krishnan saranathan - "reinventing loyalty: how gamification reshapes consumer marketing"

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Reinventing Loyalty: How Gamification Reshapes Consumer Marketing Gamification Summit San Francisco June 19-21, 2012

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Consumer behavior is changing. With the rise in market noise and complexity, so too must innovative brands change the way they market to those consumers. At the front line of these shifting sands are loyalty programs – the economic and behavioral engines for travel, retail and other major sectors. Find out how loyalty programs like United’s industry-leading Mileage Plus program are reinventing the consumer relationship – online and off – and what’s in store for major brands in our fun, consumer-centric future.

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Page 1: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

Reinventing Loyalty: How Gamification Reshapes Consumer Marketing

Gamification SummitSan FranciscoJune 19-21, 2012

Page 2: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

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

Page 3: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

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

Page 4: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

Members Share Their Wisdom, Discuss Issues and Offer Constructive Criticism Through Online Forums

Page 5: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

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

Page 6: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

Members Consistently Rate MileagePlus Premier Program As One of the Top 2 Drivers of Purchase

Page 7: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

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)

Page 8: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

Advergames Surpassed Past Campaigns in Terms of Participation and Engagement

2X

4X

Page 9: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

ITS NOT RACING … ITS PERFORMANCE

Page 10: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

… and they are active in

8 of those programs

Average US household belongs to

loyalty programs18

Where Do We Go From Here?

Page 11: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"

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 …

Page 12: Krishnan Saranathan - "Reinventing Loyalty: How Gamification Reshapes Consumer Marketing"