OfferCraft, a software company that uses artificial intelligence and gamification to help companies increase customer revenue and employee engagement, has teamed up with Swinomish Casino & Lodge in Anacortes, Washington, to launch weekly “gamified” offers that customers can play on the new website SwinBig.com, in email and via social media. And each week, the Swinomish Team offers a live look at each game on Facebook.
The games, themed around a movie series, summer holidays and casino amenities and anniversaries, have been received enthusiastically by more than 10,000 people, according to the casino, and the prizes have driven hundreds of players each week to visit the property. Since initially launching in May, the weekly gamified offers have driven 6.97 times the number of redemptions compared to similar offers on Facebook and email made a year earlier.
Promotions using Facebook Live videos and SwinBig.com have led to a 15 percentage point increase (from 10 percent to 25 percent) in the reward redemption rate in the 2017 summer movie campaigns compared to 2016.
“Our audiences across social media love the games,” said Swinomish General Manager Jay Ellenberger. “We couldn’t be happier—these have been some of the most successful digital marketing campaigns we’ve ever run.”
Creative Facebook Live campaigns have been the key to successfully promoting the games. Fans can watch live-stream videos as the week’s new promotional game is introduced, driving thousands of video views each week, with an average viewing time of more than 10 seconds. The Facebook Live videos have directed viewers to the new website and have turned SwinBig.com into the No. 1 source of referral traffic to the Swinomish website. Since seeing the success from the live videos and the website traffic, all digital games are now housed at Swinbig.com.
Swinomish has run more than 130 gamified campaigns for new patrons, player’s club members, and even employees since it began working with OfferCraft in January 2016. The property is about to begin using OfferCraft’s software to present information and training to employees in new ways, including distributing benefits package information and forms through OfferCraft’s HR toolset.
“Swinomish has consistently been a wonderful partner,” said OfferCraft CEO Aron Ezra. “They are constantly pushing the envelope to deliver more to their guests, leveraging larger trends around live-stream video and watching people play video games online to bring the thrill of the gaming floor to people’s mobile phones. We can’t wait to see what they’ll do next.”
