Playbook — Customer Acquisition
End-to-end workflow for attracting and converting new contacts with OmniLab activations.
Use this playbook when your goal is to grow your contact database and turn strangers into opted-in leads. The core mechanic: offer something genuinely valuable (a prize, instant reward, or exclusive content) in exchange for a sign-up.
Ingredients kit
Before you start, confirm you have:
- a compelling prize or reward (voucher, experience, physical prize)
- a clear opt-in consent text approved by your legal team
- brand assets (logo, colours, banner image) ready to upload
- a distribution channel (social post, email, paid media, in-store screen)
Steps
Plan — Define the offer and audience
Decide what you are offering and who it is for. The stronger and more relevant the reward, the higher the conversion rate.
- Choose a reward that fits your audience (a €20 voucher for loyal shoppers, a product sample for a new-product launch).
- Set a campaign window that creates urgency without being too short (7–21 days works well for acquisition).
- Decide how many winners or instant rewards you can support.
- Write the opt-in consent text with your legal team before you build anything.
Build — Set up the campaign in OmniLab Studio
- Create a new Campaign in OmniLab Studio and choose the activation type that fits your mechanic — a prize wheel, instant win, or form works well for acquisition.
- Add your brand assets in the Appearance tab.
- Configure the Opt-in & Consent section with the approved consent text.
- Set up your reward in Rewards: connect a voucher pool, set the winning probability, or configure the instant-win logic.
- Set the campaign dates and publish settings.
Launch — Distribute to your audience
- Share the campaign link on your social channels, in an email, or as a paid media destination.
- If you are running this in-store, embed the link on a screen or kiosk and make sure the experience is optimised for touch.
- For paid media, use the campaign URL as your landing page destination and track the source with UTM parameters.
Measure — Track sign-ups and opt-ins
Monitor these key numbers in the campaign analytics:
- Participants: total people who started the experience.
- Completions: people who finished and submitted their details.
- Opt-in rate: percentage of participants who accepted the marketing consent.
- Source breakdown: which channel drove the most conversions (use UTM tracking or OmniLab Smart Links for this).
Optimize — Improve the next run
After the campaign ends, review:
- Which reward or prize drove the most completions.
- Where participants dropped off (before the form, after the form, before opt-in).
- Which channel had the lowest cost per new contact.
Use these findings to sharpen the offer, tighten the form, or reallocate budget to your best-performing channel before you run the next acquisition activation.
Which formats fit this goal
Acquisition works best with formats that trade a clear reward for a sign-up. Pick one mechanic, place the form after the play, and keep the whole exchange under a minute.
- Wheel of Fortune — the most recognisable prize mechanic, part of OmniLab Games.
- Scratch Card — instant-win feel with a simple prize pool, also in OmniLab Games.
- Quiz — asks for a little more attention and returns better-qualified contacts.
- Smart Links — one QR code on posters, packaging or screens carries offline audiences into the campaign; see Smart Links for the product overview.
Frequently asked questions
Do participants have to accept marketing consent to play?
No. Consent is a separate choice in the sign-up step, and the game works without it. Only contacts who accept it join your marketing audience.
How fast can a first acquisition campaign go live?
Most teams publish their first campaign during onboarding, inside the first week. A template, a prize and an approved consent text are the only prerequisites.
How do I know which channel the contacts came from?
Tag each channel with UTM parameters or give each one its own Smart Link. The campaign analytics then break participants down by source.