Who hasn’t thrown a Wheel of Fortune in the hope of being the lucky winner? It’s a famous game mechanics, and for good reason: the rules are simple and participants know instantly whether they’ve won or not.
The Wheel of Fortune is a lever for capturing the attention of your audience, animating your community and generating sales. In this guide, Socialshaker shares advice on how to get the most out of this marketing game!
Why make a Wheel of Fortune?
The Wheel of Fortune is a fun and engaging mechanism. It enables brands to attract the attention of shoppers, energise their customer relations and encourage actions such as purchasing or loyalty building. Here’s why you should adopt it, depending on your objectives.
1) Animate your community
A Wheel of Fortune creates an interactive experience that engages the brand’s community and generates traffic on its platforms. An amusement park can create a Wheel of Fortune where its audience can try to win free tickets, fast passes or free drinks/meals. It’s a way of engaging visitors and encouraging them to visit the park!
2) Boost conversion
Integrated onto a e-commerce site, the Wheel of Fortune encourages visitors to make a purchase by offering them discounts. An online shop can create a Wheel of Fortune when a user adds an item to their shopping basket. To give them to chance to win a discount on their purchase (-5%, -10% or free delivery), in exchange for their email address. The marketing games fulfils two objectives: improving the conversion rate and enriching the customer database.
3) Boost your loyalty program
Shared post-purchase (on the e-commerce site or application, in-store via a QR code), the Wheel of Fortune rewards loyal customers. It is effective in stimulating purchases and increasing customer lifetime value (TLV).
A cosmetics company might offer customers who ordered access to a Wheel of Fortune. They can win loyalty points, a free sample or a discount on their next purchase. In this way, the marketing game can encourage long-term retention and commitment.
How to create a Wheel of Fortune
Creating an interactive Wheel of Fortune is a way of engaging your audience and boosting your future marketing campaigns. Here’s a tutorial on how to set up this mechanism using the Socialshaker platform.
Step 1: Prepare the wheel design
Before starting, it is essential to prepare graphic elements, for the background of the campaign, the form page, and for the image of the wheel. Retailers can choose from the templates provided or import their design for an immersive campaign that will immerse participants in the world of the brand.
Step 2: Configuring your marketing game campaign
The advertiser can start to configure their campaign, including :
- General parameters: by entering basic information such as the name of the campaign, start and end dates, and participation conditions.
- The entry form (crucial for collecting customer data and enriching your database): by defining the fields that participants must fill in (name, email, etc.);
- Wheel parameters: by specifying the number of sections on the wheel and assigning a particular endowment or message.
Stage 3: Managing endowments
Wheel of Fortune works on a prize system. Brands must set the prizes that participants can win:
- Creating the prizes: add the prizes that the brand wishes to offer, specifying the quantities available and the probability of winning.
- Instant Win configuration: define the moments when prizes can be won.
Stage 4: Finalising and distributing the marketing game
All that’s left for the advertiser to do is to use the function to make sure that their Wheel of Fortune is working and that the design meets their expectations. They can activate the campaign and distribute it to their audience, using the appropriate communication channels according to the marketing objectives.
- On social networks to boost branding and brand awareness;
- In-store (using interactive terminals or QR codes) to promote physical points of sale;
- On your e-commerce site or application to generate sales and increase your conversion rate
- Via its loyalty programme to optimise its retention rate.
3 tips for a successful marketing game
To maximise the impact of your Wheel of Fortune, here are three tips to put into practice, inspired by marketing campaigns.
1) Customise the design to reflect your brand universe or marketing highlight
Why personalise your marketing game? A unique design that is consistent with the brand’s universe attracts attention and strengthens the company’s reputation (making it easier to recognise).
How can you customise a Wheel of Fortune? By integrating your brand colours, logo or specific graphic elements (at peak marketing times). It’s important to use a responsive design to ensure a smooth experience on both mobile and desktop devices.
Example: The Wheel of Fortune shared by Cirque d’Hiver Bouglione immersed participants in the circus world of the advertiser while using codes that were identifiable by the audience (smileys).
2) Choose attractive prizes to maximise participation
Why choose attractive prizes for your marketing game?
The more desirable the lots, the greater the commitment and the greater the sahring.
How to choose which prizes to win of Wheel of Fortune?
Retailers should offer gifts linked to their brand universe (products, vouchers, exclusive access). It is adivisable to mix accessible rewards (e.g. promo codes) with premium prizes (to be won at a later date, after qualifying for a prize draw) to maintain interest.
Example: For the TER Fluo days, the SNCF offered its community the chance to win a “Golden Ticket” entitling the holder to a year’s free TER travel!
3) Use the appeal of the game to collect customer data
Why collect data with a Wheel of Fortune?
Thanks to its viral and attractive format, the Wheel of Fortune is a way of enriching your database and generating qualified leads.
How to collect data using a Wheel of Fortune?
By adding a participation form to capture marketing emails and opt-ins. Be careful to include a clear RGPD consent form so that data collection complies with the laws in force.
Example: The Cirque d’Hiver Bouglione reserved its largest prize (a private visit) for participants who entered the prize drax by sharing their contact details.
So Wheel of Fortune is the ideal marketing for animating your community of prospects and customers, and boosting your conversion and loyalty rates! With Socialshaker, you can easily create and personalise your campaign, based on your objectives and your brand universe!
