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 = $$$
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