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Would Lidl’s Social Price Drop idea work in gaming?

  • 25-Jan-2017

Supermarket chain Lidl has cottoned on to this mood by introducing an innovative idea for Christmas: The Lidl Social Price Drop

No matter where you shop for Christmas gifts or how good you are at bargain hunting, the festive season usually becomes a massive drain on the bank balance. In this context, seeing some major retailers spend millions on big budget advertising campaigns can be annoying for some consumers who would rather be given price reductions.

Supermarket chain Lidl has cottoned on to this mood by introducing an innovative idea this Christmas: The Lidl Social Price Drop (www.lidl.co.uk/en/17953.htm)

Here’s how it works: Lidl invited customers to Tweet about specific products using the #LidlSurprises hashtag, and the more customers Tweet about a product, the more the price is reduced. The goal for Lidl is to drive customers into stores to redeem their Social Price Drop product, drive extra purchases while customers are in store, and generate new customers from the interaction.

In promotions for the campaign, Lidl even has a cheeky dig at the likes of John Lewis and Aldi by poking fun at their lavish (and expensive) Christmas campaigns – the Lidl website says that they are not ‘putting a dog on a trampoline or sending a carrot on a quest this Christmas’, and instead Lidl is offering customers the chance to lower the supermarket chain’s ‘already outstanding prices’.

It’s a clever way of promoting Lidl as a great value retailer which puts its customers first by offering real savings at a time when there is the greatest pressure on consumers’ finances. In addition, the campaign also acts as a strong driver for customers to engage with the brand on social media.

So, how could a similar idea work for Gaming products?

The aim for all of us is to drive responsible gaming while also giving value and entertainment to players. The Lidl promotion raises the interesting question of whether instead of bonuses and guaranteed prizes, would gaming players prefer to engage in a social community where they believe that their interaction (along with others) will reward their efforts by reducing entry fees for a chance to win a life-changing prize? Or could it be used to increase tournament prizes if players interact with a social campaign?

At Link2Win we are constantly looking at new features and plug-ins from outside our industry that could help our customers engage with their players and our products. The success of the Lidl campaign is a great retail sector example which could inspire similar promotions in gaming.