✨ New to campaigns? Start with Introduction to Campaigns for an overview of benefits and types.
Campaigns in Badge let you deliver timely, high-impact messages to your audience through:
Push notifications → Appear on lock screens or inside the Wallet pass.
Pass changes → Visual updates that reinforce your message inside the pass.
Use both together for maximum impact.
🛠 What You Can Do With a Campaign
Promote limited-time offers
Drive in-store redemptions or event check-ins
Encourage RSVPs or referrals
Announce new features or perks
…and more!
1. Start With a Strong Push Notification
No hard character limit, but note truncation rules:
iOS lock screens truncate after ~60 characters.
Apple Wallet shows ~40–50 characters per line, up to ~150 total.
The full message appears in Pass Details (Back of Pass) for 24 hours or until the campaign ends.
Best practices:
Lead with your desired action:
📣 “Get 10% off in-store — scan your pass today”
🎉 “Join us Saturday for the alumni event! Tap your pass to RSVP.”
If you expect a deeper action (e.g., tapping a link), hint at it:
📲 “Tap your pass to view full offer details”
2. Update the Pass to Reinforce the Message
A great notification grabs attention. A great pass update keeps it top-of-mind.
Recommended updates:
Cover image → Add promo visuals (GIFs supported on Google Wallet)
Front fields → Show offer title, expiry, or promo text.
Back of Pass → Add links, full instructions, or extended copy.
Barcode/QR code → Swap for time-sensitive redemption offers.
👉 Pro tip: Add action cues like “See back of pass for details” to cover or front fields.
3. Campaign Priority & Expiration
If two campaigns overlap, the most recent campaign supersedes the earlier one.
When the newer campaign expires, the pass automatically falls back to:
The earlier campaign, if it’s still active.
Otherwise, the default pass template.
4. Understand Apple vs. Google Wallet Behavior
Feature | Apple Wallet | Google Wallet |
Lock Screen Preview | Shows ~60 characters | Shows generic “You have a new message” banner |
Full Message Display | In Back of Pass (24h or campaign duration) | In Pass Details via tappable banner |
Tap Behavior | Open pass → menu → Pass Details | Tap banner/modal → Pass Details |
Visual Support | Static images | Animated GIFs supported on cover |
💡 On Android, a modal appears over the pass; tapping it goes straight to the message.
💡 On iOS, users must open the pass and tap into Pass Details — use visual cues to train users where to go.
5. Measuring Campaign Success
While we don’t track opens, you can measure campaign performance via:
Link Clicks → Add links to the back of the pass; Badge will report clicks during the campaign period.
Conversion Events → Provide a defined event (e.g., redemption, signup). Badge will help attribute success to your campaign timeline.
🎯 To request reports: Click Set a Campaign Goal or contact support.
6. For API Users: Push + Pass Update Workflow
When using the pass.sendPushNotification API:
Notifications are per-pass → you must send to each pass ID individually (batching recommended).
Combine with
pass.updateto change cover image or fields while sending the push.Message is custom but truncated → ~60 chars on lock screen; full message in Pass Details.
No open tracking → rely on link clicks + conversions.
Throttle notifications: Google limits you to 3 per pass within 24 hours. (Apple has no hard cap but best practice is to avoid over-sending.)
Looking for inspiration?
Check out our Campaigns Hall of Fame to see what’s working in the wild.