✨ 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 image or front fields.
Examples:
Campaign Pass Design Change - Cover Image
Campaign Pass Design Change - Barcode and Offer
Campaign Pass Design Change - CTA below barcode
3. Recipients and Review
Who is the intended audience for this campaign?
Is the campaign targeting all active pass holders, only those who have an active pass at the start of the campaign, or a specific segment defined by an attribute (such as Tier)?
Within the campaign configuration, you’ll have the option to define the specific audience for the campaign pass takeover.
If you want to target only pass holders who are active at the start of the campaign, simply select that option in the configuration.
If you want to define your audience using a specific attribute, select the “Filter Users” option and begin with your attribute selection. Before saving your campaign, you will have the option to review the "eligible recipients" based on your attribute selection.
4. 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.
5. 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.
6. 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.
7. 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.