An online version of the famous party game "Pass the Parcel" designed by Sense Internet for ASDA, helped the supermarket chain grow its customer email database and promote its wider range of high end consumer goods through the internet.
The prizes included home entertainment systems, Xbox 360s, mobile phones and vouchers.
"With 30% of the players opting in to receive future information from ASDA via email, and a referral rate of 20% (twice the Christmas average of 10%), both ASDA and Sense were pleased with how the game panned out," says Aidan Cook, Sense's Managing Director.
Prizes were hidden among the many layers of the game. Players had to unravel these layers while encouraging their friends to take part - the more people who enter, the higher their chances of winning.
"For every friend that players brought to the game, they were offered another layer to unwrap - that's unique and very incentivising," says Cook. "We designed Pass The Parcel to provide a lot of fun and give a realisable chance of being a winner, while enabling ASDA to grow its email database of customers and prospective customers."
"Online competition between retailers has grown immensely over the past two years, with more and more retailers looking at other online marketing avenues outside the usual email, affiliate and PPC campaigns."
Says James Padmore of ASDA: "Pass the Parcel is an innovation from Sense which helped to raise awareness of the huge range of products within ASDA.com, with the added benefit of enhancing our email database by some considerable way."
About ASDA
Part of the Wal-Mart family, one of the biggest retailers in the world, ASDA is one of the UK's fastest growing major name supermarkets.