20 Sep Rewards and tailor made trainings for MUVers
In the MUV mobile game, MUVers collect points by walking, cycling and using public transportation. They install the game on their phone and register trips to climb the city and global rankings. They can progress in the game and gain both virtual and physical rewards.
The MUV game is available for use in different cities. The game dynamics are the same in each city, but challenges and rewards are tailor-made at the local level through ad hoc co-creation sessions. Co-creation gave pilot coordinators insights about the target groups and what would motivate them to use the app. Real gifts from local business owners adhering as sponsors are one of them. In return for the gifts, the sponsors get their own branded challenge in the game and gain visibility in the app, social media and even in this article.
Here are some rewards that MUVers from different cities received:
Ghent & Coffee
Belgians love their coffee in the morning. The neighbourhood school offers a coffee to the parents after dropping off the kids. When these parents were engaged to use the MUV app, we created a tailor-made challenge.
By doing 4-morning walks or bike rides to school in a week, they earned, as a gift, a free speciality coffee (or other hot beverage) in an Instagram-perfect coffeehouse in the neighbourhood: the Cocotine.
Palermo & Theatre
Palermitans love going to the theatre, especially if it’s the Massimo Theatre, one of the most relevant cultural institutions considered also as a symbol of the city. When it formally adhered to MUV as a sponsor, PUSH co-designed with it a special training to make MUVers win free tickets to enter one of the most awaited shows of the summer season 2019: The Bolero Dance Show. The challenge was as follow: Register a trip of at least 200 points ending in front of the Theatre, shoot a selfie using the brand new “Celebrate” feature in app. And finally, share it on Facebook tagging both MUV Game and “Teatro Massimo” fan pages.
Helsinki & Sauna
Finland has a rich and diverse sauna culture. We use it as an incentive to promote environmentally friendly mobility choices to the inhabitants of the Jätkäsaari district in Helsinki.
By performing a light walking task in MUV, they can claim free admission to Uusi Sauna, their urban neighbourhood sauna. What a perfect award!
Barcelona, Health & Safety
MUV Barcelona is active in the Sant Andreu neighbourhood. In that neighbourhood, there is a very popular Swimming Club: The Sant Andreu Swimming Club. It’s highly recognized in the whole city with several athletes involved in international water competitions. I2CAT together with CNSA proposed special Training Sessions to the MUVers with the possibility to win interesting discounts of the monthly fee, free club registration. They could also access to fitness-directed activities within the sports complex.
Insigpol, a safety equipment store, is another Sponsor. As a result, winners were able to choose between a trekking hat, a MUV cap, a t-shirt or a buff or a discount.
In whatever city you are MUVing, it’s very important to engage the local business owners that are appealing to your target group. An incentive, a reward, a gift are triggered to push MUVers to keep up with the special training. It’s also an opportunity to create more visibility for MUV in the city.
Photo credits: (c) Visit Finland, Photographer: SEK