Italian restaurant chain Zizzi is currently running a ZizziTacklesCancer campaign aimed at raising funds for Cancer Research UK, and has seen consumer engagement tripled thanks to a unique mobile experience that combines social and gaming.

The campaign, created in partnership with 3radical, is aimed at taking customer enagement to a new level by combining online, mobile, social and in-restaurant experiences across the chains 140 restaurant outlets.

Consumers are able to access an online scratch card on their smartphones via Zizzis own website or Facebook page, with rewards including instant vouchers and entry into a draw to train with England Rugby stars Jonny May and Alex Corbisiero, or to win a trip to New York.

Players can then increase their chances of winning by donating to Stand Up to Cancer, sharing on social media, visiting Zizzi and redeeming vouchers, and through a variety of other motivational mechanics both in and out of branches. 3radicals Voco platform delivers these mechanics in real time, optimising the messaging based on individual behaviours and preferences.

“We are excited to see gamification working in practice through the 3radical platform,” said Jo Fawcett, marketing director at Zizzi. “In the first five weeks of this campaign alone we have seen strong results in terms of engagement with a three times increase in email click-through rates, significant repeat engagement and growing social buzz which is bringing new customers to the Zizzi experiences as well as increasing contact with existing customers.”