Everybody is talking about gamification. But instead of giving theoretical and redundant definitions, we will showcase how Resorts World Manila acquired 27,000 members in 24 hours and obtained 40,000 members in one week through the gamification process powered by PassKit.
Campaign Goals and Objectives
Resorts World Manila initially planned to achieve the following targets:
- Convert existing members to digital memberships
- Acquire new Members
- Validate gamification Business Plan
The Innovative Process
1) Creation of personalised Membership Cards through Facebook data
Users would just have to connect to their Facebook to automatically create a real-time personalised template.
NOTE: to access Facebook data, it’s necessary to have an app that users need to authorise.
2) Distribution of passes
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 add the digital membership card to their Mobile Wallet.
3) Incentivise and Manage
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.
Digital 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 PassKit API.
Tangible Campaign Results
- 27,000 new members have been acquired within the first 24 hours.
- 40,000 members opted in, in only one week.
- Customer Insights for thousands of new and existing members collected from Facebook data.
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 push lock-screen messages directly onto the customers’ phones.
Replicable model: 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.
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