NEW WORLD CLUBCARD – BEACH DIG
Giving loyal customers the VIP treatment
Each Christmas, New World Clubcard celebrates its VIP members and reinforces just how rewarding the programme can be. To bring this to life, we created the Clubcard Private Beach Dig — a fun, exclusive treasure-hunt experience where members could uncover $NWD and prizes, and go in the draw to win a luxury beach getaway.
HOW THE GAME WORKS
The first few minutes of a game can make or break the experience, so once members confirmed their details on the landing page, we moved them into the action as quickly as possible. Instead of explaining the mechanics with instructions, we built an in-game tutorial that let players learn by doing — improving retention and getting them straight into the fun.
To dial up the excitement, we added hidden “sweet spots” across the beach — special tiles that increased the chance of uncovering a prize. As the meter shifted from cold to warm to hot, players knew they were getting close… and it was time to dig.
