Crystal Jade plays on mid-autumn folklore to drive loyalty membership

Chinese restaurant chain Crystal Jade has launched the “Catch the Jade Rabbit” game in celebration of the upcoming Mid-Autumn Festival. Available on mobile and desktop, the game pays tribute to the Chinese mid-autumn folklore, which involves an immortal rabbit keeping celestial being, Chang E company at the Moon Palace.In a statement to Marketing, a Crystal Jade spokesperson said the game aims to incentivise existing members of the Jadeite Membership Programme and acquire more new members through the “fun and rewarding process of gamification”. Meet Isaac, the digital marketing agency behind the game, was tasked to conceptualise and execute a gamification experience for the brand.While the game is free, winners will need to have a valid membership account at the point of prize issuance in order to redeem them at a later date. Prizes include JPoints, dining vouchers, and mooncakes, and are refreshed every week. To encourage referrals, players will get limited game plays each day, and are encouraged to gain more by encouraging their friends to sign up as members via their referral links.The campaign runs from 15 August to 15 September 2019. “Being one of the first Chinese F&B Group to launch gamification, Crystal Jade strives to create greater online and offline engagement with their customers through the simple game structure suitable for all ages,” added the spokesperson.[Digital Marketing Asia Conference 2019 in Singapore is back! Join us on 8-9 October as we hear from experienced practitioners and thought-leaders on how they are managing complex digital transitions and reimaging new ways for their marketing to become more customer focused, agile and interactive. Book your seats today.]Available on mobile and desktop, it has a straightforward game play that draws inspiration from the classic game, Whack-a-Mole, said a press release. The game seeks to bring back childhood memories of children playing the same game with their parents at arcades during the festive season.