{"id":10383,"date":"2016-12-20T09:24:15","date_gmt":"2016-12-20T09:24:15","guid":{"rendered":"https:\/\/passkit.com\/blog\/?p=10383"},"modified":"2016-12-20T09:24:15","modified_gmt":"2016-12-20T09:24:15","slug":"how-to-use-gamification-to-grow-your-customer-base","status":"publish","type":"post","link":"https:\/\/passkit.com\/blog\/how-to-use-gamification-to-grow-your-customer-base\/","title":{"rendered":"How to use gamification to grow your customer base"},"content":{"rendered":"<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-10384\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20065513\/Screen-Shot-2016-12-20-at-2.34.52-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.34.52 PM\" width=\"1093\" height=\"448\" title=\"\"><br \/>\nEverybody is talking about <em>gamification<\/em>.\u00a0But instead of giving theoretical and redundant\u00a0definitions, we will showcase how <a href=\"http:\/\/www.rwmanila.com\/\" target=\"_blank\" rel=\"noopener\">Resorts World Manila<\/a> acquired <strong>27,000 members in 24 hours<\/strong> and obtained\u00a0<strong>40,000 members in one week <\/strong>through\u00a0the gamification process powered by <a href=\"http:\/\/passkit.com\" target=\"_blank\" rel=\"noopener\">PassKit<\/a>.<\/p>\n<h2>Campaign Goals and Objectives<\/h2>\n<p>Resorts World Manila initially planned to achieve the following targets:<\/p>\n<ul>\n<li><strong>Convert<\/strong>\u00a0existing members to digital memberships<\/li>\n<li><strong>Acquire<\/strong>\u00a0new Members<\/li>\n<li><strong>Validate<\/strong>\u00a0gamification Business Plan<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-10385\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20074602\/Screen-Shot-2016-12-20-at-2.35.14-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.35.14 PM\" width=\"1089\" height=\"686\" title=\"\"><\/p>\n<h2>The Innovative Process<\/h2>\n<h3>1) Creation of personalised Membership Cards through Facebook data<\/h3>\n<p>Users would just have to connect to their Facebook to automatically create a real-time personalised template.<br \/>\n<img decoding=\"async\" class=\"aligncenter size-full wp-image-10386\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20075551\/Screen-Shot-2016-12-20-at-2.35.32-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.35.32 PM\" width=\"1091\" height=\"416\" title=\"\"><br \/>\nNOTE: to access Facebook data, it&#8217;s necessary to have an app that users need to authorise.<\/p>\n<h3>2) Distribution of passes<\/h3>\n<p>The campaign was launched and run on different platforms, including the main website, the Facebook page and traditional media. The core element of each campaign post was a QR code, which potential or existing members could simply scan to <a href=\"https:\/\/passkit.com\/blog\/how-to-create-digital-membership-cards-mobile-wallet\/\" target=\"_blank\" rel=\"noopener\">add the digital membership card<\/a> to their <a href=\"https:\/\/passkit.com\/blog\/what-are-the-benefits-of-mobile-wallet\/\" target=\"_blank\" rel=\"noopener\">Mobile Wallet<\/a>.\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10387\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20082408\/Screen-Shot-2016-12-20-at-2.35.47-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.35.47 PM\" width=\"1090\" height=\"293\" title=\"\"><\/p>\n<h2>3) Incentivise and Manage<\/h2>\n<p>In order to boost the campaign, a free movie ticket was given for FREE through a gamification of social referrals. Every person that shared their link with 5 people got free movie tickets.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10388\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20083428\/Screen-Shot-2016-12-20-at-2.36.12-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.36.12 PM\" width=\"1090\" height=\"465\" title=\"\"><br \/>\nDigital passes acted as cinema tickets as well. Once spectators showed up at the cinema entrance, tickets got scanned and automatically updated the displayed info via the <a href=\"https:\/\/passkit.com\/blog\/how-to-use-passkit-api-tips-and-instructions\/\" target=\"_blank\" rel=\"noopener\">PassKit API<\/a>.<\/p>\n<h2>Tangible Campaign Results<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10389\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20085254\/Screen-Shot-2016-12-20-at-2.36.55-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.36.55 PM\" width=\"1091\" height=\"828\" title=\"\"><\/h2>\n<ul>\n<li><strong>27,000 new members<\/strong> have been acquired within the first 24 hours.<\/li>\n<li><strong>40,000 members<\/strong> opted in, in only one week.<\/li>\n<li><strong>Customer Insights<\/strong> for thousands of new and existing members collected from Facebook data.<\/li>\n<\/ul>\n<p>The underlying beauty of the system is that digital membership cards enabled Resorts World Manila to send targeted and relevant offers and events notifications under the form of <strong>push lock-screen messages\u00a0<\/strong>directly onto the customers&#8217; phones.<br \/>\n<strong>Replicable model<\/strong>: The Resorts World Manila gamification Business Plan was eventually validated, and property Management decided to deploy the same business model to other business lines, including Singapore property.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-10390\" src=\"https:\/\/dxjl3qy52c1o9.cloudfront.net\/wp-content\/uploads\/2016\/12\/20090930\/Screen-Shot-2016-12-20-at-2.37.42-PM.png\" alt=\"Screen Shot 2016-12-20 at 2.37.42 PM\" width=\"1089\" height=\"490\" title=\"\"><\/p>\n<h2>Wanna make a sexy experience out of your marketing campaign?<\/h2>\n<p>Would you like to replicate the Resorts World Manila experience in your business? <a href=\"mailto:support@passkit.com?subject=Blog%20Post%20MANILA%20Enquiry\">Get in touch with us here<\/a>\u00a0and we&#8217;ll help you make it happen. Also, if you liked this post please leave a comment or feedback in the comment section below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Everybody is talking about gamification.\u00a0But instead of giving theoretical and redundant\u00a0definitions, we will showcase how Resorts World Manila acquired 27,000 members in 24 hours and obtained\u00a040,000 members in one week through\u00a0the gamification process powered by PassKit. Campaign Goals and Objectives Resorts World Manila initially planned to achieve the following targets: Convert\u00a0existing members to digital memberships [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":10393,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,16,31],"tags":[],"class_list":["post-10383","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-case-studies","category-mobile-wallet-2"],"_links":{"self":[{"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/posts\/10383","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/comments?post=10383"}],"version-history":[{"count":0,"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/posts\/10383\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/media\/10393"}],"wp:attachment":[{"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/media?parent=10383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/categories?post=10383"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/passkit.com\/blog\/wp-json\/wp\/v2\/tags?post=10383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}