Italian restaurant chain Zizzi has partnered with digital engagement firm 3radical to combine mobile, online, social and in-restaurant experiences in a unique campaign that aims to attract new restaurant goers and engage existing customers.

The campaign takes the form of a interactive digital board game that consumers can use to claim rewards, delivered through a mobile-optimised website and on Zizzis Facebook page. During the eight-week span of the campaign, it attracted around 60,000 unique players who completed over 87,000 follow-on interactions, including 27,000 survey responses.

Players were able to roll the digital dice for each day they participated in the campaign, encouraging repeated engagement, with personalised game pieces moving around the board. Landing on certain squares would earn tokens towards rewards including free food, event tickets and holidays.

Sharing content on social media, completing surveys and referring friends all earned customers extra rolls of the dice, which drove organic visits to the site as the campaign spread through social groups online.

“Following our success with the Stand Up to Cancer campaign last year for which we used 3radical to deliver an online scratch card, we were keen to move to the next level and introduct a campaign which not only generated new consumer contacts, but would encourage high levels of repeat engagement,” said Jo Fawcett, marketing director for Zizzi.

“Our board game really delivered this – generating 22,000 new customer contacts, and with almost a third of the 60,000 consumers that engaged returning on 5 or more days. Their high engagement levels also meant they were happy to share information on their preferences with us, which we will use to continue to increase our relevancy to them going forward and inform our business.”

“Zizzi are at the forefront of consumer engagement, and their team continue to innovate,” said David Eldridge, CEO of 3radical. “We are delighted to support them in developing a growing audience of engaged consumers, by delivering relevant, fun and engaging experiences closely tied to their dynamic brand.”