Scratch card campaigns that feel earned, not random
A scratch card is a deliberate, tactile alternative to a spin wheel. The user does the work to reveal the prize, which makes the reward feel earned. This guide covers when scratches outperform spins, how to set the prize odds, and the mobile UX that makes the reveal land.
Key takeaways
- The reveal is the product. Scratches work because the user feels they unlocked the prize.
- Always make the card a guaranteed win. Empty cards collapse participation in one campaign.
- Limit to one card per identity per period. Scratches lose meaning when they are infinite.
- Mobile UX must feel tactile. Smooth scratch motion, satisfying reveal, instant-redeem button.
- Server-side prize determination prevents jackpot scraping within hours of launch.
Definition
What a scratch card campaign actually is
Plain definition
A scratch card is a variable-reward interaction where the user reveals a hidden prize by physically scratching a covered area on the screen. Behind the visible card sits a server-determined outcome that the scratch motion uncovers. The format works because the small physical effort makes the prize feel earned.
Who runs this
Acquisition, retention, lifecycle, and ecommerce marketing teams. Particularly strong fit for post-purchase moments, seasonal campaigns, and re-engagement of lapsed users.
How it differs from adjacent mechanics
- vs spin wheels. Same instant-win family. Spins feel fast and festive; scratches feel slower and more deliberate. Scratches usually fit premium and post-purchase moments better.
- vs sweepstakes. Sweepstakes use a single random draw. Scratches deliver an instant outcome to every participant.
- vs loyalty rewards. Loyalty is the always-on framework. Scratches are time-bound surprise events that often sit on top of it.
Anatomy
The seven elements of a working scratch card
The card is small but every part of it matters. Skipping any of these usually shows up in the conversion data.
Prize set
3 to 5 prize tiers. One headline jackpot, 1 to 2 mid-value rewards, the rest small guaranteed wins. Avoid empty outcomes.
Server-determined outcome
The prize is decided server-side at issue time. The client simply reveals what was already chosen. Without this, scrapers find the jackpot in hours.
Trigger moment
Post-purchase, post-quiz, post-checkout, post-signup. Scratches work best as a reward for an action, not a cold popup.
Tactile interaction
Smooth scratch motion under finger, gradual reveal, sound off by default, animation when 30 to 50 percent of card is uncovered.
Reveal moment
Clear prize name, value in money or perk language, single primary CTA. Treat the reveal as a 5-second mini landing page.
One-tap redeem
Auto-apply at checkout where possible, otherwise a copy-code button with backup email. Friction here halves redemption.
Identity controls
One card per identity per campaign. Block repeat IPs and disposable emails. Hold high-value reveals for review.
Probability
Set the budget first, design the card second
Scratches feel premium because the prize set looks deliberate. Set the math up front, then design the prize labels.
| Tier | Typical odds | Typical value | Purpose |
|---|---|---|---|
| Jackpot | 0.5 to 2% | 20 to 50 times average reward value | Drives social share and PR. Worth disclosing as 'one in N' for trust. |
| Mid-value | 8 to 15% | 3 to 5 times average | Repeat-purchase trigger. Felt as a real win. |
| Standard | 30 to 50% | Average value (free shipping, 10 percent off, sample) | Most common outcome. Anchors expected value. |
| Small consolation | 30 to 50% | Below average (5 percent off, free pack) | Keeps every card a win without burning margin on every reveal. |
Best practices
Six rules of scratch campaigns that work
- 1
Always a win, never empty
Empty scratches read as a trick. Replace 'try again' with the smallest real reward the brand can issue. Participation lifts noticeably.
- 2
Pair the scratch with a positive moment
Best as a reward after a purchase, signup, quiz, or referral. Cold scratches as a homepage popup work, but pairing with action lifts redemption sharply.
- 3
Limit one card per identity per campaign
Multiple cards dilute the prize feeling and invite abuse. Scarcity plus guaranteed win is the formula that compounds across campaigns.
- 4
Reveal value in concrete terms
'You won free shipping on your next order' beats 'You won perk 12'. Translate every prize into the user's spending language.
- 5
Server-side outcome and rate limit
Client-side prize selection is gamed within hours. Server returns the outcome at issue time; client only reveals it.
- 6
Run as a moment, not a feature
Scratches lose magic when they are always available. Time-bound campaigns or trigger-attached scratches preserve the feeling.
Use cases
Where scratches outperform spins
Post-purchase loyalty
Scratch card on the order confirmation page with rewards for the next purchase.
Repeat-purchase rate within 30 days lifts noticeably. Users open the next email expecting another moment.
Re-engagement
Targeted email with a scratch unlock for lapsed users. Tailored prize set.
Reactivation rate beats flat discount email. The reveal feels like a comeback gift, not a discount push.
Seasonal and festival
Diwali or Christmas scratch with branded creative and a flagship-product jackpot.
Earned media during tentpole windows. Annual fixture once operational reps are in place.
Premium D2C
Scratch card after first purchase in a premium category. Prize is a sample of an adjacent category or a curated bonus item.
Cross-category trial and basket diversity lift. Premium customers respond to the deliberate feel of the scratch.
When to skip
When a scratch card is not the right fit
Health, finance, or regulated categories
Variable-reward formats are restricted or read as inappropriate in regulated contexts.
Daily-habit products
A scratch every day trains users to expect a reward for showing up. Use streaks instead, with rare scratch events.
When the brand cannot fund a guaranteed-win prize set
Empty scratches collapse the format. If the budget cannot fund a small real reward for every card, do not run the campaign.
B2B with senior buyer audience
The mechanic reads as consumer-promotional and may dent credibility. Use trial extensions, premium content unlocks, or executive briefings instead.
Common mistakes
The mistakes that break scratch campaigns
Mistake
Empty card outcomes. Half the users feel cheated and the brand reads as a gimmick.
Fix
Replace every empty with a small real reward. The cost is small; the participation lift is large.
Mistake
Cold popup scratch with no trigger. Conversion is mediocre and brand feels desperate.
Fix
Pair the scratch with a positive moment (post-purchase, post-quiz). Trigger-attached scratches usually outperform cold popups by 2 to 3 times.
Mistake
Multiple scratches per session. Scarcity disappears.
Fix
One per identity per campaign. Use repeat campaigns over time rather than repeat scratches in one session.
Mistake
Reveal animation feels janky on mobile. Magic disappears.
Fix
Test on real low-end devices. Smooth scratch motion, instant reveal, single-tap redeem. The reveal is most of the value.
Mistake
Code copy-paste required at checkout. Redemption rate halves.
Fix
Auto-apply at checkout. Send a backup email with the code as a fallback.
Measurement
The KPIs of a healthy scratch campaign
| KPI | What it measures | Healthy range |
|---|---|---|
| Scratch participation rate | Eligible users who completed a scratch. | 40 to 70% |
| Reveal completion rate | Of those who started, the share who fully revealed the card. | 75 to 90% |
| Reward redemption rate | Cards that resulted in a redeemed reward. | 30 to 50% |
| Repeat purchase within 30 days | Cohort that scratched and bought again within 30 days vs control. | +10 to +25% |
| Cost per redeemed reward | Total reward cost divided by redemptions. | Tracked per campaign |
| Fraud and disqualification rate | Disqualified cards as a share of total cards. | Below 2% |
In the wild
Three working scratch campaigns
Fashion D2C
Post-purchase scratch on order confirmation. Prize set: free shipping, 10 percent off next order, sample of new collection, jackpot of a flagship item.
Outcome. Repeat purchase rate within 30 days lifts. Email open rates rise because users come to expect another scratch in the welcome series.
Pharmacy and wellness
Birthday scratch sent to loyalty members. Prizes are wellness samples, free shipping, or a curated bonus pack.
Outcome. Brand affection lifts and member-rated NPS improves. Cross-category basket lift on the next visit.
Quick commerce
Diwali scratch event with daily issuance for 5 days. Prizes calibrated to grocery basket sizes.
Outcome. Repeat-order rate rises during the window. Fulfillment ops adopt as an annual fixture.
Implementation
Build this with Bricqs
Bricqs ships scratch cards with server-side prize determination, prize inventory, redemption flows, anti-fraud, and live KPI dashboards. From brief to live in a working day.
Frequently asked
Common questions before launch
Should every user always win something?
Yes. The format depends on it. Replace any 'try again' outcome with the smallest real reward you can issue. Participation lifts and brand trust holds.
How is a scratch card different from a spin wheel?
Same family of mechanics. Scratches feel slower and more deliberate; spins feel fast and festive. Scratches typically fit post-purchase and premium contexts; spins fit sale events and cold popups.
Can scratch cards run as recurring weekly?
Yes for short windows (4 to 8 weeks) tied to a campaign. Avoid permanent always-on scratches; the mechanic loses meaning and trains users to expect a reward for every visit.
How do we prevent screenshot abuse of jackpot codes?
Bind redemption to the user identity and one-time-use codes. Auto-expire codes within 7 to 14 days. Server-side validation at redemption catches reuse attempts.
What if a high-value jackpot lands on a fraudulent account?
Hold high-value redemptions for review. Verify identity, payment method, device fingerprint. Only release after verification. Document the rule on the public campaign page.
Ready to ship?
Try Bricqs free, or talk to a strategist
Plan a campaign, configure the engine, and ship in days. No credit card required to start.