Phygital Loyalty Engine: Year-Round Gamification and Habit Building

The Brief (Challenge)

The strategic objective was to cultivate a lasting coffee consumption habit and secure customer loyalty through long-term, year-round gamification. The technical challenge was to build a flexible ecosystem that allowed for the launch of new campaign editions in two-month cycles. The client required an infrastructure that permitted dynamic "re-skinning" and rule adjustments for each contest without the prohibitive costs of developing a new application from scratch for every iteration.

Viramity in Action (The Solution)

We leveraged the high configurability of the Viramity engine to create a "Phygital" solution that seamlessly connects physical touchpoints with an interactive digital platform:

• Phygital Mechanism (QR-to-Digital): We implemented a system for scanning unique QR codes placed directly on coffee cups, enabling immediate conversion of offline consumption into program activity.
• Cyclic Activation Engine: The system architecture allowed for multiple platform "re-skins." This enabled the brand to refresh mechanics and narratives every two months (e.g., "Barista," "Passeggio," or "Breakfast Contest" editions) while maintaining a consistent user database.
• Virtual Warehouse & Shop: We deployed a centralized reward management module that handled real-time benefit distribution, integrating logistics across multiple consecutive contest phases.
• Social Impact Module: The system allowed for easy integration of special actions, such as an edition supporting the Great Orchestra of Christmas Charity (WOŚP), strengthening the brand's social positioning.

Proven Impact

Thanks to the stability and flexibility of Viramity technology, Lavazza successfully executed a series of diverse activations that became a core part of the customer experience:

• Engagement Scale: A total of 90,000 scanned coffee cups provides solid evidence of a real shift in consumer purchasing habits.
• Communication Continuity: Successfully delivering 6 distinct thematic editions (including Discover the World, Italian World, Barista) within a single ecosystem ensured the brand's constant presence in the consumer's mind for 365 days a year.
• Cost Efficiency: The ability to reuse the same architecture while simply changing the visual layer allowed for optimized production budgets while keeping the format fresh and engaging.

Summary

Struggling to maintain long-term consumer engagement and worried that every new campaign cycle means starting your technology from scratch? The story above proves that the Viramity engine can transform a one-off promotion into a multi-year ecosystem that evolves with your brand and product, building real purchasing habits. If your strategy requires technology that grows and adapts to your needs—let’s talk through your project.

Write to us at: marcin.przybyla@johncube.pl