Who hasn’t heard of the game of differences? This game involves finding the details that change from one image to another. In the marketing version, players who manage to spot the differences can be rewarded with attractive prizes (goodies, discount vouchers and other gifts) in a prize draw.
Creating a game of 7 differences online is an asset for brands wishing to run differentiating campaigns and capture the attention of a large audience. It is a lever for engagement and loyalty. Thanks to its visual appeal, the difference game is an effective way of promoting products and services.
In this article, we share the 6 steps you need to follow to create an impactful 7 differences game and achieve your objectives. Using concrete examples, you can find inspiration for personalising your mechanics and making them attractive!
What are the objectives of an online 7 differences game?
The Difference Game is an effective game that involves finding the differences between two apparently identical images. Accessible to all and easy to customise, it can be made more or less difficult by increasing the number of differences or reducing the time allowed. To make this marketing game interesting, rewards are offered to participants who succeed in finding the differences.
Versatile and original, the 7 differences game enables retailers to target several strategic commercial objectives:
Increase brand awareness and visibility
This format is an excellent marketing tool, as well as being a fun and engaging game. It can help the brand to raise its profile by reinforcing the association between certain images and the brand. The game can be shared on social networks to increase the brand’s visibility among potential new customers.
Example: Showroomprivé’s campaign in partnership with Disneyland Paris aimed to raise the profile of the theme park. But also to engage visitors to the marketplace with a fun game mechanic. The 7 different games captivated the audience, with an average of 2.2 games per subscriber.
The aim of the campaign was to increase the appeal of travel and leisure offers. At the same time, it boosted sales of Disneyland Paris tickets on Showroomprivé.com. By offering attractive prizes (such as free tickets), the company succeeded in attracting 109,000 new subscribers to the campaign.
Boost consumer engagement and generate new leads
The 7 differences game is ideal for multiplying the points of contact with prospects and maximising the time they spend with the brand. It can be added to a web page, a mobile application, or on social networks via a url to increase user engagement and generate new leads and sales.
Example: Sosh launched a campaign based around a game of 7 differences to attract new qualified leads and further engage its prospects. This interactive format enabled visitors to discover the world of the Sosh brand, its products and its advantages.
The campaign aimed to generate qualified traffic to the Sosh website by highlighting the brand’s offers. Players could win Sosh smartphones. As a result, this co-branding game enabled the two brands to generate 61K new leads and strengthen their relationship with them. Participants played an average of 3 games.
Our tips for configuring and distributing a 7 differences game
To maximise the reach and impact of your 7 differences game online, here are the steps to follow:
1. How to set up the players’ route?
Once the Game of Differences mechanic has been selected, the brand configures its game path. The Game of Differences template consists of 4 pages:
- A form (to collect customer data)
- The Difference Game
- A Results page (indicating whether the player has won or lost, either immediately after the game or following a draw)
- An end-of-campaign page
You can complete the game experience by adding a home page (to share the rules of the game or contextualise the campaign) and a teaser page (to <a href="https://www.adictiz.com/blog/5-actions-marketing-pour-captiver-vos-audiences-a-la-rentree/
“>capture players’ attention and boost engagement).
2. Is it worth personalising the 7 differences game?
The whole point of this marketing game is to immerse participants in the world of the brand. The 7 differences game needs to be customised by adding a background image and the tables containing the differences. You can also customise the ‘success’ and ‘error’ icons and the game’s loading bar.
3. How do you set up the marketing game mechanics?
Depending on the objectives, the brand will set its mechanics in detail. Thanks to our difference game generator, they can choose :
- The number of participations (per day, week, month or campaign and per user). To maximise the time spent with the brand and strengthen the relationship with players. It is advisable not to activate limited participation in order to be able to play several times.
- Scoring: based on the differences found (7 differences found = 7 points) or the errors made (the score will be based on the time remaining, the length of the game, the differences found and the number of errors).
- Whether or not to time the game (to add difficulty)
- Displaying the results, so that users can find out if they have won.
4. How to select attractive endowments?
The impact of the 7 differences game will be all the greater if the prizes are attractive: in these examples, the results are due to the appeal of the mechanics, but also to the prizes to be won (smartphones, free admission to an amusement park).
5. Can the mechanics be tested and adapted to all channels?
The Game of 7 Differences is a visual mechanic, which requires a good display (whatever the device) to work. The player needs to be able to see the image (without having to scroll) to detect the differences.
It’s important to distinguish between desktop and mobile animation. In the mobile version, the picture is 60% resized and cropped on the sides. Users will have to scroll sideways to see the whole image. It’s a good idea to provide an “instructions” page before launching the game, to explain its parameters.
6. What methods should you use to boost the visibility of your campaign?
Once the desktop and mobile versions have been finalized, you’ll need to share them with your audience. To maximize the reach of your campaign, it’s advisable to choose the right channels for your audience (social networks to reach new leads, your website or emailing to engage and retain existing customers).
It’s also possible to boost the visibility of the mechanics via an upstream teasing campaign. Thanks to ads options on social networks or by configuring a personalized emailing suite for each segment.
Conclusion
Would you like to boost your brand’s visibility and generate new leads with an online 7 differences game? Adictiz can help you create your visuals, set up your marketing game and publicize it on your communication channels!
