Ali Aoun

Marketing Lead

Get Ready to Play! – Why gamification marketing is the next step in your customer journey

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.

From lead to loyal customer

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.

Incentivise the 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.

Lead generation & awareness

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.

Customer activation

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.

Convert sales

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).

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.

More insights to gamification

3-Step Rocket

Rasmus Mogenstrup Paid Social Director at PL & Partners We sat down with Rasmus Mogenstrup, Paid Social Director at performance marketing agency PL & Partners,

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Rasmus Mogenstrup

Paid Social Director at PL & Partners

3-Step Rocket

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 highlights how you can gain 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.

How to Succeed with Gamification on Paid Social

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:

STEP #1

Build the right campaign 🛠️

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.

STEP #2

Plan the best activation 🥕

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?

STEP #3

Create attention grabbing content 🎯

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.

Content that converts

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.

More insights to gamification

Ali Aoun

Marketing Lead

Top 5 – Q4 Gamification Campaigns

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.

Here are some Q4 dates worth remembering and planning for!
 
Halloween          31st      October
Singles day         11th      November
Black Friday        26th     November
Christmas Day    25th     December
New Year’s Day    1st       January

Plan ahead

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 Halloween

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.

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MANY WINS

Over 100 rewards were won by the participants!​

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LARGE POOL OF VISITORS

The campaign had a total of more than 11,000 participants

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CONVERSION RATE

42% of landing page visitors participated in the Halloween Scratchcard game

Black Week with Deichmann

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.

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CONSOLATION PRIZES WERE A WIN

This could ultimately be seen in Deichmann’s revenue by tracking the redeemed discount codes.​

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CUSTOMERS PARTICIPATED

A player only counts as one, no matter how many times they play the game​

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CONVERSION RATE

64% of website visitors participated in the Slot Machine campaign​

POWER's Black Friday Lottery

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!

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EYE-CATCHING, VALUABLE PRIZES

25 prizes including various electronics from phones to computers!​

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UNIQUE PARTICIPANTS

Out of over 190k visitors!​

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CONVERSION RATE

27% Of all visitors who participated in the Wheel of Fortune!​

Christmas with The Body Shop

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.

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MANY WINS

Over 2800 rewards were won by the participants!

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UNIQUE PARTICIPANTS

A player only counts as one, no matter how many times they play the game!

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CONVERSION RATE

Of all visitors who participated in the advent campaign!

Telmore Advent Campaigns

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.

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VALUABLE PRIZES

Telmore offered participants the opportunity to win an iPhone 13, AirPods, & speaker – every week!​

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UNIQUE LEADS 

Out of over 140k visitors! A player only counts as one, no matter how many times they play the game!

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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.

More insights to gamification

Ali Aoun

Marketing Lead

In-store Gamification Marketing

Regardless of 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 – the joy of instant gratification or the support of store associates. The ability to try and see products before purchase can also decrease the amount of returns.

Beyond those practical reasons, 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 the kind of customised experience customers demand.

Benefits

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.

Marketing gamification, therefore, offers many different benefits for your business. These include:

  • Increasing brand engagement – customers are looking to engage with brands in other ways than just buying something. By implementing gamification marketing in your store, you activate certain parts of their minds that static images can’t reach
  • Collecting customer data – gamification marketing allows you to collect first-party data from your customers and, therefore, find precise information about their spending habits (all without reaching out to a third-party data resource!)
  • Driving customer loyalty – if you already have a loyalty program, consider turning it into a gamification experience

Where to start?

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.

In-store innovation

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.

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More insights to gamification