ScoreCard Gold Holiday

Customer Challenge

Less than half of the world’s rewards programs actually provide
rewards. In retail, that statistic is desolate. DICK’S Sporting Goods,
recognizing the strategic advantage to rewarding its customers,
onboarded its first elite rewards program to benefit loyal
shoppers. The following year, DICK’S looked to expand to major
markets, to host an experience that would capitalize on peak
spending seasons, and to reward its best customers in a
meaningful way.

.

80,000 Customers

Our Solution

During the biggest shopping season of the year, DICK’S took its ScoreCard Gold Rewards program from infancy to prominence, rolling it out in tangible and rewarding fashion as a 100% free experience. Reaching 80,000 of DICK’S most loyal customers, holiday pop-up lounges arose in popular malls across the Midwest to say “thank you” to its biggest spenders.
During the biggest shopping season of the year, DICK’S took its ScoreCard Gold Rewards program from infancy to prominence, rolling it out in tangible and rewarding fashion as a 100% free experience. Reaching 80,000 of DICK’S most loyal customers, holiday pop-up lounges arose in popular malls across the Midwest to say “thank you” to its biggest spenders.
Free
The cozy lounges lived just steps from major DICK’S stores, making it easy to swing by during holiday shopping trips. All Gold members and families welcome, the lounges catered to every holiday need, offering free gift wrapping, a beverage and snack bar, plush furniture, sporting event broadcasts, and a station for Letters to Santa. 4,000 yards of wrapping paper later, families left with a premium Gold tote, total rejuvenation, and all their wrapping needs met for the season.
The cozy lounges lived just steps from major DICK’S stores, making it easy to swing by during holiday shopping trips. All Gold members and families welcome, the lounges catered to every holiday need, offering free gift wrapping, a beverage and snack bar, plush furniture, sporting event broadcasts, and a station for Letters to Santa. 4,000 yards of wrapping paper later, families left with a premium Gold tote, total rejuvenation, and all their wrapping needs met for the season.
No-Hassle
Complementing a full experience of free holiday fun, a few surprise guests joined Gold members in their holiday cheer. Former NFL halfback Jerome Bettis and former NFL receiver Santana Moss made appearances in their local lounges, signing autographs, writing letters with kids and squaring up in ping pong matches with Gold members. Covered by local media with a feel-good story for DICK’S, the appearances resulted in 490,000 media impressions.
Complementing a full experience of free holiday fun, a few surprise guests joined Gold members in their holiday cheer. Former NFL halfback Jerome Bettis and former NFL receiver Santana Moss made appearances in their local lounges, signing autographs, writing letters with kids and squaring up in ping pong matches with Gold members. Covered by local media with a feel-good story for DICK’S, the appearances resulted in 490,000 media impressions.
Rewarding

The
Results!

490,000
media
impressions
  • 95 Gallons of Coffee & Cocoa

  • 4,000 Yards of Wrapping Paper

  • 80,000 Customers Reached

  • 476,000 Miles Traversed to the North Pole

  • 490,000 Media Impressions

See How We Did It For