5 Success StoriesGamification in Customer Engagement

Prepared By Manu Melwin Joy

Assistant ProfessorSCMS School of Technology and Management

Kerala, India.Phone – 9744551114

Mail – manu_melwinjoy@yahoo.com

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.