KFC gamifies loyalty with Rewards Arcade scheme
KFC is tapping into the gaming habits of Britain with a new rewards scheme called ‘Rewards Arcade.’
The key art for the KFC Rewards Scheme, which is live on the KFC app / KFC
Playing on the history of arcades in the UK, the KFC Rewards Arcade is a rewards program that attempts to reinvent the idea of a loyalty scheme.
While to date most consumer loyalty schemes have been based around earning points incrementally, KFC’s new scheme is instead designed to offer all consumers a better opportunity to earn rewards rather than just the super-users.
As a result, the Rewards Arcade is a gamified experience that allows consumers to play an arcade cabinet-inspired simple game to win rewards. To play, customers receive an in-app invite after every order of over £3. They are then in with a chance of winning one of twelve food items available, including Bargain Buckets and Popcorn Chicken.
The first game – ‘Hammer Time’ – resembles the classic festival-style game where players choose one of three hammers and ‘swing to win’ by ringing a bell atop a pillar.
The scheme was designed by Rapp UK. Its chief executive Gabby Ludzker argues that most points-based systems create an unfair “generosity balance” – which prioritizes super-serving a brand’s most regular customers while de-prioritizing the largest cohorts of the consumers by design. In doing so, brands are choosing to create a perverse incentive to overspend with a single brand – which works well for higher-value items such as furniture, but limits choice among FMCGs and food and drinks.
Ludzker said: “Loyalty has moved on from points means prizes, and brands need to keep up with their customers’ behaviors and motivations. The Rewards Arcade is a dynamic way to reward loyalty – customers can have a go, win and claim their prize immediately, making it a win-win for KFC and its guests.
“We wanted to give every KFC guest an entertaining, interactive and competitive space where they can try out a range of retro games to win free food. The games are exciting and fun, and will definitely keep customers coming back for more.”
The rewards scheme is live within the KFC app.