krishnan saranathan - reinventing loyalty: how gamification reshapes consumer marketing
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Reinventing Loyalty: How Gamification Reshapes Consumer Marketing
Gamification SummitSan FranciscoJune 19-21, 2012
MileagePlus Offers Unmatched Scale and Benefits
90 MILLION
100+
records in member database
partners in loyalty network
18 MILLION active members in last 12 months
1.5 BILLION web page hits per year
30 MILLION email addresses
370
145 MILLION
destinations worldwide
passengers per year
25 Star Alliance partners
10 hub cities
5800 daily mainline flights
World’s largest airline World’s largest travel loyalty program
Key Elements of Gamification Are In Play to Actively Engage Customers
Fee waivers
Bonus miles
Priority services (Boarding, check-in, call desk)
Complementary Upgrades
Rewards & recognition
Free bags
1 3
Global Services
Premier 1K
Premier Platinum
Premier Gold
Premier Silver
Tiered achievement levels
2
Progress bars & goal pursuit
XXXX
Members Share Their Wisdom, Discuss Issues and Offer Constructive Criticism Through Online Forums
Chicago O’Hare, Dec 30th, 8:10 AM
Omaha, Dec 30th, 12:00 PM
Denver, Dec 30th, 1:50 PM
Los Angeles, Dec 30th, 6:30 PM
Vancouver, Dec 31th, 7:40 AM
Los Angeles, Dec 31th, 1:30 PM
San Francisco, Dec 31th, 4:00 PM
ILLUSTRATION OF A ‘MILEAGE RUN’ TO ACHIEVE PREMIER STATUS
Members Consistently Rate MileagePlus Premier Program As One of the Top 2 Drivers of Purchase
AdvergamesFor Promoting
United’s Travel Options
5 advergames were created to educate consumers about the 5 corresponding products:
Economy+ (Legroom Legend)
Premier Line (Line Jump Hero)
Awards Accelerator (Mileage Ace)
Door-to-Door Baggage (Suitcase Skyway)
United Club (Airport Oasis)
Advergames Surpassed Past Campaigns in Terms of Participation and Engagement
2X
4X
ITS NOT RACING … ITS PERFORMANCE
… and they are active in
8 of those programs
Average US household belongs to
loyalty programs18
Where Do We Go From Here?
AWARENESS
ENGAGEMENT
PROFITABILITY
Drive Currency Consolidation by Expanding Partner Network and Increasing Engagement
…and build a virtual currency that better surrounds the consumer
Leverage gamification to enrich member experiences …
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