DIG-IN | Santos do Metro Fazem Milagres

Turning Lisbon’s festive spirit into a digital experience that drove app engagement and adoption.

UX Design
Brand Activation
Engagement Strategy
Communication Assets
Activation Management

CLIENT

DIG-IN

INNOVAGENCY ROLES

Campaign creative concept | Gamification mechanics design | Brand activation and engagement strategy | Game experience UX design | Communication assets design | Digital experience development | Integration between digital billboards and mobile devices | Communication materials production | Activation management and monitoring

CHANNELS

Mobile App

TECHNOLOGIES & TOOLS

How do you build awareness for the DIG-IN app, formerly known as Zomato, during one of Lisbon's most iconic celebrations?
The answer was to transform the Santos Populares festivities into an interactive and rewarding digital experience. We created “Santos do Metro Fazem Milagres”, a gamified activation powered by interactive digital billboards and a digital wheel of fortune that rewarded participants while encouraging app usage. The result was a campaign that successfully combined entertainment, technology and real rewards to connect the brand with a younger, digitally savvy audience.

Summary

Inspired by the vibrant atmosphere of Lisbon’s Santos Populares celebrations, the campaign brought gamification to some of the city's busiest metro stations. By simply scanning a QR code displayed on a digital billboard, users activated an interactive wheel of fortune that spun in real time and automatically awarded a prize.

The experience was designed across two connected touchpoints: the digital billboard, where the game took place, and the participant’s smartphone, where the promotional code was delivered. This seamless interaction transformed an everyday commuting moment into a fun, memorable and highly engaging brand experience.

Every participant received a reward, ranging from delivery discounts and Pro subscription offers to cashback and buy-one-get-one-free meal promotions.

The campaign not only increased traffic and app downloads but also strengthened the brand’s connection with consumers who value relevant and engaging digital experiences.