On June 21, the content of "Ele.me free of charge", within 7 hours Number List of not knowing the truth, continued to have users sharing luck on Weibo, pushing Ele.me to the hot search. The content of the text message is: "For the takeaway order you just placed, Ele.me has given you a free order. The amount of the free order has been transferred back to your Ele.me App Wallet account balance, please check it. Nothing else, I just hope you are happy!". The amount of the free order will always display "one minute free order".
This marketing event, I also discussed with the team that day, this may be a failed gamification practice of Ele.me. Why do you say that?
How should my rewards be designed to be just right? The article mentions conditional rewards such as " occasional rewards" , that is, users will be rewarded for everything they do. For example: Google issues basketball reading medals to readers who search for basketball content. This kind of reward is too weak and doesn't make the user think of anything meaningful or value, and is generally not used in gamification design.
Speaking of Ele.me's order-free campaign, many users placed orders on the same day, and they were inexplicably exempted from orders. I don't know why they were exempted from orders by the platform.
This unexpected surprise can also be said to be a kind of fun (FUN), which increases users' attention to the enterprise, increases the topic hype in the market, and attracts more users' attention. But in practice, the first and most important step of what we call a gamified enterprise is to " set clear business goals ". It can be assumed that the large amount of advertising is to attract and snatch more new customers, and this event should be no exception.
So, on that day, most of the existing users placed orders and were exempted from orders. What is the significance of this exemption? Has Ele.me's marketing goals really been achieved?
Of course, we can also think that this marketing event is a reward plan such as " fixed interval reward ": periodic rewards based on the time dimension, as long as you participate in this time point, you can get rewards. Indeed, there are 14 free time periods on June 21 (the earliest is 9:03, and the latest is 17:09). As long as you place an order within these 14 1-minute periods, the order will be exempted.