CASE STUDY — FENDER PLAY RETENTION CAMPAIGN
A LIFECYCLE MARKETING
CAMPAIGN TO KEEP NEW
PLAYERS PLUGGED IN
A gamified Fender Play journey using CRM, personalization, and lifecycle triggers to keep new players engaged.
THE RETENTION CHALLENGE
"As an industry, we don’t have a problem attracting new entrants, we have a member retention issue." - Andy Mooney
Cutting abandonment by just 10%
(keeping 100,000 more players plugged in)
could unlock $1B in annual revenue!
THE OPPORTUNITY
Retention Proposal
FENDER PLAY STUDIO
Fender Play Studio is a personalized home base for players on their learning journey. As users complete lessons, they unlock new gear, wall art, and custom presets to visually build out their virtual studio. The platform transforms progress into a creative space, turning skill growth into visual milestones that keep players engaged, inspired, and plugged in.
THE ENGAGEMENT JOURNEY
Step into the Player's Shoes
You're now a brand-new Fender Play user. As you complete lessons, you'll receive a series of personalized emails designed to celebrate progress, unlock new content, and keep you motivated.
Experience the journey firsthand and see how timely, motivating messages keep players progressing from their first chord to the stage.
THE STUDIO, FULLY PLUGGED IN
You’ve completed your first lessons, unlocked gear, and customized your Fender Play Studio.
This is more than progress, it’s a place that grows with every riff, chord, and breakthrough.
Let’s keep players inspired to come back, stay plugged in, and play louder than ever.
Thank You for Your Time
I appreciate you taking the time to explore this concept. Fender Play Studio is designed to turn practice into progress, and progress into passion.
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