"Scratch The Prize" Growth Feature for Friend Referrals
In 2022, Sweatcoin became the world's most downloaded Health & Fitness App
One of the features that helped to gain more than 66 million new users that year was the Scratch Prize (Friend Referral). The concept was simple: users shared their unique link with friends and each friend registration gave them a chance (or ticket) to scratch the card and reveal their prize.
Sweatcoin decided to sweeten the deal by offering rewards that would make even Scrooge McDuck jealous. Prizes include up to $500 cash, AirPods, and new iPhones, as well as in-app currency.
🤔 Problem
Sweatcoin, a fitness app that rewards users for walking, wanted to boost viral growth but its current referral strategy wasn't cutting it. Paid ads were too expensive and user retention was low. They needed a way to get users excited about inviting their friends.
💡 Solution
Enter the "Scratch The Prize" referral feature! This in-app mechanic lets users scratch off virtual tickets to reveal rewards for inviting friends. Not only was it more fun than just sending a plain invite, but it also helped Sweatcoin control its customer acquisition costs (CAC). Plus, influencers loved promoting it to their followers.
🛠️ So, how'd we make it happen? We:
Researched other apps and their referral features
Created wireframes for the "Scratch The Prize" feature
Got feedback from users and made changes based on that feedback
Designed the final version of the feature
Tested it and released it to the public
🏆 Results
This referral feature was a game-changer. Users loved scratching off the virtual tickets and the rewards motivated them to invite their friends. Plus, Sweatcoin was able to keep its CAC low (more accurate, 200x cheaper and 50% higher retention than ads).
Influencers loved promoting it to their followers. They finally had something to offer to their followers.
🤯 In 2022, we saw 20 million new users join the party thanks to our referral features, the "Scratch The Prize" one being a major player. That's a solid 30% of our total new registrations!
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