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Imagine your next marketing campaign feeling more like an immersive game than a standard “Buy Now” ad.
That’s exactly what we built for leading Slovenian retailer Lidl—using gamification to collect not just any customer data, but high-quality first-party data.
Along the way, we created memorable user experiences that turned casual shoppers into actively engaged fans.
What if your audience felt genuinely excited to open your marketing campaigns?
Instead of scrolling past another sales pitch, they clicked, played, and explored—all while you gathered valuable customer insights.
That’s the power of gamification: using fun, interactive experiences to capture attention, build brand affinity, and collect data in a way your audience wants to share.
Lidl’s mission was crystal clear:
Sure, they wanted data.
But not the standard “tick a box” kind. High-quality leads—people willing to share their preferences because they were genuinely intrigued and having fun.
Lidl partnered with Brainylab for gamification strategies that offered more than static online forms. Together, we aimed to turn every user interaction into a mini adventure.
Lidl’s audience is anything but one-size-fits-all. So, we didn’t serve them a one-size-fits-all game.
Rather than a single universal solution, we crafted four distinct modules, each aligned to a specific persona:
Everything—from the storyline to the reward structure—was built with each persona’s tastes and behaviors in mind.
Breaking up the “general audience” into precise sub-groups was the secret sauce:
Every solution felt tailor-made—and that’s what kept audiences hooked.
How did these four experiences come together? By combining:
End result: a cohesive ecosystem of mini-experiences, all drawing people deeper into Lidl’s brand universe.
In one word? Wow. Lidl’s data-driven gamification strategies didn’t just meet their targets; they soared past them.
Put simply, their marketing funnel turned from a trickle of random clicks into a vibrant channel of engaged, data-rich leads.
Personalized Journeys
Each game resonated with a particular audience, making sign-ups feel less like a chore and more like a conversation.
Emotional Connection
Gamification sparks curiosity and excitement. Users remember how they felt, not just what they saw.
First-Party Data That Flows
When people have fun, they’re more inclined to share details about themselves. Lidl didn’t need to ask for data; users volunteered it.
Tangible Business Wins
Beyond leads, Lidl’s brand loyalty went up, proving that good marketing isn’t just about data—it’s about building relationships.
If a major retailer like Lidl can revamp its customer journey through gamification—and see off-the-charts engagement—why not you?
Contact brainylab to explore how persona-driven, playful experiences can help you collect quality first-party data and transform curious visitors into loyal brand enthusiasts.