To overview
The challenge
HEMA dives into the summer
How do you turn the summer slump into a period of growth? Hema needed a way to transform the quieter summer months into a driver for active lead generation. The objective was clear: acquire new opt-ins in a way that resonates with the target audience, exactly when consumer behavior shows a different dynamic in online activity, store visits and CRM growth.
The concept
We created Handdoekje leggen met HEMA: a 3D memory game where players had to find matching HEMA summer items within 60 seconds. The game was playful and accessible, but also strategically designed to spotlight products and drive measurable results.
To ensure participation we offered a guaranteed incentive: every player received a 15% discount code for their next purchase. On top of that, the grand prize: a trip for two to Curaçao, was made possible through a first-time collaboration with Retail Media and the Curaçao Tourism Board.
The campaign flow was tight and performance-driven:
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Activation: via social, web banners and push notifications.
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Experience: a seamless 3D game playable on a dedicated subdomain: www.zomerspel.hema.nl.
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Incentive: guaranteed discount + chance at the grand prize.
The results
The campaign delivered strong results, with lead generation as the clear focus.
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Total players: 400,000
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Unique participants: 180,000
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Average session duration: 40 seconds of engagement
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Discount codes redeemed: 8,000 (direct ROI)
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New net opt-ins: 15,500
Channel performance showed that email marketing and social media were the strongest drivers:
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Email: 253,265 homepage visits, 110,175 registrations
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Social media: 91,832 homepage visits, 40,595 registrations
The campaign proves the power of gamification as a tactical tool for lead generation and targeted engagement.
