There is nothing more satisfying than seeing successful BigDoor implementations. We set out to find a better way for brands to engage with their customers and seeing our platform in action, delivering results never gets old. It’s even better when those brands are out talking about gamification and their gamified loyalty solutions.
BigDoor client Yamaha is featured in the February issue of MMR Magazine talking about their gamification/loyalty program. Launched last October, in conjunction with Yamaha’s 125th anniversary the “My Rewards” program focuses on thanking and rewarding Yamaha customers for their loyalty over the years. The program also encourages new visitors to learn about Yamaha products and offerings, as well as guide Yamaha fans to new sources of content and information about the brand.
Kevin M. Mitchell of MMR interviewed Jeff Hawley, director of Yamaha’s consumer experience group to talk about how the program came about as well as challenges and benefits of using gamification in the brands marketing strategy. The full article is available on MMR Magazine’s website, but we thought we would share some of our favorite quotes here.
On the difficulties of talking about “gamification”:
[Jeff Hawley] admits that the first challenge was internal: getting past the perception of – and frankly, the word, itself: “game”. He heard back from the higher ups that Yamaha customers ‘don’t want to play games’.
On what gamification really is at its core:
“It’s frequent flyer miles’ for the Social Web 2.0 generation, and just ties it into a neater package then sending a rebate card or waiting for something in the mail. In a nutshell, it’s a loyalty program”
On concerns that gamification can be used negatively to glean personal information about customers:
“For folks on the bleeding edge of this type of marketing, that’s the big question,” How many details are too many details, and how far can a company go without being “creepy?”
On why Yamaha ultimately decided to pursue a gamified loyalty solution:
“Hawley emphasizes again that the reason they took up the gamification mantle in the first place is to thank consumers for their support”.
Be sure to check out the entire article, on MMRMagazine.com.