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Italian restaurant chain Zizzi has adopted gamification’s concept for the second year running to produce a brand new loyalty and promotional campaign that enabled customers to compete for meals and vacation prizes and the chain to improve its marketing database. Client names were attracted by the campaign to the brand.
Zizzi ran an online board game advertising in affiliation with 3radical Voco, which users can access through a mobile optimised site and about the company’s Facebook page. They had been awarded two rolls of the dice that they took a part and then moved around the board accordingly. Up for grabs were vouchers for win food prizes, as well as the eligibility for entrance to a competition.
The game brought almost two million throws of the dice and players. However the game contained ‘next action’ such as following the Zizzi new and sharing as well as a series of customer surveys that were brief. As a consequence of the more than 87,000 follow on actions were completed and more than 27,000 survey answers collated — including customer profiling information like food preferences.
Jo Fawcett, marketing director of Zizzi, stated the promotion followed the achievement of an internet scratch card promotion in association last year, with Stand Up to Cancer. “We wanted to introduce a campaign that not only created new consumer contacts but might encourage high levels of repeat involvement,” she said. Of the 60,000 customers that participated nearly a third returned to play five or more days, she said. “Their high involvement levels also supposed they were pleased to share info on their preferences with us, and that we’ll use to continue to boost our relevancy to them going forward and inform our business,” she explained.
