Gamification In Japan: McDonald’s “Kazasu Coupon”

As the first part of a series on gamification in Japan, we are sharing a translation of a post by by Koji Fukada and Tomohiro Uogishi from gamification.jp.

Hi, folks! Today, let me explain about gamification elements implemented to “KAZASU Coupon,” a coupon distribution service of McDonald’s Japan. Kazasu Coupon is a membership-based service for those who have registered to McDonald’s Japan’s “Tokusuru Keitai Site,” and downloaded the “Tokusuru Keitai App” through mobile phones with a mobile wallet function. That way, registered users can choose coupons they like then use them by holding their mobiles over in-house FeliCa reader (an RFID technology platform developed by SONY).

As of last month, some 20.7 million people have registered to TOKUSURU Keita Site, and more than half of them–around 10.7 million–have downloaded the app.

1) Key features of Tokusuru Keitai App

How to use Tokusuru Keitai App:

• Membership card: Once the app is activated, it works as a membership card when users wave it over an in-store reader. That way users can join in any McDonald’s campaign, and enjoy all member-exclusive services.
• Select coupons: The personalized list of coupons is automatically updated whenever users open the app. The list contains general coupons as well as ones distributed to each user based on the numbers of “stamps” he or she has collected. Members can choose coupons they want to use from the list then download them to their mobile device
• Use selected coupons: Users can use coupons by showing them on mobile screen then holding mobiles over in-store FeliCa readers. Downloaded coupons are transmitted to readers through Felica chip.
• Stamps: Some coupons provide stamps once used. Stamps are distributed to users after a certain period of time. Users can check their acquired stamps by opening the app. Collected stamps can be used for acquiring small items.

2) Gamification elements implemented in the service

To join in any McDonald’s campaigns, users need to download and use the app. Some of the campaigns offer free items and digital goods to increase user engagement. Following are two examples campaigns that used the gamified stamps and member identification through RFID.

The campaign for iCon’ Chicken, which kicked off on June 3, 2011 and ran until July 14, 2011, offered a free coupon of a Chicken Filet-O for users who collected three stamps. Users were given one stamp for ordering one of these targeted items below: iCon Chichen Italian Herb, iCon Chicken California Cobb, iCon Chichen Salt & Lemon, and Chicken Filet-O.

In this campaign model, users collect stamps only by ordering specific items during a campaign period. And a free coupon is given to users who completed the stamp rally as a reward.

At the end of the stamp rally, users experience a feeling of achievement by completing the stamps, and the experience the joy of being rewarded a free coupon.

The second campaign used digital components and member identification trough RFID as sales promotion for Happy Meals, the Happy Meal Raffle. This campaign doesn’t require users to collect stamps. Instead, users can join in the campaign when they order a few specific items (in this case, the Happy Meal) by waving the Tokusuru Keitai App over an in-store reader. In this phase, the app is only used as a typical membership card.

Users will then receive a “Raffle Invitation,” an e-newsletter from McDonald’s on the next Happy Meal purchase. They can join in the raffle for not-for-sale items by clicking the linked URL on the newsletter. The items are posted to winning members’ addresses.

As we described above, these marketing procedures contain some gamification elements such as

• Motivation―purchase targeted items, collect stamps, win a raffle
• Visibility―steps to the goal are visible (like stamps)
• Reward―limited goodies and free coupons; and Event―limited time campaign period.

By tracking the purchase record of Kazasu Coupon members, McDonald’s can offer more targeted services (i.e. contents) for their customers.

Don’t you think it is great to encourage each customer by more customized contents to visit McDonald’s again? For your information, the company is conducting a new campaign for Big Mac where users can win a ticket to a NPB baseball game or J-league football match

Well, why not go to your neighboring McDonald’s for lunch to join the campaign?

See you next time!

Translated from the original post on gamification.jp by Mr. Koji Fukada, founder of YUMEMI, and Mr. Tomohiro Uogishi, Social Media Director of YUMEMI. Administered by YUMEMI Inc., “gamification.jp” is a technology weblog about news on gamification and its application. To spread the idea throughout Japan, the site covers a wide range of news and information on the gamification of many areas of business. YUMEMI believes that the idea of gamification is an indispensable element for current web service development, and will be a major trend in the next decade.

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