St. Paddy’s Offer

Mar 17

When our email partners asked if anyone had experience creating with Movable Ink and scratch-off animations, I jumped in and volunteered to lead the project. Since this was Francesca’s first time testing an interactive scratch-off offer, we kicked off earlier than usual to allow time for design, development, and review.

Because this was the first set of assets for the promotion, I had the opportunity to set the visual direction, starting with the email block design in multiple colorways—ranging from full St. Patrick’s Day green to the brand’s core palette. I then animated the block to simulate the scratch-off action, which customers would replicate to reveal their offer on-site via desktop and mobile pop-ups.

Working closely with cross-functional partners, including developers, I provided layered assets optimized for both formats. The final execution paired a gamified scratch-off pop-up with a coordinated email block that linked to the site, triggering the interactive reveal.

The result: an engaging, on-brand moment that enhanced the user experience while introducing a fresh, playful touch to the brand’s site—ultimately serving as a successful first test for this type of interactive promotional content.