Klarna, a payments brand that enables customers to buy goods in instalments, connected with the sneaker-loving community in the UK by launching a sneaker raffle that was entered using a consumer’s heartbeat, thus ensuring that bots were not able to manipulate the results.
Why it matters
Brands looking to connect with a specific community should solve an audience’s pain points, which is a sure-fire way of earning respect and consideration.
The audience-first strategy
- Online raffles are often marred by the presence of bots, which can stop real-life sneakerheads from winning some of the most desirable footwear.
- For its raffle, Klarna used the camera lenses of laptops and smartphones to read a user’s heartbeat, and thus ensure it could only be entered by humans.
- After the raffle, Klarna launched Sneaker Deal Week, which implemented similar tech with its retail partners so that consumers could continue to benefit from enticing deals.
The raffle led to a 40% sales increase among retail partners and attracted widespread PR coverage. It also won Gold at the 2020 DMA Awards.
Sourced from WARC