Astrid approaches this challenge with a clear strategy, prioritizing efforts based on market impact and brand recognition, and we are happy to say that part of their success lies in the strategic use of gamification marketing to enhance customer engagement and lead generation.
Astrid and her team use interactive elements such as “Spin the Wheel”, “Advent Calendar”, “Mystery Box”, “Quizzes”, etc. to transform traditional marketing channels into dynamic platforms for customer interaction. This approach has proven to be particularly effective at trade fairs, where they create engaging experiences that attract and retain visitor attention.
In an era increasingly dominated by digital strategies, Scandinavian Print Group holds a distinct perspective. Astrid and her team advocate for the value of direct mail, demonstrating through their actions that traditional print methods can still significantly cut through the digital noise.
Offline marketing activities, particularly at fairs across Denmark, Sweden, and Germany, play a vital role in their strategy as well. Astrid describes how the physical presence at fairs, combined with strategic direct mail, helps maintain a high-profile brand presence. The integration of interactive elements at fairs, facilitated by tools like Scratcher, enhances visitor engagement, turning passive observers into active participants.
"People want to connect and be entertained at fairs. A game is very good at creating that 'Lemming effect'—more people standing at one spot attracts more people. The game makes it easier to connect and have a chat, or give away free branding-souvenirs. Making that connection gives an indispensable branding effect."
One key to their successful use of gamification is tailoring game elements to fit the various brands in the group and target audiences. For example, they launched a gamified campaign aimed at book publishers in Denmark, Norway, Sweden, and Germany using a “Quiz” format that included questions about paper production and sustainability. Participants could test their knowledge and enter a raffle to win a 400 euro voucher for their next book production with the brand. This campaign not only educated participants about the brand's eco-friendly practices but also offered significant monetary rewards. By adopting green practices, the company benefits the environment and reduces production costs. The campaign collected valuable data and offered discounts on book production as prizes, effectively aligning with the audience's values and interests while boosting engagement and building brand loyalty.'
