Facebook PixelMarketing scheme where people opt to study an ad catalog, then pass an exam to earn a reward
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Marketing scheme where people opt to study an ad catalog, then pass an exam to earn a reward

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Darko Savic
Darko Savic Dec 10, 2021
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A marketing scheme in which people opt to study a catalog full of ads, then pass an exam to get the reward. For example, you don't have to pay at the checkout if you get the answer right.
Why?
  • An advertising campaign so powerful that customers spend time studying the products/services in detail.
  • Gamification of marketing that makes people look at ads with a positive mindset.
How it works
This would make sense in any large store or a shopping center. An ad catalog would be produced containing whatever the store or multiple stores within a shopping center want their customers to know. The catalogs would be available for anyone to take home and study.
What the store gains
Imagine an ad campaign so powerful that your customers actually study hard to learn every detail there is to know:)
What the customer gains
There are at least 3 versions of this:
  1. When you get to the counter with your shopping cart, the clerk hands you a small roulette. You pick a color and spin it. You have a 30% chance of getting the color right. If you do, the clerk opens an envelope that contains a question related to the ad catalog. Only someone who studied it in great detail would know the answer. If you get it right, you don't have to pay for the content of your shopping cart. It's free.
  2. A camera crew goes around the store and asks random people if they know the catalog and want to try their luck at winning a $500 store voucher.
  3. There is a dedicated exam area in a prominent location within the store/shopping center. People sit down in batches and try to pass the exam within a limited time. Every batch of people gets a different set of questions. Whoever passes the exam gets a discount card that is good for a specific amount of money or time. The card is not transferable. It can only be used by the person who passed the exam.
To participate, people have to consent to have the event recorded and posted on Youtube if they win.
Winner reactions are interesting to watch. People are likely to share such clips. This spreads the word and makes the campaign more interesting to particiapte in. More people would come and study the ad catalog.
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Creative contributions

Instead of a paper catalog, study the ad section of a store's website

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Michaela D
Michaela D Dec 11, 2021
That would be a smart marketing tactic. The website option would make it applicable to stores that don't use printed ad catalogs. Probably in the future, we will see fewer ad catalogs, in general. Already, in some places, like the US, ad catalogs are less popular than they used to be.
However, most stores have websites. So, they could create a specific page showing the ads they want to promote. The page would easily be found on the website and it could also be provided with a QR code.
Benefits:
  • Paperless
  • Most people always have their phones on them, so they could check the website when waiting, commuting etc.
Disadvantage
Not easily accessible by older people, in which case the paper catalog is more fitting.
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General comments

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Michaela D
Michaela D2 months ago
Time is a significant factor to choose between the 3 different versions you mentioned. In some places, people usually take their time (shopping mall), whereas in others they need to finish sooner (busy parents doing groceries). The third option (exam area) is more fitting when people have time to participate and watch and there is enough space available.
The first option (questions at the counter) could even be done by people who don't want to spend too much time at the store and/or don't want to be on camera. To avoid making the cashier line run slowly, a store employee other than the clerk could ask the questions at a designated place next to the cashiers.
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