Prize/Gift selection campaign

Question

I'm trying to plan a wireframe/site that allows new registered users to reclaim a reward for registering. There are 3 very different rewards they can pick. Sort of like when you register an Adobe product you can pick a few different things like Lynda subscription for a month and the like.

The users' path would be something like this;

1. They have signed up for a service in the last 2 months, or possibly that day.

2. Receive an email that outlines each reward, directs them to website

3. Go to website, enter in their member number and postcode

4. They can pick 1 of 3 rewards

5. They receive a confirmation email

My question is, is there a term for this type of marketing, and is there a term in UX for this? And, does anybody know of any examples of this that could help?

Answer 1

A reward program usually involves a longer lasting customer relationship, where the reward strengthens the customer's bond to the product, brand or company. Essentially though, your scheme is a mere bonus or addon.

I am not sure, if there is a user experience specific to this, but direct marketing, or more specifically email marketing, obviously requires remote interaction with the user as well as the user's interaction with your web interface.