Branded memory game turning summer products into play

Summer is a period where attention becomes fragmented. People visit stores less often and spend more time outdoors, travelling or on holiday.

HEMA wanted to stay visible and relevant during this period. The ambition was to create a fun, recognisable digital experience that fits the summer season while supporting CRM growth, product launches and traffic to both stores and online channels.

Handdoekje Leggen met HEMA is a web-based memory game where players match as many summer products as possible within sixty seconds.

The concept builds on a familiar summer moment: placing your towel by the pool before all spots are taken. After playing, each participant receives a discount code and gets the chance to win a trip to Curaçao.

The game is a web-based experience, playable on mobile and desktop. The flow is simple: start, play, see your score, receive a discount code, and opt in to the grand prize.

The activation was distributed through social media, paid media, email, push notifications, the HEMA app and the website. All interactions were connected to the CRM environment, making usage and conversion directly measurable.

The game delivered strong interaction and repeat play during a period when attention is usually fragmented.

The activation supported CRM growth, visibility of the summer assortment and traffic to both stores and online.