Who hasn’t heard of the game of differences? This game involves finding the details that change from one image to another. In the marketing version, players who manage to spot the differences can be rewarded with attractive prizes (goodies, discount vouchers and other gifts) in a prize draw.

Creating a game of 7 differences online is an asset for brands wishing to run differentiating campaigns and capture the attention of a large audience. It is a lever for engagement and loyalty. Thanks to its visual appeal, the difference game is an effective way of promoting products and services.

In this article, we share the 6 steps you need to follow to create an impactful 7 differences game and achieve your objectives. Using concrete examples, you can find inspiration for personalising your mechanics and making them attractive!

SUMMARY

• What are the objectives of an online 7 differences game?
  
• Our tips for configuring and distributing a personalised 7 differences game
  

The Difference Game is an effective game that involves finding the differences between two apparently identical images. Accessible to all and easy to customise, it can be made more or less difficult by increasing the number of differences or reducing the time allowed. To make this marketing game interesting, rewards are offered to participants who succeed in finding the differences.

Versatile and original, the 7 differences game enables retailers to target several strategic commercial objectives:

Increase brand awareness and visibility

This format is an excellent marketing tool, as well as being a fun and engaging game. It can help the brand to raise its profile by reinforcing the association between certain images and the brand. The game can be shared on social networks to increase the brand’s visibility among potential new customers.

Example: Showroomprivé’s campaign in partnership with Disneyland Paris aimed to raise the profile of the theme park. But also to engage visitors to the marketplace with a fun game mechanic. The 7 different games captivated the audience, with an average of 2.2 games per subscriber.

The aim of the campaign was to increase the appeal of travel and leisure offers. At the same time, it boosted sales of Disneyland Paris tickets on Showroomprivé.com. By offering attractive prizes (such as free tickets), the company succeeded in attracting 109,000 new subscribers to the campaign.

Boost consumer engagement and generate new leads

The 7 differences game is ideal for multiplying the points of contact with prospects and maximising the time they spend with the brand. It can be added to a web page, a mobile application, or on social networks via a url to increase user engagement and generate new leads and sales.

Example: Sosh launched a campaign based around a game of 7 differences to attract new qualified leads and further engage its prospects. This interactive format enabled visitors to discover the world of the Sosh brand, its products and its advantages.

The campaign aimed to generate qualified traffic to the Sosh website by highlighting the brand’s offers. Players could win Sosh smartphones. As a result, this co-branding game enabled the two brands to generate 61K new leads and strengthen their relationship with them. Participants played an average of 3 games.

To maximise the reach and impact of your 7 differences game online, here are the steps to follow:

1. How to set up the players’ route?

Once the Game of Differences mechanic has been selected, the brand configures its game path. The Game of Differences template consists of 4 pages:

• A form (to collect customer data)
• The Difference Game
  
• A Results page (indicating whether the player has won or lost, either immediately after the game or following a draw)
  
• An end-of-campaign page
  

You can complete the game experience by adding a home page (to share the rules of the game or contextualise the campaign) and a teaser page (to <a href="https://www.adictiz.com/blog/5-actions-marketing-pour-captiver-vos-audiences-a-la-rentree/
“>capture players’ attention and boost engagement).

2. Is it worth personalising the 7 differences game?

The whole point of this marketing game is to immerse participants in the world of the brand. The 7 differences game needs to be customised by adding a background image and the tables containing the differences. You can also customise the ‘success’ and ‘error’ icons and the game’s loading bar.

3. How do you set up the marketing game mechanics?

Depending on the objectives, the brand will set its mechanics in detail. Thanks to our difference game generator, they can choose :

• The number of participations (per day, week, month or campaign and per user). To maximise the time spent with the brand and strengthen the relationship with players. It is advisable not to activate limited participation in order to be able to play several times.
• Scoring: based on the differences found (7 differences found = 7 points) or the errors made (the score will be based on the time remaining, the length of the game, the differences found and the number of errors).
• Whether or not to time the game (to add difficulty)
• Displaying the results, so that users can find out if they have won.

4. How to select attractive endowments?

The impact of the 7 differences game will be all the greater if the prizes are attractive: in these examples, the results are due to the appeal of the mechanics, but also to the prizes to be won (smartphones, free admission to an amusement park).

5. Can the mechanics be tested and adapted to all channels?

The Game of 7 Differences is a visual mechanic, which requires a good display (whatever the device) to work. The player needs to be able to see the image (without having to scroll) to detect the differences.

It’s important to distinguish between desktop and mobile animation. In the mobile version, the picture is 60% resized and cropped on the sides. Users will have to scroll sideways to see the whole image. It’s a good idea to provide an “instructions” page before launching the game, to explain its parameters.

6. What methods should you use to boost the visibility of your campaign?

Once the desktop and mobile versions have been finalized, you’ll need to share them with your audience. To maximize the reach of your campaign, it’s advisable to choose the right channels for your audience (social networks to reach new leads, your website or emailing to engage and retain existing customers).

It’s also possible to boost the visibility of the mechanics via an upstream teasing campaign. Thanks to ads options on social networks or by configuring a personalized emailing suite for each segment.

Conclusion

Would you like to boost your brand’s visibility and generate new leads with an online 7 differences game? Adictiz can help you create your visuals, set up your marketing game and publicize it on your communication channels!

74% of consumers refer to social networks before making a purchase. And 72% of companies have increased their sales and generated more in-store traffic thanks to their Social Media strategy.

Investing in social networks is therefore absolutely essential for brands. Whether to raise brand awareness, reach a wider audience, boost sales or create a community of loyal, committed customers, social media marketing is an ultra-efficient communication channel.

All the more reason to create a relevant Social Media strategy, in which your company will detail the actions it intends to take on social networks. In this article, we’ll take you step-by-step through the process of drawing up this action plan.

SUMMARY

• What is social media marketing?
• Why do companies need a Social Media strategy?
• Steps to follow for an effective Social Media strategy?

Social network marketing involves using platforms like Instagram, X (formerly Twitter) Pinterest or even TikTok to promote your brand to potential customers and sell your products or services.

Social media marketing can take many forms: from the simple act of sharing content on these platforms, to (paid) advertising campaigns or partnerships with influencers (known as influencer marketing). Interaction with platform users (by reposting their publications, replying to their comments, etc.) is also a form of social media marketing.

By social media strategy, we mean the action plan a company creates to plan its efforts on social networks. This involves defining objectives, audience and expectations, as well as developing a content calendar and performance KPIs to measure the achievement of results.

What you need to remember is that social network marketing is a unique acquisition and sales channel. It therefore requires specific expertise, dedicated resources and in-depth tracking and continuous improvement.

This question may seem obvious when you consider that almost all brands have a presence on social networks. But it is nevertheless important to understand the benefits of a good Social Media strategy in order to identify the results that your company can reap from it.

• Increase brand awareness. 53% of consumers say their use of social media has increased over the past two years. It is therefore essential for brands wishing to raise their profile or federate a community of committed customers to communicate via this channel.
• Create a relationship of trust with your audience. Social networks also have a huge impact on the trust that consumers place in businesses, particularly among younger people.
• Increase sales. Beyond the reach of social networks, the content shared on them is extremely effective in converting new customers. The more authentic publications and social selling levers that are gradually being integrated into the platforms make them excellent tools for promoting products and boosting revenues.
• Make it easy to track performance. Social networks integrate tools that make it easier to track key performance indicators. This makes it easier to assess the return on investment of your social media strategy.

Now that we’ve proven the relevance of developing a Social Media strategy, it’s time to take action. To create a precise and effective action plan, it’s important to follow these steps.

1. Establish your brand’s objectives on social networks

As we’ve seen, social networks enable you to reach and engage your prospects at every stage of the sales funnel. But it’s also a complex marketing channel, requiring a great deal of time and resources from companies. So it’s important not to jump in blindly, but rather to target your strategic objectives precisely.

The idea is to focus on one or two objectives that are particularly crucial for the company. If it is just starting up, the main challenge will be to raise awareness and generate new leads. If it is already well established, social networks can be a lever for engagement and loyalty, etc.

Each objective must be linked to precise performance KPI’s, which will enable us to monitor their achievement and adjust the Social Media strategy if necessary.

2. Analyze your audience

To create impactful content on social networks, you need to understand who you’re talking to and what your audience’s expectations are. The best way to do this is to question your audience and collect zero-party customer data (through interactive mechanisms such as polls, for example).

Brands can also benchmark companies in their sector or content creators in their niche. By studying their publications and the interactions they generate with their audience, they’ll have a better understanding of the codes they need to respect to share their own content (the tone to use, the frequency of publication, the most popular formats, etc.).

3. Choose the best channels to invest in

The worst mistake a brand can make when drawing up its Social Media strategy is to be everywhere at once and simply duplicate its content across all these networks. Each platform has its own specific audience and codes. You therefore need to choose the channel that best reaches your target audience, and the content format that best matches your brand image.

4. Plan and diversify your content

With these last elements, the brand can start planning and sharing its content. The aim isn’t to publish as often as possible, even if regularity is crucial to cracking the social network algorithm. Rather, it’s to create truly differentiating content that generates strong emotions in its audience, resonates with their expectations and values, and captures their attention.

Gamification is an excellent lever for making content on social networks more original and engaging. Competitions, for example, are a very popular format on platforms, helping to capture users’ attention (particularly through the promise of an attractive prize).

These campaigns are all the more powerful when backed up by other levers of visibility and engagement specific to social networks. For example, they can be publicized via an advertising campaign or a partnership with an influencer to reach a wider audience.

5. Measure results and adjust your Social Media strategy

The most important KPIs to track on social networks are engagement KPIs. They enable brands to assess the relevance of their content to their audience and the interest it generates.

Depending on the results of its publications and advertising campaigns, the brand can refine its Social Media strategy. Many companies, for example, have learned from experience that the more authentic the content (i.e. the less elaborate and promotional it is), the more engagement it generates.

Conclusion

Boost your Social Media strategy by integrating gamification into your marketing campaigns. Marketing games are highly effective at capturing attention and engaging your audience. To create differentiating interactive experiences, you can choose from a catalog of playable mechanics the one best suited to your strategic objectives. Our team can also take charge of your campaign!