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Greene Turtle restaurant chain gamifies loyalty program for mobile

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October 17, 2014

Using games as loyalty-building platform

Using games as loyalty-building platform

The Greene Turtle, a sports bar restaurant chain, has teamed up with Paytronix and Gamescape to develop a new mobile loyalty program centered on brand-related games.

The restaurants, which are located in a variety of East Coast states including Virginia, Maryland, Delaware, Washington, D.C. and New York, are aiming to drive consumer downloads of the Greene Turtle Rewards mobile application. By offering tie-in games and enticing prizes, The Greene Turtle hopes to increase brand awareness and augment brand loyalty.

“After the loyalty program launched, The Greene Turtle wanted to drive additional usage of its loyalty app by integrating sports-related games,” said Michelle Tempesta, head of product at Paytronix, Newton, MA. “Paytronix provides the base app for both Android and IOS and performed an integration to Gamescape to bolster its functionality by adding the gamification aspect.”

Mobile gamification
The Greene Turtle is offering a host of game-related rewards to its guests, which include prizes such as $10 off of food or merchandise.

Users who sign up to register their rewards cards through the mobile app will receive a free appetizer 24 hours after registering. Guests also receive one reward point for each dollar spent at the restaurant, and get $10 back on to their rewards cards after 200 points are reached.

Consumers reap exclusive member-only offers and special promotions. Each user also will receive a reward for a complimentary sandwich or burger during their birthday month.

The rewards program is free, and comes with $5 credit if a customer refers a friend to the program. Customers may sign up online, via mobile device or in any Greene Turtle location.

Rewards and games go hand-in-hand

Rewards and games go hand-in-hand

Companion app
The Greene Turtle Rewards app serves as a restaurant companion to guests, offering games to play while waiting for food and a full schedule of National Football League games.

“The app matches the concept and the persona of their target guest perfectly by adding a game of chance to the match-ups the audience is already watching,” Ms. Tempesta said.

The chain is hoping to attract consumers to its locations by promoting its NFL Ticket Giveaway. Interested guests will be entered to win Baltimore Ravens or Washington Redskins home game tickets when they visit any Greene Turtle location during the 2014 football season or follow Greene Turtle on Twitter and re-tweet designated “Re-tweet & Follow to Win” tweets.

A slew of games are also available on the app, with the prize of a $10 reward each time that a game is won. A game reward is valid for 10 days.

Companion apps and game loyalty programs are beginning to gather traction in chain restaurants and sports bars. Buffalo Wild Wings is another chain that has recently introduced a gaming loyalty platform to its consumers (see story).

The Buffalo Wild Wings app, GameBreak, offers fans a host of fantasy football-related games to play individually and with friends while waiting for food at the restaurant. Football game tickets are also among the receivable prizes.

Ultimately, many sports restaurants are finding that games and loyalty programs go hand-in-hand where their brand is concerned.

“The chain expects to see more visits, more spending, and a greater level of engagement with the app,” Ms. Tempesta said.

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York

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Alex Samuely is staff writer on Mobile Commerce Daily, New York. Reach her at alex@mobilemarketer.com.

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