Nissan of Austin South Car Dealership Direct Mail Flyer (w/ Combination Box)

This postcard from Clay Cooley Nissan didn’t scream “buy a car.” It said, “scratch here, pull this tab.” Suddenly the boring car ad was a mini game. Before tossing it, people played with it. That’s engagement gold.

Marketing Analysis

Clay Cooley turned junk mail into a dopamine dispenser. The scratch-off, pull-tab, and code box make recipients move, touch, and discover. The physical act primes curiosity, and curiosity keeps people reading just long enough to sell.

Why It Works

• Curiosity beats resistance
• Physical action = instant engagement
• Gamification gives micro-wins
• Touching something makes it feel personal

Examples

• Publishers Clearing House scratch-offs boosted open rates 30%
• McDonald’s Monopoly doubled store visits
• “Spin-to-win” popups lifted conversions up to 40%