When it comes to blending offline purchases with digital engagement, Appeton Myanmar’s 27th Anniversary Campaign stands as a textbook example. With the help of Mekongverse’s interactive campaign platform, Appeton transformed ordinary product sales into a data-driven, customer-exciting experience using a “Buyer-Only Lucky Draw Campaign.”
🎁 Campaign Objective
To boost product sales, capture first-party consumer data, and reward loyal buyers with high-value weekly and grand prizes through a lucky draw system.
⚙️ Campaign Mechanism: Seamless, Scalable, and Sales-Driven
- Purchase First
Consumers must purchase select Appeton products featuring the promotion. - Scratch to Reveal Unique Code
Each product pack contains a unique code that the buyer can scratch to reveal. - Scan QR Code to Microsite
Buyers scan a QR code printed on the card, directing them to a branded campaign microsite. - Form Submission
Buyers fill out a short form with:- Name, ID number, phone number
- Purchase location
- Scratch code
- Weekly & Final Draw Entry
Their entry is automatically submitted for weekly cash draw prizes and a final grand prize (a family trip to Hanoi – Halong Bay, Vietnam).
🧰 Technology Behind the Campaign
🔹 Microsite powered by Mekongverse
🔹 Mekongverse Campaign Dashboard enabled real-time:
- Data viewing by brand admins
- One-click winner selection for weekly and grand draws
🔹 No leaderboard or instant win to ensure clean, pool-based raffle logic.
📈 Campaign Results (Key Highlights)
✅ Increased Sales — Only buyers could participate, directly tying the campaign to product movement.
✅ Massive Participation — Thousands of unique code entries submitted within the first weeks.
✅ High Engagement — The campaign ran over 3 months (Dec 27, 2024 – Mar 27, 2025), building sustained brand excitement.
✅ Data Collection — Appeton gained valuable first-party data, useful for future retargeting and CRM.
💡 Why This Worked
This campaign took advantage of several proven marketing principles:
- Exclusivity (only for buyers)
- Gamification (scratch, scan, win)
- Anticipation (weekly + grand draws)
- Simplicity (no apps, no downloads, no friction)
Most importantly, it generated real sales while collecting leads — a rare balance in promotional campaigns.
🎤 Appeton’s Campaign Announcement (Translated Summary)
“To celebrate Appeton Myanmar’s 27th anniversary, buyers who purchase Appeton promotional products can scan the QR code, enter their secret code online, and qualify for exciting prizes including a family trip to Vietnam and weekly cash draws.”
📅 Campaign Period: Dec 27, 2024 – Mar 27, 2025
📊 Mekongverse Advantage
Mekongverse powered the end-to-end experience:
- Branded microsite creation
- Unique code validation system
- Admin dashboard for live data & draw control
- Compliance-friendly entry collection
- Campaign report generation
🔍 Final Thoughts
The Appeton Lucky Draw Campaign is a perfect example of digital transformation in traditional consumer marketing — where physical product sales and digital engagement work hand-in-hand.
Whether you’re an FMCG brand or a marketing agency looking for innovative mechanics, buyer-only digital raffle campaigns like this are a proven method to:
- Drive purchases
- Capture valuable data
- Deliver joyful brand interactions
