Vitality has launched ‘Pick and Play’, the next generation of its Vitality Programme, which will go live for members within the Vitality UK app from Spring 2025.
The rewards mechanism has been designed to support further personalisation for members and increase engagement.
‘Play’ is a new gamified experience within Vitality’s app, allowing users to access extra rewards.
Each week a member will earn 12 activity points, and they will be given the chance to ‘play’ to find chief brand ambassador, Stanley the dachshund, hidden on a gameboard.
Members will then be able to choose up to three rewards every month, depending how many ‘Stanleys’ they find.
In addition, Vitality announced as part of its ‘Pick’ launch, members will be able to pick a weekly Active Reward that appeals most to them.
This is offered in addition to members playing for more rewards.
Each week, members can now choose a free drink at Caffe Nero, and 25% off a meal at itsu or a cinema reward, when they earn 12 activity points.
Nick Read, managing director of the Vitality Programme, added: “Our Vitality Programme is well known for providing members with incentives and rewards that help people to build and maintain the type of healthy habits that positively change lives.
“We hear every week from our members how being with Vitality has transformed or changed their approach to keeping active and the impact it has had on their health.
“In recent years, the potential of technology has vastly changed, while at the same time our expertise and understanding of behaviour change, the power of habits and adoption of AI has advanced.
“It is the culmination of this, coming together with our dedication to deliver further personalisation and tools to help people live longer and healthier lives, that we are excited to be launching today.”
