Xanh SM is a pioneering smart electric ride-hailing platform dedicated to providing eco-friendly transportation experiences in Vietnam. Over the years, TriPlayZ has had the opportunity to collaborate with Xanh SM on multiple technology projects, enhancing user experiences. Building on past successes, we are excited to once again partner with Xanh SM to launch a special Tet campaign—“Lucky Red Envelope”, bringing joy and prosperity to customers during the Lunar New Year.
Challenges
Lunar New Year is a crucial time for brands to strengthen connections with customers through meaningful activities. Xanh SM aimed to create a Tet program that not only attracted new users but also rewarded loyal customers for their continued support. This presented an opportunity to enhance brand recognition while delivering memorable and joyful experiences for users.
However, launching a Tet-themed minigame required more than just entertainment value. We had to design a game mechanism engaging enough to keep players coming back while ensuring seamless integration within the Xanh SM platform. The challenge was to create an intuitive experience that was easy to access and play, without technical barriers or complexity.
Implementation Scope
Concept
The core of the “Lucky Red Envelope” campaign lies in its simple yet captivating gameplay, offering players a chance to win instant rewards. The game is built around a familiar matching-pair mechanic, encouraging repeated participation through card-flipping and completing tasks. Rather than being just a fun activity, the campaign integrates an engaging reward system to increase user retention and amplify excitement during Tet.
Simple & Fun Gameplay
“Lucky Red Envelope” is a straightforward yet engaging minigame, integrated directly into the Xanh SM ride-hailing app. Players can access the game within the app, flip cards to reveal images, and match identical pairs. Successfully matching a pair result in an instant reward. To maximize winning chances, players can complete additional tasks such as daily check-ins during Tet or sharing the game with friends to earn extra flips.
Attractive Rewards
Every valid gameplay attempt gives players a chance to receive a lucky red envelope instantly. The campaign boasts a total prize pool of 36 billion VND, with thousands of exciting rewards distributed daily. Users can play multiple times to increase their chances of winning lucky money and other valuable prizes, ensuring a Tet filled with fun and prosperity.
Results
- Significant increase in app engagement, expanding Xanh SM’s reach to new customers.
- Enhanced user interaction and experience, leading to higher retention rates.
- Improved customer satisfaction, with positive feedback on the unique Tet lucky money event.
- Strengthened brand positioning, reinforcing Xanh SM’s presence as a top-of-mind (TOM) brand in the industry.
