At Christmas, New World Clubcard likes to recognise and build relationships with their VIP members, and to demonstrate that Clubcard is always more rewarding.
So we created the Clubcard Private Beach Dig. A fun and exclusive treasure hunt game where members could win $NWD and prizes, plus go into the draw to Win a luxury beach getaway — an engaging and rewarding experience.
Launch email
The game was fully mobile optimised, and of course so were the emails. Giving the customer a great experience on any device.
We also utilised a simple animated GIF to replicate waves lapping on the beach to create more interest and draw the reader down the page.
How the game works
The first few minutes of a game can make or break a player’s experience, so after confirming the Clubcard member’s details on the landing page, we wanted to get our tutorial out of the way as quickly as possible.
To teach the mechanics, rather than simply telling the player how the game works, we created an in-game tutorial. They had to perform the required actions, which resulted in better retention and straight into the fun.
Then to dial up the excitement we created hidden ‘sweet spots’ around the beach. These were unique tiles on the map that gave the user a better chance of winning a prize.
Once you saw the meter move from ‘cold’ to ‘warm’ or ‘hot’, you clicked dig!
January extension emails
We didn’t stop at Christmas – we needed the campaign to drive Clubcard members back in store over the traditionally quiet January period.
So we tapped into the holiday vibes and beach enthusiasm, responding to the love, by playing back the hottest Clubcard member recommendations to the entire base, for a more rewarding day out at the beach.
