World Wide Fund for Nature (WWF), the international NGO for wilderness conservation, added gamification to their advocacy activities with great success.
For their South Africa division, WWF used the quiz format to test visitors’ knowledge on the impact of the fashion industry on nature. Visitors could leave their email address to receive a discount voucher and, at the same time, be entered into a draw to win WWF apparel.
The goal was twofold: to educate visitors and generate new leads for future outreach. WWF encouraged visitors to engage directly with the brand via hints on their webpage (in turn, reiterating their message) and activated their audience to share their personal information by offering an incentive.