Storytelling examples for your Loyalty Plan
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Grosso Napoletano bases their entire experience in Naples. If there are two things that distinguish this city it would be pizzas and football, the two pillars on which they interact with their customers. For this, in addition to emulating the experience in their premises through their wood oven and "pizzaioli", they have created the Squadra Grosso C.F., a loyalty plan that unifies the physical and virtual world, allowing them to have a fluid and consistent conversation with their customers maximizing their brand attributes.
The Squadra Grosso F.C. simulates a football tournament in which their clients start in "Quarti di Finale" and progress to become "Campeoni". Along the way, each "calciatore" wins "partitas" to win rewards in the form of pizzas and different surprises.
In addition to the messages through which they congratulate their clients when they win a “partita”, they encourage them to continue playing when they are close to a reward, they ask them for feedback in a contextual way, they congratulate them on birthday, or, when their clients haven’t visited for a while, they reach out to them highlighting key aspects of their experience, such as the history of their wood oven manufactured by Giuseppe, a fourth-generation Neapolitan artisan.
Another very illustrative example is New York Burger. The scenario is based around building a relationship with its clients, developing through the City of Skyscrapers.
Through their #NewYorkers loyalty plan, they simulate a trip through all the city's neighbourhoods. Starting in the Bronx and ending in Manhattan, as clients advance in the plan, they are told interesting information, places to visit on a mandatory basis, and ultimately, curiosities of all corners, acting as a tour guide.
In this way, they intend to immerse their customers in an experience in which they are really having a burger with a New York soul.
Along the way, customers accumulate "NYB Dollars" and win rewards in the form of purely American burgers so that their strength does not fail them during their trip.
Finally, an example that we are fond of is Pizzart. If Roman pizza is their hallmark, there is nothing more distinctive in Rome than the Colosseum and its gladiators.
For this reason, through the #PizzartTeam, they guide the entire conversation with their clients through combats in which each "Gladiatore" will win "Scudos" to go from being a "Gladiatore Novizio" to being a "Gladiatore Professionale".
The rewards grow as you level up, regardless of whether you have "fought" in the online or physical world.
This creates an experience orientated element which will make it difficult for a client not to associate the brand with Rome. The result is opening a different and fun communication thread with their clients, generating greater engagement.