Retail activation techniques achieved conversion rates beyond expectations: Nova Vista aimed for a 50% conversion rate with their introduction of Scratcher's gamified experiences. The result? An impressive 89%.
About NovaVista
Nova Vista is a communications agency that uses a wide range of services to create unique concepts and good results for their customers. Nova Vista is part of the Ahead Group with more than 150 specialists in marketing and communication in Norway, and over 450 employees in the Nordics. Here you will find everything from designers, production teams and creators to strategists and MarTech environments.
Traditional marketing methods no longer work as well as they used to. Todayâs audiences want to interact. Nova Vista, a leading marketing agency in Norway, knows this well and works with major brands such as Pepsi Max, 7Up, Rema 1000, and Audi.
We interviewed Adrian Holten Sletvold, Advisor at Nova Vista, and asked him to share some insights based on his experience with gamification marketing in retail activation.
During brand activations, Nova Vista used fun activities like games and challenges, such as Wheel of Fortune and bottle flipping. These activities were spontaneous and didnât have any further steps. They were meant to be quick and enjoyable while also promoting the product. The main goal was to engage consumers and let them try the product firsthand, making sure as many people as possible got to experience it.
One major hurdle with physical activities, such as the Wheel of Fortune, was handling long lines and wait times. Efforts were made to guarantee a positive experience for everyone involved.
Nova Vista's exploration of gamification marketing with Scratcher
Discovering the Scratcher platform changed Nova Vistaâs approach to gamification marketing: it was easier to use and offered more options than the digital solutions they had used before.
In regular team meetings at Nova Vista, Adrian looks at new tools the team could use. Among these discoveries, Scratcher stood out. Adrian was intrigued by the Wheel of Fortune game format, recognising its potential to engage a vast audience simultaneously, unbounded by physical space or time constraints. His focus shifted from immediate physical interaction to the long-term benefits for participants post-activation.
Opting for the digital version over a physical wheel proved to be more efficient for Nova Vista. The platform let them run campaigns, conduct product sampling and more, all in one place. As they got to know Scratcher better, they were surprised to find that operating the Wheel of Fortune didnât demand a tech expert. They no longer needed complex coding or help from IT specialists. Nova Vista could manage it autonomously, collaborating with a designer. This saved substantial costs and simplified their processes, which also saved time.
âI think everyone can do this. Itâs so basic, itâs so uncomplicated. Itâs very easy to just make your own campaign awesome.â shares Adrian.
Using the digital Wheel of Fortune greatly expanded their reach compared to the physical version. With the traditional wheel, they could engage with only about 25 to 30 people per hour. However, with the digital wheel, over 11,000 people were able to participate at the same time, allowing them to share information more widely.
They utilised the digital wheel in two different campaigns. One was entirely digital, while the other involved people scanning QR codes while they were out and about. The advantage of the digital wheel is that it offers them a chance to communicate with participants as they spin the wheel and provide their information. This interaction was limited during the physical activations, where people were less inclined to engage in conversation. With the digital version, they can cheer people on as they play, creating a lively atmosphere and reaching even more individuals as they participate from various locations.
Overcoming scepticism about gamification marketing, especially among older demographics, proved to be a challenge. However, Adrian believes that trying it out is the key.
âGaming has become a part of everyday life, across generations. Whether itâs Sudoku or Call of Duty, everyone enjoys a good game. Marketing shouldnât be any different.â
To those hesitant about gamification marketing, Adrianâs advice is simple: dive in, explore the platform, and understand its potential. Marketing is changing, and gamification is one way to stay ahead.
âScratcher helped us bridge the gap between physical and digital engagement effortlessly. We achieved a staggering 89% conversion rate compared to the 50% we aimed for. Itâs not just about the game; itâs about creating an experience that resonates.â â Adrian Holten Sletvold, Advisor at Nova Vista
Extra insights
- Conversion rates beyond expectations: When Nova Vista introduced Scratcherâs gamified experiences, they set their sights on a 50% conversion rate. The reality? 89%. This significant increase not only surpassed their goals but underlined the effectiveness of gamification marketing in encouraging audience participation and brand interaction.
- Increased audience reach: In the physical world, Nova Vistaâs activities could engage around 25 to 30 people per hour. However, the interactive shift increased their reach. Approximately 11,000 participants engaged with the Wheel of Fortune digitally. This growth shows how well gamification marketing scales, allowing Nova Vista to connect with a substantially larger audience.
- Streamlined engagement: The shift to gamification marketing not only eliminated the queues but also allowed Nova Vista to engage with participants more effectively. By optimising their processes, they reduced waiting times, ensuring that every minute spent with the audience was maximised for positive brand experiences.
- Cost-effectiveness and time efficiency: Developing a gamification experience might seem like a complex, time-consuming task, but not with Scratcher. Nova Vista found a cost-effective solution in the platform, eliminating the need for expensive developers. Adrian Holten Sletvold emphasised the ease of use, highlighting how it saved both time and money, making gamification marketing an accessible strategy for businesses of all sizes.
- Enhanced communication: Gamification marketing made two-way communication possible. Nova Vista could interact with participants during the gamified experiences, fostering connections that were not limited by physical boundaries. This enhanced communication added a personal touch to their campaigns, leaving a lasting impression on participants.
