to Inxmail and thus integrated recipient management

[Translate to English:] Außenansicht des Unternehmenssitzes von Mey, einem modernen Gebäude mit Glas- und Metallelementen. Vor dem Gebäude befinden sich Sitzgelegenheiten und ein Eingang mit einem Schild, das den Namen 'mey' trägt.

Über mey

mey is one of Europe's leading brands for high-quality women's and men's underwear, lingerie, nightwear and loungewear. All products are designed, produced and marketed with creativity, passion and an eye for detail. In addition to modern design, the German family-owned company, which was founded in 1928, places great value on high quality. Sustainable and socially responsible practices are very important to the company – it produces almost exclusively in its own factories in Europe. Over 50 percent of mey's total value is created in Germany.