Brewing 8x More Registrations and Omni-channel Engagement with Gigya

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Case Study Highlights

o  Over 8x boost in new user registrations in just one day

o  More than 5x growth in average daily logins

o  10x increase in shares at hundreds of social shares per day

About New Belgium Brewing Company

New Belgium Brewing Company is one of the largest craft brewers in the United States, with nearly 40 classic, year-round and limited edition beers including Fat Tire, Ranger IPA, Snapshot Wheat and La Folie.

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Challenge Keeping Connected Consumers Coming Back for Another Round

With grassroots values and a thirst for innovation, New Belgium knows the value of connecting with customers in fresh and exciting ways. As the brewing company continued to add to its collection of nearly 40 beers, it recognized the need to drive awareness and adoption for each of its brews, while creating a unified user experience that consistently engages customers across mobile, social and digital channels.

Key Challenges Addressed:

Driving awareness and adoption for newly released brews

Increasing new site registrations and app downloads

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Fostering customer retention and brand loyalty

Developing a highly engaging, unified cross-channel experience

Solution A Gamified Experience that Spans Mobile, Social and Digital Channels

With the release of its seasonal Accumulation White IPA beer, New Belgium partnered with Gigya to launch a gamified user experience that rewards participants points for taking desired actions across channels. Rewardable actions include viewing new beer pages on the New Belgium site to learn more about various brews, participating in posted challenges, and clicking the custom “I love this beer” reaction button. Participants can also earn points by using the “Beer Finder” tool, which allows them to search for nearby retailers and bars that carry their desired New Belgium beer.

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Results Points can be used to earn exclusive badges, as well as prizes during seasonal brew promotions. User rankings are also displayed via public leaderboards, driving feelings of friendly competition and prestige that incentivize meaningful, long-term engagement. Participants who earned the most points during the Accumulation promotion were entered to win a ski trip, resulting in an 8x increase in logins in just one day and 5x more daily logins compared to before the campaign was launched.

Gigya’s Social Login enables participants to take additional, highly valuable game actions. By logging in using their existing social media accounts, users can seamlessly share their favorite beers, scheduled events and New Belgium blog content to their social networks. Users can earn extra points while spreading word-of-mouth for New Belgium, driving hundreds of shares per day.

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Social Login also allows consumers to take full advantage of New Belgium’s Beer Mode mobile app, the final ingredient in a unique, gamified user experience that bridges channels and devices. Beer Mode lets users choose from a list of personas that will post and comment on Facebook or Twitter on their behalf for a select period of time, making them look busy and alert while they are enjoying their beers. Users earn points for entering Beer Mode, as well as for taking other mobile/social actions like checking in at the Tour de Fat or the New Belgium brewery.

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Gamification: incentivizes meaningful user actions to drive engagement and retention.

Social Login: unifies user identity and experiences across channels and devices, as well as enables seamless social sharing and connecting.

Share: boosts brand awareness and referral traffic by syndicating content across social networks.

Reactions: give users a fun, fast and customized way to engage and provide feedback.

Key Gigya Solutions

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“Gigya’s technology and partnership have been invaluable in creating a seamless omni-channel user experience that allows us to connect with our customers on a more meaningful level. Giving users the ability and incentive to interact with the New Belgium brand and each of our beers across touchpoints via a cohesive gamified experience has had a significant impact on acquisition and retention.” Kevin Darst, Digital Manager at New Belgium Brewing Company

About Gigya Gigya helps clients build better customer relationships by turning unknown visitors into known, loyal and engaged customers. With Gigya’s technology, businesses increase registrations and identify customers across devices, consolidate data into rich customer profiles, and provide better products and experiences through integrations with leading marketing and service applications. More than 700 of the world’s leading brands rely on Gigya to build identity-driven relationships and to provide scalable, secure Customer Identity Management. For more information on how to drive customer acquisition and retention using gamification, request a demo by calling 888.660.1469 or visiting: info.gigya.com/request-demo.