Originally published on the Gamification Nation blog. Republished with permission:
by An Coppens
With the first round of LoyaltyGames, also known as the Gamification and Loyalty World Championships, happening on Saturday, we decided to zone in to some loyalty campaigns and where better to start than the Loyalty Award winners from Europe, the Middle East and Africa who received their awards in June this year. I strongly recommend that you visit the Loyalty Awards website and click on the winners pdf, where you can read about the various campaigns and what made them stand out.
Because here at Gamification Nation we are primarily interested in gamification related projects, I have selected a few campaigns, which incorporate both gamification and loyalty, but to prepare for the Loyalty Games have a good look at the other campaigns also and how they are structured.
The first campaign that stood out to me was from Baltic Miles, they were nominated in two categories for different campaigns and both included gamification elements. The first one was an interactive application where they used Google Street View Maps and asked the question where should the Reindeers be delivering your gifts, in case you were a chosen winner. The aim was to get member to update to their current address as well as keep this effort cost effective and engaging. So a little bit of virtual reality coming to you over the web. Their other campaign “Burn the Miles” is also worth mentioning, they linked earning additional mile points for their airline, by logging calorie burning sports activity in a mobile app. So by encouraging member to be active, log their activity, more frequent flyer miles could be earned. This linked positive emotions thanks to sports, achievement through tracking with real rewards in frequent flyer terms.
Two other winning campaigns explicitly stating the use of gamification and game mechanics were the example from Dansk Supermarked, a supermarket chain, who won the short term loyalty campaign award with their Christmas campaign and Topaz Ireland, who used ongoing game mechanics for their Play or Park the Loyalty game to encourage people to buy petrol in a fun way, they won the entertainment award.
Dansk Supermarked, the largest Danish retail company, uses mobile based gamification in “the big Christmas game” to close the gap between digital marketing and physical retail sales and to drive short and long term loyalty, achieve 55x ROI and support the winning of market share online and offline. Here is a deeper dive into the campaign from Dansk Supermarked with ROI numbers and game functionality explained:
The Play or Park campaign by Topaz Ireland was invented to counter a decline trend in petrol sales and encourage buyers to stay loyal to the brand. Each type of spend is rewarded and made very easy. Here is how they encouraged people to play on their site:
To summarise some of the key trends from Loyalty Award winners:
– Collecting points and virtual currency
– Relevant rewards
– Attractive free wins such as cars, flying miles and other goods the members may want
– Easy to engage (multiple channels, in store, mobile, web, social media)
– Fun factor and game elements being used increasingly
What is your favourite winning campaign and why?
Click here to see the full list of Loyalty Award winners for 2014.