Gamification is one of those terms being heard ever more often in recent years. But do you really know what gamification is? Have you thought about how to use gamification in marketing?
In this article we’ll explore the secrets of gamification and review some gamification examples so you can get ideas on how to apply it to your marketing strategies.
What is gamification in marketing?
In order to explain what gamification is, we’ll explain first what it is not. Many people think that it’s about using mobile games as advertising or as a strategy for digital branding. This may be sometimes the case, but gamification goes far beyond that.
Gamification in marketing takes on the mechanics and resources from games and applies them to non-playful contexts, such as a website or a business app. It seeks to encourage certain user behaviour and to increase interaction through techniques that were previously exclusive to the gaming field: scoring, rewards, competition with other users, user levels, etc.
In fact, gamification can be applied to many areas beyond marketing. Education, health or human resources are other areas in which these strategies have had a profound effect.
Advantages of gamification in marketing
Using gamification as a marketing strategy has multiple advantages for companies and brands:
- It increases engagement. A well planned strategy, tailored to ‘buyer persona’ and channel, will make user interaction sky rocket. The reward action is exciting and generates a positive feeling about the brand.
- It’s stimulating. Competition between users is motivating: they feel that the brand is paying attention to them and that they are being rewarded for it. This feeling of reaching a goal or having a good time using a website or app fills the user with a sensation of success. And who doesn’t like to feel that way?
- Getting to know your users better. Thanks to interactions, you will be able to identify and segment different targets and get to know who your most active users are. Thus, you’ll be able to create personalised offers.
- Improving brand perception. Marketing gamification strategies work very well for customer loyalty. They increase the perception on users of being an innovative brand and, as the interaction grows, so does the perception of being a brand that cares about them.
Examples of gamification in marketing
Tesco: Augmented reality focused on customer loyalty
The supermarket chain has implemented a whole strategy focused on the use of augmented reality on its brochures and in-store products by means of its own app.
By scanning the labels or items indicated in the brochure, users can learn more about the product that they are buying, shop on-line, or even discover interactive games and get rewards.
This case combines a continued use that adds value to the user with other specific campaigns aimed at entertaining and retaining customer loyalty. For example, one of these campaigns was aimed at entertaining small children during last year’s Halloween.
They provided printable labels for parents to hide around the house. Children could then interact with them to finish a gymkhana whose goal was ultimately to release a ghost.
You may be interested in: Tips and tools for Augmented Reality mobile app development
Coca-Cola: Feel like 007 for a day
Who has not ever fantasised about being a special agent? James Bond is part of the public imagination and Coca-Cola was able to take advantage of it on the launch of the movie ‘Skyfall’.
In this case, a soda machine located at a station was the point of interaction with the user. When someone made a purchase, the screen asked them if they wanted tickets for the movie. After, they would be directed to go to another point in the station.
Something that may sound simple soon became a real obstacle course for the people participating due to the interaction with other people. If this has aroused your curiosity, it’s much better to watch it.
It’s a very interactive way to promote a movie by adding excitement, enhancing brand image and creating an experience that becomes a fun challenge for the users.
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Fanta: The battle of flavours
The Game of Thrones finale has been one of 2019’s trending topics. Taking advantage of the demand, Fanta launched a campaign during the summer aimed at finding a new soda flavour. Battle of Flavours is a campaign that encourages younger customers to participate in games whose ultimate purpose is to choose which of the 4 new limited edition flavours will stay permanently.
Throughout the summer they have been launching challenges through social media encouraging users to create their teams and perform actions such as designing their team’s flag, choosing their victory dance or designing the perfect beast.
Tips to get started on gamification
- It’s not necessary to start out big. If it’s your first action, start with small steps. Perhaps a simple game or quiz that offers a reward can be a good start to test how it works among your users.
- Get to know your users well. You can plan a great gamification strategy but, if it doesn’t fit your audience or the reward is not attractive enough to them, it will have no purpose. Keep in mind their age, tastes and interests. Gamification will be a success if you keep it simple and fun.
- Put some thought into the rewards. There are gamification campaigns in which users are rewarded with merchandising items, for instance. However, prizes must not always be material or hold economic value. There’s a whole range of possible rewards: discount codes, score rankings, user levels, sharing a picture on social media with the scored obtained on a quiz, etc. but keep in mind that it will always depend on your audience.
- Be bold. Take risks. Innovate. Take advantage of the opportunities offered by technologies such as augmented reality or beacons to interact with your users.
What’s your view now on gamification? Are you ready to implement some actions? Rely on a digital partner as Yeeply and let the fun begin for your users.
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