Yummly Treasure Hunt

by HB

Yummly Treasure Hunt

What is it?

Yummly Treasure Hunt

OK, but... what is it?

• Users complete a funnel of tasks (while logged in) on our website and/or apps, and receive one or more entries into a scheduled drawing.
• Example 1:
  • Visit yummly.com or open the mobile app.
  • Search a particular phrase for the event, e.g. "summer grilling" or "kitchenaid bread dough" or "ragu pasta bake"
  • Click ANY recipe from the results and View Directions
    • Automatically counts if the directions are inline.
• Example 2:
  • Open our seasonal email.
  • Find a special treasure hunt code inside the seasonal email.
  • Enter the code on a particular Yummly page.

Yummly Treasure Hunt

What do they win?

Prizes vary, typically one "big" prize and several small.

For example, one drawing might award:

     1 grand prize: KitchenAid hand mixer

     10 Yummly t-shirts

     100 Yum stickers

Spending $100 or less per drawing could produce a much greater return in terms of user value.

Yummly Treasure Hunt

How well does it work?

• Virgin Airlines
  • Clues available every day you log into the app, win a free trip to an island to search for buried treasure.
  • Results: exceeded key metrics by 300%, including sales and retention across Virgin's 17 brands.
• Dosomething,org:
  • Created a scavenger hunt for their teen audience.
  • Results: 26% response rate, compared to 2-3% for their usual marketing efforts

Yummly Treasure Hunt

Summary

Treasure Hunts and Scavenger Hunts are proven to increase retention and revenue, and even a small amount of spending on prizes can result in widespread participation.

But even with only 1% participation:

• Increase of ~100,000 MAUs
• Assuming a 4-step funnel, 400,000 pageviews each cycle (week or month)
• 400,000 x 3 or more ad views per page = $$$