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.
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.
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, that’s 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.