Building Brand Loyalty Via Engagement
Burger King® understands the importance of acquisition efforts that drive growth—and the engagement tactics that can help sustain it. Through their loyalty program, Royal Perks, Burger King® offers incentives and benefits that reward and recognize customers, bringing them back to the BK® App more frequently. To drive engagement among both new and active users, the brand tapped into hyper-casual gaming instead of the traditional coupon-heavy approach commonly used in QSR. In partnership with Coca-Cola Racing®, the 8-bit game Thirst for Speed challenged users to beat their race time in order to win different prizes every day that could be redeemed and paired with other items on the app, incentivizing customers to return to the app again and again. The game was also an opportunity to enlighten users on the value of Crowns and how to redeem their points for free BK food.
Burger King® used push notifications, in-app messages (IAMs), and email to nudge customers to play. Thoughtful user segmentation was used to ensure messaging was relevant and timely depending on what point of the user journey each individual was in (new player vs. returning player).
How the Braze Platform Enhanced the Campaign
The campaign relied on out-of-product channels like email to drive customers to open the mobile app to play the game. App users received a “Play Now” email prompt that directed them to open the mobile app; once in the app, an in-app message prompted the customer to start playing. At the end of the game, customers automatically received their prize coupon as well as an email confirming their prize. Burger King leveraged customer data platform (CDP) and Braze Alloys technology partner mParticle to trigger coupons via Braze. This cross-channel strategy kept customers coming back to the app, again and again, to engage with the brand.
Performance and player data captured during the campaign was passed from Burger King to Merkle, aBraze Alloys solutions partner, and from there seamlessly passed to Braze and Braze Alloys technology partners mParticle and Amplitude. By leveraging the Braze platform’s Connected Content dynamic content personalization tool, Burger King could securely and seamlessly pass off necessary customer data in the background. Burger King has continued to utilize Braze platform as a way to build integrations from scratch, and take the heavy lifting off their internal engineers’ plates.