Dixons recruits Akriga for online campaign

Electronics retailer Dixons has teamed up with web software firm Akriga to create an electronic scratchcard competition in a bid to boost traffic to its online store.

The game, which was developed by Akriga and ran over the last two weeks in September, offered visitors the opportunity to win instant prizes, including DVD players, DVD titles and £5 vouchers.

Akriga designed and hosted a microsite for Dixons, which was linked to the Dixons homepage. Customers were alerted to the competition via email.

As well as providing the e-scratchcard, the LiveScratch technology also manages the competition to ensure that the available prizes are given out evenly over the period of the promotion.

Dixons hopes that the competition will not only increase traffic to its site but also improve conversion rates so that more browsers become buyers.

"We are keen to see what LiveScratch can do for us", said Steve Borges, director of advertising and direct business at Dixons.

"When Akriga first introduced us to the idea, we thought it was different and would interest our Dixons customers. We are always on the look out for innovative ways to improve our business."