In celebration of the 50th anniversary of the Hong Kong International Film Festival (HKIFF), we revamped the CineClub website to introduce a new membership system and points accumulation mechanism. This upgrade offers a variety of membership options, enhanced benefits, and exclusive rewards for film lovers. The website now features a QR code scanning function for point accumulation and rewards redemption. Since the launch of the revamped site, over 3,000 new members have registered, and the "GOLDCREST" membership tier has already reached capacity
Challenges
Membership existed, but felt static — once you signed up, there was no reason to engage further.
No connection between ticket purchases and member rewards, so attending screenings didn't translate into value.
Solutions
Designed a QR scan-ticket flow that turns every screening into points, giving members a reason to keep coming back.
Linked ticketing data to the membership system so attendance directly fuels rewards and tier upgrades.
Takeaway
Loyalty isn't built at sign-up, it's built in what happens after. Closing the loop between ticket and membership turned a static benefit list into a reason to return, driving 3,000+ new sign-ups and a sold-out GOLDCREST tier at launch.