Boosting Engagement Through Play.
Boosting Engagement Through Play.
Matas is one of Denmark’s most trusted brands in beauty, health, and well-being — powered by the nationwide Club Matas loyalty program.
During the key summer period, Matas wanted to increase digital engagement and deliver measurable value for both the brand and its retail media partners.
The challenge: create a campaign that outperformed previous seasonal games — with stronger re-engagement and real, trackable business impact.
Matas is one of Denmark’s most trusted brands in beauty, health, and well-being — powered by the nationwide Club Matas loyalty program.
During the key summer period, Matas wanted to increase digital engagement and deliver measurable value for both the brand and its retail media partners.
The challenge: create a campaign that outperformed previous seasonal games — with stronger re-engagement and real, trackable business impact.
Objectives
Enhance user engagement and interaction frequency.
Enhance user engagement and interaction frequency.
Maximize participation in digital campaigns.
Maximize participation in digital campaigns.
Drive coupon redemption and store traffic.
Drive coupon redemption and store traffic.
Grow and re-engage loyalty members.
Grow and re-engage loyalty members.
Deliver value to retail media partners through branded exposure.
Deliver value to retail media partners through branded exposure.
Solution
Solution
BrandMobile developed the Summer 2025 Campaign — a fully gamified experience integrated into the Matas digital ecosystem, designed to entertain, reward, and retain.
The concept was built around three key components:
Instant Win Game — quick, rewarding, and easy to join.
Bonus Game — a playful summer edition of the popular Easter Egg concept.
Gaming Hub with Streaks — motivating players to return daily and keep the momentum going.
BrandMobile developed the Summer 2025 Campaign — a fully gamified experience integrated into the Matas digital ecosystem, designed to entertain, reward, and retain.
The concept was built around three key components:
Instant Win Game — quick, rewarding, and easy to join.
Bonus Game — a playful summer edition of the popular Easter Egg concept.
Gaming Hub with Streaks — motivating players to return daily and keep the momentum going.
Together, they turned the campaign into a continuous cycle of interaction, reward, and re-engagement — connecting users to the Matas brand through play.
Together, they turned the campaign into a continuous cycle of interaction, reward, and re-engagement — connecting users to the Matas brand through play.
932
Wins
383 K +
Users
6.6 Mil. +
Gasmes played
2145d 16h
Time spent
6.6 Mil. +
Games played
2145d 16h
Time spent
Key Features
Key Features
Dynamic components across Instant Win, Bonus Game, and Streaks.
Real-time performance tracking via the BrandMobile Dashboard.
Use of consumer signals to personalize and optimize every experience.
Dynamic components across Instant Win, Bonus Game, and Streaks.
Real-time performance tracking via the BrandMobile Dashboard.
Use of consumer signals to personalize and optimize every experience.
The Summer 2025 campaign exceeded expectations, delivering record-breaking engagement and reactivation.
Results vs. Easter 2025 benchmark:
The Summer 2025 campaign exceeded expectations — delivering record-breaking engagement and reactivation.
Results vs. Easter 2025 benchmark:
The Summer 2025 campaign exceeded expectations, delivering record-breaking engagement and reactivation.
Results vs. Easter 2025 benchmark:
+206 % Instant Win Games played (1,148,458 plays)
+206 % Instant Win Games played (1,148,458 plays)
+126.8 % Re-engagement Score
+126.8 % Re-engagement Score
+178.9 % Returning Players (95,605)
+178.9 % Returning Players (95,605)
+119 % Unique Players (109,765)
+119 % Unique Players (109,765)
+165 % Time Spent with Retail Media Ads (102 days total)
+165 % Time Spent with Retail Media Ads (102 days total)
97 % Coupon Issuance (4,681 of 4,847 available)
97 % Coupon Issuance (4,681 of 4,847 available)
Coupons included Club Matas points, SPF 50 sun lotions, and premium beauty products — driving direct conversion and in-store visits.
Coupons included Club Matas points, SPF 50 sun lotions, and premium beauty products driving direct conversion and in-store visits.
Collaboration
Collaboration
From concept and gamification design to development, integration, and optimization, BrandMobile managed the full process.
The goal: to make engagement a daily habit and turn gameplay into measurable loyalty and sales growth — for both Matas and its partners.
From concept and gamification design to development, integration, and optimization, BrandMobile managed the full process.
The goal: to make engagement a daily habit and turn gameplay into measurable loyalty and sales growth — for both Matas and its partners.
More Like This
Turning Loyalty into Play.
The Danish Lottery wanted to connect more closely with Danish players and strengthen loyalty in a competitive market. We built Klub Lotto: A free gamified platform that rewards engagement through play.
The result: Daily quizzes, instant prizes, and monthly draws turned casual participation into lasting loyalty. All on a secure, data-driven platform built in Denmark.
Boosting Engagement Through Play
Matas wanted to energize its summer campaign and re-engage loyalty members through play. We built a vibrant gamified experience featuring Instant Wins, Bonus Games, and daily Streaks driving record participation and 200 %+ growth in engagement.
The result: More interaction, higher coupon redemption, and a stronger connection between beauty, loyalty, and play.
Boosting Engagement
Through Play.
The Danish Lottery wanted to connect more closely with Danish players and strengthen loyalty in a competitive market. We built Klub Lotto: A free gamified platform that rewards engagement through play.
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All business inquiries:
business@brandmobile.com
+45 23 88 88 95
All business inquiries:
business@brandmobile.com
+45 26 85 85 85
All business inquiries:
business@brandmobile.com
+45 26 85 85 85