The MultiSport Summer Game has been launched
The next edition of the MultiSport Summer Game with the main goal to promote physical activity in the summer begins on 8 June. This year, as part of the holiday gamification, MultiSport will reward the participants for visiting new sports facilities and regularity in taking up physical activity, which, according to experts, has a significant impact on the strained mental condition of employees after the pandemic.
This year the MultiSport brand decided to evoke memories of a carefree childhood full of joy and fun, which is why this year’s gamification will focus on the theme of holiday camps.The MultiSport Summer Game will start on 8 June and will last until 10 August 2022. During this time MultiSport card users will collect points for systematic training, visiting new sports and recreation facilities as well as education and fun in the form of quizzes or expert articles on an active lifestyle. Numerous sports awards, including professional headphones and vouchers, have been prepared for the most persistent ones. As in previous editions, the Summer Game participants will be able to donate the points they earn for charity. This year MultiSport will convert the points into funds for the Nienieodpowiedzialni Foundation, which will then allocate the collected amount to help Ukraine.
Building loyalty, or rather, maintaining a strong relationship with the customer – user or employee – is quite popular. We have been organising the MultiSport Summer Game, in which we use gamification both to increase physical activity among our sports card holders and to build awareness of a healthy lifestyle, for several years now. It is an extremely effective and engaging solution. In 2021 alone we managed to engage 23% more people than we anticipated. Interestingly, last year, during the nine weeks of promoting various sports, the Summer Game participants performed a total of 182,000 workouts, which translates into approximately 6,250 days of continuous exercise. Throughout the holiday period, the campaign mobilised Poles to be active in partner sports facilities – says Emilia Rogalewicz, Management Board Member at Benefit Systems.
The Summer Game and the related promotional activities are managed by the Benefit Systems Marketing Team together with the Brand Kolektyw agency. As in previous editions, the elements of gamification are provided by YesIndeed, which is part of the Benefit Systems Group. Marketing activities will be carried out on the MultiSport profiles on Facebook and Instagram as well as through Programmatic ads and dedicated mailings. In the brand’s social media, Agnieszka Świetlik (@lifemanagerka) and Piotr Galus (@formagalusa) will play the role of Camp Keepers. Together with MultiSport users they will test various activities, referring to the carefree childhood times.
A game for better wellbeing
An important goal of the Summer Game is also to support nearly a million MultiSport card users in Poland in maintaining the habit of regular physical activity and consequently improving their wellbeing and psychophysical condition. As indicated by the gamification creators, in 2021 alone, mental and behavioural disorders were the reason for over 25 million days of sick leave.
Our research shows that 73% of MultiSport users admit that thanks to the MultiSport card they exercise more often, which amounts to about 700,000 people in Poland who, together with us, have developed a habit of regular physical activity, which is extremely important today. It can be said that we have managed to mobilise a whole city the size of Łódź to exercise more frequently. However, we do not intend to stop there. We believe that we can help activate a much larger number of people, also with the help of gamification – adds Emilia Rogalewicz.
As indicated by the results of the MultiSport Index 2022 survey, in companies offering MultiSport cards the level of users’ physical activity (understood as physical effort undertaken at least once a month) fluctuates around 99%. It is 34% more than the result for the whole society (65% of active Poles). In the same survey, 65% of the respondents also admitted that sport has a great impact on reducing stress and 57% agreed that it positively influences depressed mood.
Details related to the latest edition of the Summer Game can be found at www.kartamultisport.pl/letniagra or via the MultiSport mobile application.
Senior PR SpecialistBenefit Systems
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