Boosting app downloads for Slim Chickens and encouraging footfall over the Christmas period.
- Creative Technology
Boparan Restaurant Group is a collection of brands operating across the UK and abroad. A key player in the hospitality sector, the group was facing a drop in revenue and customer reluctance to visit stores in the wake of the COVID-19 pandemic.
We were tasked with creating a gamification campaign, including animated assets for social media, a paid strategy, and a game to sit in-app for their brand, Slim Chickens. In collaboration withPepsi-Max, the objective was to improve the overall app experience, drive downloads, and boost restaurant bookings for the end of a difficult year for hospitality.
The game integrated seamlessly with the existing Slim Chickens app, and gave users the opportunity to win vouchers and prizes to redeem in-store, via our integration with digital fulfilment partnerEagle Eye.
The game needed to:
- Collect data from customers, to be used for remarketing and reporting.
- Drive repeat visits and plays to encourage engagement with the brand.
- Boost app downloads.
- Generate awareness of the deals and products that Slim Chickens have to offer.
- Encourage more restaurant bookings and takeaway orders over the Christmas period.
The game was designed to appeal to a broad demographic, with varying levels of difficulty and simple, easy to use controls. Utilising gamification, Trunk monitored audience behaviours to better understand their incentives and behaviours within the game, working to create the best mobile experience possible.
It was imperative that the game be easy to locate, easy to play, and visually stunning, as well as on-brand. Trunk also ensured that the game existed on a landing page too, which directed users to download the app to claim any prizes. This was to drive app downloads, and further engagement with the campaign.
We’ve developed a proprietary prize engine which can give clients granular control over the issuances of prizes - both digital vouchers and physical merchandise. This prize mechanic can plug into providers such as Eagle Eye to streamline delivery, allowing users to instantly win vouchers from within the game.
In addition to creating the game, Trunk also produced a series of animated social videos to promote it across several platforms. These videos encouraged mobile users to download the app, encompassing a full digital mobile strategy.
The online game was played over 8500 times throughout December, with around 50% of these plays converting into app downloads. It’s clear that the game worked to drive repeat engagement, with just under 1000 users returning to play the game throughout the festive period.
One of the objectives was to drive bookings during the Christmas period – this proved an impossibility due to government restrictions over December. However, the voucher integration, made possible by our partnership with Eagle Eye, meant that prizes from the game could be used for collection or delivery orders made through the app also.
In just one month:
4000+ app downloads.
5000+ vouchers issued.
“We're delighted with the game and the social assets Trunk provided for Boparan’s recent Christmas campaign. The Pepsi Max brand was prominent throughout the experience, and was positioned well without feeling too 'brand' heavy. The results speak for themselves - Trunk's gamification offering provides real value when trying to engage customers.”
Hannah Godfrey, National Account Manager, BritVic/Pepsi Max
app downloads 4k+
plays in one month 8.5k+
vouchers issued 5k+
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