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UNICOOP TIRRENO “SPIAGGE DA SOGNO”

EVENT & RETAIL

THE FEATURES

Advice has started a partnership with UniCoop Tirreno involving the management of a digital project based on gaming and virality dynamics.

100% GAMIFICATION

100% GAMIFICATION

PHYSICAL TO DIGITAL

PHYSICAL TO DIGITAL

ENGAGEMENT & LOYALTY

ENGAGEMENT & LOYALTY

The Challenge

Supporting the hard-copy short collection with a digital action based on gaming dynamics, in order to boost the use of digital tools to establish a brand relation. Integrate the online action with the loyalty offline program called “Un mare di morbidezza” [“A sea of softness”].

The solution

April 2014/July 2014

A contest lasting four months, based on game quizzes, medals and customized missions, accessible from www.morbidezza.itwhich is integrated with the prize catalogue from the Coop Tirreno points of sale.

 

The consumer who accesses online receives a token for the hard-copy point collection at the time of registration, more of them are collected if you answer the monthly quizzes correctly. During the gamification path, the user takes part in intermediate instant-win contests; upon achieving specific targets there are more chances of winning. Status, levels, medals and missions are customized according to each user’s experience, while out of the first 100 in the final ranking, two winners are awarded a holiday with Valtur.

 

 

Strategy and development: Advice Group
Behavioral analysis and 1to1 relation: WEKIT platform (powered by Advice)

The Results/KPI

Integration of offline promotion actions with online activities generally not based on product purchases. Development of a brand-user relationship through gaming, learning and viral sharing moments. Measurement in real time of the user’s behavior to implement 1to1 actions aimed at increasing traffic at the point of sale and vice-versa from offline to online.

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