This summer, as a follow-up to Boston Pizza's 2021 patio retraining campaign, the restaurant chain will be rewarding "pro-patio moves" with its custom badges. Boston Pizza's new tongue-in-cheek campaign will celebrate a wide range of patio accomplishments like leveling a rickety table with a folded coaster, ordering tacos on a day other than Tuesday, and more.
"Canadians know how to enjoy a patio better than any nation on Earth - mainly because we know how fleeting those summer days are," said Cam Boyd, ECD of john st., the agency responsible for the new advertising campaign. "With the most patios in the country, it was Boston Pizza’s responsibility to acknowledge their proficiency and become the place where those in the know, patio."
People simply scan the QR code at BP patios to collect digital badges for their Patio Handbook. It serves as a collection repository, tool for tracking progress and resource for learning more about other badges. Those with a full collection at summer’s end will get the chance to win one of five BP gift cards, as well as a real-life set of their full badge collection.
Patio Behavior Badges
Boston Pizza will Give out Badges to Celebrate Pro Patio Behavior
Trend Themes
1. Pro-patio Behavior - Restaurants can embrace humor and fun by creating activities that celebrate pro-patio moves.
2. Gamification - Gamifying trivial achievements can be an interesting way to engage customers and reward loyalty.
3. QR Code Integration - Integrating QR codes into corporate event merchandise to provide digital content can be a great way to drive engagement and loyalty.
Industry Implications
1. Restaurant - Restaurants can leverage patio culture to drive engagement and reward loyalty of its customers.
2. Hospitality - Hotels, resorts, and other hospitality services can explore ways to gamify customer experiences and create engaging activities to reward loyalty.
3. Marketing - Marketers can use gamification and humor to create innovative campaigns that can increase engagement among target customers.