There are classics that we wonder if they have finally gathered dust. The oldest marketing methods often suffer from a stubborn prejudice: what proved successful yesterday would necessarily belong in the museum of commercial antiquities. However, in today’s competitive arena, erasing with the stroke of a pen the good recipes of yesteryear would be a strategic error.
Take the good old quizzes. Between childhood memories of hastily filled out newsletters in supermarkets and the surge of social networks, do they still have their place in our entrepreneurial toolbox? Between promises of visibility and pitfalls of obsolescence, let’s sort it out.
Timeless advantages: the strength of the tangible
We know the classic score: a host of tempting prizes, cardboard urns, pens attached by a chain, and the watchful eye of a justice commissioner (formerly called a bailiff) to keep an eye on things and validate the regularity of the operation.
In the era of artificial intelligence and all-digital technology, the idea may make you smile. And yet! The biggest retail chains and national brands are not mistaken. They continue to devote part of their budget to it. For what ? Because the competition remains a war machine to boost activity: more than 78% of brands still integrate it into their annual activation plan.
On the consumer side, support remains strong: nearly 68% of customers admit they willingly play the game when a brand offers a nice carrot. It’s simple, fun and direct. Provided, of course, that you take care of the equipment and align the concept with the DNA of your brand.
Significant disadvantages: when the paper tires
Let’s be honest: the world has changed. With the advent of the Internet and social networks, visibility has become virtualized. Today, a well-crafted post on Instagram or LinkedIn can generate thousands of interactions in a few hours from a prospect’s couch, whereas a physical competition requires going to the point of sale to understand that something is happening.
The figures also hurt in 100% paper format. In fact, an in-store game often displays a conversion rate of less than 3%, while an interactive mechanic easily climbs to 12 or 15%. Added to this is the logistical burden: processing ballots by hand is expensive — more than €1.50 per contact collected. In addition, this method suffers from a lack of modernity, often criticized by an extremely busy clientele. From then on, sometimes considered austere, the traditional competition no longer raises the crowds on its own.
The marriage of carp and notebook: when technology awakens tradition
Fortunately, the competition has not said its last word: it has transformed. In 2026, technology gave it a serious facelift. By integrating QR codes on receipts or touchscreen terminals on shelves, companies are seeing a real marketing miracle: the volume of qualified data collected is multiplied by 3.
It’s the perfect marriage of “phygital”. We retain the warmth of human contact in store while taking advantage of the efficiency of data. Be careful though: there is no question of doing anything. The rules of the CNIL and the GDPR keep an eye on things. Transparency, informed consent and data security are mandatory or risk disappointment. But when it’s well put together, the hybrid formula appeals: 84% of participants are asking for more.
So, verdict? It’s up to you, business leaders and founders, to set the right guidelines. The competition is neither a magic wand nor a relic: it is a bond amplifier. It’s up to you to choose if it deserves its place in your strategy of the year.
