SONY REWARDS SEGMENTED ONBOARDING SERIES

Amping Up Engagement

THE TARGET
New Sony Rewards members, segmented by preferences and/or source of enrollment.
Sony Rewards members are “digital entertainment junkies,” constantly connected, skewing slightly male.

THE CHALLENGE
How do you teach a new member to be your best member? Educate them on the program value, how to earn points, and offer more opportunities to engage. We needed to train good habits and higher engagement across the multiple Sony Brands to earn more loyalty – and introduce members to the expanded Sony universe beyond just electronics. 

THE ANSWER
The new sign-up and onboarding period is our best chance to provide the ideal welcome experience for all new members, introducing them to the Sony digital ecosystem. So we provided detailed information on the program value and benefits, earning mechanics, community activity & interesting content – plus a view to the wide range of entertainment products inside the expanded Sony universe. 

THE WORK
During the first 10 days, mapping to well known psychological habit building best practices, we delivered a series of six touches to welcome and coach new members. The tactical goal was to drive opt-in and engagement in at least two CRM channels and execute their first earn activity inside the first 10 days. The messaging focuses on driving these activities with planned coaching touches and relevant lifestyle prompts based on source of enrollment.