How a memory game campaign works
A memory game is one of the simplest skill games you can run. The cards lie face down on the screen. Players turn over two cards at a time. If the pictures match, the pair stays open. If not, the cards flip back, and the player has to remember where they were. When all the pairs are found, the game is over.
In a campaign, you usually add a short sign-up form before the game starts. People give their name and email, and perhaps tick a box to get your newsletter. Then they play. When they finish, they see a message, a prize or an entry into a draw. You decide what happens.
You can make the game easy or hard. Use fewer pairs for a quick game on a phone, or more pairs for people who like a challenge. Add a time limit or a maximum number of moves if you want only the best players to win. Your own pictures go on the cards, and the back of each card can show your logo or a seasonal pattern.
When to use a memory game
The memory game works best when you want people to look closely at something. That makes it a good fit for:
- Product launches: put your new products on the cards, so people see them again and again.
- Education: match a material with the right bin, a symptom with a tip, or a word with a picture. AffaldPlus used a memory game at Easter to teach people how to sort their waste, and 65% of visitors took part.
- Seasonal campaigns: Easter, summer, Halloween and Christmas all work well with themed cards.
- Advent and Christmas calendars: a memory game behind one of the doors gives people something different to do on that day.
It suits retail, food and drink, travel, utilities, NGOs and the public sector — anyone who has something to show or explain.
5 ideas for your memory game
- Match the product: show your bestsellers on the cards. Winners get a discount code for one of them.
- Sort it right: pair items with the right category, like AffaldPlus did with waste sorting.
- Dream destinations: a travel brand can match places with their landmarks and give away a trip in a draw.
- Meet the team: match staff photos with their names — a fun idea for an internal campaign or a local shop.
- Seasonal special: an Easter or Christmas version with themed cards and a small prize for everyone who finishes.
Tips for a memory game that converts
Tip #1: Keep the board small on mobile
Most people play on their phone. A board with 6 to 8 pairs is easy to see on a small screen and still takes enough time to be fun.
- Choose pictures that are clear and easy to tell apart.
- Use big cards rather than many tiny ones.
- Test the game on your own phone before you go live.
Tip #2: Ask for the sign-up before the game
People are most curious just before they play. Put a short form in front of the game, and only ask for what you will use. An email and a newsletter permission are often enough. Read more about lead generation with games.
Tip #3: Give everyone a reason to finish
A memory game takes a little effort, so make the reward clear from the start.
- Show the prize on the start page.
- Give a small prize, like free shipping, to everyone who clears the board.
- Enter all finishers into a draw for a bigger prize. Scratcher can pick the winners for you.
Tip #4: Use the time limit wisely
A time limit adds excitement, but it can also make people give up. If your goal is sign-ups, keep it generous. If you want a real competition, make it tighter and let people try again.
Tip #5: Share it where your audience already is
Send the game to your newsletter list, show it as a pop-up on your website or share it on social media. In a store, a poster with a QR code works well.
Tip #6: Look at the numbers and follow up
When the campaign ends, check how many people took part and how many signed up. Then send a welcome email to your new subscribers while the game is still fresh in their mind.
Want something with a bit more action? Try the drop game or a puzzle game. For more inspiration, read about AffaldPlus and four other Easter campaigns.
