In 2019, I worked as part of the design team building out the world’s first ever loyalty reward game experiences using augmented reality for British Gas Rewards.
In April 2019, British Gas Rewards launched one of the world’s first ever loyalty reward experiences using augmented reality. For the project, I worked as part of the design team building out the features of the game, the user experience and the overall creative and branding identity for the AR game.
The Rewards programme had proven to be successful with customers. However, there was a desire to drive more tactical engagement within Rewards whilst driving buzz and participation. This meant we needed to create an engaging experience for Rewards customers that also encouraged new sign-ups as well. We landed on a gamified competition to win instant prizes ranging from a holiday to Amazon Echo Dots.
I worked as part of the design sprints and customer experience workshops with Spark Labs, the Rewards Marketing team and Centrica’s XR Solutions team to build out the features of the game, the user experience and the overall creative and branding identity for the web-based game.
One of the key elements to be used for the AR experience was British Gas’ then key brand ambassador, Wilbur the Penguin. I was one of the key leads on creative and working with Spark Labs, creating a suite of assets for the game and all digital customer touch points for promoting the game to loyalty and non loyalty members.
The game saw a huge number of active members engage and has been one of the best campaigns for converting non-members to join the loyalty programme. Due to the success of this game, I took the creative lead on developing future games and retention experiences for Rewards.
visits to Rewards portal
unique game plays
customers who had increased engagement with the brand overall