effective promotion mechanics - insights into mobile rewards campaigns

1EFFECTIVE COMPETITION MECHANICS

INSIGHTS INTOMOBILE REWARDS CAMPAIGNSEffective Competition Mechanics - FMCG2013.09.16

2BNRY

Founded in 2009, we were ranked as the 4th best digital agency in South Africa. We have received both local and international recognition for our innovative and

creative solutions.

We have a national footprint, with offices in Cape Town and Johannesburg that service both local blue chip and international clients. Currently we operate with 30

staff member, providing a full service digital offering.

The cornerstone of our success is the end-to-end approach to the services we offer. From concept to production to delivery, the BNRY team manages all aspects

of every project.

BACKGROUND

3

FULL SERVICE DIGITAL

Measurable Results

4Measurable Results

BRANDS WE WORK WITH

5Measurable Results

AWARDS

2013 CANNE LIONS1 x Bronze

6Measurable Results

Bookmarks Silver Social Media Campaigns

Bronze Handheld/Phone Apps

Midas Gold Design/Identity

Silver Animation

Silver Art Direction

SilverSponsorship

Certificate Design

Certificate Integrated

Certificate Interactive

Certificate Social Media

ASSOCIATED AWARDS

7Measurable Results

MINI CASECADBURY DAIRY MILKEvery Bit a Bite of Joy

8Measurable Results

Winter volume / sales driver

This campaign was digitally led.

Objectives:• Increase the frequency of purchases.• Drive Consumers into an extended interaction with the brand over the course of the

campaign.

BACKGROUND

9Measurable Results

10Measurable Results

Gamification:

• We used a Gamification methodology to drive frequency of purchases.• Above the instant, weekly and grand prize, Consumers were awarded with Joy Points each

time they entered and when they engaged with one of the platforms.• Joy Points and weekly prizes were tiered. By gathering more Joy Points, the more substantial

the weekly prizes were that they qualified for.

STRATEGIC APPROACH


PLATFROMS


RESULTS

KEY INSIGHTSPROVEN GOALS & METHODOLOGIES IN COMPETITIONS


1INCREASE PURCHASE FREQUENCYDrive consumer behaviour into a faster cycle of repeat product acquisition based on a competition driver. If at all possible, print unique entry codes inside the pack and avoid using a barcode as your entry mechanism. Bar codes do not sell the product.


ON-PACK TRUMPS OFF-PACKConsumer awareness can be driven purely through POS media, but having an on-pack call-to-action is easily ten times more effective than POS alone.2

Total Entries 33 0876 weeks @ 5,514

Total Entries 1,073,43915 weeks @ 71,562

Total Entries 862,31716 weeks @ 53,894

VS


CASH TRUMPS LIFESTYLEIn these difficult economic times, it is critical to have a large cash prize component as a primary driver for uptake. Lifestyle prizes still have an appeal, but these need to function as supplementary elements.

3

R25,000 Joy Squad PrizesSimply not as effective.

100 Cash Prizes of R5,000Very Effective.

R250,000 Grand PrizeEffective.

VS


The world is changing and the consumer is smarter than ever before. We learnt from the incredible success of the 2012 CDM ‘Every Bit a Bite of Joy’ campaign that the market is ready for more complex mechanics.

GAMIFICATION


GAMIFICATIONThe world is changing and the consumer is smarter than ever before. We learnt from the incredible success of the 2012 CDM ‘Every Bit a Bite of Joy’ campaign that the market is ready for more complex mechanics. Points Entries

Only purchases can earn entries.

Each entry is valid for:instant, weekly and monthly draws.

This mechanic drives the frequency of purchase.

Points are awarded for purchases and for active participation.

Points control the value of the prizes you can win and are tiered into prize value levels. Points can accumulate over time, or be reset weekly or monthly.

This mechanic drives the volume of purchase.

But can also leverage engagement.


4

1 x

=

100 points

+

1 entry

GAMIFICATIONRewards Mechanic Example


4

RewardsPoints

Tier 1: Lowest Cost/Highest Volume

Tier 2

Tier 3

Tier 4

Tier 5

Monthly/Overall Grand Prize

Instant PrizesW

eekl

y Pr

izes

GAMIFICATIONRewards Mechanic Tiers


4

GAMIFICATIONRationale for Prize Tiers

Tier 1: Lowest Cost/Highest Volume

Tier 2

Tier 3

Tier 4

Tier 5

Monthly/Overall Grand Prize

Instant PrizesW

eekl

y Pr

izes

Large Cash Prize

Consumer Lifestyle – High Value

Consumer Lifestyle – Low Value

Cash eWallet - High

Cash eWallet - Medium

Cash eWallet - Low

Consumer Lifestyle - R5 Airtime Vouchers


4

GAMIFICATIONPrize Tiers Explained

<5 polybags

5 polybags

10 polybags

15 polybags

20 polybags

Every entry is valid for whole competition.

Every entry stands a chanceEn

try

valid

for t

he w

eek.

RewardsPoints

2000pts

1500pts

1000pts

500pts

<500pts


4

More prizes of lower value more often.

GROUNDSWELL Hook the consumer with a grand prize. But then reward with more prizes of lower value more often. We touch more people who then share their positive experience with their family and friends.5


More prizes of lower value more often.

TAILORED RESPONSES Drive additional engagement with the use of a series of tailored responses which have their own calls-to-action to either enter again or drive consumers to other digital or physical engagement points. With USSD this can easily be leveraged into data acquisition.6

STEP 2:user USSD/SMSs code to enter

STEP 3:user gets a tailored reply with a call-to-action:• More entries• Give information• Visit website• Etc…

STEP 1:user buys product


Drive consumers to additional branded environmentswhere they can further engage with the brand.

7


MAXIMISE ENGAGEMENT

8Keep prizes easy to redeem and avoid physical delivery as far as possible.

LOGISTICS26EFFECTIVE COMPETITION MECHANICS

9 COLLECT MARKET DATA

See every engagement as a unique opportunity to leverage consumer

data.Measure behaviour, but also invite

consumers to share personal information.

USSD is the ideal platform to start such engagements.


EVERY BIT A BITE OF JOY2012 VOLUME DRIVER THE MOST SUCCESSFUL EVER


30DELICIOUS REWARDS

THANK [email protected]

effective promotion mechanics - insights into mobile rewards campaigns

Mobile