With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a symbolic event and therefore a key moment on which brands can capitalise.

Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.

SUMMARY

• Mother’s Day: a key commercial event for brands
• 1. Mother’s Day competitions to stimulate your community
• 2. A Mother’s Day sales promotion to engage customers
• 3. A marketing game to generate sales for Mother’s Day

Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people. It’s a time to celebrate mothers and spend time with loved ones. It generates major spin-offs for brands. This is the second biggest marketing event in France in terms of gifts, just behind Christmas.

It has an impact on company sales and is a major boost to revenues. In France, the budget for Mother’s Day is 66 euros. Brands use this opportunity to showcase their products and services or share gift ideas with their customers.

Mother’s Day is an opportunity to communicate values. Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales strengthen relationships with their audience.

Gamification to communicate around Mother’s Day

To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.

Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.

The sales promotions, in-store or online, enable you to :

• Collecting data to understand customer expectations around Mother’s Day;
• Share gift recommendations based on collected product preferences;
• Generate sales by sharing incentives such as e-coupons, gift cards, etc.
  
• Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.

Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.

Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.

Brands can take advantage of Mother’s Day to create a close relationship with their audience. Using sales events to extend the time spent with the brand.

Example: Galeries Lafayette’s Mother’s Day game

For Mother’s Day, Galeries Lafayette have come up with a 100% winning One-Armed Bandit via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign.

Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with
a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.

To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.

For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.

Example: SFR’s Mother’s Day campaign

SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics Match 3 was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.

Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.

Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.Via mechanisms such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.

Example: Galeries Lafayette’s Mother’s Day marketing campaign

To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.

This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.

Conclusion

Stand out from the crowd this Mother’s Day by offering your prospects and customers the chance to take part in a competition. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!

The opening of your shop is a unique moment in the life of a brand.. Qu’il s’agisse de son premier point de vente physique ou d’une boutique dans une nouvelle ville/pays, cela représente non seulement un énorme investissement, mais aussi beaucoup de travail.

In a context where consumers are increasingly making their purchases online, brands need to redouble their creativity to attract them to the shop. This is especially true in the case of a shop opening, as shoppers are not yet familiar with the new address.

Preparing to open a store is not something to be taken lightly. On the contrary, it’s an event that you need to prepare for and plan your speeches carefully to attract maximum traffic to your shops.

In this article, we share with you some practical advice and strategies for successfully opening a physical point of sale. In particular, we’ll be looking at gamification, i.e. incorporating playable elements into your communication materials or during the inauguration to boost the appeal of the launch for the audience!

SUMMARY

• The challenges of a store opening
• How can you gamify a store opening?

The inauguration of a new shop represents a considerable investment for a brand. While retail allows you to create a special bond with your customers, it also means a significant budget (whether for the purchase of the doorstep, rent, furnishings, staff, etc.)

The first challenge of a store opening is therefore to boost its visibility with the brand’s customers , but also of its target audience. And this in a territory that is sometimes different from its online clientele. As with a traditional drive-to-store strategy, the first objective is to ensure that the point of sale is well known to its target audience and to attract as many potential customers as possible to the site.

But the inauguration of a store also presents specific challenges. It’s an opportunity for the company to boost its image by organising a unique event, during which prospects and customers can interact personally with the teams. The opening must also effectively engage the target audience and build loyalty so that they not only want to make a purchase, but also want to come back.

The company can also take advantage of this opportunity to gather feedback and thus get to know their audience better (with whom they have sometimes only interacted online). By offering tools for collecting opinions and preferences, the company can then better reactivate its customers by offering them personalised content and offers that are more likely to engage them!

Traditionally, gamification is a highly effective lever for boosting a brand’s drive to store strategy. By incorporating playable elements into their campaigns, companies can more easily capture the attention of their audience, encouraging them to visit their shops and encourage them to make purchases.

Gamification is therefore an interesting tool to mobilise as part of a shop opening. The interactivity and promise of attractive rewards are two powerful assets to encourage consumers to come to the inauguration (potentially accompanied by other potential customers) and to create a strong connection with the brand.

Here are 3 ways to gamify your shop opening

1. Create media hype around your online store opening

Digital marketing is a powerful tool for extending the reach of your message and attracting a wider audience. Particularly if it is used creatively and strategically, notably through gamification. On social networks, brands can capture the interest of their audience and create a buzz around the opening of their shop by organising an online competition. An instant win, such as a Wheel of Fortune for example, can be used to give away discount vouchers that can only be used on the day of the opening.

It’s also much easier to make the most of consumer expectations with gamification. This is known as teasing, or the art of gradually revealing clues in order to capture and maintain the attention of your audience. The brand can imagine a digital treasure hunt through which its community can gradually guess the location of its future shop.

Gamification also enhances the effectiveness of other web marketing strategies for creating media hype around your event. This is particularly the case with influencer marketing. The brand teams up with a content creator to communicate about the opening and encourage consumers to attend (to meet the influencer in the flesh, for example). It can gamify its campaign by offering additional rewards (such as an in-store personal shopping session, vouchers, backstage access with the designer, etc.).

2. Gamify your store opening to better engage and convert consumers

Once on site, gamification can enable the company to liven up the opening of its shop and effectively engage visitors. To make the event more interactive, for example, it can install digital terminals where customers can take part in marketing games. These activities make the inauguration more dynamic and bring customers back into the shop, increasing the amount of time spent with the brand.

It’s also a highly effective way of converting more customers. Marketing games are a good way of distributing coupons that encourage purchases by offering participants attractive discounts.

Interactive games can also be used to highlight products by presenting them (and their competitive advantages) in an original and fun way. In this way, the brand can offer Quizzes to make it easier to discover its catalog and better communicate its value proposition.

3. Collecting and exploiting customer feedback to boost loyalty

Finally, marketing games offered at shop openings are a very effective way of collecting customer feedback and data. Before being able to access a marketing game (on an interactive terminal or after scanning a QR code on a label via Scan&Play, for example), the customer will have to fill in a form. This enables the brand to find out not only about the customer’s demographic profile (and better identify its audience), but also to ask them about their product preferences.

This data will enable them to create drive-to-store and conversion campaigns (online and physical) that are more personalised and therefore more effective. This is an essential step in building customer loyalty and ensuring stable, long-term revenues for your shop.

Conclusion

Gamification is a powerful lever for boosting traffic at shop openings. It can also be used to generate more sales and build loyalty among retail customers. To make your inauguration more interactive and engaging, discover our marketing games that are easy to deploy in-store.

S’appuyer sur un calendrier marketing est essentiel pour planifier ses différentes animations marketing en fonction de sa stratégie. En effet, selon les secteurs d’activité, les spécificités des audiences mais aussi des objectifs que les marques se fixent, celles-ci peuvent se positionner sur différents temps forts, tout au long de l’année. Dans cet article, nous creusons donc l’importance de créer et optimiser son calendrier marketing 2025.

Quels sont les marronniers à ne pas manquer, les objectifs marketing stratégiques qu’ils peuvent vous permettre d’atteindre et les différents formats que vous pouvez diffuser pour animer votre audience ? Voici notre guide complet !

SUMMARY

• What is a marketing calendar and why create one for your brand?
• Different marketing themes to activate different strategic objectives
• 4 interactive ideas for the 2025 calendar

To be effective, rationalise their efforts and avoid missing an important date, brands need to plan their promotions around the main marketing events of the coming year.

The marketing calendar enables brands to engage their prospects and customers throughout the year. It includes all the key dates: Sales, Black Friday, Mother’s and Father’s Day, Christmas , Valentine’s DayBrands know exactly when to broadcast their campaigns. The is to capitalise on purchase intentions, for example, or simply to animate their community and stay top of mind.

Beyond the commercial evergreen contents, planning the 2025 marketing calendar should be an opportunity for brands to choose the right highlights for their vertical and their audience. The idea is not to position yourself on every holiday and event of the year. But rather to identify those that resonate with prospect and customers and that are aligned with the company’s overall objectives.

End-of-year festivities, sales of seasonal events can be ideal occasions to launch interactive campaigns focusing on discounts or exclusive offers to generate more sales! But special occasions such as sporting events and international days (for pizza, pets, etc.) can also enable brands to raise their profile or raise awareness of their commitments (via interactive quizzes, for example).

More generally, events planned throughout the marketing calendar can be aimed at stimulating and engaging the community. Commercial highlights are an opportunity to multiply the points of contact with your audience. It’s also a good time to strenthen ties and achieve love brand status

In this way, brands can move away from a purely transactional relationship with their community. The idea is to encourage exchanges through interactive activities. Competitions to showcase their creativity, sports games to capitalise on the excitement of a sporting event. By adopting different playable marketing formats , with this new technology, companies can entertain and activate their audience throughout the year. They can also adopt target different objectives and adapt to different types of event (commercial, sporting, cultural, institutional, etc.)

As we have just seen the whole point of creating a marketing calendar is to be able to identify the relevant commercial highlights for its brand. But also to vary the entertainment offered to your audience!

Engaging customers, recruiting new prospects, collecting data to personalise future campaigns or generating sales… here are 4 playable marketing formats for 4 marketing events in 2025.

1. A Gift Finder for Valentine’s Day

Valentine’s Day is the ideal opportunity for brands to capitalise on the purchasing intentions of consumers looking for a gift for their loved one. It’s also the perfect time to offer a Gift finder to its audience. This gamified animation enables participants to answer a series of questions and then access a personalised recommendation of products or services to offer their partner.

Why this Playable marketing idea works: The Gift finder not only boosts Valentine’s Day sales by intelligently redirecting prospects to products or services that are likely to interest them. But its also an excellent format for collecting data (particularly product preferences) on your audience so that you can activate them more effectively in future campaigns.

2. An anecdote competition for Mother’s Day

For Mother’s Day, brands can enliven their community by organising a competition. Plutôt que de miser sur la photo ou la vidéo, elles peuvent plus facilement engager les acheteurs en les invitant à partager l’anecdote la plus marquante avec leur mère. L’idée étant de partager facilement un contenu de manière anonyme. Les histoires les plus touchantes peuvent être repartagées sur le compte de la marque et les personnes auxquelles elles appartiennent seront récompensées avec des bons d’achat ou des codes promo.

Why this Palayable marketing idea works: competitions allow you to engage your community through creative challenges that are easy to complete. It’s also an excellent way for brands to generate UGC and therefore diversify their content strategy more easily.

3. An Outrun for the Tour de France

Sports games are particularly well suited to major sporting events and competitions. They enable brands to engage their audience by capitalising on the visibility and excitement surrounding the feature discipline. For the Tour de France, companies can share an Outrun on their digital channels or in-store via an interactive terminal.

Why this Palayable marketing idea works: The marketing animation format allows the company to perfectly match the theme of the event. It’s an opportunity to generate engagement with your target audience more easily.

4. A 100% winning One-Armed bandit for Black Friday

Every year, Black Friday is an opportunity for consumers to make savings on their Christmas shopping and treat themselves at a lower cost. For this highlight of the 2025 marketing calendar, brands can offer games like a 100% winning One-armed Bandit to distribute discounts to their audience and generate more sales.

Why this Playable marketing idea works: 100% instant wins make it easier for brands to attract the attention of their prospects, who are particularly solicited during this busy sales period. It’s also a format that’s easy to adapt to your sales-boosting objectives. You can add a deadline or conditions of use (on the online shop, in physical shops, etc.)

Conclusion

Creating your 2025 marketing calendar is the best way to effectively plan your sales events for the whole year and control your resources (time and money). Download our free comprehensive guide to fine-tune your strategy and optimise your competitions!