GAME APPS SUCCESS CASE:

How Negroni Incentivized Sales of their Golosino Product with Easypromos Games

Objectives and results summary

The objective of the campaign was to increase brand awareness, create a good experience, and incentivize the purchase of one of the star products of the Negroni brand, the “Golosino” sausages. To achieve this, Promosfera invented the “Golocards”, game cards that were given away with the product and had a QR code on them to access more information and online games, created with the Easypromos platform.

With the online games, the average brand exposure time and the engagement with the consumers increased. The digital mini-games received almost 18,000 participations, with more than 140 hours played and 25,050 visits to the campaign landing pages. The campaign was nominated in the category “Gift with purchase” and received a special mention in the Promotion Awards, the only annual Italian award dedicated to promotions.

Below we explain how the campaign “Le Golocard” 2021 was developed.

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The organizers of the campaign




Negroni es una marca histórica del sector alimentario italiano. Su marca principal son las salsichas “Golosino”, y para ella puso en marcha una campaña de verano dirigida al público infantil.

De la acción se encargó Promosfera, agencia de marketing especializada en concursos, sorteos y asignaciones directas de premios a nivel internacional. Creen en el trabajo de equipo y en la necesidad de enfrentar cada reto con profesionalidad.


Negroni is a historical brand in the Italian food sector. "Golosino" is its sausage brand dedicated to the kids' target, and they wanted to launch a summer campaign aimed at children.

The agency in charge of the action was Promosfera, a marketing agency that specializes in contests, raffles, and direct prize allocation internationally. They believe in teamwork and in facing each challenge with professionalism.

Find out how the campaign worked in this video that shows the cards and how to access the online universe filled with information and fun.

Whether you’re a newbie landing page creator or a pro, Unbounce gives you the tools to not only build custom landing pages, but also get more conversions on your website.

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How the campaign was created

Negroni wanted to add a small gift in the packaging of their product Golosino (wurstels). The target audience was children of primary school age, as well as their parents as the responsible for the daily household shopping.

With this in mind, the Promosfera team brainstormed and the idea came up: they created a sports-themed card game, taking advantage of the fact that the Olympic Games were celebrated that year. They designed two characters, one female and one male, in manga style, created by Giovanni, the illustrator at Promosfera. "The client loved our project and accepted our proposal immediately," explains Sonia Travaglini, managing director of Promosfera.

The "Golocards" were lightweight, collectible, playable, educational, and provided access to digital content. In addition to the gift inside the product packaging, there was also a label on the package that promoted the cards.

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A total of 9 game cards were created, each representing a different sport. The nine cards were divided into 3 elements:

  • Wave: swimming, canoe, water polo
  • Lightning: football, athletics, volleyball
  • Wind: karate, gymnastics, tennis

Each packet of cards contained three different cards, one of each element. So you could play with only one pack and it was easy to get the whole collection. Cards could be played based on points (attack, defense, or Golosino points), or they could be played based on elements (wave, lightning, or wind).

On the back of each card, there was a QR code, and this is where Easypromos came in. By scanning the QR code, consumers accessed a landing page with detailed information about the sport featured on the card and a mini-game themed around the same sport.

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The solution: Easypromos games

The chosen online games were puzzles, memory games, and hidden objects. To play the mini-games no registration was required; everyone could play without restriction. It was pure entertainment with the undertone of building brand recognition and fond memories of the brand. And of course, also stimulate the purchase of more products.

Online Puzzles

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Volleyball, karate, and canoe were represented in 16-piece puzzles of the character in action in the sport. Users had to move the pieces to complete the puzzle and see the finished picture.

Active Customers

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    • Memory Games

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    For athletics, gymnastics, and swimming, the chosen game was Memory. With 8 cards in each game, users had to find all 4 pairs of cards. The cards showed the character in action and elements of the sport.


    Active Customers

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    • Hidden Objects

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    The Hidden Objects game was chosen for the football, tennis, and water polo. In these mini-games, users had to find 6 or 7 balls of the sport in question, well hidden in the image.


    Active Customers

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    • Benefit 1

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    Active Customers

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    • Benefit 1

    21.6K

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    Active Customers

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    • Benefit 1

    21.6K

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    Active Customers

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    • The results of the digital action

    The campaign was carried out in the months of July and August 2021, and the advertising on the product packages did its magic.

    These were the results of the digital part of the campaign:

    • Almost 18,000 participations in total in the mini-games.
    • More than 140 hours played in the 9 games.
    • 25,050 visits to the landing pages dedicated to the sports and mini-games.
    • Most of the entries came from Italy but some consumers from other European countries also had fun with the mini-games.

    Promosfera was in charge of the entire process: idea, creation of the project, creation and illustration of the characters, graphics of the cards, printing and packaging of the cards, configuration of the games in Easypromos, and creation of the general landing page of the campaign.

    The dynamic was very popular among the audience, and it also won a special mention at the Italian Promotion Awards. And the brand has repeated a similar action for the summer of 2022, although the theme has changed and now the characters on the cards and the mini-games are related to the planets of the solar system, as you can see in the following banner of the current campaign.

    Directora ejecutiva de Promosfera

    Sonia Travaglini

    Founder and Managing Director at Promosfera

    At Promosfera we face each challenge with the determination to always find the best solution to successfully achieve our client's goals. The tools offered by Easypromos, thanks to their agility and simplicity of use by consumers, have been a great support for us on several occasions.

    Configure online mini-games with Easypromos

    Generating online engagement with Easypromos' mini-games is easy, quick, and intuitive. Contact our Customer Support Team to find out more about our game apps, or receive personalized advice.

    No need for programming skills

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    Sin ninguna necesidad de programación.

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    Customizable with your brand image

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    Different difficulty levels

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