Content Marketing Specialist at Scratcher
Traditional lead generation methods, like sign-up forms and surveys, may not always be enough to capture the attention of potential customers. But, what if you make the process interactive and engaging?
A reward in exchange for a name and email, a discount code for a phone number and demographic. With engaging content and the power of reciprocity, you can turn idle prospects into activated leads. It’s a win-win situation for both you and your customers!
To convert at a high rate, lead generation must give more than it takes. It’s crucial to make your approach relevant, entertaining, and rewarding for your target audience. By doing so, you’ll be able to capture valuable customer information in exchange for an enjoyable experience that encourages visitors to engage with your brand.
Tips for success
In the lead up to the winter holidays, Danish hardware store Harald Nyborg activated their top funnel with an interactive Puzzle competition. By entering their name and email, visitors had the opportunity to win a full tool kit—perfect for targeting new homeowners, casual DIYers, and those wanting to update their existing equipment.
The Puzzle format challenges visitors to slide the pieces and find the right combination to solve the game. With its longer engagement time, it can be used throughout the marketing funnel to activate your audience, highlight products, or share unique offers.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
Velkommen A/S used the Slot Machine to entice visitors with a huge reward—a ski holiday! With a campaign set over TikTok and their own website, the energy supplier was able to tap into their target audience exactly where they are, generate quality leads, and enrich their existing customer data.
Just like the classic Slot Machine, participants spin and immediately know if they have won by matching three icons in a row. As a recognisable game with low stakes, this format is high converting and can be used throughout the marketing funnel to generate leads, engage your audience, and share unique offers.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
The South African division of the World Wide Fund for Nature (WWF), the international NGO for wilderness conservation, created a Quiz to test their audience’s knowledge on the environmental impact of the fashion industry. Their goal was twofold: to educate and to generate new leads for future outreach. 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.
From product education to employee surveys (and everything in between!), the Quiz game is a flexible format that can be used to create unique, interactive experiences and gather valuable insights into your audiences’ preferences and behaviours.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
Laberlarven ApS is a webshop that sells and delivers pick & mix sweets directly to your door. To generate new leads and grow their list of newsletter subscribers, the e-retailer chose the Wheel of Fortune for a campaign to win one year’s worth of candy—an offer that garnered a 66% conversion rate!
The Wheel of Fortune is a great method to boost engagement, grow your audience, and increase loyalty. Similarly to the Slot Machine, this format is low stakes with high rewards, giving value to both you–important visitor data–and your customers–a reward.
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
IRRESISTABLE PRIZE
A highly relevant reward for their target audience
vanHaren is a Dutch footwear retailer and member of Europe’s largest shoe supplier, the Deichmann group. In order to grow their newsletter subscriber list and generate quality leads, the Belgian division created a simple (yet effective!) landing page and used the Form format to offer visitors a chance to win a €250 shopping credit. Almost half of the visitors to the page provided essential first-party data!
In order to participate, visitors registered for vanHaren Belgium’s newsletter by sharing their name, email, and a short sentence about why they should win—information that the retailer can use for segmentation and future marketing materials.
UNIQUE VISITORS
High engagement from their target audience
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times he plays the game
CONVERSION RATE
From interested visitors to engaged leads
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers or want to find ways to keep them coming back? Gamification marketing may be the answer!
Create a free account today and our team will help you get started using gamification marketing in your business.
Traditional lead gen methods may not always be enough to capture the attention of your potential customers. From puzzles to slot machines, we’ve compiled a list of our top 5 interactive lead generation campaigns that turn idle prospects to activated leads.
Easter is just around the corner and it’s time to make the most of these festive spring days! From lead generation to data enrichment, we’re sharing some sweet gamification inspiration that will help you reach your goals.
Stephanie Dean Content Marketing Specialist at Scratcher Whether you call it livestream shopping, social shopping, or streamable shopping, in recent years, live shopping has reemerged
Stephanie Dean Content Marketing Specialist at Scratcher Marketing strategies can be sorted into two categories: campaign-style and always-on. As its name suggests, the campaign-style strategy
Content Marketing Specialist at Scratcher
Marketing strategies can be sorted into two categories: campaign-style and always-on. As its name suggests, the campaign-style strategy releases one-off campaigns, usually aiming to maximise profits during seasonal events–Valentine’s Day, Easter, Black Week, Christmas, and the like.
Always-on marketing, on the other hand, is the opposite. With this strategy, you’re making a commitment to consistently connect with your audience. Rather than focusing on single events, always-on spreads the love all year round! And it’s not just about making a profit–it’s also about creating brand awareness and reaching your brand’s non-financial goals.
Always-on marketing–as its name suggests–is constantly running. One of the advantages to this is that you don’t lose out on conversions that may be neglected during off season periods.
This is because you have the opportunity to assess and optimise your campaigns in a way that shorter, single promotions don’t offer. We know that for performance results to reveal themselves, our systems need adequate time to gather data. With always-on, a larger data pool of incoming traffic can reveal areas that need improvement, which you can quickly and efficiently update.
Simply put, while campaign strategies can use their results to evaluate long term strategies and provide a reference for future use, always-on results can be used immediately to improve itself.
Our suggestion: add gamification to your always-on strategy and take things to the next level! In this case, we move away from reward or discount focused game formats and, instead, think of evergreen formats that can help you understand your audience’s needs and preferences better. For example, a personality test can be used to enrich your audience data and identify which products are the best match for specific customers.
With more targeted data, gamified always-on campaigns are a strategic and engaging way to keep your audience interested and coming back for more.
And, you can implement always-on gamification together with single campaigns! The best strategy is to combine campaign-based and always-on initiatives to optimise your marketing efforts and increase reach, engage audiences, retain loyal customers, and boost sales across the board.
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.
Create a free account today and our team will help you get started using gamification marketing in your business.
Christian Sophus Ehlers Independent consultant. Helps NGOs, associations, and membership organisations get more supporters and members. For most non-governmental organisations (NGOs), fundraising organisations, and membership
Stephanie Dean Content Marketing Specialist at Scratcher Is 2023 the year you take your marketing to the next level? Gamification may be the answer! It’s
Stephanie Dean Content Marketing Specialist at Scratcher Love is in the air! With Valentine’s Day fast approaching, brands are looking for ways to stand out
Casper Christiansen CEO at Scratcher Event management platform Agorify recently sat down with Scratcher’s own CEO, Casper Christiansen, as he shared the benefits of gamification
Content Marketing Specialist at Scratcher
Remember when games like Farmville, Candy Crush, or even more recently, Wordle took over the internet? This type of “can’t miss” media – with consistent engagement – is what gamification marketing strives for.
Humans like to be rewarded. We like to be challenged and accomplish goals.
From the science side of things, the instant gratification of a reward taps into the dopamine response of the brain, increasing a positive association with the medium that the reward has come from. Enjoyment and interest increase engagement – the ultimate key to building and maintaining relationships with customers and moving visitors toward the next step in their customer life cycle.
In a world full of constant marketing messages, gamification marketing actively attracts customers through interactive experiences that are not only fun, but also inspire them to continue engaging. Their engagement builds loyalty, increases opportunities for sales, and contributes to a strengthened brand identity.
By collecting relevant first-party data, gamification marketing allows you to learn more about and monitor your customer’s behaviours. For new, potential customers, interactive marketing generates leads and helps you determine the best approach for a successful conversion. In terms of existing customers, gamification increases your awareness of consumer demographics and interest patterns through data enrichment. From identifying potential customers to recognising areas that may need improvement, you can use these insights to analyse, track, and develop tailored offers for each and every visitor, leading to more conversions.
Every step in the customer journey can be improved through gamification. Whether it’s the lead who needs to learn more about the brand, the first time buyer who needs to be retained, or the long time loyalist who needs to be re-engaged, data collected through gamification marketing assists in developing a stronger customer journey.
Collectible points, prizes, or other rewarding incentives encourage engagement on the customer’s behalf – again, we like to be rewarded. Their choice to continue engaging, to proactively choose to interact with your brand, differentiates gamification marketing from traditional marketing. It creates a lasting impression for both new and returning customers.
Entice new customers with engaging, interactive experiences. “What do I get out of this?” – by offering a reward in return for valuable consumer information, a bond of reciprocity emerges. A reward in exchange for a customer’s name and email lets you grow their brand awareness and add them to your marketing email list, moving them toward the next stage in their customer life cycle with future newsletters, discounts, and games.
Use games to motivate new and reactivate existing customers to move forward in their customer life cycle. Re-engage inactive customers and gain insight into the (changing) demographics and behaviours of your growing audience. Data collection through gamification marketing assists in updating the overview of your current and potential customers, leading to new ways to inspire engagement, purchases, and external recommendations.
Increase sales by creating an incentive to spend. Through introductory rewards, discount offers, or loyalty programs, visitors are motivated to return to your brand, attain new goals, and collect their “winnings” – plus more. Gamification works to strengthen customer (purchasing) intent through the creation of a captivating visitor experience and desire to complete a task or compete against other visitors. This consistent engagement leads to a reward for both customer (discount, new tier, entertainment) and business (sales, engagement, brand loyalty).
Inspire customers to keep coming back through unique rewards and loyalty programs. Strengthen your relationship with customers through gamification marketing – advent calendars, mystery boxes, exclusive offers – to reward their continued business with your brand, while creating an exciting, interactive experience. Goaled loyalty programs, for example, those with points or tiers, encourage customers to reach new goals and move to the next stage in their customer life cycle, driving customer behaviour for your benefit.
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.
Create a free account today and our team will help you get started using gamification marketing in your business.
Rasmus Mogenstrup Paid Social Director at PL & Partners Back with more lead generation insights! We sat down with Rasmus Mogenstrup, Paid Social Director at
Stephanie Dean Content Marketing Specialist at Scratcher Strengthen your outreach, education, and fundraising strategies with interactive experiences While it may be more well known for
Stephanie Dean Content Marketing Specialist at Scratcher We are constantly on the move between the physical and digital worlds: we pop into the closest shop
Stephanie Dean Content Marketing Specialist at Scratcher Remember when games like Farmville, Candy Crush, or even more recently, Wordle took over the internet? This type
Paid Social Director at PL & Partners
We sat down with Rasmus Mogenstrup, Paid Social Director at performance marketing agency PL & Partners, to discuss how he makes the most of gamification on Paid Social. As a premium partner of Scratcher, Mogenstrup is an expert in this field and is sharing his 3-step method to gaining success with gamification on Paid Social.
PL & Partners takes a strategic and holistic approach to gamification, social media strategy, and online business development.
They create daily results for both C20 and start-ups and have, among others, helped Novo Nordisk, Sony Music, Illum Bolighus, Meyers, and Politiken to establish a strategic presence on Facebook and turn the advertising platform into a major revenue channel.
PL & Partners are technical experts in advertising on Facebook and Instagram, but their execution is always based on an in-depth analysis of existing data, where they start from overall business goals and marketing mix.
You may have created the best gamification campaign the world has ever seen, but if you can’t reach and capture your target audience’s attention, it doesn’t matter.
One of the places where you can activate your gamification campaigns is on Paid Social channels like Facebook, Instagram, TikTok, and Snapchat. But there are many things that must be taken care of in order for you to realise the maximum potential of your campaigns.
Here is my 3-step guide on how to succeed with gamification on Paid Social:
Should it generate leads, drive sales, or create greater awareness of your brand?
Make a decision from the start about the purpose behind your campaign, the target audience, and its place in the customer journey – and only after this can you start production and shape the format and concept of the campaign.
Facebook, Instagram, Snapchat, or maybe TikTok? Find the right channel(s) and also consider whether your campaign should be always-on or limited to a shorter period?
Then, of course, there is how you communicate the campaign! Find the best hook and the right carrot that makes it crystal clear to the target audience why they should click and convert. What’s in it for them?
Regardless of your choices in steps 1 and 2, you’re going to need some content for your ads that catches your target audience’s eye, piques their interest, and gets them to click.
It is not unusual that we see 2-4x better performance on our best pieces of content compared to those that are less strong – so, you also have to hit the right spot to get the most out of your campaign.
By following Rasmus Mogenstrup’s 3-step formula when planning your gamification campaigns, you can successfully decrease CPA and increase ROI on Paid Social.
The CPA results above are index numbers and compare two approaches to ad creatives. The campaign on the left is more successful and has an index of 100, while the other less successful campaign on the right has an index of 160.
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.
Create a free account today and our team will help you get started using gamification marketing in your business.
Rasmus Mogenstrup Paid Social Director at PL & Partners We sat down with Rasmus Mogenstrup, Paid Social Director at performance marketing agency PL & Partners,
Stephanie Dean Content Marketing Specialist at Scratcher Q4 is commonly associated with increased consumer spending, as it aligns with the holiday season. It’s a time
Stephanie Dean Content Marketing Specialist at Scratcher First-party data is the data collected by businesses directly from their audience, customers, and prospects. A simple opt-in
Stephanie Dean Content Marketing Specialist at Scratcher Pre-event marketing is a great way to get your brand in front of customers before an event. Implementing
Content Marketing Specialist at Scratcher
Q4 is commonly associated with increased consumer spending, as it aligns with the holiday season. It’s a time filled with sales opportunities – not only for B2C businesses, but also for B2B enterprises.
Shopping during the holiday season is a common, albeit odd, practice. If we look at it from another perspective: your customers and business partners are more likely to make large unfinished purchases in the fourth quarter than any other time of the year.
Have you taken the time to map your Q4 marketing strategy yet?
If not, now is a good time to start. Q4 is known for being the most overwhelming, yet important sales quarter in any industry, which can (literally) make or break your entire fiscal year.
How to take advantage of Q4?
1. Invest in your top funnel activities
2. Test your offers ahead of time
3. Plan out your marketing calendar
It’s simple!
Implement gamification and follow the advice we provide all year round to optimise your marketing efforts – increasing customer activation, lead generation, and data enrichment. And if you’re still unsure where to start, continue reading and get inspired by our customers!
BonBon-Land is a Danish amusement park which implemented a Halloween Scratchcard where visitors provided their contact information to participate and try their luck to win free tickets to the park and more!
The company offered over 100 valuable prizes and all participants had to do was “Scratch & Win”.
This fun and simple game that people easily recognise was a great choice not only to increase customer loyalty, but also to grow brand awareness for Bonbon-Land.
MANY WINS
Over 100 rewards were won by the participants!
LARGE POOL OF VISITORS
The campaign had a total of more than 11,000 participants
CONVERSION RATE
42% of landing page visitors participated in the Halloween Scratchcard game
Deichmann is the largest footwear retailer in Europe. They implemented a Slot Machine campaign around Black Friday, where participants could win prizes including 1000 DKK gift cards, shoes, and bags. By simply filling out the signup form and giving the one-armed bandit a go, visitors participated in an instant win game.
An important addition to the campaign was consolation prizes for 10% discount codes – by implementing these, Deichmann ensured high commitment and interest in their campaign – and also substantially increased their revenue.
CONSOLATION PRIZES WERE A WIN
This could ultimately be seen in Deichmann’s revenue by tracking the redeemed discount codes.
CUSTOMERS PARTICIPATED
A player only counts as one, no matter how many times they play the game
CONVERSION RATE
64% of website visitors participated in the Slot Machine campaign
POWER is an electronics retailer that operates 200 stores in Scandinavia. It’s a fashion-forward brand, which always wants to be one step ahead of the competition. During Black Friday, POWER implemented a Wheel of Fortune campaign where participants had the opportunity to win over 25 prizes including various electronics from phones to computers and game consoles!
In order to participate in the campaign, visitors first had to fill out a signup form and provide their contact information. This allowed POWER to collect more data about their customers, enabling them to personalise communication and also generate new leads!
EYE-CATCHING, VALUABLE PRIZES
25 prizes including various electronics from phones to computers!
UNIQUE PARTICIPANTS
Out of over 190k visitors!
CONVERSION RATE
27% Of all visitors who participated in the Wheel of Fortune!
The Body Shop is a British cosmetics, skincare, and perfume company. They implemented a beautiful Wheel of Fortune campaign during advent, where participants had to spin the wheel to find out if they won.
Visitors to The Body Shop’s website were asked to fill out a form in order to participate in their campaign. The form collected contact information, which allowed the company to generate leads for their email marketing campaigns as well as learn more about their customers.
MANY WINS
Over 2800 rewards were won by the participants!
UNIQUE PARTICIPANTS
A player only counts as one, no matter how many times they play the game!
CONVERSION RATE
Of all visitors who participated in the advent campaign!
Telmore is the largest mobile virtual network operator in Denmark. For their holiday marketing strategy, they implemented a new Personality Test campaign every week of advent, where participants had to answer different questions about Christmas correctly in order to be entered into a draw for that week’s prize.
To join the campaign, visitors filled out a form and provided their contact information. Telmore used this contact information and the answers from the personality test to enrich data about their customers for future marketing purposes.
VALUABLE PRIZES
Telmore offered participants the opportunity to win an iPhone 13, AirPods, & speaker – every week!
UNIQUE LEADS
Out of over 140k visitors! A player only counts as one, no matter how many times they play the game!
CONVERSION RATE
A staggering 85% of all landing page visitors participated in the personality test!
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.
Create a free account today and our team will help you get started using gamification marketing in your business.
Stephanie Dean Content Marketing Specialist at Scratcher Gamification marketing allows you to collect data about your customers’ favourites and general product preferences in an entertaining
Stephanie Dean Content Marketing Specialist at Scratcher It has never been as easy or inexpensive to travel as it is today, with a dream destination
Stephanie Dean Content Marketing Specialist at Scratcher Gamification marketing has been widely used within the retail and hospitality industries, but what about market sectors with
Stephanie Dean Content Marketing Specialist at Scratcher With the digitalisation of the fashion industry, the importance of social media campaigns, influencer marketing, digital clothing experiments,
Content Marketing Specialist at Scratcher
Despite many believing the pandemic would cause the end of in-store shopping as we know it, retailers are still notably expanding their physical presence.
In-store shopping has advantages which are impossible for e-commerce to achieve—such as the joy of instant gratification or the support of store associates. The ability to see and try products before purchasing can also decrease the amount of returns. Beyond these practical advantages, there’s another reason why in-store shopping still matters: shopping is an experience. It engages all of the senses.
Part of gamifications’ charm is that it’s profoundly personal. It allows us to showcase our skills, compare them with others, and feel a sense of accomplishment. Gamification marketing allows you to integrate personalisation into your company’s DNA and engagement strategy, which is exactly the kind of customised experience customers demand.
Gamification marketing works in retail because it helps brands engage with their customers. Game mechanics also make clients believe that the more they buy, the more they gain. This results in driving new and returning customers through your marketing funnel, while offering insights into how customers engage with your brand.
Gamification, therefore, offers many different benefits for your business, including:
Simply coming up with a fun game featuring your brand’s logo is no longer enough! Gamification marketing in retail needs to link with the brand’s personality and pave an smooth and enjoyable path to a clear goal.
It’s important to note that these strategies work best when engaging the customer both online and in-store. The goal is not only to bring incentivised game elements into the retail experience, but also to close the gap between online and in-store aspects through an accessible format.
Implementing objectives that customers can earn and collect not only through purchasing, but also wider brand engagement keeps them involved even if they aren’t shopping. The main goal for this is to increase the amount of time consumers spend in a store, gaining new and returning customers, but also to increase their acquisition and brand awareness.
We’ve all heard about AR and VR innovations, but today, retailers are going a step further and developing their own in-store games (it’s definitely one of the favourite tactics of luxury brands). This is a great approach for promoting brand awareness and generating new and returning customers.
Whether through AR and VR, a loyalty program, or a pop-up store, the use of gamification marketing in retail has plenty of benefits. With the fast-paced development of the industry and innovation in tech, we are excited to follow the continued evolution of this trend.
What's Next?
If done right, gamification will capture users’ attention and increase their commitment to a purchase transaction.
Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.
Create a free account today and our team will help you get started using gamification marketing in your business.
Stephanie Dean Content Marketing Specialist at Scratcher Gamification marketing has revolutionised the way we plan events and measure their success. It increases audience engagement and
Stephanie Dean Content Marketing Specialist at Scratcher Despite many believing the pandemic would cause the end of in-store shopping as we know it, retailers are
