How Carsharing App Runs Segmented and Gamified Campaigns with In-App Stories

This case shows how a carsharing app can use stories beyond standard promotion. CITYDRIVE tested stories across four jobs: moving active users to offers faster, re-engaging less active audiences, making discounts feel more interactive, and explaining service rules inside the app.

TL;DR

• CITYDRIVE used stories for segmentation, promo activation, gamification, and operational guidance.
• Active users reacted faster to weekly discount stories, reaching a 30.6% click rate across four tracked exports.
• New and re-engagement users started lower, but their click rate grew steadily from 18.2% to 20.5%.
• Profile-based segmentation revealed a strong spread in response: 20.0% to 36.7% click rate on the same discount flow.
• Gamified stories proved that the mechanic does not need to be complex. A short quiz with a visible reward drove up to 45.9% click rate.
• Operational stories worked differently. The refueling flow reached a 98.1% open rate, making a key service rule visible inside the app.

Use case 1. Activity-based segmentation for weekly promo stories

CITYDRIVE used weekly discount stories as a recurring promo mechanic for two audience groups: active users and users who were either new or at risk of churn. The exact offer could change from week to week, but the format stayed familiar: open the story, see the discount, choose or apply the promo code, and move closer to booking.

The discounts applied across all tariff options, so users had more freedom to choose the ride format that matched their need. 

The story worked like a weekly touchpoint that trained users to check the app for a relevant offer. A user may not need a car today, but a well-timed discount can create a reason to open the app, compare options, and book a ride later.

1. The same discount mechanic worked differently depending on engagement level.
   
   Across four tracked exports, active users reached a 30.6% click rate, while the new and churn-risk segment reached 19.1%. The gap is large. Active users already understand the service and need less persuasion. When they see a discount, they can act faster.
   
   
2. Active users did not show a clear drop by week six.
   
   Their click rate peaked in week two, then went down but stayed strong: 28.9% → 38.6% → 30.6% → 27.8%. This looks like a healthy promo pattern. The first strong response normalizes, but the mechanic still keeps users clicking several weeks later.
   
   
3. New and churn-risk users reacted more slowly, but the response improved.
   
   This group was less ready to act from the start. Still, repeated weekly stories did not weaken clicks. The click rate gradually increased: 18.2% → 18.6% → 19.0% → 20.5%. For this audience, the value is not only the immediate click. The repeated format keeps the offer visible and gives users more chances to return.
   
   
4. Visibility was strong for both audiences.
   
   Open rate stayed around 96–100% in both groups. So the story entered the user’s field of attention almost every time. The difference came after that: active users were more likely to move from seeing the offer to using it.

Use case takeaway: 

This is a strong example of activity-based segmentation. The same weekly promo format can serve two jobs at once. For active users, it works as a fast conversion trigger. For new and churn-risk users, it works as a repeated reactivation touchpoint. The mechanic is useful because it builds a predictable promo habit without requiring a new app screen, a separate landing page, or a heavy campaign setup every week.

Use case 2. Profile-based segmentation for the discount flow

This time, the same “choose your discount” story was shown to four audience segments based on user profile attributes. The format did not change, but audience response did. 

Use case takeaway:

This segment test shows why profile-based targeting matters for promo stories. When the same mechanic gets almost equal visibility, the real difference comes from how relevant the offer feels to each audience. CITYDRIVE could see which segment brought scale, which segment brought the highest response rate, and which groups needed a different promo angle.

Use case 3. Using simple quiz mechanics to turn discounts into action

CITYDRIVE used short quiz-based stories to make promo offers more interactive. The mechanic was very simple: answer a quick question, get a reward, move to the offer.

Use case takeaway: 

Simple gamification worked because it added one small action before the reward. A question, a clear benefit, and a direct CTA were enough to make the promo feel more active than a regular discount message.

Gamified stories can turn a passive promo into a small interaction. The mechanic is easy to repeat, easy to refresh, and strong enough to support both commercial offers and product education.

Use case 4. Using stories for service guidance

CITYDRIVE also used stories for a different task: explaining how to act inside the service. The story reminded users when and how to refuel, showed the right flow, and helped prevent mistakes that could lead to fines or support requests.

Use case takeaway: 

Service stories help a carsharing app prevent problems before they become support cases. In CITYDRIVE’s refueling flow, the story made an important rule visible inside the app with a 98.1% open rate. 

A short service story can support several business goals:

• reduce avoidable support requests by explaining the rule before users contact support;
• lower the risk of penalties or disputes by making service conditions clearer;
• improve self-service behavior by showing the correct action inside the app;
• protect user experience by preventing negative moments such as fines, confusion, or failed refueling;
• reduce pressure on product screens because the team can explain rules without adding more permanent UI elements;
• support operational campaigns quickly when the service needs to highlight a rule, update, or behavior pattern.

Business results