InCrowd has been working with The RFL over the last three years launching and continually developing their hugely successful Our League membership platform that included a loyalty points scheme driven by Rewards 4.
For 2020, a focus was placed on taking the scheme to the next level, driving fan sign-ups by delivering even more ways to win money can’t buy prizes and experiences.
Unique Rewards4Rugby members
Increased Our League engagement
Reward points collected
Interactions with Rewards4Rugby
Increase in interactions due to advanced push
“For The Rugby Football League the further integration with Rewards4 and InCrowd has been a real win for our Members. We are able to offer members an extra financial incentive which encourages further engagement fans can spend on Rugby League ticketing and retail with no additional costs for The RFL. The integration is now a seamless experience for users and we look forward to adding more engagement touchpoints for them in the future.”
Nichola Spencer – Memberships Manager at RFL
See it in action…
Over the last three years, InCrowd has worked closely with The RFL and their partners to produce Our League, a world-class membership platform that boasts over 145,000 members to date.
During planning for the 2020 season a priority was placed on an enhanced integration with loyalty scheme provider Rewards4. For the launch of the platform back in 2017, Rewards4Rugby League, InCrowd and The RFL built a scheme that rewarded predictor performance with points that counted towards discounts off a variety of rugby league tickets including The Coral Challenge Cup Final, and the Betfred Super League Grand Final. Since the start of the 2018 Betfred Super League season, nearly 27,000 predictor players have won a combined total of £70,000 worth of Rewards4Rugby League points, from this single touchpoint.
Given the unprecedented level of engagement with Our League’s predictor along with polls and player of the match voting, all parties were keen to build on these the strong foundations and further enhance the Rewards4Rugby League experience for Our League members.
The Solution & Success
In time for the 2020 season, InCrowd, The RFL and Rewards4 collaborated to integrate an advanced push notification integration that would drive further engagement with the Rewards4Rugby League platform.
With this new development in place, predictor, polls and player of the match participants receive an automatic push notification informing them that they have earned points. This push notification’s call to action is relevant to the individual user’s Rewards4Rugby League account status. If they are already registered, the push prompts them to directly access their account. If new to the Rewards4 programme, the push encourages them to create an account at that moment.
Integrating this smart push notification system increases the benefits of the loyalty scheme beyond those who perform well on the predictor, to Rugby League fans who take part in any of the fan activations within Our League. The programme now delivers four ways in which Our League members can accrue points:
- Achieving streaks of correct predictions
- Participating in the predictor
- Participating in polls
- Voting for their player of the match voting
Fans receive clear, monetary benefits for engaging with the sport that they love. These can be redeemed against ticket purchases such as the Coral Challenge Cup Final.
The RFL benefits from both greater engagement and satisfaction from rugby league fans, and increased revenue from discounted purchases by the fans using the programme.
How it works
The launch of the Rewards4Rugby League push notification integration has surpassed all expectations, with Our League members responding positively to seeing tangible benefits from their enhanced engagement with the Our League platform.
Over the course of the 2019 season (February to October), Rewards4Rugby League members participated in 14.4% of the polls, player of the match and predictor questions available.
During the period of February to mid-March 2020 (pre Covid-19), participation from the same users rose to 32.9%, a 128% increase.
“An excellent concept. I earn points for picking a man of the match for instance with effectively a few clicks. Those points turn into pence which add up to pounds and recently turned the pounds into a voucher which was spent easily. A very good and easy way to earn money for that jersey you want or tickets to see your team!”
Lee – Our League / Rewards 4 User
250K+ interactions with Our Leagues polls, predictor and player of the match vote.
unique members have collected points as a result of Our League engagements.
the average Rewards4Rugby League related engagements per member, where points have been collected.
accounts were linked in February 2020 as a result of the push notification integration.
cumulative points have been collected.