VOL.AT Ländlepunkte
2021 Finalist

VOL.AT Ländlepunkte

Russmedia

Schwarzach, Austria

Category Digital Subscriptions

Overview of this campaign

Collecting points is great fun, and there’s even more to be had in the reward shop, where the Ländlepunkte gained can be redeemed for non-cash prizes, wellness vouchers or concert tickets. Millions of points have already been collected - and redeemed.

The development of new products and ongoing innovation are the secrets of VOL.AT´s success. “Gamification for News” is the new buzz word, whereby users are retained on the site, data collected and future sources of income generated - in the form of membership models.

What inspires users to log in to a free news portal? Fun and attractive prices! These Ländlepunkte are a new creation and our “commitment motor”, ensuring that users get to know VOL.AT in a playful way and retaining them on the platform at the same time, by having to register. Anonymous readers are transformed into users interacting with VOL.AT - the community and sense of belonging expands, and they’re more willing to pay for content.

Also, the same engagement tool is now implemented in the Russmedia news platform VIENNA.AT. Ländlepunkte are here called “Zuckerl”. 2020 has also been a very successful year for the “Zuckerl”.


Results for this campaign

VOL.AT
489,619772 points have been collected in 2020 – 14,322,570 of these points were redeemed for 8,660 rewards. Users participated 14,989 times in the competitions held as part of the Ländlepunkte campaign.

VIENNA.AT
77,297306 points have been collected in 2020 – 927,500 of these points were redeemed for 127 rewards. Users participated 3,625 times in the competitions held as part of the Ländlepunkte campaign.

#1 level of logged in users: Despite there being a million users per month on VOL.AT, with a high percentage of loyal readers true to the brand, the number of daily logins was in the single-digit range before Ländlepunkte were launched. One year ago, approx. 3,300 users were logged in daily, using the points and rewards system. Meanwhile, there are up to 31,400 daily logged-in users which are 25-30 % of all daily active users on VOL.AT.

#2 loyalty counts: Ländlepunkte increased the average session duration from around three to four minutes to six to almost nine minutes, whereas the session time of a control group - who were not informed about points - remained steady at a lower level. The number of visits rose in the last year from an average 274,756 daily to 352,481; page impressions rose from an average 1,521,788 daily to 1,615,073.

#3 100 % applicable to other portals: The unique users who are collecting “Zuckerl” on VIENNA.AT rose from 54.719 in January 2020 to a maximum of 1,966,446 in November. The number of daily logged-in users rose from 509 to 1,569 – which is, similar to VOL.AT, approx. a value of 25-30 percent of all daily active users on VIENNA.AT.


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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