Gamified Summer Campaign for the Migros App

Customer

Services

Mobile app
User Experience
User interface
Web Development

A summer campaign sounds light and effortless.

Technically, it is anything but.

Hundreds of thousands of entries, fair prize distribution, integrated coupons, traffic peaks, and a game experience that simply works. Together with Migros, smartive developed a gamified campaign that brings marketing, user experience, and system architecture together.

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Initial situation

Classic campaigns generate attention.
Interactive campaigns must also work.

Migros wants to create a digital summer campaign that not only reaches people, but actively involves them - directly in the Migros app. The experience should have a playful effect, but remain technically stable, fair and controllable.

Because as soon as a campaign becomes an interactive system, new requirements arise:

Profit logic
Real-time distribution
Scaling
Fraud prevention
API integration
Monitoring
Support processes

Idea

The campaign is not conceived as a single game, but as a digital product with two levels:

Gaming experience at the front.
System logic at the back.

The game should be light. The complexity remains in the background. Participation works directly in the Migros app. Users experience fast, seamless gameplay.

Solution

Together with Migros, smartive is co-developing a gamified campaign platform:

integrated winning mechanism
Automated coupon control
flexible distribution of prices
Real-time validation
Dashboard for Insights & Control

In the background, the platform automatically controls the winning logic, verification and distribution.

Die gezeigten Zahlen sind fiktiv und zeigen keine realen Kampagnendaten. Das Dashboard schafft Transparenz über Teilnahmen, Gewinne und Coupons.

Complexity

The real challenge is not in the game.
But in everything around it.

Prizes must be distributed fairly - even during traffic peaks. Unredeemed prizes automatically flow back into later time windows. Coupons are validated and checked. At the same time, the marketing team needs transparency about campaign status, participation and prize distribution at all times.

The campaign therefore connects: