At Newwave, we believe loyalty experiences should go beyond collecting points. They should give customers a reason to engage, return, and feel rewarded for interacting with a brand.
For Lucky, we developed the digital Blind Box experience within the Lucky Rewards App to transform a familiar shopping activity into an interactive reward journey.
Customers who spend at least $15 on a qualifying receipt can scan through Lucky Rewards to receive a campaign entry. Once the entry is successfully received, the customer can access the Blind Box experience from the app and open their box to reveal the result.
Depending on the result, customers can receive a standard reward, unlock a special Golden Blind Box, or receive a non winning result. Standard rewards include vouchers worth $1, $2, and $5, while Golden Blind Box rewards include vouchers worth $20, $50, and $100.
The campaign was designed around a total of 499,225 digital boxes, including 15,200 standard winning boxes and 500 Golden Blind Boxes. This required the experience to support a clear reward structure while keeping the interaction simple and immediate for customers.
Our Role in Bringing the Lucky Blind Box to Life
Newwave developed the Lucky Blind Box as an integrated digital experience within the Lucky Rewards App, with a focus on usability, engagement, reward logic, and a seamless customer journey.
Our work centered on turning the campaign concept into a functional mobile experience that customers could easily understand and use.
Our team handled:
Blind Box Feature Development
We developed the interactive Blind Box feature that allows eligible customers to receive, open, and reveal a digital reward directly within the Lucky Rewards experience.
Campaign Entry Flow
The customer journey was structured around a clear sequence. Customers complete an eligible purchase, scan through Lucky Rewards, receive an entry, access the Blind Box page, and open their box.
Reward Reveal Experience
The reward reveal was designed to provide immediate feedback, allowing customers to discover the outcome of their Blind Box as soon as they open it.
Standard Blind Box Experience
The standard Blind Box supports voucher rewards of $1, $2, and $5, together with the non winning campaign result.
Golden Blind Box Experience
The Golden Blind Box creates the campaign’s premium reward moment, with voucher values of $20, $50, and $100.
Gamified Mobile Experience
The feature introduces a playful layer to the Lucky Rewards experience while keeping the interaction intuitive and aligned with the existing customer journey.
Reward Logic Integration
The system supports the campaign’s different reward categories and outcomes, ensuring that the appropriate result is displayed after each eligible Blind Box is opened.
Features We Engineered
Digital Blind Box Entry
Eligible customers can receive a Blind Box entry after completing the required shopping and Lucky Rewards scanning process.
This connects the physical shopping experience with a digital reward inside the app.
Tap to Open Experience
Once an entry is received, customers can navigate to the Blind Box experience and open their digital box with a simple interaction.
The flow was designed to keep participation straightforward, reducing unnecessary steps between earning an entry and revealing the result.
Instant Reward Reveal
Customers receive their result immediately after opening the Blind Box.
This instant feedback creates a stronger sense of anticipation and makes the campaign feel more interactive than a traditional loyalty promotion.
Standard Rewards
The standard Blind Box includes voucher rewards of $1, $2, and $5.
The campaign allocation included 13,000 $1 vouchers, 2,000 $2 vouchers, and 200 $5 vouchers.
Golden Blind Box
The Golden Blind Box was designed as the campaign’s special reward experience.
Golden Box rewards include 375 $20 vouchers, 100 $50 vouchers, and 25 $100 vouchers, creating 500 premium reward opportunities across the campaign.
Gamified Shopping Journey
Rather than presenting rewards as a passive loyalty benefit, the Blind Box introduces an interactive moment between shopping and receiving a reward.
The experience creates anticipation around opening the box while keeping the overall journey simple and familiar.
Campaign Ready Experience
The feature was developed to support Lucky’s August 2026 anniversary campaign, which ran from 1 August to 31 August 2026.
The campaign was structured around launch, awareness, Golden Box, reminder, and final push phases to encourage continued customer engagement throughout the campaign period.
Building Engagement Through Gamification
The Lucky Blind Box was created to support several important business objectives.
The campaign aimed to increase Lucky Rewards engagement, encourage repeat visits, improve adoption of the Lucky Rewards scanning experience, and encourage customers to reach a basket value of at least $15.
At the same time, the experience needed to remain enjoyable and easy to understand.
By connecting a qualifying purchase with an immediate digital reward experience, the Blind Box gives customers another reason to interact with Lucky Rewards during their regular shopping journey.
Extending the Experience Beyond the App
The campaign was also designed to create engagement beyond the initial Blind Box interaction.
The Show Your Golden Box concept encouraged Golden Box winners to share photos or videos of their winning moment and participate in campaign activities.
This allowed genuine customer experiences to become part of the wider campaign, helping Lucky build awareness and demonstrate real participation in the Golden Blind Box experience.
Client Feedback
“We have selected NEWWAVE because they are a Cambodian company that operates with high standards. We love to support Cambodian young talents like them.”
Darith, Lucky Supermarket
Why This Project Matters to Newwave
The Lucky Blind Box demonstrates how thoughtful gamification can turn a simple loyalty mechanic into a more engaging customer experience.
Instead of requiring customers to navigate a complicated campaign process, the experience connects shopping, campaign eligibility, participation, and reward discovery within one clear digital journey.
For Lucky, the feature provides a new way to encourage Lucky Rewards engagement, repeat usage, and customer participation while adding excitement to an everyday retail experience.
For Newwave, the project represents our approach to building digital products that combine business objectives with strong user experience.
We do not see gamification as decoration. When designed with purpose, it can make digital products more engaging while supporting measurable customer behavior.
The Lucky Blind Box shows how a focused digital feature can transform a regular shopping moment into an experience customers can interact with, enjoy, and remember.
