Gamification in marketing enables brands to immerse their prospects and customers in highly differentiating interactive experiences.There are many examples of gamification in marketing. The element of fun, the promise of a reward and the opportunity to test your skills are all factors that make this approach to marketing much more effective than traditional promotional formats.
From brand discovery to conversion, not forgetting loyalty building, gamification offers relevant and easy-to-personalise engagement mechanisms.. Sans compter que cette stratégie peut être déployée aussi bien en boutique (via des bornes interactives ou des QR codes à scanner) qu’en ligne (on-site, in-app, sur les réseaux sociaux, via une campagne publicitaire multimédia, etc.)
To make the most of this powerful marketing tool, your brand can take inspiration from successful gamification examples. In this article, we share with you 4 successful use-cases, to be deployed at different stages of the customer journey and across different marketing channels.
SUMMARY
1. Engaging prospects and customers in-app: the example of Quick
As well as increasing the number of downloads and unique users, one of the main challenges for brands that have developed their application is to engage and retain users over the long term. Gamification offers companies the opportunity to animate their community effectively, encouraging them to return to the application more regularly, and even to become VIP members.
One example of gamification is the strategy implemented by Quick. The fast-food chain has launched a innovative marketing campaign on its mobile application, featuring Tony Parker and interactive elements. The main objectives of this gamification campaign were to generate new leads, to engage users, but also boost sign-ups to the loyalty program
The brand has therefore opted for a Playable App format (native ads that integrate perfectly with the mobile experience) and for the Outrun. La campagne a permis à Quick de recruter environ 4k inscrits en 1 semaine, dont 69 % opt-in (un record dans le secteur de la restauration).
The engagement target was more than met with this fun format, which saw almost 20,000 games played, illustrating the addictive nature of the game and the retention power of such an operation on a mobile application.
2. Animating your points of sale with interactive temrinals; the example of Galerie Lafayette
To attract consumers to their shops, keep them there as long as possible , above all, encourage them to go to the checkout (and increase their average shopping basket), retail companies need to focus on retail marketing levers. innovative. Gamification captures the attention of shop visitors and encourages them to buy in-store.
The famous Galeries Lafaeytte have opted for interactive marketing by intalling interactive terminals in 6 of their outlets. To mark Mother’s Day, the brand offered its customers the chance to take part in a 3-days 100% Winning One-Armed Bandit.
The aim of this Playable Marketing in store campaign was to animate points of sale during this key date in the marketing calendar. the results exceeded expectations in terms of in-store participation, demonstrating a real interest in the event and confirming the success of this initiative.
The Bandit Manchot animation was also available in mobile format in all shops in France via a QR code displayed on site. By opting for this cross-channel strategy, the company was able to considerable increase the reach of its campaign.
This enabled the brand to bring all its shops to life simultaneoulsy, with a 100% winning concept that was particularly attractive, as all particpants won a prize. What’s more, this co-branding operation allowed to collect opt-ins for Galerie Lafayette and its partner brand, Rosemood.
3. Promoting products through gamification: the example of La Roche Posay
To boost their conversion rate and generate more sales, brands also need to innovate in the way they promote their products. Consumers are now sensitive to other promotional mechanisms, in particular social proof (via the opinions of other customers) and interaction with brands.
To raise the profile of its 4 new serums on the utlra-competitive Showroomprivé marketplace, the La Roche Posay brand opted or interactive marketing. In this example, of gamification, the company deployed a 100% winning moment to recruit new qualified leads and boost sales.
This interactive format enabled the company to distribute discount codesThe campaign encouraged participants to make a purchase. In additions, the campaign redirected users to the brand’s website, maximising conversions.
But the campaign also enabled La Roche Posay to qualify new prospects by giving them the chance to choose their favourite serum at the start of the game. The brand was thus able to collect customer preferences to better understand the needs of its audience. Thanks to the nearly 20,000 opt-ins collected, it can now carry out retargeting for future operations.
4. Enriching your customer database; the example of Cyrillus
Enriching and qualifying your CRM database is a crucial marketing challenge for brands. This wealth of information enables them to better address the needs of its target audience, offer them personalised content and promotional offers, and this convert them to its various product and service ranges.
To collect and qualify customer data, retailers can once again rely of gamification. Interactive fromats and attractive prizes make it possible to capture the attention of your audience and encourage them to fill in a form or share product preferences using an adapted game mechanic (sush as Swiper, for example).
Among our examples of gamification, Cyrillus is the latest to be detailed in this article. The brand opted for this strategy in order to better reach and onvert its core target, young mothers. Its gamification campaign was based on a form with a prize draw at the end of the game.
The operation enabled him to pack in the precious missing information (children’s first names + dates of birth + missing telephone numbers). This data can then be reactivated in future campaigns to help the brand communicate at the right time and on the right offer for each customer profile.
Conclusion
Theses successful examples of gamification show that this marketing tool can be used to meet the varied and complex challenges faced by brand. Whether you’re looking to recruit new leads, animate your community or build loyalty among your existing customers, interactive formats allow you to stand out form the crowd and better address your audience. Discover our catalogue of marketing games and interactive format and roll out more dynamic, high-performance campaigns!
