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KFC Germany knew gamification worked for driving app opens. The problem was everything after that moment. In previous campaigns, even when users completed the game, redemption rates were terrible. Codes lived in a CRM system that franchises couldn't accept. The player became invisible the moment they left the app.
The brief was simple: increase app engagement. But what they really needed was a closed loop: app, game, real reward in an actual store.
Working with Massive Rocket, KFC Germany built "Hop to the Shop," a multi-touch gamification campaign that didn't end in the app. Every element was designed around a single insight: the game was just the hook. The real mechanics were the coupon, the kiosk, and the reminder.
The campaign flowed across three channels. A push notification teased the game and invited players in. In-app messages kept momentum going, showing progress and encouraging replays. And critically, a post-game experience delivered a physical coupon code, redeemable at the kiosk for 6 Bites for €3.
Unlike in-basket promotions (which franchises resisted), the kiosk became the engine. Players who completed the game got a code. A final push reminder reinforced the offer. The offline redemption mechanic unlocked something no previous campaign had achieved: real, measurable in-store conversions.
"Hop to the Shop" drew 128,000 players. Seventy-six percent who started the game saw it through to completion, a signal that the difficulty was right and the reward structure worked.
Then came the payoff: 17% of players redeemed the coupon at the kiosk. That unlocked more than 1,000 redemptions per day during the campaign window. The game wasn't just moving engagement metrics—it was moving product.
Multi-play testing showed even stronger results: users allowed to replay multiple times per day showed an 18% uplift in purchase rate, generating approximately €5.6K in incremental revenue from just a week of testing. Allowing people to try again didn't annoy them. It activated them.
