Customer Engagement & Rewards

In 2023, Spur licensed SPIDER-MAN™: ACROSS THE SPIDER-VERSE to be part of a mid-year campaign promoting collaboration between Spur and SPIDER-MAN™ . Spur requested Hailr to produce a gamified solution that enhanced brand awareness, entertained customers and rewarded them for their time and loyalty.

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Campaign Objectives

Goal 1: Drive Users to Spur Locations

One of the core campaign goals was to drive users to check in at Spur restaurants. The Hailr geo check-in mechanic was used for this, allowing users to check in at their local Spur and earn game points for doing so.

Goal 2: Motivate Users to Join the Spur Community

Another focus of the campaign was getting users to engage with and join the existing Spur app. This was done with a digital scavenger hunt that required users to download the app to find a secret code. The secret code was then entered to earn game points, which allowed users to win vouchers and competitions.

Goal 3: Promote Collaboration Between Spur and SPIDER-MAN™: ACROSS THE SPIDER-VERSE

In order to drum up anticipation for the film release, users were incentivised to engage with SPIDER-MAN™: ACROSS THE SPIDER-VERSE branded content, including a word search, scavenger hunt and tile puzzle. Prizes were delivered via the app and included merchandise hampers, Spur discount vouchers and instant airtime vouchers. Users earned game points for playing mini games, and could then use points to claim prizes of their choosing.

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Purpose of Campaign

The purpose of the Spur SPIDER-MAN™: ACROSS THE SPIDER-VERSE campaign was to promote collaboration between Spur and SPIDER-MAN™. This was driven through the Hailr web-based app that incentivised users to visit physical Spur locations and join the Spur community through the Spur app. By leveraging gamified marketing techniques, the campaign aimed to strengthen Spur's brand presence, foster customer loyalty, and generate excitement.

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Take to Market

Spur promoted the web app through a number of marketing channels, including social media, the Spur website (banners) and in-store print materials. A QR code to the app also featured on popcorn boxes in cinemas.

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Results of Campaign

Goal 1: Drive Users to Spur Locations

Over the course of the campaign, Hailr observed around a third of users checked in at various locations. On average, users checked in more than once. Another impressive statistic was that users began checking in within 2 days of being registered on the app. This means that Hailr successfully drove users to Spur locations.

Goal 2: Get Users to Join the Spur Community

A major objective of this campaign was to encourage users to download the Spur App. This was done through the use of our digital scavenger hunt mechanic. We observed that over half of all registered users entered correct codes, and estimated that about 40% of those users clicked the link-out to the Spur App. 

Goal 3: Promote Collaboration between Spur and SPIDER-MAN™: ACROSS THE SPIDER-VERSE

Users were directed to the themed web app that highlighted the Spur - SPIDER-MAN™ partnership in a gamified way. The game mechanics used included text carousels, a digital scavenger hunt and timed quiz. The total number of quiz attempts were just under double the amount of registered users, with each user completing the quiz twice or more. One interesting statistic worth mentioning is that quiz scores increased by 43 % from week 1 to week 7, which indicates that users' brand and product knowledge significantly increased throughout the campaign.

Conclusion

The Spur SPIDER-MAN™: ACROSS THE SPIDER-VERSE campaign successfully engaged customers with an interactive experience that encouraged them to visit Spur restaurants and join the Spur community through the Spur app. By offering enticing rewards and leveraging the excitement around the SPIDER-MAN™ collaboration, the campaign enhanced brand awareness and fostered customer loyalty. Hailr's partnership with Spur demonstrated the potential of gamified marketing strategies to drive customer engagement and create unique brand experiences.

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