Some projects are worth shouting about. This one gave away close to 5,000 cans of Coca-Cola in just two weeks.
Coca-Cola recently teamed up with Compass Group to sponsor part of the Did We Make You Smile survey, the ongoing online survey programme we run to capture how diners feel about their workplace catering. For two weeks, diners across Austria, Belgium, France, Germany, Italy, Luxembourg, and Portugal got something extra with their feedback: a spin-to-win takeover, with a free Coca-Cola up for grabs.
Give feedback. Spin the wheel. Win a Coke. Simple.
And people loved it. Over the fortnight, more than 34,000 customers took part and close to 5,000 walked away with a free can, with strong engagement across all seven markets.
Why gamification works so well in workplace catering
Workplace dining is a different world from the high street. These are not passing customers you may never see again. The same people eat in the same restaurant every day, which means the relationship with feedback is different too. Ask someone the same questions every week with nothing new in return and even the most willing respondent starts to drift.
A spin-to-win moment changes that. It adds a bit of fun to a familiar routine, and there is something genuinely nice about seeing colleagues win. Free cans being handed out around the restaurant becomes its own advert for the survey, and the buzz carries the programme along with it.
The real prize comes after the promotion ends. When diners see changes being made off the back of what they said, the loop closes. They gave feedback, something happened, so they give feedback again. A takeover like this brings people in; visible action is what keeps them there.
The sponsorship also gave us a valuable window into workplace drinks preferences across Europe. The findings stay confidential, but they generated real intelligence to act on.
Our thanks to Compass Group and Coca-Cola for a project that worked for everyone. Diners got free Coca-Colas, the programme got a lift in engagement, and thousands of people across seven countries had a small moment of fun with their lunch.
If you’re wondering what gamification or a sponsored takeover could do for your own feedback programme, get in touch.