Why Zizzi is betting on mobile gamification to drive engagement
Italian restaurant chain Zizzi is enjoying the benefits of a campaign that combines mobile, social and gamification after seeing consumer email click throughs increase three fold.
As part of Zizzi’s wider three-year ZizziTacklesCancer campaign to raise £1m for Cancer Research UK, the gaming push launched on 1 September and uses technology from 3radical to create an online scratch card accessible via smartphones on Zizzi’s Facebook page and mobile optimised website. Rewards include instant vouchers and entry into a draw for the opportunity to train with England Rugby teammates, Jonny May and Alex Corbisiero or to win a trip to New York.
Consumers can increase their chances of winning by supporting Stand Up to Cancer, getting friends involved socially, visiting Zizzi and redeeming vouchers and over time through a range of additional motivational offers both in and out of restaurant.
The website, which used 3radical’s Voco platform, delivers these offers across channels in real time, and optimises messaging to each individual based on their behaviour and preferences. For example instant vouchers are delivered, and their redemption monitored ready to be built into future communications and rewards.
Jo Fawcett, marketing director, Zizzi commented: “In the first five weeks of this campaign alone we have seen strong results in terms of engagement with a 3x increase in email click through rates, significant repeat engagement and growing social buzz which is bringing new customers to the Zizzi experience as well as increasing contact with existing customers.”
Zizzi will continue to run similar campaigns as it looks to reach its £1m target.