Boston Pizza - Team HQ
Agency: ICF Olson
Role: Sr.Designer/Video Editor
“Team HQ” is a national program that rewards local sports teams for eating at Boston Pizza. It’s a key program within Boston Pizza’s “MyBP” program that drives in-store loyalty. It addresses the pain points associated with the “old way” of doing things and gives Boston Pizza the ability to connect with local sports teams on a deeper level.
We created a single set of rewards. Every time a team member submits a receipt from Boston Pizza, the team collects 10% of the spend. Receipts can be submitted, quickly and easily, on the site and the apps. Team members can eat at any Boston Pizza location to earn rewards (something that wasn’t possible before, when individual restaurants ran the program). To increase engagement, incentives for good play were developed. The top performers on each team receive special badges, like “MVP” and “Online Hero.” Even the benchwarmers get recognition (there’s a special badge for them too). Teams can also go head-to-head against other teams at their local Boston Pizza and claim the top spot on the restaurant’s leaderboard – adding a layer of competition to the program, and driving additional sales. Plus, every member of Team HQ gets access to the benefits of MyBP; in particular, exclusive offers and a faster, easier online ordering experience.
Overall, teams are spending more at Boston Pizza than they did before “Team HQ,” there is less work for restaurant managers, and customers have a great reason to keep coming back.
While working on Team HQ I designed the webpages, mobile/app pages and edited the videos in after effects and designed the emails. https://teamhq.bostonpizza.com/
Key Results:
• 3,600 teams having signed up
• 10,000 team members
• $2.25MM worth of receipts were submitted
• $83,000 worth of rewards were redeemed
• Emails had a 46.7% open rate
• 99% of all team captains and 83% of all members opted in to receive emails
Awards won:
Gold - Food and Beverage - CMA's, Nov 2018
Bronze - Retail - CMA's, Nov 2018
Bronze - CRM & Loyalty - Shopper Innovation Awards, May 2018
