Lucky draw and Gift with Purchase (GWP) campaigns have long proven their worth; not as gimmicks, but as sharp tactical moves to spark engagement and drive measurable impact. When executed with the right timing and purpose, these short-term activations can move both sales and sentiment, energizing end customers and channel partners alike.
Several major brands have refined these tactics into data-driven, scalable campaigns; turning simple mechanics into loyalty touchpoints that feel rewarding, not routine.
Below are seven examples of how leading brands transformed lucky draws and GWPs into effective tools for customer engagement, along with lessons that any brand can apply to their own strategy.
1. NGK Busi: Rewarding Channel Partners Through a Lucky Draw
In the automotive world, mechanics and workshop owners play a big role in influencing what products get used and recommended to the end customers. NGK Busi, one of Indonesia’s most trusted spark plug brands, knows this well and keeps finding ways to build stronger relationships with its loyal partners through different loyalty activities.
The challenge?
NGK Busi already had a functioning loyalty app for its network, and they want to add an element of excitement that could keep engagement levels high during a sales campaign period.
The Strategy
The lucky draw is seamlessly integrated into NGK’s loyalty ecosystem. Mechanics and workshop owners who purchase the spark plugs from distributor can simply scan the QR code printed on the product packaging using the Scan feature in the loyalty app. Each successful scan earns them points, which can be exchanged for lucky draw raffle.
At the end of the campaign, NGK Busi announced the winners through a live-streamed raffle on their official YouTube channel, keeping the process open and transparent for everyone.
What Other Brands can Learn
If your brand already has a loyalty program, adding short-term activities like lucky draws can help keep partners excited and engaged. The trick is to make it easy and familiar; let them join through the same app or platform they already use.
This way, they don’t need to learn anything new, and every purchase feels more rewarding. Simple programs like this can help keep motivation and sales strong all year round
2. Goodyear Indonesia: Making Customer Rewards Easier Through WhatsApp Loyalty Program
Goodyear, one of the world’s leading tire manufacturers, wanted to take customer engagement further through a seasonal rewards campaign with lucky draw. The goal was straightforward: boost purchases while rewarding loyal customers with premium prizes.
Instead of asking customers to download another app, Goodyear ran the entire program through WhatsApp, making it easy for anyone to join and participate without hassle.
The Strategy
The campaign, called Goodyear Luxury Raffle – Drive to Win Mercedes, used WhatsApp as the main channel for registration and participation.
Customers only needed to buy selected tire SKUs, enter their Worry Free Assurance (WFA) number, and upload the purchase receipt to get raffle vouchers. Through a simple chatbot conversation, they could register, upload receipts, and track their raffle entries; all directly in WhatsApp.
At the end of the campaign, Goodyear announced the winners through a live raffle broadcast on their official YouTube channel, keeping the process transparent and exciting for participants.
What Other Brands can Learn
Ease brings engagement. Running lucky draw campaign on familiar platforms like WhatsApp can greatly increase participation. When targeting a wide audience, keeping things simple and convenient works better than complicated loyalty systems.
3. Motul Indonesia: Turning Product Verification into Engagement
Fake products are a big issue in the automotive lubricant market, and Motul Indonesia wanted to make sure every purchase was genuine while also rewarding their loyal customers.
To do that, they ran a lucky draw campaign through WhatsApp for customers who bought Motul lubricants from authorized workshop partners.
The Strategy
Motul used the QR code already printed on its packaging; normally used to check product authenticity, and connected it with a WhatsApp-based lucky draw program called Kebut Hadiah Motul.
Car and motorcycle owners could join by buying selected products, chatting with the WhatsApp bot to register, entering their workshop’s code, and uploading a photo of the QR code on the packaging to get raffle vouchers.
At the end of the program on January 31, 2025, Motul held a live raffle event at Garasi Drift Headquarters in Jakarta Timur to announce the winners.
What Other Brands can Learn
A lucky draw doesn’t just have to reward customers; it can also solve real business challenges like verifying genuine products or collecting better data.
The key is to build on what you already have, not to start from scratch. Integrating rewards into existing systems makes the experience smoother for customers and more efficient for the brand.
4. Me-O: Boosting Retail Sales With a Simple Lucky Draw
The pet food market is crowded, and Me-O sought a creative way to motivate shoppers and retail partners simultaneously. The brand decided to run a short-term lucky draw program aimed at driving purchases from selected retailers.
The Strategy
Through its WhatsApp-based lucky draw program Me-Omberi, Me-O made it easy for customers to join in just three steps: scan, chat, and upload receipt.
Customers who spent a certain amount at participating retailers could scan the QR code displayed on the store’s promotional banner, register through WhatsApp, and upload their purchase receipt.
The AI-OCR system automatically verified each receipt and gave raffle entries to qualified purchases. Each transaction also triggered a donation of cat food to animal shelters; helping Me-O connect emotionally with their customers.
At the end of the campaign, Me-O held a live raffle on YouTube to announce the winners and ensure full transparency.
What Other Brands can Learn
Tactical Lucky Draws are perfect for boosting retail sell-through. They create a short-term buzz that not only excites consumers but also energizes retailers. To maximize impact, keep the process simple, and use familiar channel like WhatsApp to make participation effortless.
5. Danone-AQUA: Boosting Retailer Engagement with GWP Program
As one of Indonesia’s most iconic brands, Danone-AQUA has a vast traditional retail network. Keeping these retailers motivated and engaged is crucial to ensure steady product visibility; even in rural areas, and healthy sales turnover.
The Strategy
To strengthen engagement, AQUA launched a tactical Gift with Purchase (GWP) rewards program called AQUA Tebar Untung. The campaign used WhatsApp as the main channel to make it easy for retailers to join and participate.
The program featured special-edition product box with unique codes printed inside each box. Retailers could submit these codes through WhatsApp to collect reward points. Once they accumulated enough points, they could redeem them for e-wallet balances or other digital rewards.
What Other Brands can Learn
This campaign shows how simple digital tools can energize even the most traditional retail channels. By using WhatsApp; a familiar and accessible platform, AQUA made participation effortless for retailers who may not be used to complex apps or dashboards.
The takeaway? When you make it easy and rewarding for retailers to engage, they’re more likely to prioritize your products and that translates directly into stronger visibility and sales.
6. Anessa: Rewarding Customers Through Instant Digital Gratification
Beauty consumers are highly discerning and responsive to instant, delightful experiences. Anessa, a leading Japanese skincare brand under Shiseido, wanted to reward customer loyalty while driving purchases across retail partners.
The Strategy
Anessa launched a WhatsApp-based GWP program where customers who bought eligible products could upload their receipts and instantly receive a digital reward; free VIU subscription for three months.
The flow was simple: register through WhatsApp, snap a photo of the receipt, AI-OCR automatically validates the purchase, and receive the digital gift.
What Other Brands Can Learn
Modern consumers expect speed and simplicity. Instant digital rewards satisfy both. By automating validation and delivery, brands can delight customers while minimizing operational overhead. It’s the perfect blend of technology and human-centric experience.
7. Coca-Cola: Turning Movie Nights into Reward Moments
When you’re a global brand like Coca-Cola, every channel presents an opportunity to connect. To boost sales in cinema partners, Coca-Cola ran a Gift with Purchase (GWP) program targeting moviegoers; turning simple movie snack combo purchased into a rewarding brand experience.
The Strategy
Moviegoers who bought a special combo; a snack set with a Coca-Cola drink, could join the promo easily. They only needed to scan the QR code on the promotional banner or message Coca-Cola’s official WhatsApp account. From there, they could register, upload their purchase receipt, and instantly receive a free drink voucher.
The program used AI-OCR technology to automatically validate uploaded receipts, ensuring a smooth and fast process for customers and reducing extra work for cinema staff.
What Other Brands can Learn
Partnership-based GWP campaigns (like in cinemas or convenience stores) are a powerful way to connect brand moments to lifestyle experiences. The key lies in making the redemption process instant, fun, and relevant to the consumer’s context.
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