Read time 4 minutes
Why It Matters:
This campaign demonstrates how gamification can replace traditional, static lead forms with interactive experiences, significantly boosting both lead volume and engagement while maintaining consistent campaign activity.
Key Takeaways:
Tele2 Estonia’s marketing team generated 10,069 leads and 18,683 gameplays in two weeks by implementing a gamified Wheel of Fortune campaign that replaced traditional lead forms with an interactive, high-engagement experience.
Lead capture is one of the most critical — and competitive — components of telecom marketing. Traditional methods like static forms, banner ads, and landing pages often struggle to convert visitors at high rates.
Tele2 Estonia, part of the international Tele2 Group, founded in 1993, operates in a highly competitive telecom market. The company provides mobile and fixed connectivity, data services, TV, streaming, and IoT solutions to millions of customers. As a challenger brand, Tele2 continuously seeks smarter and more engaging ways to grow its customer base.
The marketing team needed a way to:
• Increase Lead Capture Volume: Generate more qualified contacts from digital campaigns.
• Boost Engagement Rates: Encourage active participation rather than passive form submissions.
• Maintain Consistent Campaign Activity: Avoid traffic spikes followed by sharp drop-offs.
Traditional lead generation tactics were limiting conversion potential. The team wanted a solution that would motivate users to participate voluntarily — and at scale.
Tele2 Estonia implemented a digital Wheel of Fortune campaign—a simple yet powerful gamification mechanic that combines excitement, rewards, and lead capture.
Interactive Wheel of Fortune Experience
The Wheel of Fortune format invited users to spin a digital prize wheel for a chance to win various rewards. To participate, users submitted their contact information — seamlessly integrating lead capture into the gaming experience.
This approach replaced passive form filling with an interactive moment of anticipation.
Games like Wheel of Fortune tap into core psychological triggers:
• Curiosity (“What will I win?”)
• Anticipation (the spinning effect)
• Reward motivation
The result is significantly higher participation compared to static lead forms.
Proven Concept, Optimized for Scale
Tele2 had previously tested a similar campaign with strong results. Confident in the format’s performance, they launched an updated version to replicate — and potentially exceed — previous success.
According to Katrin Paal, Tele2’s Marketing Manager, the campaign maintained strong momentum throughout its duration.
“The campaign was very active throughout the whole period, and the gameplay count stayed high every day,” she noted.
This consistency demonstrated that gamification can sustain engagement over time — not just generate an initial spike.
Learning from Real-Time Feedback
One key insight emerged during the campaign. The wheel included a “No Prize” segment.
While technically common in such mechanics, customer feedback revealed that participants disliked this feature and felt disappointed or even misled when landing on it.
This real-time feedback provided Tele2 with valuable optimization insight for future campaigns — reinforcing the importance of positive reward experiences in gamified lead generation.
10,069 Leads in 2 Weeks
In just two weeks, the campaign generated 10,069 leads from the Estonian market.
For a relatively small national market, this volume represents significant penetration and strong conversion performance.
Compared with traditional lead-capture methods, the gamified approach delivered substantially higher engagement and participation rates.
18,683 Total Gameplays
The campaign recorded 18,683 gameplays during the same two-week period.
This means many participants engaged more than once — amplifying brand exposure and reinforcing Tele2’s presence through repeated interactions.
The high gameplay count, staying consistent throughout the campaign, demonstrates that the format successfully sustained interest over time.
Increased Brand Engagement
Beyond pure lead volume, the campaign strengthened brand visibility and interaction.
Rather than asking users to simply “submit your details,” Tele2 created a moment of excitement. The Wheel of Fortune transformed lead capture from a transactional step into a branded experience.
Even the “No Prize” feedback offered strategic value — providing insight that will allow future campaigns to optimize user satisfaction and maximize positive brand perception.
Discover how gamified campaigns like Wheel of Fortune can generate thousands of leads in weeks — not months. Contact Optimove to request a demo.
