Date post: | 21-Apr-2017 |
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5 Success StoriesGamification in Customer Engagement
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS 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.
5 Success Stories• Air Miles Reward Miles• Cocacola Shake It• Disney Movie Rewards• Ionopolis• My Starbucks Rewards
AIR MILES REWARD MILESGamification in Customer Engagement
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
AIR MILES REWARD MILES
• Air Miles recognizes
that the impact of its
loyalty program is
ultimately driven by
earning and spending
rates.
AIR MILES REWARD MILES
• Any loyalty specialist
will tell you that when
both rates go higher,
the ulitmate winner is
the loyalty factor
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.
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
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)
COCACOLA CASE STUDYGamification in Customer Engagement
COCACOLA SHAKE IT• Coca-Cola is known to be
at the forefront for
developing creative and
innovative product
promotions.
COCACOLA SHAKE IT• In Hong Kong, teenagers
are offered a free and
branded app for their
phones. A television spot
ran during the evening.
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.
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!
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.
DISNEY MOVIE REWARDSGamification in Customer Engagement
DISNEY MOVIE REWARDS
• Disney created an
online gamified
loyalty rewards
program called Disney
Movie Rewards.
DISNEY MOVIE REWARDS
• Users earn points for
every Disney Blu-Ray,
DVD, CD, and theater
ticket they purchase.
DISNEY MOVIE REWARDS
• Users can also earn
points by testing their
Disney knowledge in
quiz games and by
taking surveys.
DISNEY MOVIE REWARDS
• Points can be cashed
in for Disney
merchandise and
experiences exclusive
to the rewards club.
DISNEY MOVIE REWARDS• Special sweepstakes,
coupons, and kids
activities are also
offered to participating
members.
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.
IONOPOLISGamification in Customer Engagement
IONOPOLIS• Japanese soft drink
Pocari Sweat launched
an electrolyte drink in
Indonesia with a game
called Ionopolis.
IONOPOLIS• Over 94,000 signed up
to defeat comic book
monsters who wanted to
dehydrate a city.
IONOPOLIS• Players shared updates,
checked out locations on
Foursquare and were
rewarded for buying
drinks with in-game
benefits.
IONOPOLIS• They can also post status
updates on Facebook or
Twitter, and check into
specific locations on
Foursquare to perform
certain tasks.
MY STARBUCKS REWARDSGamification in Customer Engagement
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.
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.
MY STARBUCKS REWARDS• “Activation” means that you
have loaded a minimum of
INR 200 onto your
Starbucks Card for the first
time.
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).
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.
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.
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.
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.
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.
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.