Taco Bell is doing many things by bringing the Coin Drop game back.
On one level, it taps into nostalgia – who doesn’t remember the counter top coin drop game from the early 2000s where everyone played to get a free item from off the menu! Tapping into nostalgia, is a great way for brands to take its customers back to a seemingly far happier and simpler time. More so, post pandemic! So the excitement of bringing it all back is enough to get customers jump in on the game, and play. Nostalgia is a huge draw for customers who would love to step back in time and play a game that they enjoyed back in the day.
The game is a nice way to keep existing customers engaged. Games are always a great way to get people involved and engaged. When people play games they feel good with all the release of dopamine and endorphins. The competitive layer where they are made to do something to win a reward is a huge draw. Whether we are competing with ourselves or with others, the idea of competition gets people all excited and engaged. And when a chance to win something is thrown in the mix, it simply ups the whole experience where you reward the brain each time something is achieved. It encourages rewards-seeking behavior.
To encourage loyalty program sign-ups, a brand needs to be attractive. Brands must be appealing enough for customers to sign up for their loyalty program and to also stick with it once they’ve signed up. For that, brands need an edge – an extra something that is a little different. Gamification in loyalty programs can deliver that. It makes a brand attractive enough to stand out from the others as something unique and different and draws people to sign up.
But the bottom line is that it needs to do that – stand out as something unique and interesting and as something that draws people to it. Taco Bell seems to be making the right moves – the excitement is so palpable, you could almost hear a coin drop!