PROGRAM CARD - TIM Party

Program name: TIM Party
Distinction: weekly gifts rewarding subscriber loyalty
Brand / operator: TIM (Telecom Italia)
Family / owner: TIM S.p.A. (formerly Telecom Italia; none / independent following the network spin-off)
Industry: telecommunications
Industry benchmark: no
Market: IT
Related programs: TIM Star (successor, launched 18.05.2026)
Status: closed
Legal / time status: closed 2026-05-12 → successor TIM Star (launched 2026-05-18); for ~8 years it was TIM's main retention program
Launch year: 2018
Main type: member-benefit
Secondary type: tier-based
Enrollment cost: free
Channels: MyTIM mobile app (iOS, Android), tim.it website
Reach: no public data (all TIM mobile and fixed-line customers qualified automatically)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 2
Main KPI (impact strength): engagement (medium)

Descriptive sections

0. Summary

TIM Party was a free loyalty program for all TIM customers in Italy, running from 2018 until May 2026. It rewarded loyalty with weekly gifts (extra GB, minutes, partner vouchers, prize-draw rewards) assigned to four tiers based on tenure and contract type. The program was not points-based but relied on a regularly rotated set of benefits.

1. Objectives and context

TIM Party was designed to reduce customer churn in Italy's highly competitive market, where MVNO operators and new entrants (Iliad IT) aggressively poached subscribers. Weekly gifts created a habit of logging into MyTIM and reminded customers of their affiliation with TIM.

2. Target audience

All active private TIM customers holding a mobile or fixed-line subscription registered in their own name. The program was automatically available - it required no separate registration beyond having a MyTIM account.

3. Architecture and type

Starting tier: every new customer receives the New tier the moment they join MyTIM.
Promotion after 1 year: after 12 months of continuous subscription, the customer moves up to the +1 tier.
Promotion after 5 years: after 5 years of continuous patronage, the tier advances to +5 with a broader pool of rewards.
Fisso e Mobile tier: immediately available to customers holding both an active fixed-line and mobile contract under the same PESEL; the highest tier, with no need to wait for years.
Weekly cycle: each week, new offers appeared in each of the three sections (regalo, vantaggi dedicati, gioca e vinci) - the customer selected and activated them through the app.

4. Earn & burn mechanics

Accrual: no points; entitlement to benefits derives from the loyalty tier (New / +1 / +5 / Fisso e Mobile) and the current weekly offer.
Threshold and redemption: no threshold - every customer at the appropriate tier can claim the available gift in a given week; a higher tier = more or better gifts.
Reward types: extra GB of data, extra call minutes, exclusive device discounts, third-party partner coupons (cinema, restaurants, e-commerce), prize-draw rewards (concert tickets, travel, electronics).
Point expiration: not applicable (no points); unclaimed weekly gifts are forfeited at the end of the given week.

5. Emotional value

TIM Party fostered the belief that being a TIM customer meant belonging to a club with benefits extending beyond the telecom service. The weekly rhythm of surprises triggered a "what's new this week?" effect and regularly drew customers into the app. The Fisso e Mobile tier functioned as a symbol of full commitment to the TIM ecosystem.

6. Gamification

The "Gioca e Vinci" section - weekly contests and instant-wins, engaging customers in a playful format.
Four loyalty tiers create an advancement path and motivation to extend contracts.
Weekly rotation builds a habit of checking the app (FOMO - fear of missing out on a gift).

7. Differentiation

Compared to O2 Priority (UK) or VeryMe (Vodafone UK), TIM Party stood out through its integration with the subscriber account without additional registration, which lowered the barrier to entry. At the same time, the Fisso e Mobile tier rewarded cross-selling between fixed and mobile lines - a feature rarely seen in Western European telco programs.

8. Data and personalization

Data from the subscriber contract (PESEL, address, payment history) automatically defined the tier and eligibility.
The "Vantaggi dedicati" section contained offers selected individually for chosen customers by TIM.
Scope of algorithmic personalization: no public data; in practice, some rewards were segmented by the product held.

9. Technology

The MyTIM app (iOS/Android) - the main access channel to TIM Party.
The tim.it website - alternative access via a browser.
Loyalty backend: no public data on the platform provider.
Integration with TIM's billing system to verify the customer's tier and tenure.

10. Communication and lifecycle

Communication channels: push notifications in MyTIM, email, SMS, in-app banners.
Onboarding: automatic - after logging into MyTIM, the customer saw their TIM Party tier and the current weekly offer.
Retention: weekly reward rotation; the contests section as an additional motivator to return.

11. Conclusion / inspiration for the almanac

TIM Party proves that, in telecommunications, effective retention can be based on a short (weekly) cycle and a low participation barrier instead of points and complex rules. Rotating rewards on a weekly rhythm generates a habit of engaging with the brand - a simple mechanism that works toward churn reduction without costly points infrastructure.

Sources: selectra.net/internet/operatori/tim/party (retrieved 2026-06-29); telecompaper.com - article on the closure of TIM Party and the launch of TIM Star (May 2026); smartworld.it - article "Addio TIM Party, arriva TIM Star" (May 2026); tim.it/timparty (redirect to TIM Star, retrieved 2026-06-29)
Terms (link): https://www.tim.it/timparty
Entry compiled on: 2026-06-29

TIM Party