How to use rewards without making your campaign look cheap

Quick answer

so that rewards do not cheapen your campaign, combine prizes with perceived value (exclusivity, access, experiences) with non-financial motivations (achievement, status, curiosity), avoid relying only on discounts, match the prize to the effort and stay consistent with the brand's positioning.

By Jason Leven, ConsultantUpdated 19 October 20266 min read

The problem of the permanent discount

If every campaign is based on "win 10% off", the customer learns to expect discounts and the brand loses perceived value. Especially for premium brands, the prize communicates as much as the product.

Types of reward

Type	Examples	Effect on the brand
Financial	Discount, coupon, gift	Effective, but it can devalue
Access	Pre-sale, limited edition, VIP list	Reinforces exclusivity
Experience	Factory visit, workshop, event	Memorable and consistent
Recognition	Badges, rankings, name on the wall	Low cost, high social value
Content	Guide, recipe, session with an expert	Adds value without a discount
Prize draw	High-value prize	Creates anticipation, but attracts opportunists
Charitable	Donation for taking part	Reinforces purpose

Principles for designing rewards

1. Align the prize with your positioning

A luxury brand does not give away a €5 coupon; it offers access, an experience or a special piece.

2. Make it proportionate to the effort

A click deserves recognition; completing a long challenge, something more substantial.

3. Prioritise intrinsic motivation

The game should be fun in itself. The reward is the closing moment, not the main reason.

4. Create credible scarcity

Limited editions or a reduced number of places increase perceived value. It has to be true.

5. Offer prizes that attract your target audience

Giving away a product from your brand attracts potential customers; a generic prize attracts prize-draw hunters.

6. Tier the rewards

Small ones for taking part and larger ones for progressing. It keeps interest going.

7. Take care with the presentation

The design of the coupon, the success animation or the packaging of a gift influence more than they seem to.

Examples of approach

Premium cosmetics: early access to a launch and an exclusive sample.
Fashion: an invitation to a private event or a pre-sale of the collection.
Industry at a trade show: a personalised technical session or a free audit.
Food: exclusive recipes and taking part in a workshop.
Retail: points that turn into experiences, not only into discounts.

Legal and operational aspects

Clear legal terms for the prize draw or promotion.
Prize management and delivery timescales.
Transparency about the probabilities and the conditions.
Data processing in line with the GDPR.
Tax applicable to the prizes (check with your adviser).

Key ideas

A permanent discount devalues the brand.
Combine financial rewards with access, experience and recognition.
The prize should be consistent with the positioning and proportionate to the effort.
A relevant prize attracts the right audience.
Take care with the presentation and the legal aspects.

Frequently asked questions

Is a prize draw or a guaranteed prize better?

A guaranteed prize (coupon, content) improves individual perception; a prize draw creates anticipation. They are often combined.

How do I avoid participants who are only looking for prizes?

With rewards that are relevant to your product and qualification filters at registration.

Can rewards be non-material?

Yes. Recognition and exclusive access are very powerful and inexpensive.

How much should the prize be worth?

Enough to motivate, without conditioning behaviour. Test it with a pilot.

Related services

Gamification