![]() The winner received full access to the Capcom booth, developer-signed Capcom gear, VIP treatment at a Capcom party, and an opportunity to personally interview the main developers behind legendary games like “Dead Rising” and “Marvel vs. One giveaway was an all-expense-paid trip to Comic-Con San Diego, provided by Capcom. “We wanted prizes that were beyond what most people could afford with their points.” “We wanted to come up with something that didn’t require members to spend their points,” says Eric Oria, account director at The Marketing Arm. Loyalty members are automatically entered to win when they make an instore purchase. It offers one “epic” reward per month that taps into GameStop’s many partners in videogame publishing and entertainment, and “epic” though the rewards are, each is valued at under $10,000. The centerpiece to generate both excitement and members was the “Epic Reward Giveaway,” a sweepstakes that remains a mainstay of the program today. GameStop PowerUp Rewards was pitched as a way to “Earn Points, Get Cool Stuff!” Members join for free and receive points based on purchases made both instore and online the points can be redeemed for entertainment-related products found at The website is the hub of activity, providing all the information a gamer needs to know about the program.Ī pilot, which ran in four cities beginning in May 2010, tested and tweaked various member benefits for inclusion in the national rollout, which took place that November at all 4,500 GameStop locations. The program also resets the focus of the brand directly onto the customer, all with the lofty goal of bringing in 5 million new members. ![]() The new program, GameStop PowerUp Rewards, is points-based, churns on monthly epic awards, increases GameStop’s market share, and has the ability to collect customer data to use for customer relationship management programs. The old program, called Edge Card, had a respectable 3.5 million members and operated as a discount card. ![]() That was the task assigned to The Marketing Arm in Dallas when GameStop decided to replace its antiquated loyalty program with one that lived the life of the avid gamer. If you’re in the business of inspiring gamers, you’d better be able to think like one. CATEGORY: Best Web-based Loyalty Marketing Campaign
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