Hopdoddy Rewards Perk Dash

4,823 total players

89,981 total games played

15m 54s average player engagement time

Summary

Based in Texas, USA, Hopdoddy Burger Bar is a premium burger chain with around 50 restaurant locations. Having recently revamped the brand’s app and upgraded their loyalty scheme, the marketing team wanted to create a fun campaign designed to get more downloads and sign-ups.

An app-etite for games 🎮

The Hopdoddy team were interested in exploring game-based marketing as a way to achieve their goals, as they felt traditional loyalty programmes and offers were becoming commoditised.

They knew they wanted to run an in-app-only game promotion and went about finding a reliable supplier to do the job. When they discovered Peek & Poke online, they spotted that they had experience with brands like Domino’s and Paramount and so knew they’d be in safe hands.

They also liked the look of that Data Booster… 👀

Hopdoddy Restaurant Branded Game Character Flying

Hopdoddy Restaurant Branded Game Perk Dash

Hopdoddy Restaurant Branded Game UI Transition Screen

Hopdoddy Restaurant Branded Game Prize Message

Hopdoddy Restaurant Branded Game Fries Code

Hopdoddy Restaurant Branded Game Soda Code

Cooking up excitement 🧑‍🍳

Hopdoddy promoted the game heavily through email, push notifications, and social media ads targeting those not already in their loyalty programme. This drove a significant number of app downloads at a staggeringly low cost per acquisition, coming in at $1.70 per app download compared to around $15-20 from previous campaigns!

By using CRM data to their advantage, the team sent out tailored email messages based on the guest’s interaction with the game. When talking to people who hadn’t downloaded the app, the game was used as the hook – again, the team saw great success from this approach.

Tom said: “We’re super slapstick and fun as a brand, so our designer threw some really fun designs together to promote the game on social media and made it look a tonne of fun to play!”

“We wanted to do something fun for our guests. We wanted them to download the app because we thought they’d really like it, but we also wanted to give them this really cool game as a reward!”

Tom Lockwood, Director of Marketing, Hopdoddy

Bun-believable results! 🍔

The campaign ran for one month at the end of the summer period. As the team were new to branded game campaigns, they didn’t know what results to expect…

Simply put, the game usage and app acquisition figures blew them away! 🤯

Tom explained: “We expected to have a few hundred folks play the game, but by the end of the first day we saw a few thousand people playing it, so it went well beyond our expectations. The acquisition cost per app download was great too, far exceeding expectations!”

Tom went on to share that the game had been very well-received, with 82% of surveyed customers saying they loved it. The team is excited about the campaign’s success and plans to pursue more game-based promotions in future to drive app downloads and engagement. Watch this space! 👀

“We expected to have a few hundred folks play the game, but by the end of the first day we saw a few thousand. The acquisition cost per app download was great too, far exceeding expectations!”

Tom Lockwood, Director of Marketing, Hopdoddy