Zizzi, a leading Italian restaurant chain, is using mobile gamification as part of their ZizziTacklesCancer campaign that launched on 1st September. The campaign sees Zizzi teaming up with rugby stars Jonny May and Alex Corbisero to create a range of activities to raise funds for Cancer Research UK.
The innovative campaign, using 3radical technology, is aimed at taking customer engagement to a new level by combining online, mobile, social and in restaurant experiences across its 140 restaurant outlets. Initial results from the campaign have already seen a three times increase in email click through rates, an engaged audience of repeat players, significant social sharing reaching new customers, and importantly for Zizzi additional donations to Stand Up to Cancer.
Consumers are able to access an online scratch card via their smartphones on Zizzi’s Facebook page and mobile optimised website, driven by the 3radical Voco platform. Rewards include instant vouchers and entry into a draw for the opportunity to train with England Rugby teammates, Jonny May and Alex Corbisiero or to win a trip to New York. Consumers can increase their chances of winning by supporting Stand Up to Cancer, getting friends involved socially, visiting Zizzi and redeeming vouchers and over time through a range of additional motivational mechanics both in and out of restaurant.
The 3radical Voco platform delivers these mechanics across the channels in real time, and optimizes messaging to each individual based on their behavior and preferences. Instant vouchers are delivered, and their redemption monitored and built into future communications and rewards, through a real time integration with Eagle Eye.
The high engagement rate for the online scratchcard – across all of initial plays, repeat plays, social engagement and donations – is supported by 3radical’s recent survey of consumers in the UK**, where 87% of consumers have said that they are looking for a fun, rewarding and relevant experience in return for reading brand messages. Similar results are also being seen by other 3radical customers including Dell, Anytime Fitness, DBS Bank Asia and Visit Scotland who deploy a wide range of challenge and reward mechanisms using 3radical Voco. The Voco platform enables brands to rapidly create a mobile experience that incorporates a host of different challenges, and rewards. Giving consumers relevant, fun challenges and rewards they care about dramatically increases engagement, with some recent projects showing a 40% take up rate of challenges by consumers.
Jo Fawcett, Marketing Director, Zizzi commented: “We are excited to see gamification working in practice through the 3radical platform. In the first five weeks of this campaign alone we have seen strong results in terms of engagement with a 3x increase in email click through rates, significant repeat engagement and growing social buzz which is bringing new customers to the Zizzi experience as well as increasing contact with existing customers.”
David Eldridge, CEO of 3radical added, “Zizzi are a fantastic, socially aware, forward-looking brand and their customers love them. We are delighted with such strong engagement results so far and look forward to watching the 3radical Voco platform drive further results and donations for Stand up to Cancer.”