La Factoría De Puntos
Read the story- Brand
- LA FACTORÍA DE PUNTOS
- Year
- 2011
- Objective
- Engagement
- Industry
- Travel & Hospitality
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Guillermo Arriaza
Objective
Travel Club, the AIR MILES España loyalty program, wanted to mark its 15th anniversary by lifting how members engaged with the program online and pulling them deeper into its network of partner businesses. The brand needed a hook that would work both on screen and at the till, driving fresh traffic into partners' physical stores. A code-gated online game built around chance, sharing, and card swipes was the answer.
Solution
Players land on lafactoriadepuntos.com and first have to enter an access code before anything unlocks — codes go out in Travel Club emails, get posted on the brand's Facebook and Twitter, show up on partner sites, or, for one mobile-only code, work solely on iPhone or Android. Once in, a valid code buys one play of one of three games, all pure chance, capped at two plays a day. Winning earns Travel Club points plus an entry into a "free shopping" prize draw. Players can also generate their own personal code to pass along to friends, and once four people redeem it, the giver is rewarded with an extra play, so the game keeps spreading through personal invites rather than more ads. Crucially, those won points only convert to real rewards if, during the promotion, the player also swipes their Travel Club card at two different partner businesses — filling up at Repsol, say, then shopping at Eroski — so every online session is built to end in an offline purchase.
- 1
Players reach the game not through the Travel Club member account but through a standalone microsite, lafactoriadepuntos.com, launched to mark the loyalty program's 15th anniversary.
- 2
Entry requires an access code drawn from brand communications — shared monthly codes plus a separate mobile-only code that works on iPhone or Android. Each code allows up to two plays per day.
- 3
A play runs one of three games built on pure chance; the outcome is decided by randomness, with no skill or input from the player affecting the result.
- 4
Each play resolves into a reward of Travel Club points and/or entries into a 'free purchases' sweepstakes drawing, with amounts that vary randomly and are sometimes zero.
- 5
From a 'Códigos' section, players can generate their own personal code and share it externally on blogs, forums, or the brand's Facebook page; once four other people use that code, its creator earns an extra play.
- 6
Winnings only become real: points post to the card after the player swipes their Travel Club card at two different partner businesses during the promotional period, while accumulated sweepstakes entries feed into the shared 'free purchases' drawing.
