How a digital advent calendar engaged fans, qualified contacts, and increase partners' visibility for Groupe Genat.
Groupe Grenat
Gamification and Acquisition: A winning duo for the holiday season
Last December, Groupe Grenat (Servette FC, Genève-Servette HC,
Servette RC) made a lasting impression with a digital campaign that was both festive and highly effective: an interactive Advent calendar.
By leveraging the Guestviews module, the group successfully turned a cherished holiday tradition into a powerful tool for acquisition and promotion—benefiting fans, the clubs, and its partners.
The challenge? Merging the holiday spirit with an ambitious business strategy: engaging supporters, enriching the CRM database, and offering unique visibility to club partners.
A simple yet impactful concept
From December 1st to 24th, clubs' fans were invited to try their luck each day to win prizes offered by the group partners. This digital Advent calendar captivated attention thanks to the diversity and value of the prizes.
Fifteen partners participated in this initiative, each contributing a variety of gifts, ranging from beauty sets to a Mediterranean cruise for two worth CHF 3,000.
The mechanics were simple and engaging: participants filled out a form via Guestviews for a chance to win. Every day brought a new prize, and every day was a fresh opportunity to engage the community.
Triple Benefits for the clubs, fans, and partners
- For the Clubs :
- An enriched and qualified database, essential for future marketing campaigns.
- An effective digital strategy that converts social media audiences into actionable contacts.
- For the fans :
- A fun and engaging experience that strengthened their connection to the group clubs'.
- The chance to win attractive prizes.
- For the partners :
- Increased visibility through an original and well-executed campaign.
- A positive association with an initiative that resonated with the clubs’ supporters.
29.841
total entries over 24 days.
5.909
unique participants, demonstrating strong loyalty and daily enthusiasm.
2.930
newly qualified contacts, representing nearly 50% of participants.
Why this campaign is a model to follow
The success of Groupe Grenat's interactive Advent calendar was driven by a combination of key factors :
- First, its simple and engaging mechanics captured fans' attention and encouraged daily participation.
- Second, the attractiveness of the prizes was a powerful incentive.
- Finally, the Guestviews module proved to be a highly effective tool for data collection and qualification.
This initiative perfectly illustrates how gamification can be seamlessly integrated into concrete business objectives to engage a community, enrich a database, and enhance partner visibility.
What if you, too, could turn festive opportunities into business success?
With our Guestviews module, transform every occasion into a powerful acquisition and engagement lever!