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RedBalloon

How a popular online brand increased customer engagement and gained a better understanding of their Database through Gamification.

RedBalloon is Australia and New Zealand's leading experience gifts retailer, with over 2 million gift experiences and counting. Being as successful as they have, they set their sights on reaching a new demographic in which to market to.

The team at RedBalloon were wanting to giveaway a V8 supercar experience. They were also wanting to use this opportunity to create a promotion which could help them update their understanding of their current customer base and to expand to new ones.

Read below how Gamify helped RedBalloon reach their goals.

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Results at a Glance

 

AIM
  • To build excitement around a V8 Supercar experience giveaway
  • Gain a better understanding of their database
OUTCOME

320

NEW SIGNUPS

2,656

TOTAL PLAYS 

82.5 %

COMPLETION RATE

1,237

UNIQUE PLAYERS

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Gamify Marketing Strategy

Solution: Redballoon had an Experience that was somewhat out of the norm to what the website usually has to offer. Choosing to see this as an opportunity rather than a challenge, they partnered up with Gamify to create a Redballoon themed “Race Battle Game”, to help build competition and excitement around the unique experience.

 

Step 1: Promote the new game and campaign through the Redballoon website, EDMs (electronic direct mail) and the Redballoon Facebook page.

Step 2: Prompt players to enter their details at the end of their games, in order to submit their scores and possibly go in the draw to win the prize of a V8 Supercar experience, while also gaining a 15% online promo code in the process.

Step 3: Email all the successful participant players with their 15% online promo code, along with informing the one winner of the V8 experience of their success and further information regarding the use of their prize.

With this competition Redballoon could use their branded game as a means to collect data in the process.

 

Results: The end game email prompt received 320 sign ups, showing the people at Redballoon that the average customer was female, between the ages of 25-34 years old. Geographically, the majority were based in NSW. This information helped Redballoon understand the direction in which they needed to head in with marketing to their current customer base.

The game reached and went beyond the target amount of unique plays and in doing so, brought forth new customers that redeemed their promo code reward.

At the end of the campaign an excited winner was rewarded with the V8 experience which she earned through repeat plays, in the hopes of gifting the experience to her husband.

 

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