01 · A home game with an obvious what-if.
The Lions hosted the Hamilton Tiger-Cats at BC Place on August 8. Every fan buying gear that fortnight had the same question in the back of their mind: what if it goes to overtime?
Playably turned that what-if into the offer.
02 · Win in overtime, get 100% back.
Shoppers entered code OVERTIME at checkout. It enrolled the order and did not change the total. If the Lions won in overtime, the product subtotal came back as cashback. If not, the store had made a full-price sale.
03 · Two emails, one countdown, twelve days.
A launch email, a mid-campaign reminder, a homepage countdown and a 48-hour push carried the offer. The mid-campaign send produced the best day of the campaign.
04 · The outcome: 51% enrolled, CA$0 discounted.
51% of online orders carried the code, rising to 100% on the final Friday. 52% of enrolled fans were first-time customers. The Lions won in regulation, so no cashback was owed and every enrolled sale stayed at full margin.
