Fair warning: this one's a bit of a beast. Here's the full breakdown of how a personalized digital contest encouraged members to change their behaviour and generated more than $4.4 million in spending at Scene+ partners.

Problem: Despite a major multi-partner relaunch, most members continued using Scene+ with only a single partner, limiting engagement across the broader loyalty ecosystem.

Opportunity: Members needed a compelling reason to break existing habits and discover new ways to earn and redeem points across the partner network.

Idea: Create a personalized gamified experience that rewarded members for expanding their Scene+ behaviour. The more new partners they engaged with, the more chances they had to win.

How it worked: Using transaction data, members received personalized email, SMS, and social communications encouraging them to visit partners they had not yet used with Scene+.

Each interaction led to an interactive hub where members could track progress, unlock bonus offers, discover new earning opportunities, and play the "Scene+ It Win It" game to earn additional contest entries.

Key Result: Over $4.4 million in incremental spending at Scene+ partners.

CMA Awards – Environics Analytics Data-Driven Marketing Award – Silver