Boosting engagement and lead capture through a drag-and-drop playable
Objective
Supertails wanted to refresh its festive performance campaigns by moving beyond repetitive discount banners and creating a more meaningful emotional engagement with pet parents.
Goals:
increase click-through and session depth
collect first-party leads at scale (email + mobile)
improve coupon redemption rates
strengthen brand affinity rather than feeling transactional
Solution:
Playform Labs built a mobile-first playable featuring Supertails’ pet mascots—a dog and a cat—in a brand-safe, emotionally resonant setting. The experience was deployed in under 48 hours using Playform’s no-code playable engine. The playable was embedded directly into the landing experience and amplified using WhatsApp/SMS retargeting to warm audiences, maximizing ROI on existing lists.
Playable Experience – “Treat Sorter”
The interactive mechanic rewarded attentiveness and timing:
Players drag falling treats toward the correct pet
Dog treats → dog
Cat treats → cat
Accuracy + speed increase score
Final reward tier determined by performance
Reward reveal gated behind lead capture
Key characteristics:
intuitive drag-and-drop control
emotionally anchored visual reinforcement
short 15–25 second completion time
replay incentive for higher reward tiers
This subtle task reinforced Supertails’ positioning around pet care and the joy of treating pets well.
Lead Capture Strategy
At the end of gameplay, users were given an earned coupon code.
Because users had actively worked toward the outcome, they were more willing to complete the form as a natural value exchange:
“I earned this. I’ll share details to claim it.”
Results
Compared to Supertails’ earlier static discount campaigns, the playable delivered:
3X higher CTR
60%+ form completion rate (email + mobile)
2X improvement in ROAS due to higher-quality sessions
significant lift in coupon redemption rates
Reward perception played a major role—earned coupons felt more valuable than generic discount codes.
Impact
The campaign delivered immediate performance efficiency and long-term advantages:
increased first-party data for remarketing
deeper emotional engagement through play
reduced ad fatigue
reusable playable framework for future campaigns
Rather than pushing discounts, Supertails let users win them—transforming a transactional offer into a joyful, memorable experience.