Stephanie Dean
Content Marketing Specialist at Scratcher
Top 5 – Interactive lead generation campaigns
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
- Set clear goals – design a game that aligns with your KPIs
- Make it relevant – consider your target audience and their interests
- Incentivise the journey – motivate visitors with a prize or discount code to keep them motivated and engaged
Harald Nyborg - Puzzle
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 - Slot Machine
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
World Wide Fund for Nature (WWF) - Quiz
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 - Wheel of Fortune
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 Belgium - Form & Landing Page
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.
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