You’ve Got to Play to NOT Pay! Coupon Depends Upon Skill Level
For the holidays, Lucky Brand has issued what it believes to be the first User-Generated coupon, where your discount depends upon your level of skill. A unique way to drive users directly to its online presence, the company asks you to “Buck Your Way To Holiday Savings” by playing a game in which users control Santa’s bucking reindeer. The more items he bucks off (get it?), the bigger a users discount will be. If you like, you can even upload a picture of yourself so you can buck your own way to savings.
This particular concept meets a number of marketing goals. First, it drives customers directly to the website, where they can view the products for sale. Second, it creates stickiness on the site, which makes users more likely to buy over time. The uniqueness of the promotion suggests users will send the webpage to a friend, encouraging viral marketing.
Practice Pointers:
1. Although not legally required, a good rule of thumb for a promotion such as this is to allow users to play repeatedly until they receive the maximum discount. Such a provision creates goodwill and keeps customers on the site longer.
2. As with any discount promotion, make certain to post restrictions including time for use, maximum amount, number of coupons available per person, and whether or not the coupon can be combined with other discounts.