SPAR North of England’s Win With Every Goal campaign saw a record 113,500 rewards redeemed as 55,000 players participated in James Hall & Co. Ltd’s latest gamification activity.
The headline figures come as Win With Every Goal’s £10,000 grand prize winner has been revealed as mum of two Tracey Pagin from Carlisle.
Tracey was left stunned when she received the phone call revealing she was the winner and plans to use the money treating her family.
Win With Every Goal ran during the biggest football tournament of the year, and SPAR North of England customers had the chance to play daily for instant rewards through an app at everygoal.co.uk.
After spinning a virtual wheel which randomly selected their team, customers then chose to win rewards either when their team scored or conceded a goal.
There was a daily match and win feature to the app, and customers had the opportunity to win more rewards by either guessing the correct score of one match each gameday or the time of the first goal.
Across the 46-day campaign, there were 675,000 plays of the daily game and 250,000 plays of the predict and win features.
One lucky SPAR customer in the North of England also won £100 cash each day of the campaign. Win With Every Goal’s final redemption rate was 20.4% – significantly higher than paper coupon equivalent marketing campaigns.
Tracey received her £10,000 prize with family members outside SPAR Hutton Way in Carlisle from Philippa Harrington, Marketing Manager at James Hall & Co. Ltd, SPAR’s primary retailer, wholesaler, and distributor for the North of England.
There, Tracey was also joined by Fiona Drummond, Company Stores Director, and Iain Jefferson, Area Manager, both of James Hall & Co. Ltd, and Sarah Morgan, Store Supervisor at SPAR Hutton Way.
Tracey said: “I was at work when I took the call to say I had won, and I kept asking ‘really?’ and ‘are you sure?’
“I still did not believe it when I came off the call. I immediately Googled the number to check it was correct when I got back to my desk. When I saw it was SPAR, it was only then I believed it was real and it was happening to me!
“I was also at work when I received the notification that I had received the £10,000 into my bank account. It was a wow moment – no Friday will ever be able to top that!
“I loved the Win With Every Goal campaign and I have played previous SPAR campaigns on my phone. I really like the fact there is a game element to play and it is not just a simple link to click through to something.
“The rewards are great, and all the vouchers I received were useful to me. My husband and I tended to play it at the same time as a bit of competition to see if we won money off or free products. I had Switzerland and he had Spain!
“A big thank you to SPAR for the money. I am incredibly excited and there will be some treats for my children and probably a big family holiday to look forward to in the future.”
Philippa Harrington, Marketing Manager for James Hall & Co. Ltd, said: “Congratulations to Tracey on winning our Win With Every Goal £10,000 grand prize. It is always music to our ears when we hear that a grand prize winner is a regular player and it sounds like Tracey has a wonderful idea for the money to create lifelong family memories.
“A huge thank you also goes to our commercial partners for their generous support of Win With Every Goal. The commitment of suppliers is integral, and their consistent backing of our gamification campaigns has helped us achieve another very successful outcome.
“We had strong ambitions to break the 100,000 mark for rewards redeemed for the first time and it is brilliant we have done that with a figure at least 10% higher than our next previous best.
“It is also very satisfying that we had 250,000 plays of the new predict and win features. Our SPAR North of England customers really took to the elements we introduced which gave the campaign a twist this time around.”
As with previous SPAR gamification campaigns, James Hall & Co. Ltd worked together with Abraxas Marketing and Paypoint to bring it to life.
The full list of suppliers supporting SPAR Win With Every Goal were: InBev, Coca-Cola Europacific Partners, Walkers, Suntory, AG Barr, Mondelez, Kellogg’s, Pladis, Nestlé Confectionery, Britvic, Carlsberg, KP Snacks, Perfetti Van Melle, Fyffes, Vinachy, Premier Foods, Asahi, Heineken, Mars, Red Bull, Ferrero, E. Park & Sons, Taylors of Harrogate, Nichols, Nestlé Hot Beverages, SHS, Tropicana, Angus Soft Fruits, Nomadic, Sazerac, Danone, and Diageo.
James Hall & Co. Ltd is a fifth-generation family business which serves a network of independent SPAR retailers and company-owned SPAR stores across Northern England six days a week from its base at Bowland View in Preston.
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