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GoMart Marty’s Merry Spin

GoMart’s holiday promotions had delivered strong results for years, but success created an unexpected challenge: repeated campaigns risked feeling routine. Promotional fatigue had plateaued app engagement and diminished customer participation. DR created a gamified in-store experience requiring deliberate customer action to participate, transforming passive offers into active moments that drove foot traffic, app engagement and excitement.

Project Details

Winter 2025 | Convenience Stores | Strategy

“Marty’s Merry Spin” was a gamified in-app experience that required in-store QR code scans to participate in a spin-to-win game. Strategic in-store signage, including gas pump toppers, aisle displays, cooler clings and counter mats, drove awareness at critical customer touchpoints. A coordinated multimedia campaign expanded reach through radio, television and digital advertising. Prize architecture included free candy, reward points and larger prizes like a $1,000 gift card.

Services we provided
for this project

  1. Analytics
  2. Design
  3. Digital
  4. Paid Media
  5. Photography
  6. Production
  7. Social
  8. Strategy
  9. Web Development

The Goal

The campaign aimed to combat promotional fatigue by creating an engaging in-store experience that drove foot traffic, increased app engagement, expanded Rewards program membership and generated viral word-of-mouth through gamification excitement.

The Strategy

The activation required customers to scan an in-store QR code before accessing the gamified spin-to-win game, transforming a passive promotion into an active, moment-based experience. This strategic constraint tied participation directly to deliberate customer action, ensuring every engagement represented a documented store visit.

The Results

Results validated the approach. The initiative significantly increased Reward members and game participation. The QR code requirement created measurable attribution, proving that in-store action directly drove foot traffic and engagement.

  • 4,441

    new rewards members

  • 21,771

    contest entries

  • 77,260

    creative impressions

  • 20%

    increase in store visits

  • 15%

    increase in unique visitor counts

  • 91,000+

    QR code scans