Retail excitement
Qualifying purchases unlocked physical scratch-off game cards, creating an immediate reason to participate at checkout.
Cardenas Markets Loteria
A Cultural Favorite Becomes a Digital Experience.
Physical Loteria game cards moved shoppers from checkout to a measurable Scratch & Win journey built to sustain participation and bring them back to the store.
Nearly 156KTotal game plays
+3%Year-over-year growth
Nearly +9%Final two weeks vs. prior year
The Shopper Challenge
Build on a Beloved Promotion Without Losing Its Cultural Energy
Cardenas Markets wanted to extend a familiar in-store Loteria experience into a measurable digital environment across Cardenas Markets and Los Altos Ranch Market locations.
Continued engagement
Unique codes carried the experience online, where shoppers could play, win, receive follow-up, or return for another chance.
The Consumer Journey
From Physical Game Piece to Digital Scratch & Win
The experience kept the mechanic familiar while TPG managed the validation, gameplay, winner path, and reporting behind it.
Receive a Game CardA qualifying store purchase unlocks a physical Loteria scratcher.
Register the Unique CodeAge and eligibility checks connect each card to a secure digital entry.
Scratch & WinShoppers reveal tiles on screen for instant, mid-size, or grand-prize opportunities.
Follow Up or Play AgainWinners receive next steps; non-winners get a clear reason to return.
TPG Rewards' Role
One Operating Layer Behind Every Play
TPG connected the shopper-facing game to the controls and operations required for a large-scale retail promotion.
Participation Built Momentum.
The 2025 promotion generated nearly 156,000 plays and finished stronger than it started. The final two weeks grew nearly 9% versus the comparable prior-year period, showing how culturally relevant creative and a simple repeatable mechanic can sustain shopper attention.
Make the Promotion Worth Playing.
TPG turns physical shopper moments into secure, measurable digital experiences that keep consumers engaged.
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