Crazy Cup
- Brand
- Mezzo Di Pasta
- Year
- 2011
- Objective
- Loyalty
- Industry
- Food & Drink
- Mechanic
- Mini-Games
- Platform
- App
- Agency
- Data-Projekt
Objective
Mezzo di Pasta, France's leading fresh-pasta fast-food chain, was launching its first iPhone app and wanted more than a digital menu — it needed a reason for regular customers to keep opening it between visits. The brand built its whole digital strategy around pulling that engagement back into the restaurant, so the app needed a hook that paid off in person, not on screen.
Solution
Inside the Mezzo di Pasta app, players create an account and jump straight into Crazy Cup, racking up points as they play. Every score feeds a shared leaderboard against every other player using the app. At the end of the month, the top scorers win discounts on the restaurant's menu — there's no code or coupon on screen, just a reward waiting at the till. From the same app, players can switch over to a map of nearby locations, get directions to go redeem it, and get push alerts about new menu items and promos to bring them back for another round.
- 1
The player installs Mezzo di Pasta's branded iPhone app, and on first launch is invited to play "Crazy Cup" to earn points and win discounts redeemable at the chain's restaurants.
- 2
Alongside the game, the app's utility section offers an interactive map and list of the chain's restaurants, pulled from the player's location, with route directions to any chosen branch.
- 3
To play for a real result, the player creates a personal account in the app, which a points balance is tied to.
- 4
The player launches "Crazy Cup" and plays a round; points earned in the round are added to their account total.
- 5
The accumulated score places the player on a public leaderboard against all other participants.
- 6
Top scorers on the monthly leaderboard win a discount on the menu, which is claimed offline at the register in one of the chain's restaurants.
- 7
Between sessions, push notifications about new items and promotions draw the player back into the app.
