Gamification Marketing in the Automotive Industry
Within the automotive sector, gamification marketing is now recognized as a purposeful and results-driven approach. As more consumers shift to online research and purchasing, brands are adapting. Instead of relying on traditional ads or outdated loyalty programs, forward-thinking automakers are turning to interactive experiences that drive engagement and deliver measurable results.
Toyota’s Strategic Use of Gamification
Toyota’s Q4 campaign is a strong example. They launched an interactive Christmas Calendar Campaign with built-in quiz formats — not for holiday flair, but for strategic data collection. The goal was simple: acquire new, GDPR-compliant permissions. The result? A high-quality permission base, along with increased newsletter open rates and stronger performance in personalized email flows.
You can explore the format they used here.
OPENED DOORS
High involvement and engagement
UNIQUE PARTICIPANTS
On average, participants revisited the Christmas calendar 18 days out of 24
CONVERSION RATE
Of all visitors who participated in the Christmas calendar
What Gamification Marketing Solves in the Automotive Industry
Gamification marketing in the auto industry goes beyond engagement — it directly addresses core marketing challenges:
- Smarter Permission Collection: Collecting marketing permissions while prompting service bookings.
- Customer Insights: Understanding user preferences to promote the right vehicles and features.
- Seasonal Relevance: Sharing timely service reminders, like tire changes or inspections.
- Lead Generation: Encouraging test drive bookings through interactive prompts.
These campaigns don’t operate in a silo. When integrated into broader strategies, they support smarter segmentation, lead nurturing, and long-term retention.
The Role Gamification Will Play Going Forward
Automotive marketing has long leaned on static content and legacy systems. Gamification marketing introduces a shift — not just in tools, but in mindset. It reflects how today’s consumers prefer to interact: actively, digitally, and on their terms.
As expectations evolve, gamification marketing in the automotive industry will move from trend to necessity. The brands that embrace it early won’t just capture attention — they’ll shape the future of customer experience.
Ready to level up your engagement strategy?
Explore gamification marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
- 40+ Interactive Formats: Luck-based, knowledge-based, and skill-based, designed to meet marketing campaign objectives
- Ready to Use Templates: Personalise your campaign to reflect your unique brand
- User-friendly Integration: Easily integrate interactive content with all of your favourite marketing tools
- Customer Support: We're here to assist you every step of the way
