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6 ideas for interactive and engaging marketing campaigns

6 ideas for interactive and engaging marketing campaigns

by | Apr 14, 2025 | Audience engagement

Engaging marketing campaigns are essential on today’s marketing landscape, as they enable you to stand out from the crowd by grabbing people’s attention.

By encouraging interaction and two-way communication (brand-consumer), the chances of increasing memorability of a marketing or advertising campaign are higher. This type of fun experience also fosters a more lasting and solid relationship.

Moreover, interactive marketing campaigns have strong viral potential (on social network in particular). Enthusiastic participants are more likely to share the campaign with others, helping the brand’s message to spread quickly.

Let’s take a look at 6 ideas for engaging marketing campaigns that enable brands to better connect with their target audiences.

SUMMARY

Get to know your customers better through surveys

Survey campaigns play a central role in engagement marketing, serving a number of purposes:

  • Data collection : a survey is used to gather precise information about consumer preferences, needs and opinions. This enables strategic marketing and sales decisions to be made.

  • Sustainable commitment: audiences feel listened to and involved in the brand’s decision-making process. This strengthens their loyalty over the long term

  • Content generator: it can be reused in articles, infographics, videos, etc. This content enriches the brand’s communication and enables it to continue to engage its audience in a relevant way.

    Survey marketing campaigns offer a participative approach to better understand consumer needs, personalise offers and build a relationship of trust with brand audiences.

    survey engaging marketing campaigns

    Discover your brand with a quiz

    The quizzes are essential elements of interactive and engaging marketing. Indeed, we have all encountered this mechanism at some point in our lives as Internet users and/or consumers. But what are the real benefits?

    • Interactivity : Quizzes are simply fun. They encourage participants to get actively involved and keep their attention on a web page.

    • Collection of qualified leads: by requesting personal information via the form, the operation builds up a database of qualified leads. This data is valuable for future targeted marketing campaigns.

    • Education : Quizzes can be used to educate the public on a specific subject related to the brand or product offering. In this way, they can demonstrate the benefits of a product and promote a positive perception of the product as an authority in the field.

     

    Lead recruitment guide

    Working on your image with UGC campaigns

    UGC campaigns (User Generated Content) are one of the most engaging concepts in marketing. On the one hand, they enable the brand to develop solid relationships with its customers. On the other hand, they help to reinforce credibility and raise its profile by leveraging user-generated content.

    In fact, the participants in the operation post varied, creative and unique content (videos, testimonials, photos) for a set period of time on the brand’s website and/or social networks. This content is then made available to the brand. In this way, it enhances the brand’s online presence. This content is considered authentic and therefore reliable, because it is produced by consumers themselves, which reinforces trust.

    However, this type of operation is not suitable for all audiences. The highly engaging nature of these campaigns requires audiences to be sufficiently responsive.

    Here’s an example of a selfie competition with McDonald’s:

    Make your ads more visible with playable Ads

    Playable Ads are becoming increasingly common in programmatic marketing. Did you know? The number of ads, their lack of relevance and their intrusiveness are the three main reasons for using a blocking tool (VPN Mentor, 2019). This type of display format achieves several key objectives:

     

    • The product is highlighted : the immersive experience offered by playable Ads allows users to discover a product in a fun and entertaining way. This approach stimulates attention, which increases the chances of arousing users’ interest and converting them into potential customers.

    Here’s an example of a playable ad that can be used to quickly survey an audience while presenting a range of products in a display banner:

    engaging marketing campaigns

    Personalise the shopping experience with a shopping list

    A Shopping List campaign consists of offering users a list of recommended products based on their preferences and purchasing habits. The advantages of this type of marketing competition are :

    • Personalisation of the shopping experience: more relevant thanks to the collection of behavioural data.

     

    • Maximising conversions : instead of searching through thousands of products, users are given a selection that matches their expectations. This makes it easier for them to make decisions and encourage them to make purchases, including impulse purchases. Sending promo codes by email after participation amplifies the phenomenon.

    In short, marketing campaigns such as Shopping List or Gift Finder make it possible to offer an original and personalised shopping experience, helping to build long-term customer loyalty.

    Gift finder guerin

    Boost engagement with puzzle or score-based games

    Marketing competitions that focus on reflection offer unlimited potential for personalisation for the brands that offer them. They are a powerful tool for spending time with your audienceto encourage engagement and interactivity. The advantages of this type of operations are :

     

    • Involvement of participants to solve a problem or participate creatively. By challenging them intellectually, these games encourage players to invest time and effort in the brand experience.

     

    • The potential for enthusiasm among participants: the competitive aspect and the possibility of winning attractive prizes. create a sense of motivation and attract new participants when the game is shared. This helps to increase brand visibility.

     

    To measure the effectiveness of these competitions, it is advisable to monitor key performance indicators such as the time spent on the game, the number of games played, the score obtained, etc. These metrics provide valuable information about participant engagement and enable the success of the campaign to be assessed.

    memory eram

    Conclusion

    Engaging interactive marketing campaigns are a major asset for brands wishing to engage their audiences in an original way.

    These different interactive formats have the advantage of catching the eye and staying in people’s minds. They also respond to a large number of marketing issues facing brands today, such as advertising saturation, the collection of first-party data, building loyalty, etc.

    A tool like Adictiz can be used to create captivating interactive experiences to engage audiences, collect and activate data. Finally, a wide range of formats tailored to each objective is available on an innovative and comprehensive platform.

    Want to find out how to engage your audience using interactive formats?

    Request a demo

    10 reasons to launch marketing competitions

    10 reasons to launch marketing competitions

    by | Apr 14, 2025 | Animation, Branding, Conversion

    Marketing competitions are an essential part of the panoply of advertising levers available to brands. Above all, this type of animation creates new opportunities to interact with audiences.

    From the simplest scenario to the most immersive and entertaining, these interactive marketing experiences can provoke an emotion in participants, helping them to retain the information better. Visit gamification is a powerful process that firstly provokes amusement (through the game), but also more subtle emotions such as appreciation (with a scoring game) and pleasure (the fact of winning something). These emotions are more readily present thanks to the active nature of advertising, unlike traditional, passive advertising.

    The marketing competition must be designed and organised around the brand’s key issues. Here’s 10 reasons to launch a marketing competition.

    SUMMARY

    1. Gain visibility
    2. Creating virality
    3. Getting a message across
    4. Promoting a product in an original way
    5. Mark an important event
    6. Supporting a promotional period
    7. Finding new customers
    8. Get to know your audience better
    9. Building customer loyalty
    10. Leading your teams internally

    1. Gain visibility

    Marketing competitions are highly effective tools for enhancing a brand’s image, raising awareness or simply communicating about a product, service or event.

    The operation dissemination stage is crucial, as it is here that companies will be able to reach the widest possible target audience. The main advantage of a competition is that it can be broadcast very simply via any channel, thanks to a simple URL. It can also be integrated directly into a web page, for an even more immersive effect. By using several advertising channels at the same time, the process of promoting the operation is even more effective.

    Here are the different channels through which a competition can be broadcast, with the aim of increasing its visibility:

    • Email campaigns (in a banner for example)
    • Media coverage on social networks (Facebook Ads, TikTok Ads, Instagram Ads etc.)
    • Via display advertising

    2. Create virality

    Widely-distributed competitions help to raise brand awareness via a wide, multi-channel distribution network. But it’s also interesting to bet on the target audience itself to spread the operation virally.

    Certain types of marketing competitions allow for this, such as the Social Gauge.. Cette mécanique incite les participants à partager le jeu sur les réseaux sociaux. Plus il y a de nouveaux inscrits, plus les parrains ont de chance d’être tirés au sort pour gagner des récompenses.

     

    marketing competitions social ratings

    3. Getting a message across

    Organising and promoting a competition gives brands the opportunity to spread different types of message in a creative, original and effective way.

    A variety of scenarios can be put in place to suit the audience and convey the specific message that the brand wants to share with its target audience.

    Here are a few examples of marketing competitions to get a message across:

    • A fun quiz can be used to communicate interactively about a service or a new product, or even to educate people about the world of the brand and its history.

    • A Blindtest immerses participants in a world, the ideal way to get audiences going and leave a lasting impression.

    4. Promoting a product in an original way

    Brands can broadcast messages via each stage of a competition. The home page, for example, highlights a theme, prizes to be won or a new product. The gamified mechanics or the results page encourage people to visit the website or a product page to find out more about the offers.

    To increase the chances of participants visiting the site at the end of the operation, it is possible to give away promotional codes via an instant prizes system. By taking part, players can immediately see if they have won something, and can use the promotional code directly by visiting the site.

    Here are a few examples of competitions to promote a product:

    • The Gift Finder asks participants to fill in a personalised questionnaire. At the end of the operation, they find out which gift or product is ideal for them.

    • The voting mechanism makes it possible to highlight products while collecting product preferences from its audiences.

    marketing competitions survey

    5. Mark an important event

    Marketing competitions can support a communication campaign around a major brand event. To ensure that the operation performs well and achieves its marketing objectives (lead recruitment, engagement, conversion, etc.), the various stages of communication surrounding the operation must be respected.

    First of all, it’s important to tease out the forthcoming operation to ensure that it attracts traffic at the time of launch.

    Then it’s a question of animating your audiences during the event. There are several ways of doing this, depending on the type of event:

    • For a trade fair or festival, the company can offer tickets to be won beforehand by means of random drawing, but it can also offer prizes to be won on the spot with a Wheel of Fortune, for example.
    • Is a brand celebrating its birthday? Now’s the time to delight its customers and fans with a fun event that makes a lasting impression by offering prizes to be won over a given period.

    6. Support a promotional period

    Are the sales, Black Friday or exclusive private sales days for loyal customers just around the corner? This is the ideal time to launch an operation to boost sales and maximise conversions.

    Marketing competitions can serve several purposes:

    • Attract customers to the website by offering them the opportunity to take part in a game on the theme of sales to win discount vouchers via their social networks.
    • Doing drive to store (in-store use of discount coupons won online)

    Get even more sales by stimulating post-purchase (participants can earn additional discounts by uploading their proof of purchase).

    7. Finding new customers

    Marketing competitions and lead generation go hand in hand. In fact, this objective, which has been widely pursued by brands throughout the year, is now a sensitive one, against a backdrop of the end of third-party cookies and the protection of personal data.

    Marketing competitions are an effective way of recruiting qualified leads and attract new customers. By offering attractive prizes, the brand encourages prospects to get involved.

    On the other hand, competitions increase brand visibility by encouraging participants to share the competition with their network, which can attract new prospects and potential customers.

    8. Get to know your audience better

    Marketing competitions are an effective way of collecting qualified data on participants.

    By asking participants to fill in a registration form to take part in the competition, it is possible to obtain valuable information about their preferences and interests. By including optional questions, you can gather more specific data about their consumer habits. customer database is enriched. It is also possible to personalise future marketing campaigns and better understand the needs of your target audience.

    Please ensure that you comply with data protection laws and clearly inform participants about the use of their data in accordance with the confidentiality policy.

    9. Building customer loyalty

    Marketing competitions can also be an effective tool for building customer loyalty. By offering exclusive competitions to loyal customers, the brand encourages them to stay involved and continue interacting with its products or services.

    Competitions can be designed to reward loyalty by offering exclusive benefits or free products, for example. This can help to strengthen the relationship by creating a sense of belonging and mutual esteem.

    Competitions can also encourage customers to share their experience with their network, which can lead to greater visibility for the brand and attract new customers.

    10. Leading your teams internally

    Marketing competitions are not just for brands and companies selling products or services. They are also very useful in internal communication. En effet, ils permettent de :

    • Training employees using quizzes
    • Boost group cohesion (like digital team building) through a participative game or team game
    • Encourage productivity by challenging people via an open poll, such as an idea box.

    Taking the temperature of well-being at work via a survey

    Conclusion

    In conclusion, marketing competitions offer many advantages to brands. They can increase visibility, go viral, get a message across, promote a product or mark an important event. To find out more, discover 8 tips for a successful interactive campaign!

    Would you like to find out more about marketing competitions?

    Request a demo

    Gamification, the driving force behind successful marketing campaigns

    Gamification, the driving force behind successful marketing campaigns

    by | Apr 14, 2025 | Captivate the audience, Collect data, Audience engagement

    Gamification marketing means creating interactive experiences to capture the attention of audiences, collect data and activate it.

    Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

    Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

    What exactly is gamification marketing

    This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

    To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

    There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

    We will now look at the benefits of gamification for advertising strategies.

    The 4 benefits of marketing gamification

    Catch the attention and getting to be known

    The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

    With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

    As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

    Engaging audiences

    It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

    Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

    They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

    In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

     

    game marketing data collection

    Boost conversions

    Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

    As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

    Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

    Collecting and activating data

    By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

    In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

    By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

    Conclusion

    In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

    A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

    Would you like to find out more about the schemes described in this article?

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