American Tourister is to test an innovative promotional method as it looks to boost social engagement with consumers.

The luggage manufacturer, owned by Samsonite and present in 90 countries, will offer customers an opportunity to win their purchases for free in an upcoming social media campaign in conjunction with promotions tech company Luckycycle.

The campaign will run across American Tourister’s entire range of online products for one month on its UK website. People will be able to shop as usual, but after making payment they can play on a virtual scratch card to find out if they’ve won.

Participants will be encouraged to raise attention to their experiences across Twitter and Facebook, and any unsuccessful customers will be given a second chance to play if they are willing to share these updates.

Mark McGuigan, general manager for the UK and Ireland at Samsonite, said: “We attract a younger demographic which is fully engaged with the digital world.

“Luckycycle’s technology allows us to target our audience in a fresh way – not only encouraging sales, but increasing interaction via social media. We’re hoping to create a memorable shopping trip with this type of promotion.”