Gamification marketing for consumer brands
If you make food, drinks, beauty products or anything else sold in shops, you know the problem: your customers buy your products, but the shop is the one that meets them. You pay for media, packaging and in-store displays — and still end up knowing little about the people who actually buy. Gamification marketing gives you a direct line. A short, fun game with a prize is a good reason for a consumer to leave their details with a brand, not just a store.
What consumer brands use games for
- Building first-party data that you own, with consent
- Product launches and sampling that get your product into people's hands
- Teaching people about your product with a quiz or a product finder
- Getting feedback from consumers who have tried the product
- Lowering the cost of a lead compared with regular ads
Build your own first-party data
When the shop owns the till, you need another way to meet your buyers. A QR code on the pack, a link in a social ad or a game on your website lets people sign up with you directly. Toyota Denmark shows how far this can go: a recurring quiz campaign has collected more than 285,000 quiz and survey participations and led to thousands of test drives and quote requests. Read more about data enrichment and how to ask the right questions.
Make sampling and launches count
Sampling usually means handing out products and hoping for the best. A game makes it measurable. Burger King launched its new Whopper with a mystery box game: more than 140,000 people took part, 45.5% of the free Whopper coupons were used, and Whopper orders went up 9% during the campaign.
nemlig.com takes it a step further. After a product sample, a short survey asks people what they thought. The team expected a 5–10% response rate and got more than 35% — and learned that a significant share of them had never tried the brand before.
Tips for a launch campaign
- Give the product itself as a prize, so people get to taste or try it
- Add discount coupons for everyone else, so the game still leads to a purchase
- Ask one or two questions about the product after people have tried it
Explain the product while people play
Some products need a little explaining. A quiz or a product finder turns that explanation into something people enjoy. Zapp's quiz helped people choose the right charging box and brought in 834 leads in two months. Yuaia Haircare used a personality test, spin-the-wheel and scratch cards to personalise its customer journey and lower its lead price by around 50%.
Meet people where they see your brand
Your campaign is one link, so it can live on packaging, in a shop, in an ad or in a newsletter. Put a QR code on the pack, run it as retail media with your shops, or send social traffic straight to the game. See how brand engagement campaigns keep people with your brand for minutes instead of seconds, and read about building memorable brand experiences.
Getting started
Pick one of 150+ templates, add your brand with the AI design kit and publish in many languages for every market. Sign-ups go straight to your CRM through 20 native integrations, Zapier or our API. Start a 14-day free trial, or book a meeting to plan your next launch with us.
