www.uncagefootball.com Reward Catalog
User profile on www.uncagefootball.com
In-app virtual currency & rewards catalog for Teka Teki Saku game (Android)
notification with featured reward
Main Menu Reward Catalog and custom points notification
Singpore Rolex Forum, SG-ROC
Points & Rewards for Forum User Engagement
Mobile + Web Rewards Catalog
National Book Store
Facebook Fan Page Rewards Program App
Kompas.com Forum, Indonesia
Points & Rewards for Forum User Engagement
Native rewards integration
Making Loyalty Fun through Gamification (Levels, Custom Badges, Leaderboard)
Custom Badges on Hungrygowhere.my
promo info given out in physical flyers and on facebook and blogs
For most brands and retailers, June and July 2014 represents a golden opportunity to cash in on the World Cup spending frenzy. Locally for us in Singapore, we came across regional giant Breadtalk new campaign called Breadzil that is trying to do just that. What we were interested in was reviewing the mechanics behind how they converted offline customers into online ones, and vice versa using physical scratch cards and a facebook app.
In short, we were left a bit disappointed. Here’s our review.
- Step 1: Go to a retail outlet, spend $6 or more and get a scratch card
- Step 2: Go to their facebook page, and like the app.
- Step 3: Enter in the code from step 1 on the facebook app.
facebook entry for the physical code
The code entry was easy enough but immediately we felt there was something missing. Namely, user profile.
I don’t see any personalization here, and as a new user to this game I have no idea the meaning of the in game cards. Is this a jackpot, whats the relationship between the unique code I entered and the in game cards? A better flow would have to given new registered users instantly a place to see that I have already some in-game card, and some education (not just text) that the unique codes from the physical purchased items actually unlock more in game cards. The reason is that it is this stage that most drop off will occur, as the users excitement of having entered in the code, and then not getting anything plus not really knowing what is going on is highest. Rewarding users early on is a great way to get users to repeat the desired actions you want (buy bread) and increase their willingness to opt-in and invest in your brand.
- Step 4: “Take a Shot” after unlocking my cards, I am then asked to do something called taking a shot.
Taking a Shot, a pointless exercise.
Now after unlocking, this is when we really want to get our reward, as consider the investment we have spent to this point.
- Paid at least $6 SGD at physical outlet
- Kept the physical scratch card (as opposed to throwing it away)
- Scratched the card to reveal a code ( still not thrown away despite not knowing whats the deal with this code)
- Went to Breadtalks facebook page as requested
- Clicked on the Breadzil Facebook App
- Liked the page as asked
- Entered in the Code as asked
- Received some in-game cards
Wow, thats quite a bit, and my surprise to keep me motivated to spend more is “take a shot”. What exactly is the relationship between
$6 SGD = Code = 3 random in game cards = take a shot ? Does it make sense to you? We were lost and if we weren’t loyalty nerds would have just forgot about this game at this point as it was apparent we didn’t get anything.
- Step 5: My ‘Combinations’ I am supposed to A) care about the combinations and B) do something else to get an actual reward?
So yet again we have unclear instructions, forced user experience with no player autonomy to express what item or reward I want, and the difference between the 20% coupon to the Trip to Brazil is as confusing as the earlier forumula. So exactly, how many in-game cards do I need to get this, or friends to invite? Do I get to spend my in-game cards as I want too?
What is missing here is the rewards catalog, with clearly defined relationships between the rewards I should by now already have (some low level coupon to get me to spend more and bother to invest inviting my friend to the grand prize). At Gimmie, some mechanics our publishers do to achieve this is through a leaderboard which is a great way to create competition among friends. Another missing ‘ingredient’ is the incentive to share. A generic share with friends for increased chance to win gimmick is not cool in 2014. Also, just exactly why would I bother asking my friends to do the above steps, only to be awarded nothing?
More and more we see the biggest failure from agencies and their brand clients is their resistance to actually reward their customers who have already spent money. It’s not good enough you spent $6 you are being told. You must also share and give me your email, and maybe only then I’ll give you something (which by the way you don’t get to choose). Is the agency who did the Facebook app shocked when participation is low? Are they contacting the players of the game with unique messaging ( well we haven’t seen any). Do they care about my $6?
Human behavior dictates that you are most likely to share content when your brain is stimulated and excited. ‘Taking a shot’ might work on a 2 year old, but for savvy Singaporeans they aren’t going to be fooled.
Reward your users early and often. Then ask your users to do things you want them to do. In the long run, if you can convert one guy who spends $6 a month into someone who spends $50-100 you are onto something. Find the whales, and reward their engagement. Don’t create game mechanics that don’t make sense and cause friction just because it has a nice design or fit with the world cup theme campaign.
- Step 6: You can Share this !
Look you can share this ! Thanks Breadtalk and Publicis ! Also nice placement of a disclaimer AFTER I have just liked you and given you all my info. A better placement would be when you are rewarding your customers to remind them that there is no ‘free bread in life’ and that you at least need to collect their data etc.
Finally, one positive thing BreadTalk/Publicis got right on the campaign is the channel distribution and promotion.
By engaging communities like SGAG, they were able to create a compelling offer that made SGAG FB members feel special. At the end of it, thats what loyalty based campaigns should do, make the customers who invest in you feel special and rewarded. While we were frustrated its good to know that they were creative as evidenced below in working with partners.
and watch this video:
Today we will be discussing from the book Alex Day.
Who is Alex Day?
Alex Day is an online YouTube star from the UK who reached 600,000 subscribers to his YouTube channel. However of those 600,000 when he asked for support from his fans to promote his song “Stupid, Stupid” 2,500 fans replied via email. He believes that those fans are his super fans because they ‘gave up their time for me’
What does this tell us?
- Fewer than 1% of his ‘fans’ (.4%) actually cared enough to contact Alex to promote his song when asked. These are Alex’s Superfans.
- Rather than blasting all 600,000 fans alike, Alex now has another database of 2,500 who might spend a lot of money to see him perform live or buy his merchandise. Cultivating that audience and growing it is critical to his brand building.
- 1% is a good Superfan target to strive towards. This means the 99% who are not should be cultivated as well to raise awareness and provide a platform for Alexs Superfans to share off there awesomeness. For instance, someone in Group A (Superfan) might start sharing about the latest venue or concert they met Alex Day and was able to purchase a limited edition physical copy or autograph merch and swag. Naturally, members in Group A will want to share with those in Group B (the 99% who tune in or just liked him for the heck of it). Group B is important because it builds meaning for Group A, and encourages them to spend even more. In addition it should be noted that some in Group B may become envious after time of Group A and then try to figure out how to join that exclusive group.
How can you benefit?
I’m a Superfan treat me differently
The first thing to realize is that not all your users are the same. Too often I receive push notifications on my email with statements like “Hey we’ve missed you” or ” check out this new promo” or “Special Event now going on”. These are all nice external triggers (here using the meaning from Hooked by Nir Eyal which you can skim here). They tell me to do something to try to get me to keep coming back and then repeat repeat. The issue is that these apps and sites are treating me like Group B, and not like Group A. Does Shopping Site know that I actually referred 4 friends to their site, and I made my first purchase last month? Most likely they do and gave me something. However, rarely will if ever will they make me special. I.E Custom HTML email or push message could be:
Dear <SuperFan>, thanks for referring <name of referred friends> to Shopping Site. We really love the love you are giving us and therefore we’re giving you lifetime free shipping no matter what you buy or when. It’s just our little way of thanking you personally and for thinking of us.”
My guess is that even without using templates, the Shopping site will have far fewer than the 2,500 Superfans of Alex Day and could even send out actual personal emails.
Give me more ways to spend
Well lets assume Shopping Site has actually recognized I’m in Group A after all. There is still the small little issue of so, then what? Well in the case of Alex Day he could create more SWAG, Concerts etc. Basically anything to get his Superfans closer to what they value most, his personal time. For something more impersonal like Shopping Site, they already have a bunch of stuff to sell and Superfan has bought a bunch of stuff. However, Superfan may not be buying everything. Superfan may only be buying Mint Color goods. Every mint color good on Shopping Site, Superfan has bought because they are so chic and Shopping Site has the best value and customer service. Shopping Site tells Superfan go buy our brown color goods, they are great too. Superfan meanwhile waits for the next mint color good to go on sale and shops at Shopping Sites top competitor. What about if Shopping Site said, hey there is this crazy awesome mint color handbag we don’t have in stock, but if you want exclusively before we source for it, we can send you a limited edition one signed by the artist for < insert Large number>.
Superfan will either A) buy right away or B) tell 100 friends why Shopping site is so much better than top competitor.
TALK TO YOUR FANS
1:1 with Superfans are good, but that shouldn’t mean you should ignore your 99%. instead quite the opposite you should engage that audience. Here we are not talking about spam which are general messages with really no data behind it other than I got your email/number sucka, now read this! Instead, you should further segment the 99%. Ok, these guys here are like Group C, they aren’t really Superfans, but they keep responding in the ways we want. You should have a Group C champion at your company who then try’s to move them all the way up to Group A. The more segments the more special each fan will feel. The more special each fan feels, then the higher likelihood they will respond. As we’ve seen with Alex Day its those users that engage you (not the ones you are engaging) that actually are giving up their time (plus hopefully money) and really is what you need to win.
We often get asked how loyalty and gamification can work with retailers? Traditionally, a retailer would create a rewards program where you get money for every time you shop you get points back. This classic model has several faults. The main being that there is no immediate source of gratification and with high breakage (the amount of unused points) customers who buy once almost never get back anything to get them excited about (assuming they get something at all.
Therefore, its no wonder that today’s leading and cutting edge retailers like Gilt have completely redefined what it means to reward loyalty members. They do this by several ways as outlined in the slideshare below. Namely, they remind new users that you don’t need to spend to Join, earn points and right away new members have something to start with.
It’s no surprising that their product manager says that Gilt is a game.
The video explains all. We love the creativity and appreciation shown to make all participants appreciated and that this was an actual contest as promised and not someones friend. Great job Touch Ten !
We’d like to introduce a preview of the Gimmie Unity plugin to enable points and rewards on your iOS or SDK app. Current rewards from Gimmie include free itunes, starbucks, and Mobile Airtime localized for several Asian Countries.
For the first 20 Signups we will be awarding a free premium account worth $500USD monthly for up to 3 months. This also enables unlimited gamification and direct monetization through your own advertising portal for inhouse sales.
Here you can read about our launch partner Touchten:
Native Reward Catalog for Gimmie
Real Rewards Winner from Smartnet
There is no secret that happy customers are more loyal and spend more time and money with your brand. Rewards are a great way to make your most valuable fans such as Abby happy and coming back. Abby happens to be a power user for Gimmie publisher Smartnet
While doing actions just to win rewards is not in general a good business practice, getting rewarded for actions you are already doing is a win win for everyone. Smart (no pun intended) companies such as SmartNet realize the cost of acquiring a new customer for their social network will be more than the cost of retaining one. The more time Abby spends talking to her friends on SmartNet, the more services and voice and data she will consume from the telco. Abby on the other hand has more reason to feel valued for all the time she has been spending, and this reward is a great way to do that, making the program a win-win.
Reward variability as described by Nir Eyal in Hooked, is all about giving the user choice in their reward experience. Here Abby has been receiving virtual badges which give her status as a power user. The SmartNet Rewards Catalog allows her to pick and choose from dozens of real rewards, and she chose this particular one, unique to her. Because the catalog is updated weekly, there are always fresh rewards to choose from.
In addition, there are mystery rewards which happen entirely by chance.
The lesson to learn is that blindly rewarding users with things you think they like is not the best approach, rather leverage the power of data, and analyze the trends of what rewards certain subsets of your users are redeeming.
Later we’ll talk more about what this means for the Advertiser or sponsor of the reward (hint: it’s also a win).