Buy milk tea and get a scratch ticket?
Recently, when the new bubble tea product was launched, it was attached to the scratch activity that you can participate in the scratch activity after purchase - of course, it is the store's own scratch ticket, which can be directly redeemed when you scratch it, with surprise prizes such as "five pairs of bamboo chopsticks - chopsticks are signed on the chopsticks and free coupons", "bubble tea series single bottle 88% off coupons" and "bubble tea series single bottle free coupons".
Previously, it also launched an activity of recharging and sending paper scratch tickets during the "Chayan Little Main Festival". The prizes include buy one get one free, snack gift packs for free, ceramic cups for free, etc., consumers are very happy, and many netizens also share their scratch experience on social platforms.
Tea face and pleasant color scratch sticker
Some consumers said: "It's really for the lottery to recharge", "What if you can win the biggest prize", "I just want to see how lucky you are today", "It's mainly fun"......
In fact, observing the trend of tea brands in recent years, it is not difficult to find that the combination of "milk tea +" is becoming popular among tea brands, and the surprise gameplay of scratch tickets, lottery tickets, blind boxes, etc., has also made brands harvest a lot of heat.
01■
How to play lottery scratch lots
Constantly attract the attention of consumers
According to statistics released by the Ministry of Finance, in 2023, a total of 579.696 billion yuan of lottery tickets will be sold nationwide, a year-on-year increase of 36.5%.
Why are more and more consumers hobby scratching lottery tickets?
Because lotteries are uncertain. Uncertainty means that there are endless possibilities, and consumers can only know what they can gain if they open it. The nervousness and expectation of surprise until you have a clear result can be addictive. With the popularity of scratching lottery tickets among young consumers, brands have also seized this wave of traffic to launch a series of activities.
Some coffee shops borrowed the "Coffee can also scratch the lottery ticket" campaign to attract many consumers to check in, thereby increasing their own sales.
Lottery café
This kind of lottery café has also become a unique business model, which has sprung up rapidly in several cities. Like Kunming's Lotto Coffee, Chengdu's Xi Coffee, Foshan's Light Coffee, Yichang's American Chengzhen Sports Lottery Coffee, etc., have gradually formed large-scale marketing.
Under this trend, some tea brands will also choose to cooperate directly with lottery stores to launch a campaign to buy tea and give away lottery tickets. Previously, Yihetang launched the activity of "Buy Milk Tea and Get Big Lotto", which not only increased the fun and pastime of the brand, but also played a role in attracting customers.
Yihetang "Buy Milk Tea and Get Big Lotto" activity
A small lottery ticket may not be able to reap wealth, but it will certainly be able to reap happiness and become a means for the brand to attract attention.
02 ■
Capture consumer psychology
Promotions continue to empower brands
In fact, there are different "identities" in tea shops as a way to scratch lottery tickets.
Brands borrow the psychology of consumers' expectations and launch marketing activities that are in line with their own brand characteristics, so that consumers can be "lucky" anytime and anywhere. For example, every new season, many tea and coffee brands will change their ways to attract consumers' attention.
01 Scratch cards with features
When Luckin co-branded line puppy, it launched the activity of "Dog Repair Spring Outing Season, Lucky Scratch". By scratching off the sticker, the consumer has a chance to win a prize. Even the slogan of the prize is also very characteristic of the event: "Repair the dog, please drink new products for free~"
"Every Wednesday, scrape out good luck!" Tims' Good Luck Scratch Card, which has the opportunity to get coffee, bagel coupons, and even corresponding merchandise, has also successfully attracted consumers.
Tims Good Luck Scratch Card
The scratch prize pool of jasmine yogurt includes "contract for one year of jasmine yogurt", "another cup", "88% off a single drink" and so on.
Jasmine yogurt scratch music
Brands set up awards according to products, peripherals, etc., which can attract traffic to stores to a certain extent.
In addition, some brands have integrated scratch prizes into the packaging and made innovations on the cup. Like Tea Talk, Haidilao, etc., consumers will have surprises when they tear open the package.
There is a surprise when the tea party tears the cup open
02 Password lottery
Compared with before, the brand also has some new ideas in the "lottery" activity.
Not long ago, when Nai Xue's tea and Chow Tai Fook jointly launched a new domineering bayberry, they set up an activity to participate in the community lottery at 15 o'clock every day, and the prize was a Chow Tai Fook pearl bracelet. Consumers are very enthusiastic and have expressed their excitement and wait for the card time in advance.
Nayuki's tea password raffle
Some brands also set a certain "threshold" when conducting sweepstakes - guessing the password.
The password set up according to the theme of the event or the relevant features of the new product has also caused extensive discussion on social platforms, which naturally brings a certain amount of traffic to the brand.
Overlord Tea Ji guesses the password free order activity
At the same time, in order to increase product repurchase, some brands allow consumers to draw a lottery every time they buy a product.
03 Blind box
CoCo can once place a row of blind boxes of milk tea on the counter in the store, and randomly select one for 9.9 yuan, not only can you get any milk tea, but also hidden surprises in the blind box.
Nowadays, there are also new store types such as blind box milk tea. "Is it what you want to open?" "Every time you turn around, I hope you will be happy"...... These slogans posted in front of the pick-up window instantly filled the expectations in the hearts of consumers. And the randomly generated drink and gift combinations have surprised many customers.
Overlord Tea Ji Blind Box Milk Tea
Looking at social platforms, many netizens shared their scratch card lottery experience and winning situation, which not only increased the exposure of the brand, but also stimulated consumers' sense of participation and belonging.
Whether it is the gameplay of "milk tea + lottery" or the gameplay of "milk tea + scratch", it allows the brand to have a natural social topic and accumulate energy for brand promotion.
Why do you use scratch tickets, lottery tickets, blind boxes, etc. for marketing, which can always attract the attention of consumers again and again? Because the draw is a hope!
No matter what form it takes, capturing the inner spiritual needs of consumers can bring new growth to the brand.
So, in today's world where brands are constantly seeking new ways to play and empower tea drinks, are you optimistic about this kind of surprise combination such as "milk tea + scratch music"? Welcome to leave a message to discuss.