2024 Silver Digital Product

Agency: RAPP

Client: KFC UK

Entry Title: KFC loyalty - the long game

Executive Summary

In 2022, the KFC Rewards Arcade smashed all the brand’s loyalty targets. It saw an opportunity to be even better.

Strategy

KFC’s most valuable customers are in-app. In 2022, it created a ‘chicken algorithm-powered’ KFC Rewards Arcade. Customers could play after purchase to win free food instantly, making it easier and more exciting than collecting points.

A data deep dive and in-store customer interviews across eight UK locations revealed 75% of customers loved the Hammer Time game - but what about the other 25%? Some customers found playing in Rewards Arcade too easy. They wanted to feel like they’d earned their reward.

Creativity

Introducing Pinballer, a new game with thrills and cool visuals, lit up in neon as the ball twists and turns its way along multiple win or lose journeys. The UX makes players feel in control and keeps them on the edge of their seats. Even if they lost, the whole experience is stickier and more engaging for customers.

Results

By driving more plays overall, the brand saw an increase in the number of rewards won and redeemed. It became part of habitual KFC shopper behaviour. There was an increase in average spend from customers who played Pinballer rather than Hammer Time, driving significant ROI.

The brand gained an understanding of the impact the Rewards Arcade had on frequency and value: it was driving app use and the likelihood of customers choosing KFC over competitors

The Team

KFC - Aislinn Campbell, Customer Growth Marketing Manager - Victoria Mans, CRM Manager - Jaime Arribas, Senior Marketing Technology Manager - Emma Jose, Senior Project Manager - Tor Tompson, Managing Partner - Jordan Miller, Senior Account Director - Al Mackie, CCO

RAPP - Gabbrielle Ludzker, CEO - Tain Joliffe, Strategy Director - Hiten Bhatt, Head of Design - Simon Cheshire, Senior Designer - Will Clark, Associate Creative Director - Caroline Garnar, Deputy Head of Copy & Content - Melanie Herekar, VP Data Analytics - Raphaela Ring, Senior Data Strategist - Martin Chappell, Senior Data Analyst - Gary Cowx, Email Technical Lead - Lee Hayler, Senior Data Solutions Analyst - Sally Marmont, Service Delivery Team Leader - Donnchadh Casey, Senior Account Manager - Oliver Easthorpe, Senior Creative - Cathy Crocker, Senior Creative