Client: Foxtel
Industry: Broadcast Media
Solution: Scratch & Win
About Foxtel Rewards
Foxtel Rewards is the free loyalty program for all Foxtel residential customers that gives members access to the best sport, live music and movie events in Australia, plus extra entertainment, exclusive giveaways and more.
From partnering with Foxtel since 2021, our data reveals that members who engage three or more times during their annual subscription drive experience the maximum churn benefit. To yield a greater churn benefit, Foxtel utilized Komo's digital technology to transition members in the zero- and low-engagement tiers to the medium- and high-engagement tiers.
Campaign Objectives
SMEG x Foxtel Rewards Campaign
In collaboration with SMEG and Foxtel's lifestyle show, The Great Australian Bake Off, Foxtel organized an engaging instant-win campaign for Foxtel Rewards members, featuring Komo's "Scratch & Win" mechanic. The campaign shifted 6,963 members from low to high engagers. This shift was largely attributed to the engaging Scratch and Win feature along with a
strategic "reminder" email campaign, sent via the Komo platform.
The campaign attracted a remarkable 51,635 entries and led to 1,242 new rewards program enrolments, underlining its positive impact on membership growth. Non-winning players received a discount which was redeemed 212 times, boosting SMEG's e-commerce sales.
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Crust Pizza x Foxtel Rewards Campaign
In partnership with Crust Pizza, and with strategic usage of the Komo platform, Foxtel Rewards launched a four-week campaign from September 19th to October 16th, offering 10,000 free pizzas to Foxtel customers.
By leveraging the Komo platform, Foxtel was able to ensure that winners would instantly receive their unique codes for a free pizza which they could then redeem online or in-person. Komo's data validation technology verified that winners were Foxtel customers, enabling automatic enrolment in the program. Automatic targeted emails from Komo also drove significant repeat engagement.
The campaign targeted general engagement and increasing enrollments in the Foxtel Rewards program. It was successful, converting 1,699 individuals from low to high engagement levels. The campaign exceeded expectations with 22,155 entries and 595 new enrolments.
Results
Driving Massive Engagement and Subscriber Growth
The success of the SMEG and Crust campaigns, facilitated by the Komo platform, was evident in the engagement of 41,346 members in September alone. Additionally, approximately 2,400 new Foxtel Rewards enrolments in September and October were attributed to these campaigns.
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Check out the cards they used below...
Want to see how easy it is to bring a game like this to life? Check out the Scratch & Win Knowledge Base articles!
Want to learn how to get results like these? Book a 1:1 demo with us, and spend 30 minutes exploring just what's possible with the Komo Platform!
