How Town Shoes converted 96% of entrants with a Scratch & Reveal mechanic

Problem

Town Shoes wanted to launch a 3-week long, March Break promotion that motivated consumers to make an immediate purchase.

Solution

Town Shoes invited customers to digitally scratch to reveal if they earned 10%, 20%, or 30% off their purchase.

To create urgency, the discount expired after 24-hours.

21,004

Contest entries

20,243

Prizes redeemed (96% of total entrants)