MostContagious2012.pdf - Contagious Magazine

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the new loyalty / services not scheMes Nike Hong Kong / Make it Count Alongside mobile, social media is a key driver of the new loyalty. Rethinking the idea of loyalty schemes for the social web, Nike launched a campaign earlier this year that rewards people for engagement and social amplification. Created by Razorfish in Hong Kong as part of the wider global Make it Count campaign, amateur athletes can undertake a series of missions on the Nike Hong Kong Facebook page. However, users have to then share the completed mission online using the #makeitcount hashtag in order to accumulate points that can later be exchanged for Nike prizes. The initiative is an acknowledgement by Nike that loyalty encompasses far more than purchase, and an astute use by the brand of existing mechanisms for sharing and posting to reward loyal fans. Social amplification is becoming an increasingly important variable in the new loyalty, as brands and consumers become more acutely aware of its value. Virgin America, for example, allows travellers to earn loyalty points each time they post a status update or take a photo at a Virgin America airport terminal or baggage claim via loyalty app Topguest. www.nike.com.hk/local/makeitcount www.topguest.com Kiip / The new loyalty encompasses a fresh approach to the idea of rewards. One of the main players turning the idea of loyalty points on its head is mobile app Kiip, which focuses on tying reward to moments of achievement. Kiip was initially set up to offer real-world rewards for virtual achievements in mobile games but is now significantly widening its focus. One of its most successful campaigns to date has been with PepsiCo fitness water brand Propel, which partnered with the platform in April to reward users who logged fitness achievements in apps such as MapMyRUN. According to figures released in October, the campaign increased purchase intent by 51%. Kiip has also just introduced iPhone Passbook integration, so rewards coupons can now be sent directly to Passbook and redeemed in-store. It seems that reaching out to consumers during more meaningful moments pays off. According to Kiip, advertisers benefit from initial engagement rates of 18 to 22% for their rewards and a 50% engagement rate for users who have previously redeemed a reward. Having raised $11m in Series B funding earlier this year, it’s likely that Kiip will become more prolific in 2013. The company has said it will soon announce a major development that brings mobile rewards and physical redemption at point of sale systems closer than ever before. www.kiip.me Safeway / just for U The new loyalty goes beyond one-size-fits all: a study by the CMO Council suggests that 54% of people would defect from their loyalty programme if it didn’t provide tailor-made, relevant offers. With personalisation becoming a growing consumer demand, companies are turning to technology to create more one-to-one relationships with customers. US supermarket chain Safeway is one of the biggest retailers to be doing this on a major scale, with the launch of a loyalty programme built on personalised pricing; ‘just for U’ mines your shopping history and habits and serves you tailored prices via a desktop and mobile app. www.safeway.com MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 52
payMent / the changing way we pay With financial transactions increasingly digital, cash is no longer king. Last year the conversations about digital money revolved around NFC (near-field communication), due in part to Google’s introduction of its NFC-based Google Wallet solution. But while NFC is gaining pace, it is doing so more slowly than initially expected. However, other technology is springing up and changing the way we pay. MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf 53
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Page 4 and 5: Contagious / Introduction By Paul K
Page 6 and 7: MoveMents / evolution and eMpowerMe
Page 8 and 9: MoveMents / evolution and eMpowerMe
Page 10 and 11: purpose / playing a role in society
Page 12 and 13: MoveMents the new world order Banco
Page 14 and 15: Marketing as service design / utili
Page 16 and 17: divine data / insight by nuMbers If
Page 18 and 19: divine data / insight by nuMbers ma
Page 20 and 21: technology / big battles, sMall vic
Page 22 and 23: technology / big battles, sMall vic
Page 24 and 25: design / personalised play Photo /
Page 26 and 27: design / personalised play Mirai Ni
Page 28 and 29: 28 social business / adopting an op
Page 30 and 31: iMage sharing / the year of the pho
Page 32 and 33: iMage sharing / the year of photo S
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Page 38 and 39: 38 screen grabs / creating, sharing
Page 40 and 41: augMented Media / layering content
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Page 44 and 45: etail / shopping gets connected Why
Page 46 and 47: etail / shopping gets connected Bur
Page 48 and 49: personalisation / here’s to you B
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Page 56 and 57: sMall but perfectly forMed / little
Page 58 and 59: sbpf / little brands, big thinkers
Page 60 and 61: Most contagious awards / 2012 The M
Page 62 and 63: Published by Contagious Communicati

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