Engaging fans by 1-upping Nintendo’s Loyalty Program

 

Branding/ Visual Design, Member Engagement, Email Marketing

Engagement in the Club Nintendo Loyalty Program was measured by fans completing actions like taking customer surveys and redeeming rewards.

 
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Challenge

Our challenge was to continuously maintaining the interest of fans with new competition in gaming.

Process

We had to engage fans with new prizes and encourage them to engage by redeeming rewards on our site.

 
 
 
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Emails were redesigned to include fans’ current member points (or ‘Coins’), personalized product preferences, and to include Nintendo’s many consoles.

 
 
 

We found moments to surprise fans with things like a Luigi site takeover on Saint Patrick’s Day. It resulted in a 30% spike in traffic.

We continuously thanked fans with limited edition rewards and other signs of gratitude.

 
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Outcomes 

  • nearly 80% of members redeemed their end-of-year rewards.

  • loyalty members contributed to 44% of total downloadable game sales.

  • game registration rates nearly tripled