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Instant lottery at petrol stations: making a boring task fun or raising suspicions?

Anna Kupriyanova
Daily life presents us with many errands which tend to be less than exciting. For those of us who drive a car, that includes filling up a tank. Some petrol stations see this as an opportunity to turn the fuelling experience into an instant lottery. But do people actually respond to such gamification?
For this case study we tested a flyer from at a petrol station in Latvia (the contents have been translated into English). The offer is simple: if you manage to fill up your tank to either 22.22, 33.33 or 44.44 liters, you win an instant prize. To get quick consumer feedback we used our research solution Promo Test.
A flyer advertising an instant lottery at a petrol station
Stimuli: A flyer advertising an instant lottery at a petrol station.
Target: United Kingdom, male, female, from 18 to 65 years, 100 respondents sample size.
Research Solution: Promo Test — a ready-to-use research solution by Fastuna (online survey).
Consumer rating of the lottery - Fastuna's research results
The General Perception score reflects the overall likeability of this promotion. It is also based on the KPIs that signal a person's readiness to ENGAGE with the tested material, such as desire to learn more about it and share it with others. The score is above average - a very good result, but not quite perfect, it hasn't reached the 25% of the best status. If the lottery promo pleased people, why didn't it get a higher score?

To understand what's behind this, let's take a look at the breakdown of 8 metrics that reflect the consumer attitude in detail.
Consumer ranking of the lottery based on 8 key metrics
The good news is that the most important metrics such as "desire to try" and "share with others" are hitting those high scores. People are eager to engage with this promo.

But then there is "likeability" which is jumping out at us. This one metric scored lower than others. In fact, it is below average. Although people found the promo to be both very relevant and unique, they didn't like it all that much. What happened there?

When a question like this pops up we turn to the open-ended section of our report where the respondents leave their comments.
Which of your promo ideas are the most promising? Will they attract consumers? What can be improved? With the Promo Test research solution, you can test images, rough drafts, short descriptions of promo ideas. Getting actionable results only requires 15 minutes of your time!
In this case, the vast majority of people highlighted the fact that turning a boring task into a challenge makes it much more fun for them:
It makes the mundane task of filling up the car more enjoyable — Female, 30
However, lots of issues came through. Many were discouraged by the slim chances of actually winning. Many also wished there was more information about the prize itself on the flyer. Others pondered if it even makes sense financially to participate, since the promo is perhaps tempting you to put more fuel in than you had planned.
So it's an interesting premise, just depends on how much fuel you can afford to buy at that time. Also what is the prize? — Male, 39
All in all, the promo was well-received by the consumers. Gamifying a boring task is indeed a winning idea. However, little tweaks based on the feedback could make the promotion even more effective.
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