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Turning grocery spend into a digital rugby experience
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Sea Monster helped Pick n Pay convert in-store spend into sustained digital engagement.
Building on the success of previous initiatives like Smart Hopper, Pick n Pay's Collectaboks was a six-week collectables campaign, developed in partnership with SARU, celebrating Springbok players and driving shoppers in-store and online. Sea Monster was commissioned to build the digital components of the campaign: an interactive collector's album and a skill-based kicking game (Smart Kicker), both integrated directly into the Pick n Pay ASAP app.
Driving in-store spend without losing digital momentum.
To fully activate its Springbok sponsorship, Pick n Pay needed more than brand visibility, the campaign had to drive measurable in-store sales while increasing daily engagement within the ASAP app. The challenge was twofold: evolve a traditional gift-with-purchase mechanic into a behaviour-changing experience that customers would return to daily, not just redeem once; and ensure high-value rewards tied to real-world spend were distributed with absolute integrity.
Customers received a pack of Springbok collectables for every R500 spent in-store. The challenge was turning that single redemption moment into sustained daily engagement within the ASAP app, keeping shoppers coming back between purchases through digital rewards and gameplay.
A collectible campaign engineered for repeat engagement.
Sea Monster built the digital experience at the heart of Collectaboks: a dual-layered gamified integration within the Pick n Pay ASAP app, bridging physical retail with digital retention. The first layer transforms the physical card promotion into an interactive digital album. Users redeem unique codes from their in-store packs to unlock virtual collections featuring exclusive player stats and personal audio messages from Springbok stars.
The second layer, Smart Kicker, is a skill-based rugby game that challenges players to master wind resistance and kicking angles. By offering daily rewards like point multipliers and shopping vouchers, it keeps customers returning to the app between shopping trips, maintaining momentum when they're not in-store. Underpinning both experiences is a sophisticated CRM integration that automates prize validation at scale.
The system uses real-time API calls to verify Smart Shopper status and spending thresholds before awarding prizes, enabling instant voucher distribution while preventing fraud and duplicate claims. This seamless automation transforms a traditional sponsorship into a high-performance loyalty engine that operates with integrity at national scale.
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