Scratch-off campaigns are interactive onsite experiences where visitors "scratch" to reveal a hidden discount code. They're fun, fast, and ideal for driving engagement during short-term promotions, sales events or product launches.
The scratch effect is built into the Coupon Code and Unique Coupon Code components. Turn it on, choose how the scratch layer looks, and the code is hidden until the visitor scratches it away. No code is needed.
Before you start
Recommended assets: brand colors, copy for headlines and buttons, an image for the scratch layer (optional), and a discount code or a coupon set.
Decide:
Whether everyone gets the same code (Coupon Code) or a unique code each (Unique Coupon Code).
Whether to collect emails before the reveal.
Which audience and triggers to use.
1. Create the campaign
Go to Onsite Experiences and click Create. Pick a template from the Gamification gallery, or start from any template you like.
2. Add the scratch effect
In the editor, add a Coupon Code or Unique Coupon Code component to the step where the prize should be revealed. For Unique Coupon Code, choose your Coupon set.
Select the component and open the Style tab.
Tick Scratch Effect.
Choose what the scratch layer should look like:
Color: pick a solid color for the layer.
Image: upload an image, for example a pattern or your logo, and choose its size and position.
Write the Reveal text shown on the layer, for example "Scratch to reveal". If you leave it empty, it says "SCRATCH TO REVEAL". Choose the text color.
Save the campaign.
When the campaign is live, visitors scratch the layer with the mouse or their finger to reveal the code underneath.
Tip: Want to tag visitors or send the code to your email tool when they reveal and copy it? Use the automation trigger Copies a coupon. Read more in Coupons.
3. Collect emails before the reveal (optional)
Put a signup form on the first step and the scratch coupon on the next step. Set the form to go to the next step when it's submitted. Keep the form short: the fewer fields, the more visitors complete it.
4. Targeting settings
Before publishing, make sure you're showing the campaign to the right visitors at the right time.
Audience: select an existing audience or create a new one. For example, new visitors who haven't purchased yet.
Where: pick the pages to include or exclude. Homepages, collection pages and landing pages work well. Avoid the checkout.
Triggers: choose when the campaign appears, for example after a few seconds, on scroll, or when the visitor is about to leave.
Scheduling: set a start and end date to run the campaign during a holiday or event.
Repetition: decide how often a visitor sees the campaign.
5. Test and publish
Preview the campaign and check that:
the scratch works on both desktop and mobile
the code shows correctly under the layer
the steps and form work as intended
Then click Publish.
Best practices
Keep copy short and playful, and add a clear call to action after the reveal, for example "Use your code at checkout".
One reward per campaign works best.
Combine with a Countdown component to create urgency.
Run the campaign for a few days around a sale, and avoid showing it repeatedly to the same visitor.
FAQs
Do I need to code anything?
No. The scratch effect is a setting on the Coupon Code and Unique Coupon Code components.
Can I give each visitor a unique code?
Yes. Use the Unique Coupon Code component with a coupon set and turn on Scratch Effect.
Can I collect emails before revealing the prize?
Yes. Put the sign-up form on the step before the scratch coupon.
What's the best trigger to use?
Exit intent and time-based triggers both work well. Use exit intent to catch visitors before they leave, or wait a few seconds for new visitors.