Tesco’s first game on Facebook, called Delivery Dash, is seeking to boost engagement through the theme of customers making a delivery. The game which launched last week, primarily targets female shoppers, who compete against the clock to pack shopping carts for friends – with increasing levels of skill required.
The average player spends 30 minutes a session on the game. The game lets Tesco “‘have a conversation with customers’ beyond a more direct ‘selling message’” David Price, Tesco head of social media commented, citing research that profiles the average, casual social gamer as a 41-year-old woman “which, he said, ‘sits nicely’ with the demographic of Tesco shoppers.”
The #1 retail brand in the UK — according to Interbrand's 2012 Best Retail Brands report — launched its Facebook page in April 2011 and with more than 620,000 fans today, it's the most popular supermarket brand page on Facebook.
Tesco worked with social-media agency Yomego on the initiative, following an earlier collaboration to boost its number of Likes on Facebook with Tesco employee James McQuillan, a former candidate on The Apprentice UK. Now, of course, it's not about the quantity of Facebook likes but about the quality of engagement that a brand inspires and sustains on the platform.
Cue Delivery Dash. “This activity was pulled off within very challenging time-scales. It’s a good move for a brand to trial a series of different propositions to see what appeals most to its target market. The key driver should not however be just to drive lots of Likes. The best social media strategies will deliver large numbers of loyal advocates but the key is to plan an ongoing series of activities to drive and reward interaction,” said Steve Richards, MD at Yomego.
The multinational grocery and general merchandise retailer, headquartered in the U.K. is the third-largest retailer in the world by revenue, behind Walmart and Carrefour, and the second-largest measured by profit, behind Walmart.
With stores in 14 countries in Asia, Europe and North America, it’s the leader in the UK with a 30% market share. “This is a very tentative first step, but we have had a good reaction to it so far” added Price. While there appear to be some technical bugs in the game as evidenced by some of the Facebook comments, it’s still a telling dash for the retail leader.