San Fransisco 49ers Black Friday Email

This 49ers Team Store email nails engagement with a simple gimmick: a digital scratch-off for a mystery Black Friday discount. It’s fun, fast, and makes people want to click.

The Psychology Behind the Scratch

The “scratch to reveal” concept plays on curiosity and reward psychology—the same reasons people love lottery tickets. It taps into the thrill of the unknown and gives customers a small dopamine hit before they even shop.

Why It Works

• Mystery = curiosity = clicks
• “Up to $100 Off” makes even a small reward feel like a win
• It gamifies the sale, making it feel fresh and interactive
• Visual design draws eyes to the gold scratch circle instantly

Examples

• Starbucks used digital games to drive rewards app sign-ups.
• McDonald’s Monopoly boosts sales yearly with collectible “mystery” pieces.
• Sephora’s mystery gift emails get 2–3x higher open rates than standard promos.