Chipotle Farm Team
Chipotle and CAA came to Rokkan to help create a loyalty program. The twist though was that they didn’t want a traditional program with the more you buy, the more rewards you get. What we came up with was a fun and interactive program called Farm Team that helped educate their users. The more knowledge the users gained, the more rewards they received. Each store manager received 20 invitations that they could give to their best customers.
EDUCATE THE USER
The main focus of this program was to educate the user. The digital interactive program helped the users learn about Chipotle’s Food with Integrity (FWI) cause. As the user progressed, they unlocked more questions, polls, facts, mini games, and videos while winning badges and rewards at certain points
ENGAGING CONTENT
One of the most essential parts to this whole program was to create enough engaging content that would keep the user interested throughout the 4 chapters. I led and wrote most of the copy and questions throughout the whole experience. I created an in-depth content document that not only dictated what chapter the content would appear in but also when and where it would appear on the landscape.
POINT/REWARD SYSTEM
Another key part of this project was coming up with the logic for the game and how the user would progress. Each action the user took equaled a specific amount of points — whether it was answering questions, reading content, watching videos, playing games or even just coming back frequently. I was tasked to determine what each of those interactions would be worth. I also had to determine what point thresholds would result in a badge or reward, so that the user would stay engaged.
