A viral in-app campaign: every bill paid on Chexy earned entries to win a first-class trip or a cash prize. It was conceived as a $3M push to drive referrals and top-of-funnel growth.
To grow the top of the funnel, we turned paying a bill into a chance to win a first-class trip.
The campaign didn't reach the virality we were after. We took that into the next drop and made the prize something people could picture winning: every week, we paid a user's mortgage for the month. Smaller, more frequent, and aimed at the bill they already resent most.
This project saw several iterations. At first, a trip to one of the seven world wonders, where you collected stamps of Rome Colosseum eras. I persisted the boarding pass and stamp scratch cards. And built in the travel ticker and playful prize reveals.