Client: Confidential
Industry: FMGC
Key themes: Brand awareness, Customer engagement, Instant rewards, In-venue redemption
Solutions:
| Scratch & Win |
| Digital Coupons |
Key stats:
63.6k Total engagements
88% Engagement rate
21.3k Total impressions
A globally recognized beverage company partnered with a leading cinema chain to promote its refreshed brand identity through an engaging six-week campaign. Powered by Komo, the activation connected in-venue purchases with a digital Scratch and Win game, offering instant rewards like free snacks, drinks,
and premium cinema experiences.
The promotion encouraged repeat participation, while a multi-channel strategy ensured broad visibility and strong audience engagement across Australia and
New Zealand. By seamlessly merging physical transactions with digital interactions,
the campaign delivered a rewarding experience for customers, reinforced brand awareness, and generated measurable results.
A globally recognized beverage company, known for its iconic products and commitment to innovation, has been a staple in the consumer market for decades. With a focus on delivering refreshing and enjoyable experiences, the brand has established itself as a leader in its category worldwide.
Partnering with a leading cinema chain, renowned for its premium entertainment experiences, state-of-the-art theaters, and exceptional customer service, the collaboration brought together two
household names. Operating across Australia and New Zealand, the cinema chain continues to
set the benchmark for movie-going experiences, catering to millions of visitors annually.
Following an extensive rebrand, the beverage company sought to increase awareness and excitement around its new identity while delivering measurable
value through a highly visible promotional campaign. The brand wanted to leverage
its strong partnership with the cinema chain to connect with audiences in
a meaningful way and incentivize product purchases at a critical point of
customer interaction—in-venue during movie-going experiences.
The challenge was to seamlessly bridge the physical and digital worlds, ensuring customers were not only exposed to the refreshed branding but also actively engaged with it. The campaign needed to reward purchases in real-time, offering instant gratification to encourage repeat purchases while enhancing the overall cinema experience. Finally, the campaign needed to be scalable across all locations in Australia and New Zealand, ensuring widespread participation and delivering measurable results that reflected customer uptake and engagement.
To achieve their objectives, the beverage brand and cinema chain partnered to deliver a compelling, gamified campaign powered by Komo. The activation centered around a Scratch and Win mechanic designed to reward customers instantly, encourage product purchases, and bridge the gap between physical and digital experiences.
The campaign was simple yet highly effective: customers who purchased any beverage product at participating cinemas received a receipt containing a unique 16-digit code. This code could be entered on a dedicated microsite, where customers completed a data capture form before unlocking the instant win Scratch and Win game. The data capture component allowed the brands to gather valuable customer insights while keeping the process quick and seamless for participants.
Once the form was submitted, customers played the Scratch and Win game for a chance to win a variety of exciting prizes. Rewards ranged from smaller incentives like free popcorn and drinks to premium offerings such as luxury cinema tickets, free movies for a year, and exclusive merchandise. This prize structure added excitement and ensured wide appeal.
The uncapped nature of the activation encouraged greater participation—every product purchased provided a chance to win. For families and groups, this meant multiple codes and increased opportunities, effectively driving repeat purchases. Small prize winners, such as those who unlocked free drinks or snacks, were immediately sent a digital coupon via email. Powered by Komo’s technology, these rewards were seamlessly integrated with the cinema’s POS system, enabling instant redemption at in-venue kiosks for a smooth and satisfying customer experience.
To maximize engagement, the campaign was supported through a multi-channel promotional strategy. This included pre-movie advertisements in cinemas, website placements, targeted social media campaigns on platforms like Instagram and Facebook, and emails sent to existing cinema loyalty members. These efforts ensured broad visibility and drove consistent participation throughout the six-week campaign.
The activation successfully merged real-time data capture with an interactive, rewarding experience, connecting the physical purchase to a digital touchpoint. This approach not
only delivered instant gratification to customers but also achieved widespread participation, enhanced brand exposure, and measurable results across all cinema locations in
Australia and New Zealand.
The campaign delivered exceptional results across Australia and New Zealand, exceeding expectations and demonstrating strong audience participation. With 63,621 total engagements and an impressive 88% average engagement rate, the activation successfully captured audience attention and drove meaningful interactions across both markets.
WThe promotion saw significant customer uptake, generating over 16,100 entries
and thousands of repeat interactions.
The seamless combination of product purchases with the instant-win mechanic encouraged multiple transactions per visit, amplifying in-venue sales and incentivizing
continued participation.
The activation also achieved widespread reach, driving more than 21,300 total impressions, while the high level of engagement reflected the effectiveness of connecting digital touchpoints with the physical cinema experience. The success of the instant rewards, including free popcorn, drinks, and exclusive VIP cinema tickets, added value to customers while reinforcing the refreshed brand identity.
By bridging the gap between product purchases and instant gratification, the campaign delivered tangible outcomes, enhanced customer loyalty, and positioned the brand for continued growth across Australia and New Zealand.
Want to see how easy it is to bring a game like this to life? Check out the Scratch & Win, and Digital Coupons Knowledge Base articles!
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