Gamifying Tallink’s Customer Loyalty Program During Christmas

Tallink Club One Customer Loyalty Program Gamification Marketing solution Christmas offering prizes successful

There’s a saying in business that two-thirds of the company’s revenue comes from its loyal customers. So… It makes sense to treat your customers well and take care of them. Right?

Taking care of your loyal customers doesn’t mean feeding them or cleaning their clothes as parents do for their children. It can be as little as a common courtesy or the smallest of things that can help your company stand out from the competitors. Sometimes it can be a game that gives different rewards for your existing customers.

Tallink, a leading cruise operator and a duty-free chain owner in the Baltic Sea recently launched a campaign to reward its current clients. Deciding on the feedback and the number of players, the campaign was a success! So… Let’s take a look at the details of their campaign and what they learned from it.

What is Gamification Marketing?

Gamification marketing is the use of game design principles and mechanics in non-game contexts, such as marketing campaigns. It involves creating fun and interactive experiences that engage customers and motivate them to take action. This type of marketing has been shown to be highly effective in increasing engagement, loyalty, and sales.

Tallink’s goal was to engage, delight, and reward members in their Club One loyalty program. The game was part of their Christmas campaign targeted to Club One members in Finland. Before Christmas, members traditionally received a campaign code that gave them a discount on cruises and one-way trips. The codes were level-specific. The Christmas game was a new additional way to engage and delight members.

Why did they choose the scratch-card game type?

Tallink’s goal to reward their loyal customers is what helped them choose the game category. The category we’re talking about is lottery games. These types of games are best when it comes to giving out different prizes to your customers based on luck. What makes them special is that usually everyone wins at least something.

In the beginning, Tallink had two options: Open the box and scratch card because they had quite a few different prizes. They thought that opening the box would have supported the Christmas gift idea, but they thought that the time spent in the game would have been too short. Therefore they selected the scratch card. This type of game is simple to understand and has been used successfully in other gamification marketing campaigns.

How did they promote the campaign?

Because the game was available only for loyalty program members, Tallink promoted it only using their own channels like newsletters and targeted content offers for the logged-in users and so on. They observed open rates and click-through rates in the newsletters per member level, engagement in the game per member level, gameplay times per member level, the volume of inquiries related to the game to customer service, and revenue, although it was not the primary goal. They created three different game versions to be able to give the best prizes to Gold members.


gamification marketing can be a powerful tool for engaging and delighting customers. Tallink’s gamified marketing campaign was successful in engaging their Club One loyalty program members and providing them with a fun and rewarding experience. The scratch card game type was a good choice for this type of campaign, and they promoted it effectively through their own channels. By observing the metrics, Tallink was able to learn from the campaign and improve its future marketing efforts.

In the meeting, we will take a look at ADACT, discuss different game ideas and how gamification can help reach your marketing goals.

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In the meeting, we will take a look at ADACT, discuss different game ideas and how gamification can help reach your marketing goals.

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