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 Terms & Conditions Settings 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 add tracking parameters to the link so you can see which ad or channel drove each visit.
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.