NEWS: Success Story – The RFL, InCrowd & Rewards4 blend engagement and loyalty
The RFL and InCrowd have worked together with Rewards4 to expand the highly successful Rewards4Rugby League loyalty programme, utilising fan data-driven push notifications to increase engagement.
Over the last 3 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 active 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. The predictor is a season-long engagement feature in which fans votes for match outcomes and try to climb the leaderboard to win money can’t buy prizes. Points won during the season 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.
In time for the 2020 season, InCrowd, The RFL and Rewards4 collaborated to introduce an advanced push notification integration that would drive further engagement with the Rewards4Rugby League platform, through tailored and automated notifications in relations to points accrued by the fan. 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, polls or player of the match voting
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.
Nichola Spencer, Membership Manager, RFL: “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.”
- 85,000+ interactions with Our Leagues polls, predictor and player of the match vote.
- 15,177 users have linked their Our League and Rewards4Rugby League accounts since the launch of the programme in 2018, an average of 419 accounts a month.
- 2,305 accounts were linked in February 2020 as a result of the push notification integration.
- 9,500 unique members have collected points as a result of Our League engagements.
- 6,900 of these were existing Rewards4Rugby League members
- 2,600 were new members
- 1.7 million cumulative points have been collected.
- 9, the average Rewards4Rugby League related engagements per member, where points have been collected
Tom Cowgill, Director Rewards4: “It’s clear from these early results that if you make it simple and seamless for a fan to collect points for engaging with your app and those points actually have a value to the fan then, a) you have happy fans and b) they engage more with the content in your app. Our integration with InCrowd enables OurLeague members to collect points within the app for voting on man of the match, entering a predictor or a poll. This has clearly resonated with fans and the feedback has been wholly positive (as is evidenced by the Trustpilot review from Lee). We are looking forward to working with the RFL and InCrowd to introduce more points collection touchpoints within the app and seeing even higher levels of engagement once the season recommences in August 2020.”
- 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.
Lee left a five star review on Trust Pilot: “An excellent concept. I earn points for picking man of match for instance by effectively a few clicks. Those points turn into pence which add up to pounds and recently turned the pounds to 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.”
Darren Parsons, InCrowd: “We were confident this addition would be well received by the rugby league fanbase that are already highly engaged with the Our League platform, but the numbers seen straight from launch were even more positive than expected. As a result of a few strategies consulted on by InCrowd and actioned by the RFL, there has been a marked increase in engagement across a wide variety of Our League features which is great to see. We’ll continue to monitor this closely and explore how we can develop the offering to fans further.”