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Music marketing: engaging audiences through gamification

Music marketing: engaging audiences through gamification

by | Oct 21, 2025 | Playable Marketing

The music industry in France generated €920 million in revenue last year, driven by streaming, which accounts for nearly 80% of the market’s income.

Streaming platforms, social media trends, new consumers habits and the eventisation of tours… In this landscape, traditional marketing mechanisms are showing their limitations. To promote a musical project, boost an artist’s profile or connect with audiences, it is becoming essential to explore new avenues.

Gamification is establishing itself as a strategic promotional tool. Immersive, customisable and interactive, it engages fans at every stage of the project: teasing a release, activating a fanbase or boosting sales.

This article sheds light on the uses of music marketing through gamification. Concrete advice, use cases and best practices will help you imagine impactful campaigns.

SUMMARY

The challenges of music marketing

The music industry is undergoing a transformation driven by changing consumer habits. Streaming dominates the market with its own performance metrics, which differ from those of the record industry. Editorial playlists are becoming drivers of visibility, but access to them remain uncertain.

In this context, the market is saturated. Every day, 49,000 new tracks are added to Spotify. Profiles emerge via social media, competitions or other industries (cinema, reality TV). As a result, artists must capture the attention of volatile, highly sought-after audiences.

Expectations are changing. Storytelling is becoming central. Fans no longer follow a voice or a style, but an identity, a story. Concept albums, documentaries and controversies about authenticity (through accusations of industry plant) reinforce the need for a sincere connection.

Finally, the financial situation is becoming increasingly complex for those involved in music marketing. Monetisation through streaming remains limited. It is necessary to explore other avenues, such as brand partnerships, merchandising, and placements in music videos.

How gamification in music marketing helps engage audiences better

Gamification involves incorporating game mechanics into campaigns to stimulate interaction and engagement. In the music industry, it can transform a promotional moment into an interactive experience. Contests, quizzes, challenges and treasure hunts reinforce attention, extend exposure time to a project and create a bond with fan communities.

1. Teaser for a new musical project

The teaser phase is crucial in preparing for the release of an album or single. In a highly competitive environment, capturing the public’s attention ahead of time helps generate a spike in interest right from the launch. Gamification transforms this anticipation into an active experience.

For the release of her album Nonante-Cinq in 2021, Angèle shared clues and coded visuals on her social media accounts, sparking engagement from her community through collective interpretations. This strategy helped maintain fan interest and strengthen their attachment to the artist’s visual and musical universe.

Best practices for music marketing:

  • Focus on interactive mechanics suited to teasing: a hunt for clues across different channels (website, social media, clips) to guess the album title or find Hidden Objects in an album sleeve.
  • Build a narrative around the game, linked to the universe or message of the project
  • Reward participants with exclusive content or priority access to the future album.
  • Increase the number of entry points (social media, ad campaigns, label website) to attract different segments.

2. Promoting a music release

The release of a single or album requires maximum visibility from day one to boost its visibility on streaming platforms. Gamification can help create an experience around the launch, while encouraging people to discover the project.

A playable marketing format fits perfectly with this type of campaign. By offering a fun game (such as a Memory game or Interactive Quiz) before redirecting users to Spotify, Deezer or Apple Music, this approach increases the chances of people listening to the music.

Example: The band Coldplay incorporated a mini-game into its Music of the Spheres launch campaign, allowing fans to immerse themselves in the world of the project before being redirected to streaming platforms.

Best practices for music marketing:

  • Adapt the design and tone of the game to the aesthetic of the music game.
  • Include a link to streaming platforms at the end of the journey to boost streams.
  • Add a reward (such as exclusive content) to increase participation and engagement rates.

3. Engage audiences before, during and after a concert at the festival

Gamification can be a powerful tool to use during a music event such as a concert or festival. Before the event, organisers and artists can spark curiosity and manage expectations with attractive competitions.

Example: During the Black Eyed Peas tour, a campaign launched by orange and M6 Music offered a vinyl-shaped Wheel of Fortune to win tickets. This immersive mechanism engaged fans before the concerts.

During the event, wait marketing can be used to entertain spectators before the concert starts via QR codes displayed on screens or physical media (totems, wristbands). these fun activities – quizzes, logo hunts, prize draws – enhance the experience and prolong interaction.

After the event, a photo contest can reignite engagement by encouraging user-generated content (UGC). Participants are invited to share their memories of the concert to win products or backstage access at the event.

Best practices for music marketing:

  • Adapt the mechanics to the location and timing (queue, exit pause).
  • Careful design immerses visitors in the artist’s world and prolongs the experience.
  • Share the event on social media to engage fans who couldn’t make it.
M6music - wheel of fortune music marketing

4. Associating a artist’s image with that of a brand: the co-branding strategy

In a context where artists and brands share common areas of expression (values, lifestyle, audience), co-branding is becoming a win-win strategy. Brands have every interest in associating themselves with the launch of a project that allows them to strengthen their image and increase their visibility. For their part, artists benefit from the logistical, financial and promotional support of brands. This amplifies the reach of their work. Gamification reinforces this synergy by making the collaboration interactive, thereby promoting engagement and loyalty to all parties.

Example: To support its partnership with The Voice, the ready-to-wear brand Gémo launched a game campaign modelled on the TV show. The aim was to engage a young, connected audience while strengthening the brand’s image. The fun format increased traffic, generated leads and associated the brand with a popular entertainment event.

Best practices for music marketing:

  • Aligh the aesthetic codes of the campaign with the artist’s and brand’s universe
  • Provide prizes that are consistent with the target audience’s expectations (collector’s items, VIP access, meet-and-greets, etc.).
  • Optimise the campaign’s reach by integrating it into the channels where each party is present (social media, website, email marketing, etc.).
Gémo - music marketing

5. Build long-term audience loyalty

Between albums and tours, maintaining a connection with your audience becomes crucial. Gamification allows you to keep your community engaged by offering regular points of contact.

Formats such as quizzes about the artist’s career, surveys, and games can be used to engage the community and strenghten their sense of belonging. Fans can be involved in artistic decisions through voting mechanisms: choosing the cover art for a single, selecting the title of a project, or picking songs for a setlist.

A relevant example of co-creation in the lusic industry is Coldpaly’s initiative with their project A Film For The Future, accompanying the release of the album Moon Music. In collaboration with Microsoft, the band allowed their fans to create remixes of their tracks using artificial intelligence. This approach transformed listeners into co-creators, strenghtening engagement and loyalty while exploring new forms of musical interaction.

Conclusion

Music marketing has been evolving in recent years. To meet audience expectations (communication, proximity, participation), industry players can rely on the interactivity of gamification. Boost the visibility and desirability of your music campaigns with our fun, easy-to-customise games!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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How can kitchen designers improve the performance of their marketing campaigns?

How can kitchen designers improve the performance of their marketing campaigns?

by | Oct 14, 2025 | Conversion, Audience engagement, Non classifié(e)

Kitchen designers play a key role in the home improvement sector. With consumers seeking more flexible, affordable and personalised solutions, product offerings and marketing strategies need to adapt. This is particularly true in the context of a kitchen advertising campaign.

Today, standing out is no longer just about the showroom. You have to go where the prospects are, capture their attention online, and offer memorable experiences to spark engagement. This is where gamification comes into its own: by combining interactivity, rewards and immersion, it allows you to get to know your target audience better so you can address them more effectively and convert them more easily.

In this articles, we break down effective marketing levers for kitchen designers, focusing on the best gamified formats for generating traffic, leads, and conversions.

SUMMARY

The marketing challenges facing kitchens manufacturers

With €4.23 billion spent (including VAT), the French kitchen market accounts for nearly 30% fo furniture spending. This dynamism can be explained by households refocusing their attention on their homes. The kitchen is becoming a living space in its own right, often opening onto the living room. It is therefore establishing itself as a central room in which French people are willing to invest.

This evolution is forcing kitchen designers to rethink their positioning. One the one hand, expectations are changing: consumers are looking for customised, sustainable, functional and attractive kitchens. On the other hand, the purchasing process no longer begins in-store, but online, with inspiration, configuration and comparison before an appointment is made.

In a highly competitive sector dominated by major brands (Cuisinella, Schimdt, Mobalpa), independent retailers are relying on distinctive digital strategies to stand out. According to Ameublement Français, 59% of households are planning to purchase equipment for their homes, including 37% for furniture. The challenge is to capture this demand through the right channels.

Mobile is also becoming a priority for kitchen designers. Players such as Oskab and IKEA are investing in optimised smartphone shopping experiences, without necessarily using apps. The web, social media and local in-store activation are now the three pillars of digital marketing that businesses need to master.

How to improve your digital marketing for a kitchen advertising campaign

In a market where competition is fierce and the purchasing process is complex, gamification is one of the most effective strategic levers for attracting, qualifying and converting consumers’ attention and strengthens their engagement throughout the conversion funnel. Here are five marketing campaign ideas to energise your communications and boost your sales performance.

1. Marketing gamification to attract new prospects

One of the main challenges for kitchen designers remains generating qualified leads who are ready to enter the sales funnel. Fun mechanics such as instant wins or competitions (which can be promoted by influencers) help to expand the audience and enrich the CRM database.

These formats, which can be easily deployed on social media or via a landing page, promote virality. They capture attention with a clear promise (gift voucher, discount) while collecting strategic information such as contact details, kitchen plans, desired completion data, etc.

Example: To celebrate its 35th anniversary, Cuisines Références launched a multi-channel competition. The objective was twofold: to recruit new leads and increase brand awareness. The result: more than 500 qualified prospects agreed to receive a follow-up phone call, and the campaign generated 5,000 clicks to the page dedicated to the anniversary offer.

Cuisines références - marketing advent calendar
Cuisines Références - 35yearsgame

Best practices:

  • limit the amount of information requested at the outset,
  • activate a social relay with a referral mechanism,
  • include a call to action to make an appointment or use a configurator.

2. Playable mechanics to qualify leads on a kitchen advertising campaign

Understanding projects’ expectations ahead of an appointment is essential in the kitchen industry. Careful qualification allows you to tailor your offering, provide a personalised experience and optimise the efforts of your sales teams. Gamification offers a powerful qualification tools for this purpose.

Formats such as quizzes, fun surveys and the Swiper product allow you to collect intentional data while strenghtening engagement. These mechanics transform traditional forms into more fluid and interactive experiences. In just a few clicks, users can specify their preferred style, the size of their kitchen or their estimated budget.

The result: comprehensive, accurate information collected without friction. This data feeds into the CRM to segment email campaigns or refine retargeting.

Best practices:

  • ask between 3 and 5 questions maximum,
  • offer personalised content at the end of the tour (choice of cuisine, meeting with an expert),
  • provide a small incentive (voucher, free catalogue) to maximise completion rates.

3. Marketing games to boost conversion

Transforming engagement into commercial action is a key challenge for kitchen designers. A gamified campaign that is well integrated into the purchasing journey can accelerate decision-making, particularly during promotional periods.

Instant wins, for example, crate a sense of urgency around an offer. By incorporating a strategic reward (such as a discount coupon) into the game experience, retailers can increase their conversion rates.

Cuisines Plus is a perfect example of this lever. For its anniversary the brand launched a campaign offering numerous households appliances and a prize draw to win a €2,500 voucher. The result: more than 3,500 qualified prospect, 370 of whom wanted to be contacted by a sales representative. This performance demonstrates the effectiveness of a well-targeted, fun approach.

cuisine plus - kitchen advertising campaign
cuisine plus - kitchen advertising campaign mobile

Best practices:

  • integrate the game into a key moment in the commercial calendar (sales, brand anniversary, etc.)
  • adapt allocations to target customer expectations
  • streamline the experience between playful mechanics and initial contact. The game should not interrupt the conversion funnel, but rather opitmise it.

4. Playable Marketing to increase retention rates

Customer loyalty is a strategic challenge in the kitchen sector, where the purchasing cycle is long and infrequent. To maintain interest, reward existing customers and encourage repeat business (accessories, partial renovations, word of mouth), gamification can play a key role.

Playable Marketing transforms traditional loyalty programs into engaging experiences. The result: more interactions with the brand, better memorisation and a stronger sense of belonging.

Brands such as IKEA are already exploring this levers. The IKEA Family app incorporates interactive content and challenges related to interior design, strenghtening post-purchase engagement. These gamified approaches encourage customers to return to the store or website, while collecting useful behavioural data to personalise offers.

Best practices:

  • offer genuinely useful incentives (vouchers, decorative accessories),
  • limit friction in accessing the loyalty program
  • regularly update the mechanics to prevent boredom.

5. Interactive animations for a kitchen advertising campaign at the point of sale

The showroom remains a key lever for kitchen designers. It is often the place where the project takes shape and becomes a reality. To enhance the appeal of retail outlets and increase the time spent in store, interactive activities can make all the difference. The aim is to transform a visit to the showroom into an interactive, memorable experience that generates conversions.

Gamification mechanics create a fun and unique moment of discovery. Touchscreen games, QR codes scattered throughout the store, and digital Wheel of Fortune energise customer experience. By increasing interactions with visitors, games make it easier to collect qualified leads in your CRM database and increase conversion rates. Some stores, such as But and Conforama, already use digital games in)store to celebrate key commercial events (birthdays, sales, openings).

Best practices:

  • Install the terminal or digital game in a strategic area of the showroom.
  • Offer a gift voucher to be redeemed at the chechout to encourage customers to make a purchase.
  • Brief advisors on how to incorporate the game into the sales process.

Conclusion

Gamification is emerging as a powerful lever for addressing the marketing challenges of a kitchen advertising campaign. When intelligently integrated into an omnichannel customer journey, it transforms every interaction into a conversion opportunity. To boost your kitchen store’s advertising campaigns, all you need to do is customise Adictiz’s fun mechanics!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

Marketing commitment: the comprehensive guide to better engaging your customers

Marketing commitment: the comprehensive guide to better engaging your customers

by | Sep 30, 2025 | Engagement, Audience engagement

Faced with advertising overload, marketing commitment has become a strategic priority for brands. The goal is no longer just to maximise the reach of campaigns, but to build lasting relationships with each customer.

Engaging audiences means capturing their attention in a relevant way, but above all encouraging active participation: comments, sharing, games, recommendations… all strong signals that reflect genuine customer engagement. Engagement is also a crucial lever for boosting key marketing KPIs (CRM enrichment, conversion, retention rates, etc.).

But what does the concept of commitment really mean? And how can it be transformed into a concrete tool for strengthening customer relationships? This guide offers a comprehensive breakdown of commitment in marketing, with best practices for activating it effectively and key indicators for measuring it.

SUMMARY

What is marketing commitment: definition?

Marketing commitment refers to all voluntary interactions that a consumer has with a brand, across different channels (digital and physical) and over time.

According to research firm Forrester, it is ‘the creation of deep and meaningful relationships with customers through personalised and relevant interactions’.

1. How can you recognise an engaged customer? Signs to look out for

Unlike so-called vanity metrics (impressions, likes, unqualified traffic), customer engagement manifests itself through concrete behaviours that can be measured across different channels.

Here are the main signs to watch out for:

  • High recurrence rate: regular purchases, frequent visits to the website or app.
  • Active interactions: clicks on emails, participation in marketing games, responses to surveys.
  • Spontaneous contribution: customer reviews, comments, shares on social media.
  • Recommendation: participation in mentoring programmes or visible word-of-mouth advertising.
  • Community membership: registration for a loyalty programme, presence on forums or user groups.
  • Alignment of values: commitment to brand campaigns with a strong social or environmental dimension.

Not to mention that all of these signals feed into even more strategic KPIs for brands, namely multiple conversion KPIs.

The different types of marketing commitment (and associated KPIs)

Marketing commitment is not limited to a single interaction. It encompasses several dimensions, each reflecting a specific and measurable level of customer involvement.

1. Contextual commitment

It relies on the ability to interact with consumers at the right time, through the right channel and with the right message. This commitment is based on behavioural data (browsing, purchase history, location) to offer tailor-made experiences.

Example: sending a personalised push notification to a store, triggered by the customer’s presence nearby, with an offer related to their recent purchases.

Related KPIs: click-through rate or conversion rate on contextual messages.

2. The commitment of convenience

It stems from ease of interaction with the brand. The smoother, faster and more frictionless the customer journey, the stronger the engagement. This type of customer relationship is based on automation, service availability and user-friendly interfaces.

Example: Amazon Dash Buttons, which allow users to order everyday products instantly.

Related KPIs: repurchase rate, retention rate or reactivation rate.

3. Emotional commitment

This is the deepest and most lasting form of commitment. It is based on attachment to the brand universe, its values, or the customer experience. This commitment is built over time and strongly influences loyalty.

Example: Apple, which combines design, innovation and storytelling to create a strong emotional connection with its customers.

Related KPIs: Net Promoter Score (NPS), satisfaction rate, recommendation rate.

4. Social commitment

It occurs when a customer becomes involved in brand communication by sharing content, interacting with other consumers or publicly expressing their support for the company. This is often the result of a positive experience that is in line with community expectations.

Example: Patagonia, whose customers widely share the company’s ethical and environmental actions on social media.

Related KPI: number of shares, social mentions, engagement rate on posts, or volume of UGC (user-generated content).

Why companies need to engage their customers: the marketing benefits

Marketing commitment has become a strategic lever for stimulating growth and strengthening customer loyalty. Beyond one-off interactions, it is about building a lasting and differentiating relationship with each user.

Here are the main benefits that come directly from strong customer engagement:

1. Increased retention and loyalty

A committed customer is a customer who remains loyal to the brand. According to a Gallup study, fully committed customers generate 23% more revenue than average.

2. Enhanced customer satisfaction

Regular, personalised interaction that is perceived as useful increases perceived satisfaction. According to Salesforce, 80% of consumers believe that the experience offered by a brand is as important as its products.

3. Enhanced brand reputation

An engaged customer is more likely to share a positive experience. On social media, this viral effect allows you to reach new audiences. Engagement thus generates increased word-of-mouth and UGC (user-generated content), which boosts brand visibility and credibility.

4. A decisive competitive advantage

In a saturated environment, experience becomes a differentiating factor. Brands that master engagement have a sustainable competitive advantage based on customer relationships, not just on the product.

What levers should be activated at each stage of the customer journey to ensure long-term engagement?

Marketing commitment is an evolving dynamic that is built up throughout the customer journey. A brand will not engage a cold prospect in the same way as a loyal customer. Identifying the right levers according to the maturity level of the audience enables relevant and personalised interactions to be activated.

Engage from the prospecting stage

1. Inbound marketing

Inbound marketing consists of naturally attracting the attention of a target audience through relevant, useful and engaging content. At the prospecting stage, it generates a first, non-intrusive interaction with the brand, based on the audience’s interests. By sharing inspiring or educational content, the brand gradually builds a relationship of trust.

3 tips for turning inbound marketing into a lever for engagement:

  1. Create high-value content (tutorials, studies, practical guides) that addresses specific issues faced by the target audience.
  2. Optimise formats for interaction: integrate quizzes, surveys or fun formats (such as Swiper).
  3. Set up personalised nurturing workflows: offer additional content based on browsing behaviour to maintain attention and encourage the next action.

2. Playable marketing

Contests, for example, are a powerful tool for capturing the attention of new audiences and generating immediate engagement around an attractive prize or unique experience. During the prospecting stage, this type of engaging format also promotes virality, the collection of qualified data and the creation of an initial emotional connection with the brand. If well targeted, it can also be used to pre-qualify prospects according to their interests.

Examples: The Kiabi brand launched an international casting call in five countries to recruit new leads. The mechanism: a contest giving participants the chance to win a rewarding experience—becoming the brand’s spokesperson for a photo shoot. Thanks to targeted ad campaigns, the brand was able to precisely target its various audiences (young professionals, families, seniors), optimising the performance and quality of entries.

Kiabi - casting marketing commitment
Kiabi - mobile marketing commitment

To celebrate its 35th anniversary, Cuisines Références launched a Winning Calendar with the aim of boosting its brand awareness and generating new qualified leads. The result: over 500 prospects ready to be contacted and 5,000 clicks to the offer page.

Cuisines références - marketing advent calendar
Cuisines Références - 35yearsgame

3. Content marketing

Content marketing allows you to capture the interest of new audiences by creating value-added content that is relevant and targeted to their expectations. It naturally attracts visitors to the brand’s channels (SEO, social media, newsletters) while strengthening its credibility and status as an expert.

3 tips for turning content marketing into a lever for engagement:

  1. Design useful and actionable content: guides, infographics, webinars or blog articles that meet a real need of the target audience.
  2. Optimise search engine optimisation (SEO): use the right keywords to appear in relevant searches by prospects in the discovery phase.
  3. Encourage conversion through tailored calls to action: offer a free downloadable resource, a newsletter subscription or a free trial to kickstart the relationship smoothly.

From commitment to conversion

At this key stage of the journey, the aim is to turn interest into action. The mechanisms used must reduce friction and stimulate decision-making while reinforcing the perceived value of the offer.

4. Instant wins

Instant wins, for example, are fun, simple and quick devices that encourage action by relying on the mechanics of immediate reward. This format of playable marketing stimulates action through instant gratification. It plays on curiosity and the desire to win, while encouraging interaction with the offer in a transactional way.

Sephora offered a 100% winning Skin Care game to boost its web traffic, generate sales via promo codes, and enrich its database with qualified opt-in profiles.

Sephora - skin care campaign
Sephora - cosmetics marketing game

For Mother’s Day, Sephora also launched a 100% winning Piñata game. With no forms to fill out, the simplified process allowed participants to instantly reveal their prize, streamlining the conversion funnel. This campaign boosted traffic to the website and app and increased revenue by promoting flagship products through the distribution of promo codes.

Sephora - Mother's Day game marketing commitment
Sephora - marketing commitment mobile

5. Playable Ads

Playable Ads are interactive advertising formats that allow users to experience a mini-game directly within a display ad. They capture attention in a fun way, encourage interaction and reduce resistance to purchasing. By offering a short and engaging experience, they facilitate product discovery while encouraging immediate action, often through an exclusive offer.

playable ads

6. Influencer marketing

Influencer marketing involves collaborating with content creators or well-known personalities to promote a brand to their engaged communities. At the conversion stage, influencers bring authentic credibility and humanise the brand, which can transform a hesitant prospect into a convinced customer. Their recommendation acts as a powerful driver of engagement and conversion.

3 tips for successful influencer marketing:

  • Select influencers aligned with the brand’s values and target audience to ensure message consistency.
  • Promote authentic and creative content that encourages interaction rather than simple advertising posts.
  • Measure impact using precise KPIs (traffic, conversions, engagement) to adjust the campaign in real time.

Commitment to customer loyalty

At this stage, the focus is on maintaining a lasting relationship with the customer, strengthening their loyalty to the brand and encouraging repeat purchases. It is about nurturing trust and offering a personalised experience to turn satisfied customers into true brand ambassadors.

7. Email marketing

Email marketing provides a direct and personalised channel for maintaining customer relationships, sharing exclusive offers and advice, and sending invitations to events. This regular contact stimulates engagement and loyalty in the long term.

3 tips for optimising email marketing with customer loyalty in mind:

  • Segment subscriber lists to send messages tailored to customer profiles and behaviours.
  • Customise content and subject lines to maximise open and engagement rates.
  • Include clear calls to action and exclusive offers to encourage conversion and loyalty.

8. The loyalty program

The loyalty program is a key lever for transforming one-off engagement into lasting relationships. By offering rewards, exclusive benefits or unique experiences, it strengthens the emotional bond between the brand and its customers.

Example: Quick launched an innovative marketing campaign on its mobile app, featuring star player Tony Parker and gamification elements (via an Outrun mechanic). This Playable App format enabled Quick to recruit new members to its loyalty programme.

Quick - playable outrun
Quick - in-store marketing

5 steps to implementing an effective marketing commitment strategy

Developing an effective marketing commitment strategy requires several key steps. This process ensures that your action plan is consistent and aligned with your company’s overall objectives. At the same time, it maximises your company’s ability to engage its audiences over the long term.

1. Define clear objectives for your engagement strategy

Engagement campaigns are more effective when they are structured around specific objectives that are aligned with the company’s overall strategy. These objectives must be translated into concrete key performance indicators (KPIs). For example, if the challenge is to increase customer lifetime value (CLV), the objective may focus on loyalty or retention. This clarity makes it easier to measure the real impact of the engagement campaign and guides the design of future actions.

2. Identify and understand your target audience

Precise targeting and a good understanding of the audience (through the creation of personas, for example) are essential for delivering relevant content. This involves analysing the needs, preferences and behaviours of your audience using data from CRM, customer surveys and behavioural analysis. This data-driven approach allows you to effectively segment your audience and tailor your message to each profile to maximise engagement.

3. Write personalised, impactful content

Personalisation is at the heart of engagement marketing. Content that resonates with customers’ expectations captures their attention and enhances their experience. This can range from simple email personalisation to the creation of dynamic funnels that adapt to different user segments. Personalising the content you deliver ensures that your message is relevant and has a greater impact on each prospect or customer.

4. Optimise your distribution strategy by targeting the right channels

To maximise the impact of engagement campaigns, it is crucial to choose channels where the audience is already present and active. Here is a checklist for selecting the right distribution tools, depending on the target audience and objectives:

  • Social media:
    • LinkedIn for a B2B or professional audience
    • TikTok to reach a young and mobile target audience
    • Instagram to showcase visual and lifestyle products
  • Email marketing: ideal for building customer loyalty or re-engaging an existing audience
  • Programmatic advertising: effectively retarget non-converting visitors with personalised content
  • Mobile apps: to strengthen engagement within an already captive community
  • Dedicated website or landing page: essential for centralising the experience and capturing customer data

This omnichannel approach, designed based on actual user behaviour, enables a consistent experience to be delivered at every touchpoint.

5. Measure and improve customer engagement

Monitoring strategic KPIs such as interaction rate, conversion rate, and retention rate allows you to evaluate the performance of your customer engagement strategy. Regular analysis of results and feedback from people who interact with the brand provide levers for continuous improvement.

Conclusion

Marketing commitment is key to turning simple contacts into loyal customers and even brand ambassadors. At every stage of the journey, adopting the right strategies helps create rich and lasting interactions. To effectively boost this commitment, gamification is one of the most powerful tools at your disposal. Discover how Adictiz solutions can energise your marketing by making every experience more fun, personalised and impactful. With our gamified formats, you will take your customer relationship to the next level.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

Advergaming: how gaming is transforming the advertising experience for brands

Advergaming: how gaming is transforming the advertising experience for brands

by | Sep 23, 2025 | Playable Marketing

In an environment saturated with commercial messages, consumer attention is becoming a scarce resource. On average, a person is exposed to nearly 10,000 advertisements per day. This overexposure leads to ad fatigue, making formats less effective at capturing interest and generating engagement.

Faced with this reality, brands are exploring new, more immersive levers. Advergaming is a strategic alternative. By combining interactivity, entertainment, and immersion, it links the brand universe to an experience.

In this article, we focus on advergaming as an innovative lever: definition, benefits, and best practices for leveraging the world of advergames.

SUMMARY

What is advergaming?

Advergaming involves promoting a brand, product, or message through a game designed for that purpose. A combination of “advertising” and “gaming,” this format is based on a simple concept: integrating advertising into a fun environment to maximize user engagement.

Unlike traditional formats, advergames don’t just interrupt the browsing experience: they are at the heart of it. The game world reflects the brand’s values, encourages interaction, and generates emotional attachment. This approach immerses users in the advertiser’s DNA.

The different formats of advergaming

Advergaming can take many forms, tailored to different marketing objectives, targets, and budgets. Each format offers advantages that allow brands to connect with their audiences in a fun way.

1. Games dedicated to the brand

These games are created around the brand or product. The aim is to immerse the user in a universe.

Example: Coca-Cola launched mobile games where users interact with the brand’s universe, strengthening its relationship with consumers. The “Coca-Cola” Freestyle app allowed users to interact with a virtual beverage dispenser and create personalized mixes by choosing from a range of flavors.

2. Promotional mini-games

These short, accessible games are promotional tools for limited-time campaigns. They come in the form of quizzes, arcade games, or challenges, with rewards (such as discounts or free products) up for grabs.

Example: Quick uses mini-games in its mobile apps to offer loyalty points, attracting high participation during campaigns.

quick-advergaming
Quick - in-store marketing

3. Social and multiplayer games

These games encourage collaboration and competition between players. Often integrated into social platforms, they generate virality and expand the audience exponentially.

Example: Burberry launched a multiplayer mobile game called B Surf in 2020. Accessible via browser and mobile, the game allowed users to compete in stylized surfing races by customizing their avatars with items from Burberry collections.

4. Augmented reality (AR) games

AR games superimpose virtual elements onto the real world, allowing for playful interaction with the environment. These games are interactive and offer a unique immersive experience.

Example: Pokémon GO, although not strictly an advergame, has inspired many brands to use augmented reality in their campaigns. Starbucks did this with AR games deployed in stores to promote seasonal products.

Why do brands use advergaming?

Advergaming is a strategic tool of choice for brands. By integrating brand elements into a fun experience, this approach creates an authentic and lasting connection.

Advergaming offers several key benefits for brands:

  1. Creation of a dynamic and modern brand image. Advergaming helps modernize the brand image and strengthen brand awareness among target audiences.
  2. Viral potential and increased reach. The playful dynamic creates a viral loop where participants, motivated by rewards, promote the game, thereby increasing brand visibility.
  3. Enhanced engagement and interaction with consumers. The playful experience captures attention by making the brand an integral part of the consumer experience, while providing captivating entertainment.
  4. Data collection and campaign customization. By maximizing interactions, advergaming provides an opportunity to collect data. This information can be used to refine marketing campaigns and offer personalized experiences.
  5. Immersive experience and customer loyalty. Fun interaction helps strengthen relationships with consumers, encouraging repeat purchases and brand loyalty.

When and how should you launch an advergaming campaign?

Advergaming is a powerful tool, but it is essential to choose the right timing and mechanics for your marketing objective. Here’s how to determine when and how to launch an advergaming campaign.

Choose your game mechanics based on the marketing context

The choice of game mechanics must be tailored to the objective, context, and expectations of the target audience. Here are some examples of effective mechanics depending on the context:

  • Instant wins: This type of mechanism is ideal for creating responsiveness. Instant wins are relevant for promotional periods (such as sales or Black Friday). Or for campaigns aimed at generating sales or engagement over a short period of time. Example: The brand Qui Veut du Fromage (Who Wants Cheese) used a puzzle game to boost its visibility and recruit subscribers.

  • Memory or Quiz: ideal for presenting a product or introducing a collection. These mechanics engage participants through interactive learning. Example: Total shared a quiz with its CRM database to promote its offering in an educational way and identify potential customers.

  • Score-based game or competition: a challenge with a ranking system is a great way to boost engagement over long periods of time. This mechanism is effective in event-based or seasonal campaigns (such as Christmas or summer) to stimulate prolonged interaction. Example: GRDF opted for Tiny Wing mechanics to maximize the time spent with the brand and promote memorization of its message.
GRDF - Tiny Wings
GRDF - energy sector marketing mobile

Best practices for optimizing campaign distribution

Launching an advergaming campaign is not just about choosing the right game. How the campaign is distributed and measured plays a key role in its success.

  • Omnichannel strategy: The campaign must be designed to reach consumers on the channels where they are active (social media, websites, mobile apps, email, etc.).
  • Monitoring strategic KPIs: It is crucial to define and monitor clear performance indicators to evaluate the success of the campaign. KPIs to monitor include participation rates, conversions, time spent on the game, and sales generated through the game.
  • Iterate and adjust: Advergaming is a dynamic tool. It is important to be creative and adjust the campaign as you go. If a game generates more engagement than expected, it may be useful to create additional challenges or adjust the rewards to further stimulate participation.

Conclusion

Advergaming is an effective strategy when it is well thought out and tailored to your brand’s objectives and the expectations of its target audience. It is a powerful tool for boosting your brand awareness, converting and retaining customers, and increasing the memorability of your messages. Launch an advergaming campaign today by customizing our interactive marketing games!

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Luxury marketing: how are high-end brands boosting their communications?

Luxury marketing: how are high-end brands boosting their communications?

by | Sep 16, 2025 | Branding, Captivate the audience

Luxury marketing in France continues to show remarkable growth. Last year, the global luxury market reached a record value of €1.5 trillion, with estimated growth of between 8% and 10%.

Traditionally associated with exclusivity and exceptional craftsmanship, luxury is undergoing a strategic transformation. High-end brands are seeking to broaden their audience and build closer relationships with their customers while preserving their premium image. This evolution is reflected in the adoption of digital tools and innovative approaches, such as gamification, to enrich the customer experience.

This article explores how luxury marketing is adapting to this era through digital and interactive strategies. Through examples , we will explore how to revitalise luxury marketing while retaining the elements that define its value and identity.

SUMMARY

The specifics of luxury marketing

Luxury marketing differs from consumer logic. It is a tool for promoting a brand universe based on exceptionality, emotion and heritage.

Storytelling is at the heart of this model. Each luxury brand cultivates a unique narrative rooted in history, expertise or an artistic vision. This approach, centred on the figure of its creator, feeds the imagination. It also helps to build a relationship with the public and set the brand apart.

Exclusivity linked to product scarcity, limited access to content or ultra-personalised services reinforces perceived value. It is a pillar of luxury branding, which requires moving away from traditional communication codes.

The customer experience is designed with perfection in mind. Every point of contact – physical or digital – must reflect the brand’s excellence. This translates into attention to detail, impeccable service quality and a sense of belonging to an exclusive circle.

How has digital technology revolutionised luxury marketing?

The rise of digital technology has transformed luxury marketing, prompting brands to rethink their strategies to meet the expectations of a young and connected clientele. Social media, influencer marketing, gamification and the metaverse offer opportunities to create proximity while preserving exclusivity and image.

1. Luxury marketing and social media

Social media is essential in luxury marketing, offering brands a space to tell their story, interact and make themselves accessible. These channels help strengthen branding by cultivating an aesthetic and showcasing the behind-the-scenes of a world.

Loewe used TikTok for a creative and bold content strategy. By adopting the cultural codes of the platform while maintaining its artistic direction, the Spanish brand has established itself with a young audience. This positioning has enabled it to strengthen its appeal without diluting its DNA.

For successful communication on social media, two levers have proven effective:

  • Develop a consistent visual narrative: Each post should reflect the brand’s visual universe, both in terms of content and form. Visual consistency reinforces recognition and aspiration.
  • Play on scarcity and immediacy: Utilise ephemeral formats (stories, live streams, drops) to reveal exclusive content or product launches, creating a sense of urgency. This approach reinforces perceived value, drawing on the principle of scarcity inherent in luxury advertising.

2. Gamification: an innovative way to engage audiences

In a world where every interaction is precise, gamification is a powerful tool for strengthening engagement without compromising image. By integrating playful mechanics into their communication, luxury brands create experiences that value interaction and customer relationships.

Moser & Cie, a luxury watchmaker, illustrated this strategy with a digital treasure hunt. Designed for enthusiasts, the campaign combined a quiz and exploration of the website, with clues hidden on the pages. This approach encouraged audience engagement and enabled the collection of qualitative data. It illustrates the power of gamification for customer loyalty.

To maximise the impact of this type of activation, two practices stand out:

  • Align game mechanics with the brand universe: The game should never feel disconnected. It is most effective when it extends the narrative and aesthetic promise of the brand.
  • Promote rewards through prestige: In the luxury sector, rewards are not measured in monetary terms. A VIP experience, exclusive access or a meeting with a craftsman can inspire loyalty. These rewards strengthen the sense of belonging and the emotional dimension.
moser & cie - luxury marketing
moser & cie - quiz mobile

3. Influencer marketing to humanise your brand image

In an environment where authenticity is becoming an expectation of new generations, influencer marketing is a strategic lever. Far from being limited to product placement, it humanises the brand, highlights its values and expertise, and establishes a sense of closeness with communities.

Dior illustrates this dynamic through its collaboration with Léna Situations. The content creator, who has a young and engaged community following, was invited behind the scenes at the fashion house to discover the expertise that has made Dior famous. By showcasing this encounter on Instagram, the brand has successfully combined heritage and accessibility, reinforcing its human dimension without compromising its image.

To integrate influence into a luxury marketing campaign, two key principles emerge:

  • Collaborate with profiles aligned with the company’s values: Authentic collaboration is more important than audience size. It’s less about reaching the largest number of people and more about reaching the right communities.
  • Create immersive content rather than promotional content: The formats that work best in the luxury sector are those that tell a story, reveal the behind-the-scenes of a creation, or convey an emotion.

4. The metaverse for an immersive customer experience

At the intersection of technological innovation and artistic expression, the metaverse opens up a new field of exploration for luxury marketing. These virtual worlds allow brands to offer unique, immersive and spectacular interactions without physical constraints.

Gucci is a pioneer in this field, with several initiatives in the metaverse. These include the creation of the Gucci Vault on The Sandbox and an immersive fashion show in Roblox via the ‘Gucci Garden’ experience. This virtual pop-up allowed visitors to explore themed pieces and purchase limited-edition items for their avatars.

To integrate the metaverse into a luxury marketing campaign, two best practices stand out:

  • Design experiences aligned with brand aesthetics and storytelling: The metaverse should not be treated as a gimmick, but as a creative and coherent extension of the brand universe.
  • Combine rarity and interactivity: Offering experiences that are accessible for a limited time or reserving certain content for a select community reinforces the exclusive nature of the experience. Interaction creates a strong memory, generating brand loyalty.

Conclusion

Luxury marketing is reinventing itself by combining heritage, exclusivity and immersive digital experiences. To strengthen your community’s engagement, reach new audiences and highlight your uniqueness, your brand has everything to gain by gamifying its marketing strategy. Discover our interactive mechanics and boost your communication with gamification!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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