Cadbury Rewards is a Singapore only Rewards Program developed by Agency Saatchi & Saatchi APAC.
The campaign is ongoing since July to end of August 2013. The campaign was promoted on social media via Cadbury Dairy Milk Facebook page and through various blog ambassadors, a few of which are listed below. In addition a digital campaign was created on google adwords which is how we were notified of this campaign. From what we gather we haven’t seen any in-store tie-ups or promotion (please let us know if we are wrong about this) so it appears to have been a digital only campaign.
The simple premise was spend more money on Cadbury Chocolate and win real prizes mailed to you upon validation of your receipt and details. Being the loyalty geeks that we are we couldn’t wait to put the program through its paces and give you our hands on review. Do let us know what you think in the comments.
Images from Cadbury Rewards Singapore, via (www.cadburyrewards.sg/)
The Cadbury Rewards Program curated by local bloggers, on their respective sites:
Our User Experience
Step 1: Buy some CADBURY chocolates
Makes sure you keep your receipt. Here’s our proof.
Step 2: Register an account
We created and registered an account at cadburyrewards.sg and first added in our bonus points from social media. We thought that this was well done in terms of presentation.
However, some important missing features include:
- limited incentives for retweeting and referrals
- Lack of other ways to earn bonus points. For instance no cross engagement for doing anything in a Cadbury online property or Facebook or Mobile app.
On the plus side the awarding of points to our account was straightforward enough.
Step 3: Receipt Upload
From the top Nav bar we proceeded to upload our receipt we had taken. Note, uploading of receipt meant we had to first transfer the image from our phone of the receipt to our PC. This created a little bit of friction especially after eating our chocolate and feeling lazy!
Step 4: Confirmation upon upload receipt
After uploading a picture of our Dog Roofy, and inputting $1000 worth of chocolate 1000 points, we thought we hit the jackpot ! Turns out the next day we checked our email and found this message.
This type of manual review works well for a limited and targeted campaign, however we find it terribly hard to imagine scaling it to a million user entries or at any type of volume. As a user, it seems awfully easy to try cheating as well, which is why we always advise at a code based approach if at all possible which can be tied to awards, and much harder to cheat as each code can be redeemable only once.
Step 5: Browse rewards catalog
Our favorite part is where we get to browse the rewards catalog. A basic overview of rewards. Sponsors were also included, however the selection seemed to have been fixed from start to finish, and only one item per sponsor.
Step 6: Redeeming our reward
This involved adding the reward to our cart, entering in our shipping information and then submitting (another form?). At the end we got this nice little email.
Once thing we hear over and over again from users is their wish to have instant gratification, this could be both virtual or as in here real. The problem with physical mailing is the lag time, extra delivery cost and users waning of interest in the program as they just spent money or time and don’t have the results to show for it (at least for two weeks)
*Note folks: 3 weeks and counting and still no tickets!
What we liked:
- Clear website with easy to follow instructions and nice social media digital bonus rewards.
- Good selection of sponsors and Cadbury content.
What we didn’t like:
- Manual uploading of receipts.
- Physical Mailing is painfully slow (and this is Singapore !)
- Too easy to cheat the online forms
- Lack of multiple channels to earn more points, outside of spending
- Lack of Reward Updates
- No Mobile or Facebook integration or cross promotion with other sites
Want your own variation of this loyalty program for your brand in 3-4 weeks? Contact me directly firstname.lastname@example.org