Maximalium is a leading sports supplementation brand in Serbia, established in 2017. The company specializes in sport-focused dietary supplements and protein-based products, with all manufacturing and production based in the European Union. Their target audience consists of health-conscious individuals, fitness enthusiasts, and athletes seeking quality nutritional supplements to support their active lifestyles.
Prior to this campaign, Maximalium had conducted various marketing activities including their “Do leta – RAKETA!” campaign where selected participants received complimentary transformation support with supplements, personal training, and gym memberships. They had also created e-book recipe lead magnets and regularly ran promotional campaigns combined with digital advertising and social media presence.
Recognizing the need for innovative engagement methods, Maximalium turned to gamification in their marketing efforts. This approach aimed to differentiate them from competitors while enhancing customer interaction and retention. Their primary goal was to increase their contact database, boost sales, and update existing contacts with more detailed information.
The specific challenge was to collect a larger number of qualified leads while engaging potential customers in a memorable way. To achieve this, the team organized a scratch card game activation lasting four weeks. The campaign was designed to collect basic but valuable information from participants, including phone numbers, email addresses, gender, age group, and consent to receive promotional messages – all while providing an interactive and enjoyable experience.
The scratch card gamification campaign delivered exceptional results across all key metrics. Within just three weeks, the campaign generated 3,232 new leads with a strong 6% conversion rate. Email communications achieved an outstanding 80% open rate, indicating high engagement with the campaign messaging.
From a financial perspective, the campaign was remarkably efficient. With a modest €300 budget and products priced at €10, the activation generated 167 completed sales. This translated to a 456.67% return on investment, demonstrating the effectiveness of the gamification approach for both lead generation and sales conversion.
The campaign succeeded in creating an interactive experience that resonated with Maximalium’s fitness-focused audience, who typically appreciate challenges and rewards that align with their commitment to personal health goals. The gathered demographic data also provided valuable insights for future marketing initiatives.
Mautic provided the perfect platform for implementing the scratch card gamification campaign due to its flexibility and robust lead management capabilities. The system allowed for seamless integration of the interactive game element while efficiently capturing and organizing participant data.
Mautic’s automation features enabled immediate follow-up with participants, contributing to the exceptional open rates and conversion success.
The platform’s comprehensive analytics also provided valuable insights into campaign performance, allowing for real-time optimization throughout the three-week activation period.
The scratch card campaign delivered multifaceted value to Maximalium beyond just the impressive ROI figures. The company significantly expanded their contact database with 3,232 new leads, each providing valuable demographic information for future targeting. The gamification approach successfully differentiated Maximalium from competitors in the crowded sports supplement market, creating memorable brand interactions.
Most importantly, the campaign demonstrated that innovative engagement strategies like gamification can deliver concrete business results when implemented effectively through Mautic. The combination of interactive experiences, automated follow-up, and strategic data collection created a powerful marketing mechanism that not only generated immediate sales but also built a foundation for ongoing customer relationships and future targeted campaigns.
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