Lotte World Becomes an Overnight Playground Exclusively for SKT Subscribers

[Financial News] SK Telecom invited 3,000 long-term subscribers to Lotte World for an overnight theme-park event. The event was part of SK Telecom’s new strategy to boost subscriber loyalty by expanding long-term customer benefits—previously centered on telecommunications offerings such as data allowances and membership discounts—to differentiated experiences involving performances, dining and theme parks.
SKT announced on the 14th that it rented out all of Lotte World Adventure from the night of the 12th through the early morning of the 13th to hold the T Long-Term Customer Program Adventure Day.
At Lotte World, 11 indoor attractions, including French Revolution, The Conquistador and The Adventure of Sindbad, operated throughout the night. Among the participants, approximately 75% had been subscribers for at least 10 years but less than 20 years, 18% for at least 20 years but less than 30 years, and 7% for 30 years or more. A dedicated registration counter was also provided for subscribers of 30 years or more to complete the registration process more quickly.
At the event venue, participants took part in the T Bingo mission, which linked rides with booth visits. Those who completed five of the nine missions in a T-shaped pattern received capsule vitamins and collagen drinks. A Time Capsule Shop was also set up to look back on the time shared by long-term subscribers and SKT. Subscribers could write a letter to “myself at the time I first joined SKT” and receive a time capsule in reply. Some capsules contained Magic Passes that allowed holders to ride attractions without waiting.
At 1 a.m., the National Long-Term Customer Talent Show was held at the Garden Stage, where subscribers competed in singing. The first-place winner received a benefit waiving telecommunications charges for one year, based on the monthly fee of the plan they were using. The Popularity Award winner received two invitations to Musical Day, scheduled for December.
The event was part of the T Long-Term Customer Program, which was expanded and revamped this year. SKT reorganized the benefits into four areas—data, culture, days and VIP membership—and removed the cap on data benefits so that subscribers could receive more data the longer they had been customers. Invitation-only events were consolidated under T Long-Term Customer Day and expanded around experience-focused offerings such as dining, performances and theme parks.
According to SKT, visits to the information page for this year’s long-term subscriber benefits more than doubled from last year, while traffic generated through searches and shares increased approximately fourfold.
An internal satisfaction survey of this year’s T Long-Term Customer Program users found that positive responses exceeded 90% across all categories, including satisfaction, willingness to continue using the program and trust in the company.
Kang Wook, head of SKT’s Segment Team, emphasized, “We wanted to provide differentiated experiences that individuals would find difficult to experience on their own and that would be hard to access even if they were willing to pay.” He added, “The purpose of revamping the program is to make long-term customers feel that they made the right choice by staying with SKT for so long.”
Kang Wook added, “We will continue to repay our long-term customers with benefits, services and special experiences as a token of our gratitude for staying with us for so long.”

[email protected] Choi Hye-rim Reporter