KFC is ramping up its quest to get customers using its in-app loyalty programme, The Rewards Arcade, by reinventing gaming classic “Pinballer” as an interactive experience that offers even more chances to win free chicken, instantly.
The loyalty programme was first relaunched in September 2022 with Hammer Time, a take on the classic fairground game where players swing hammers to ring a bell and win.
Devised by Rapp UK, which was appointed to the KFC account in April of that year, it replaced the transactional, points-based proposition – that the “finger lickin’ good” chain argued only rewarded heavy users – to focus on “generosity, surprise and recognition”.
The scheme now allows customers to win a “free” reward, although they are not guaranteed a prize every time.
The latest iteration “Pinballer” is a reimagined classic built from the ground up using the Unreal Engine. KFC’s Pinballer table has been created in CGI, using classic pinball-inspired elements all within an urban environment.
Available to customers who spend £3 or over on their order through an in-app invitation, instant prizes are available with 12 menu items up for grabs, including six-piece Bargain Buckets, burgers, wraps and popcorn chicken. The invite to play applies to both in-store and click-and-collect orders.
Aislinn Campbell, marketing lead – customer growth at KFC said: “The brand new Pinballer game in the KFC Rewards Arcade is a testament to the great collaboration between KFC and the whole Rapp team, creating a truly immersive and distinctive experience for our customers that we know they are going to love. Experiences like this are so important on our journey to becoming digital-first as a brand”.
Rapp UK chief client officer executive Al Mackie added: “The Rewards Arcade has helped transform loyalty for KFC, with more customers engaging with the brand and coming back for more chicken. Our inhouse team had a lot of fun working on this.
“From testing the physics of the ball’s journey around the table to crafting all of the game journeys to supercharge the customer experience. It’s great to see it come to life and even better if you win.”
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