Gamification in customer engagement - 5 success stories - Manu Melwin Joy
- 1. 5 Success Stories Gamification in Customer Engagement
- 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – [email protected] Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
- 3. 5 Success Stories • Air Miles Reward Miles • Cocacola Shake It • Disney Movie Rewards • Ionopolis • My Starbucks Rewards
- 4. AIR MILES REWARD MILES Gamification in Customer Engagement
- 5. AIR MILES REWARD MILES • AIRMILES seem to understand the true power of gamification in loyalty programs: – Accelerating engagement and understanding – Targeting the underlying drivers of loyalty program impact – Controlling PR related costs
- 7. AIR MILES REWARD MILES • Air Miles recognizes that the impact of its loyalty program is ultimately driven by earning and spending rates.
- 9. AIR MILES REWARD MILES • Any loyalty specialist will tell you that when both rates go higher, the ulitmate winner is the loyalty factor
- 10. AIR MILES REWARD MILES • By creating a competitive element between members, Air Miles will drive check-in (and hence visits) to its sponsor locations -- a key driver of earning levels.
- 11. AIR MILES REWARD MILES • What’s best about this effort is that it is driving engagement among the best members -- often not the focus of companies -- despite it being the highest likely ROI in terms of business value
- 12. AIR MILES REWARD MILES • All this is achieved by gamification which offers much higher visibility while keeping costs per impression lower (without impacting good will)
- 13. COCACOLA CASE STUDY Gamification in Customer Engagement
- 14. COCACOLA SHAKE IT • Coca-Cola is known to be at the forefront for developing creative and innovative product promotions.
- 15. COCACOLA SHAKE IT • In Hong Kong, teenagers are offered a free and branded app for their phones. A television spot ran during the evening.
- 17. COCACOLA SHAKE IT • During this time, fans are asked to run the app and shake their phones to win discounts and prizes from partners like McDonald’s.
- 19. COCACOLA SHAKE IT • In the evening, a spot was broadcast on television during which time it was possible to run the application and … begin to shake the smartphone in front of the TV!
- 21. COCACOLA SHAKE IT • Coca Cola aligns this campaign with its mission. The company succeeds in bringing happiness and optimism in the world, by creating advertisement that allows young people to interact enthusiastically with the brand.
- 22. DISNEY MOVIE REWARDS Gamification in Customer Engagement
- 23. DISNEY MOVIE REWARDS • Disney created an online gamified loyalty rewards program called Disney Movie Rewards.
- 25. DISNEY MOVIE REWARDS • Users earn points for every Disney Blu-Ray, DVD, CD, and theater ticket they purchase.
- 26. DISNEY MOVIE REWARDS • Users can also earn points by testing their Disney knowledge in quiz games and by taking surveys.
- 28. DISNEY MOVIE REWARDS • Points can be cashed in for Disney merchandise and experiences exclusive to the rewards club.
- 30. DISNEY MOVIE REWARDS • Special sweepstakes, coupons, and kids activities are also offered to participating members.
- 32. DISNEY MOVIE REWARDS • Disney keeps customers engaged with their brand through this gamified loyalty program, and they get to learn more about their customers through tracking their purchase history and survey answers.
- 33. IONOPOLIS Gamification in Customer Engagement
- 34. IONOPOLIS • Japanese soft drink Pocari Sweat launched an electrolyte drink in Indonesia with a game called Ionopolis.
- 36. IONOPOLIS • Over 94,000 signed up to defeat comic book monsters who wanted to dehydrate a city.
- 38. IONOPOLIS • Players shared updates, checked out locations on Foursquare and were rewarded for buying drinks with in-game benefits.
- 41. IONOPOLIS • They can also post status updates on Facebook or Twitter, and check into specific locations on Foursquare to perform certain tasks.
- 45. MY STARBUCKS REWARDS Gamification in Customer Engagement
- 46. MY STARBUCKS REWARDS • My Starbucks Rewards™ is one way in which TSPL endeavours to reward and thank loyal customers for patronizing TSPL products at Starbucks stores in India.
- 48. MY STARBUCKS REWARDS • To enrol in My Starbucks Rewards™ and receive program benefits, you will first need to create an account at www.starbucks.in/card and register at least one (1) activated Starbucks Card to your account.
- 50. MY STARBUCKS REWARDS • “Activation” means that you have loaded a minimum of INR 200 onto your Starbucks Card for the first time.
- 52. MY STARBUCKS REWARDS • My Starbucks Rewards™ benefits are determined based on the amount you spend at any Starbucks store in India and the number of “Stars” that you earn through spending with your registered Starbucks Card(s).
- 54. MY STARBUCKS REWARDS • A “Star” for purposes of My Starbucks Rewards™ means each time you use your registered Starbucks Card to pay for a purchase worth Rs.300 (incl. taxes) on any food, beverage, merchandise, Ready to Drink (for example- juices, water, etc.) and Ready To Eat (for example packaged foods like chocolates, almonds, cashews etc.) at a Starbucks store in India. No “Star” will be rewarded for purchases made with a registered Starbucks Card in any Starbucks store outside India.
- 56. MY STARBUCKS REWARDS • . For each qualified purchase, you will receive one (1) “Star” for any purchase worth INR 300 (Rupees Three Hundred Indian only, inclusive of all taxes), at any Starbucks store in India, except during limited time promotions when Starbucks may offer “Bonus Stars” on featured products and/or services.
- 57. MY STARBUCKS REWARDS • Currently, there are three (3) levels in My Starbucks Rewards™ which are determined by the number of Stars that you accumulate in your account in a 12 month period.
- 59. MY STARBUCKS REWARDS • To maintain the Welcome Level, you must earn at least one (1) new Star during each consecutive 12- month period following the date you reach Welcome level.
- 60. MY STARBUCKS REWARDS • To maintain the Green Level, you must earn at least five (5) new Stars during each consecutive 12- month period following the date you reached the Green Level.
- 61. MY STARBUCKS REWARDS • To maintain the Gold Level, you must earn at least twenty five (25) new Stars during each consecutive 12- month period following the date you reached the Gold Level.