For more interesting case studies and updates about Gamification, visit my website
https://www.youtube.com/channel/UCm_r2ZYJJBwGJ2rAaRNTNBA/videos
Air Miles Reward Miles
Cocacola Shake It
Disney Movie Rewards
Ionopolis
My Starbucks Rewards
2. Prepared By
Manu Melwin Joy
Assistant Professor
SCMS 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.
3. 5 Success Stories
• Air Miles Reward Miles
• Cocacola Shake It
• Disney Movie Rewards
• Ionopolis
• My Starbucks Rewards
5. 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
6.
7. AIR MILES REWARD MILES
• Air Miles recognizes
that the impact of its
loyalty program is
ultimately driven by
earning and spending
rates.
8.
9. AIR MILES REWARD MILES
• Any loyalty specialist
will tell you that when
both rates go higher,
the ulitmate winner is
the loyalty factor
10. 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.
11. 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
12. 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)
14. COCACOLA SHAKE IT
• Coca-Cola is known to be
at the forefront for
developing creative and
innovative product
promotions.
15. COCACOLA SHAKE IT
• In Hong Kong, teenagers
are offered a free and
branded app for their
phones. A television spot
ran during the evening.
16.
17. 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.
18.
19. 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!
20.
21. 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.
23. DISNEY MOVIE REWARDS
• Disney created an
online gamified
loyalty rewards
program called Disney
Movie Rewards.
24.
25. DISNEY MOVIE REWARDS
• Users earn points for
every Disney Blu-Ray,
DVD, CD, and theater
ticket they purchase.
26. DISNEY MOVIE REWARDS
• Users can also earn
points by testing their
Disney knowledge in
quiz games and by
taking surveys.
27.
28. DISNEY MOVIE REWARDS
• Points can be cashed
in for Disney
merchandise and
experiences exclusive
to the rewards club.
29.
30. DISNEY MOVIE REWARDS
• Special sweepstakes,
coupons, and kids
activities are also
offered to participating
members.
31.
32. 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.
46. 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.
47.
48. 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.
49.
50. MY STARBUCKS REWARDS
• “Activation” means that you
have loaded a minimum of
INR 200 onto your
Starbucks Card for the first
time.
51.
52. 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).
53.
54. 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.
55.
56. 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.
57. 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.
58.
59. 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.
60. 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.
61. 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.
