After interacting with a chatbot to answer a few registration questions, participants are able to activate a slot machine that instantly reveals their prizes (promotional codes or bike rentals). By participating, they also enter a larger random draw allowing them to win one of 3 Center Parcs stays.
Along this journey, participants are guided by a dedicated emailing plan consisting of at least 3 emails (registration confirmation, relaunch email on D+7 to encourage them to invite friends, and an end email). Optin registrants also receive a welcome email introducing them to the brand’s offers with personalized messages. The results of these emails were very satisfying (24,8% unique open rate).
An innovative relational way of collecting data
In order to be consistent with their brand’s values and build an emotional link with their prospects, the Center Parcs and Numberly teams came up with an entertaining and creative mechanism.
When on mobile, participants need to shake their phones to animate the slot machine. This mechanism, combined with attractive incentives, gives participants the life-like impression of winning.
Using a chatbot format gives participants the impression of discussing with the brand directly. It is a fun and innovative way to shake up the brand image of Center Parcs.
Maximizing traffic through a diversified Media Plan
Multiple channels have been activated simultaneously in order to maximize the volume of prospects and clients reached: Facebook Ads, affiliation, viral, and self-promotion. Members of the Center Parcs database have proven their loyalty to the brand, with a conversion rate of 58%. Further proof that data-catching campaigns are a relevant way of animating your best clients and reactivating inactive ones!
