Background
CashKaro, a leading platform for cashback and coupons in India, sought to enhance user engagement during the ICC T20 World Cup. With cricket being a sport that captures the hearts of millions in India, CashKaro recognized an opportunity to harness this passion and drive more interaction on its platform. By tapping into the excitement of the T20 World Cup, CashKaro aimed to align users' enthusiasm for cricket with increased exploration of deals, offers, and transactions on its app.
Objective
The primary goal of CashKaro’s campaign was to boost user engagement and interaction on its app during the World Cup T20. The company aimed to encourage users to spend more time exploring the platform, participating in activities, and taking advantage of its deals and offers. CashKaro wanted to create an interactive and fun experience that would not only attract cricket fans but also lead to higher app usage, improved daily active user metrics, and increased transactions.
Challenges
CashKaro faced several challenges in achieving these objectives:
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Cutting through competition:
During major cricket events like the World Cup, multiple apps and platforms engage users through contests, quizzes, and predictions. Standing out from this competitive landscape required an innovative approach.
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Sustaining engagement:
While users may initially be drawn to cricket-related activities, keeping them engaged over the course of the entire tournament was a challenge. CashKaro needed to ensure continuous interaction throughout multiple match days.
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Increasing transactions:
Engagement through games and activities was only the first step. The goal was to encourage users to utilize the cashback deals and offers, leading to more transactions.
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User retention:
CashKaro needed to ensure that this campaign had a lasting impact on users, fostering loyalty and keeping them engaged with the platform even after the World Cup ended.
Solution
To address these challenges, CashKaro partnered with Almonds Ai to develop and integrate a cricket-themed gamification strategy within their app, with the following key features:
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Cricket Predictions:
Users could predict match outcomes (e.g., who would win) and individual player performances (e.g., top run scorer or best bowler) to earn points. This feature leveraged users’ enthusiasm for the sport while promoting regular app visits to track predictions and results.
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Interactive Quizzes:
Cricket trivia quizzes were introduced to engage users between matches. This feature kept users involved even when there were no live games, fostering consistent interaction with the app.
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Real-Time Updates:
CashKaro provided live updates on match scores and player performances. By incorporating these real-time updates into the app, users could stay informed while engaging with the platform, boosting retention.
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Rewards through Amazon Vouchers:
Users were incentivized to participate in these activities with the promise of Amazon vouchers. This not only motivated participation but also created a tangible reward system, directly linking engagement with real-world benefits.
By combining cricket-themed entertainment with the potential to win rewards, CashKaro successfully integrated the excitement of the World Cup into its platform, driving higher levels of user activity.
Impact
The cricket-themed gamification initiative resulted in significant success for CashKaro, both in terms of user engagement and platform activity:
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User Engagement:
Over 40,000 users participated in the gamified activities, significantly exceeding expectations. Specifically, a total of 41,688 users engaged with the game, with an average of 1,345 users interacting daily.
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Increased Activity:
Throughout the campaign, users participated in a total of 34,00,860 innings (user interactions with the game), averaging around 1,09,705 innings per day. This demonstrated sustained user interest and consistent engagement with the app’s cricket-related features.
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Higher Daily Active Users:
The integration of cricket-themed gamification led to a notable increase in daily active users, as fans of the sport were drawn to the app and stayed engaged throughout the tournament. The average time spent on the app also increased significantly during this period.
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Increased Transactions:
The heightened engagement translated into more users exploring CashKaro’s deals and offers. As a result, transaction volume saw a substantial boost, with users more inclined to make purchases or avail cashback offers during the campaign.
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Enhanced User Experience and Loyalty:
User feedback on the campaign was overwhelmingly positive. By aligning the passion for cricket with rewarding activities, CashKaro not only improved the user experience but also fostered greater loyalty. Many users continued to interact with the platform even after the World Cup, indicating lasting engagement.
Conclusion
CashKaro’s cricket-themed gamification strategy during the World Cup T20 exemplifies how businesses can leverage culturally relevant events to drive engagement and achieve their objectives. By integrating interactive features, real-time updates, and attractive rewards, CashKaro managed to stand out in a competitive space, successfully increasing app activity and fostering long-term user loyalty.
