BlackFriday Gamification

8 Black Friday marketing ideas to inspire marketers



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August 25, 2023 | 9 min read

Black Friday, the much-anticipated shopping extravaganza following Thanksgiving, has evolved from a US tradition, into a global promotional shopping event for both consumers and marketers alike

With its origins rooted in brick-and-mortar retailers, Black Friday has transformed into a dynamic marketing phenomenon that encompasses all offline and online channels. This peak shopping day of unparalleled deals and discounts presents a golden opportunity for marketers to showcase their brand, attract new customers, and boost sales.

In this article, we will look into eight very creative Black Friday campaign ideas that will get you inspired.

1. Guess the image

Engage your audience by implementing a 'guess the image' game. This game starts with a small, mysterious image that gradually enlarges, and it challenges participants to guess the content as quickly as possible. This game can be an exciting way to reveal your best Black Friday deals. You can encourage participation by offering a discount or special offer to those who correctly guess the images of your Black Friday deals.

Tokmanni, a Finnish retail chain, used a guess the image game prior to Black Friday to attract new subscribers to their electronic newsletter. Subscribers were promised early access to their Black Friday offers as an incentive.

2. Wheel of fortune

Add an element of excitement to your Black Friday marketing with a virtual wheel of fortune. Allow customers to spin the wheel for a chance to win extra discounts or exclusive offers. Consider using it as an exit-intent campaign to incentivize shoppers to complete their purchases instead of abandoning their carts. The potential for additional savings will entice customers to engage and hopefully make a purchase.

Visma LogBuy, a Danish company specializing in negotiating discounts and benefits for employees, implemented a Black Week wheel of fortune campaign. Participants had the chance to win gift cards from Visma LogBuy’s extensive network of partners.

Soya Concept, a Danish clothing store, implemented a Black Friday wheel of fortune campaign to enhance sales. The objective of the campaign was to emphasize the opportunity to “Win a better Black Friday deal,” enticing customers to participate and potentially win exclusive discounts and offers.

3. Slot machine

Tap into the thrill of a casino-like experience by incorporating a virtual slot machine game into your Black Friday campaigns. Offer participants the opportunity to spin the reels and win extra discounts or even grand prizes. Additionally, consider using the slot machine game as a lead generation tool before Black Friday, collecting participants’ details to build your CRM database and send targeted Black Friday offers.

Tokmanni, the Finnish retail chain, also employed a slot machine campaign to attract new subscribers to their newsletter. Again, the campaign emphasized that subscribers would gain early access to their Black Friday deals. Additionally, participants of the slot machine had the chance to win up to €200, adding an extra incentive to boost participation.

4. Scratchcards

Create a sense of excitement with virtual scratchcards. Offer customers the chance to scratch and reveal special discounts or exclusive promotions. To encourage purchases and reduce cart abandonment, consider offering a scratchcard game exclusively to those who make a purchase on Black Friday, providing an added incentive and surprise for customers. Hence, working on lowering your abandonment rate.

Pro tip: You can also have a scratchcard campaign on iads at the cash registers of your stores. This way, you can collect marketing permissions on the busiest day of the year.

Beauté Pacifique, a Danish beauty brand, implemented a scratchcard game as part of their Black Friday campaign. Participants had the opportunity to win an additional 10% discount on top of the existing 20% off Black Friday promotion.

5. Swipe it

Implement a fun and interactive swipe it game on Black Friday that allows participants to swipe left (dislike) or right (like) on various Black Friday deals or products. This is a great interactive experience to make Black Friday shopping more engaging and help customers easily discover and select their desired deals in a fun way that resembles dating app functionality.

BabySam, a Danish baby and children retail store, used a swipe it game on Black Friday to help customers browse through different deals. At the end of the game, participants could see the deals they liked and add them to their baskets.

6. Survey

You can use a survey a few weeks ahead of Black Friday, to gather valuable insights into your target audience’s Black Friday shopping preferences. Although less interactive and engaging than a swipe it game, a survey can allow you to dig deeper into your customers’ preferences. Ask specific questions about their desired deals, preferred product categories, or deal expectations. Incentivize participation by offering entry into VIP Black Friday discount lists or exclusive Facebook groups. This data will help you understand customer preferences better and tailor your Black Friday offers to match their needs.

BabySam also utilized a survey prior to Black Friday to gain a better understanding of their customers’ expectations and preferences. The survey asked customers to select the product categories they were interested in, such as strollers, baby beds, and more. Participants were also asked to indicate their preferred brands within those categories. Based on the survey responses, BabySam sent personalized emails to participants featuring deals tailored to their specific interests. Additionally, survey participants were given access to an exclusive Facebook group where BabySam revealed Black Friday deals ahead of time.

7. Quiz

Educate your target audience about your products on sale with a quiz. For example, if you have new smartphones available at a significant Black Friday discount, use a quiz to highlight the specific features of the smartphones. Participants with high scores can be rewarded with additional discounts, further incentivizing engagement and driving conversions.

Lyngby BoldKlub, a Danish football club, implemented a concise one-question quiz as part of their Black Friday competition. The quiz question was straightforward: “Which anniversary is Lyngby BoldKlub celebrating this year?” Participants had the chance to win various prizes from the partners of Lyngby BoldKlub. The primary objective of the quiz was to gather new leads by collecting email addresses and phone numbers. By incorporating the quiz into their Black Friday campaign, Lyngby BoldKlub aimed to enhance visibility.

8. Product recommender

Cut through the overwhelming number of Black Friday deals by having a product recommender on your home page. Simulate a personalized in-store experience by asking participants about their preferences and guiding them to the best deals for their needs using a product recommender. By understanding what they want to purchase and their preferred product categories, you can provide targeted recommendations on the deals that they will like best, making their Black Friday shopping experience more efficient and enjoyable.

Want to try an example of a product recommender? Try it here.

The best friend of retail marketers on Black Friday: Pop-ups

When it comes to promoting your Black Friday campaigns, utilizing various channels such as Black Friday interactive posts on social media and email marketing is crucial. However, one often overlooked but highly effective tool in a retail marketer’s arsenal is the trusty pop-up.

On Black Friday, consumers are actively seeking out the best deals and discounts, and they will be visiting their favorite websites to find them. This presents a prime opportunity for retailers to capture their attention and direct them to their Black Friday promotions using strategically placed pop-ups. Whether it’s showcasing a special Black Friday discount, highlighting a playable campaign, or offering an exclusive coupon code, pop-ups can effectively attract the attention of your audience.

Pro tip: Use Playable’s gamification platform to create interactive and animated pop ups that stand out

Ready to level up your Black Friday marketing game?

We hope this article has given you valuable insights and inspiration to create irresistible Black Friday campaigns for your customers. By incorporating gamification, leveraging social media,, using interactive popups, and personalizing your offers, you can captivate your audience and make a lasting impression during this shopping extravaganza. Don’t forget to pay attention to key trends like increased online shopping and cart abandonment to optimize your strategies.

If you need assistance in crafting effective Black Friday campaigns or implementing playable experiences, our dedicated team is here to support you. Reach out to your customer success manager or chat with our support team for expert guidance.

Not a customer yet? Book a demo with Playable today and discover how we can help you create engaging and successful Black Friday campaigns. Let’s make this Black Friday a roaring success for your business in 2023.

Take a demo.

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