3 min read
Dutch Bros Delights Fans with a Gamified Year-End Celebration
Dutch Bros’ year-end recap emails were beloved by customers but excluded fans who didn’t receive email communications, leaving part of their community without a way to engage. Dutch Bros also recognized they could deepen the experience for customers by expanding it across channels.
Dutch Bros reimagined the Dutch Rundown™ as an interactive in-app experience. Using dynamic storytelling, gamified elements, and real-time data, the company created an engaging celebration for all their customers.
The 2024 Dutch Rundown™ enhanced app engagement, fostered social sharing, and encouraged customers to connect with the brand during the critical holiday season.
INDUSTRY
PRODUCTS USED
BY THE METRICS
66X
Higher engagement compared to the email-only experience
4X
The reach of 2023 (Email only vs. In-app to all loyalty members)
Dutch Bros, is a fun-loving, mind-blowing drive-thru coffee company dedicated to making a massive difference one cup at a time. Founded in 1992, Dutch Bros has grown into a thriving community-focused brand with over 1,000 locations. From innovative drink creations to charitable initiatives, the company has established itself as much more than a coffee shop—it’s a brand that fosters connection.
Over the years, Dutch Bros’ year-end recap emails became a fan favorite, sparking joy and social media buzz as customers celebrated their unique journeys with the brand. But for fans not subscribed to email communications, this moment of connection was missing. Determined to make the experience more inclusive and interactive, Dutch Bros decided to rethink how they delivered their annual recap.
Reimagining the Rundown™
In 2024, Dutch Bros took the Dutch Rundown™ beyond the inbox and into their app with an interactive experience. Using gamified storytelling supported by real-time data, the team relied on full-screen takeovers and Braze Content Cards™ to create a celebration that every customer could enjoy, without requiring opt-in.
Highlights of the Dutch Rundown™ included:
- Personalized Personas: Customers were grouped into personas like “Champions” and “Rookies,” with each unlocking unique app stickers that celebrated achievements. These personas, created with Braze segmentation, ensured every customer felt valued.
- Interactive Storytelling: Full-screen carousels powered by Content Cards presented visually striking highlights, like total points earned, favorite shop visits, and playful drink pairings.
- Live Updates: Unlike traditional recap emails that rely on static data, the Rundown™ dynamically updated customer stats through December. Using the Braze Data Platform, which allows for bi-directional real-time data syncing, Dutch Bros allowed users to influence their final numbers by engaging with the brand throughout the holiday season.
“We wanted this to feel fresh and interactive,” shared Monica Ruiz, senior CRM manager at Dutch Bros. “By keeping the data live and bringing the experience into the app, we gave customers more opportunities to connect and participate.”
Making Playful Connections with Gamification and Storytelling
The Dutch Rundown™ showcased Dutch Bros’ playful spirit, blending meaningful customer insights with lighthearted fun. Unlockable achievements, dynamic graphics, and personalized features like app stickers and drink pairings drove engagement, inspiring social sharing and fostering a vibrant community.
The Rundown™’s Impact
The Dutch Rundown™ wasn’t just about delighting customers—it was a strategic initiative to strengthen Dutch Bros’ relationship with its audience. “Our goal was to create something our customers would love and feel proud to share,” explained Monica. “This wasn’t just about looking back—it was about making the entire experience fun and inclusive.” By creating an in-app experience, Dutch Bros:
- Boosted app engagement by turning the Rundown™ into a real-time, interactive feature.
- Sparked excitement and conversation across social media as customers shared their achievements.
- Encouraged repeat visits and purchases during the holiday season as customers worked to maximize their stats.
Looking Ahead: Innovating Customer Experiences
Dutch Bros’ success with the Dutch Rundown™ 2024 highlights the value of blending personalization, interactivity, and data to create experiences that resonate. Moving forward, Dutch Bros will focus on experimenting with gamification and real-time data, using insights to further enrich customer interactions.
The brand remains focused on its mission to bring joy to every customer interaction, ensuring that each touchpoint feels fresh, meaningful, and true to the Dutch Bros spirit.
Key Takeaways
- Inclusivity through innovation: By moving the Rundown™ to their app, Dutch Bros ensured every customer could join the celebration, regardless of communication preferences.
- Gamification creates shareable moments: Playful features like personalized personas and stickers encourage social sharing, fostering a sense of community.
- Real-time data adds value: Keeping stats live through December keeps customers engaged and motivated to interact with the brand.
- Interactive storytelling builds loyalty: The Dutch Rundown™ showcased Dutch Bros’ ability to connect with customers through creative, engaging narratives.
