GameStop PowerUp Rewards
idea
As GameStop launched an entirely new points-based loyalty program, GameStop PowerUp Rewards, we designed a program to increase the brand’s share of customer wallet, collect valuable customer data for CRM, and increase overall customer focus with the brand.
The core customer promise of PowerUp Rewards is simple: “Earn Points, Get Cool Stuff!” Members, who can join the program for free, receive a certain number of points for each transaction at GameStop, whether in-store or online. Those points can then be used for purchasing items from an online catalog of unique and compelling entertainment related rewards on www.PowerUpRewards.com.
Our challenge was to create an ongoing aspirational core benefit to PowerUp Rewards that members could receive; regardless of how many PowerUp Points they had in their account. This new benefit needed to tap into member’s passions for gaming and entertainment, while leveraging GameStop’s current vendor/partner relationships as much as possible.
ignition
With these goals in mind, we created the GameStop PowerUp Rewards Epic Reward Giveaways.
An ongoing monthly sweepstakes open to all current PowerUp Rewards members, the program’s typical monthly prize is truly “epic.” Our goal was to create a monthly award that only GameStop – with its strong relationships with both gaming publishers and other entertainment partners – could give to its members. Monthly prizes included all-expense paid trips to attend Comic-Con in San Diego, tour the Call of Duty: Black Ops development studios in Santa Monica, and explore the 15th Century castle in Tuscany, Italy that inspired the game Assassins Creed Brotherhood.
PowerUp Rewards members were automatically entered once for a chance to win an Epic Reward Giveaway every time they make a purchase or trade with their PowerUp Rewards card at any GameStop store or online at GameStop.com. In addition, PowerUp Rewards Pro Members automatically get two entries every time they purchase or trade.
The giveaways were promoted to PowerUp Rewards members via an integrated plan that included a monthly landing page, a home page banner, monthly email blasts, mentions on GameStop’s Facebook page, and press releases.
impact
In just a few months, the Epic Reward Giveaway campaign, along with the other core program benefits, helped GameStop sign up more than 6 million members (vs the original goal of 4-5 million), making PowerUp Rewards one of the fastest-growing loyalty programs in retail history. The Epic Reward Giveaway is now a permanent core monthly benefit of PowerUp Rewards, and within a year has attracted over 10 million members.
