[Private beta]{class="badge informative"}
Get started with loyalty challenges get-started-loyalty-challenges
Table of contents
Get started with Loyalty Challenges ◀︎ You are here
Overview overview
Loyalty Challenges enable you to create engaging, gamified loyalty programs that drive customer behavior and deepen brand relationships. Build challenges that reward customers for specific actions—from making purchases and writing reviews to engaging on social media and referring friends.
With Loyalty Challenges, you can:
- Design flexible challenge types: Create Standard, Streak, or Sequential challenges to match your business goals
- Configure rewards strategically: Deliver points at task milestones or upon full completion to maintain engagement
- Personalize the experience: Use content cards and multi-channel messaging to create immersive, branded experiences
- Integrate seamlessly: Connect with your existing loyalty providers and leverage Experience Platform data
- Track automatically: Monitor customer progress through auto-generated journeys without custom development
- Measure performance: Use built-in reporting dashboards to track program KPIs, challenge results, and task-level metrics
You can create these types of challenge experiences:
-
Standard challenges: Customers complete any specified number of tasks in any order. Use this type when you want flexibility and multiple paths to completion.
Example: “Summer Wellness Challenge” - Complete 3 out of 5 tasks: buy health products, share on social media, refer a friend, write a review, or attend a virtual event -
Streak challenges: Customers complete the same task multiple times consecutively. Use this type to encourage consistent, repeated behavior over time.
Example: “Coffee Lover’s Week” - Purchase coffee products for 7 consecutive days to unlock a free drink reward -
Sequential challenges: Customers complete tasks in a defined order. Use this type to guide customers through a specific journey or onboarding process.
Example: “New Member Journey” - Sign up for emails → Make your first purchase → Write a product review → Refer a friend (complete in this exact order) -
Bring your own data challenges (restricted availability): The challenge framework (tasks and rewards) is assembled from your Loyalty Challenges data integration. You configure Settings, Content, and Messaging as you would for any other challenge type.
How it works how-it-works
Creating and launching a loyalty challenge follows this workflow:
-
Create a challenge - Choose the challenge type (Standard, Streak, Sequential, or Bring your own data when available). Learn how to choose a challenge type.
-
Configure settings - In the Settings tab, define challenge details, audience, schedule, rules (opt-in, progress tracking, repeat limits), and optional metadata. Learn about challenge settings.
-
Add tasks and rewards - In the Structure tab, define tasks and rewards (not required for Bring your own data challenges).
-
Design content cards - Create the visual representation of your challenge using Journey Optimizer content cards that display on customer devices.
-
Configure messaging (optional) - Set up multi-channel messages (in-app, email, push) for key lifecycle stages: launch, in-progress, and completion.
-
Launch the challenge - Publish the challenge, then generate a journey. Journey Optimizer automatically creates the journey for your challenge. Publish the auto-generated journey to make the challenge available to customers.
For detailed step-by-step instructions, see Create challenges.
Prerequisites prerequisites
Before using Loyalty Challenges, ensure you have:
To use Loyalty Challenges, you need appropriate permissions in Journey Optimizer and Adobe Experience Platform.
Journey Optimizer:
journeys.readjourneys.writejourneys.deletejourneys.publishjourneys_events.readjourneys_events.writejourneys_events.deletejourneys_report.readmessages.readmessages_report.read
Adobe Experience Platform:
segments.readprofiles.readidentity_namespace.read
Contact your administrator if you cannot access the feature or need additional permissions.
Administrators configure reward providers, event definitions, product inventory, exclusions, and global settings in the Loyalty admin menu. Marketers who only create challenges do not need access to this menu. Learn how to configure loyalty challenges
Contact your administrator if the Loyalty admin menu is not visible in the left navigation.
Let’s dive deeper lets-dive-deeper
Now that you know what Loyalty Challenges are and how they work, it’s time to dive into the details. Explore the following topics to access the interface, create your first challenge, and define the tasks your customers will complete.
Set up reward providers, event definitions, and org settings
Access & manage challenges and tasks
Learn how to access the inventory and manage challenges and tasks
Track program KPIs, challenge results, and task metrics with built-in dashboards
API reference api-reference
To manage loyalty challenges programmatically, use the Loyalty Challenges API. The API lets you create, update, and manage challenges and tasks via REST endpoints.