Over 32K customers engaged weekly by Singapore Airlines as they gamify loyalty programme

Objective

Singapore Airlines aimed to deepen engagement within its KrisFlyer loyalty program while simultaneously driving new member acquisition. The campaign leveraged a major calendar event—the Singapore Grand Prix—to create a premium experiential reward that would motivate participation and boost Singapore's positioning as a premier travel destination. The initiative combined brand engagement with loyalty program growth by offering high-value incentives tied to memorable experiences.

Solution

Drimify developed a knowledge-based quiz centered on the Singapore Grand Prix, asking participants questions about the event's unique qualities and historical facts. Participants who completed the quiz were automatically entered into a prize draw for a $6,500 grand prize trip to attend the event. The campaign incorporated a dual reward mechanism: KrisFlyer members could double their chances of winning by entering their membership number, while non-members were invited to sign up for free KrisFlyer membership. The gamified experience was deployed to drive both engagement and loyalty program acquisition.

Results

The campaign achieved 32,139 plays and 40,660 total participations within a single week, with an 80% engagement rate. The quiz generated thousands of new KrisFlyer signups and successfully boosted destination awareness for Singapore. The combination of intrinsic motivation (knowledge challenge), extrinsic rewards (premium prize), and loyalty incentives (doubled winning odds) demonstrated effectiveness in membership acquisition.