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
• How to improve your digital marketing for a ktichen advertising campaign

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.

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.

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.

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 France, Black Friday week generated €7.5 billion in online sales — an impressive year-over-year growth of +18.9%. In this highly competitive context, brands struggle to stand out. To capture attention and drive purchases, they need to launch impactful and distinctive campaigns. Among the most effective marketing strategies they can rely on, gamification stands out.

Why gamification works during Black Friday:

• First, it transforms a simple promotional offer into an engaging experience.
  
• Next, a Black Friday contest triggers a positive emotional response and holds the audience’s attention longer.
• Finally, interactivity offers instant gratification, helping to drive purchase decisions.

In this article, we’ll explore how gamified mechanics can boost brand performance during Black Friday and how to integrate them into your campaigns to maximize impact.

TABLE OF CONTENTS

• Black Friday: winning the battle for attention and conversion
• Gamification: a winning strategy to boost Black Friday campaign performance
• Performance focus: KIPs to monitor
• 3 practical tips to boost your Black Friday conversion
• Q&A – Black Friday Contest

Black Friday brings unprecedented marketing pressure. Consumers receive dozens of offers, sometimes as early as October with pre-Black Friday campaigns. Competition intensifies, making it harder for brands not only to capture attention but also to hold it until the purchase is made.

As a result, piling up promotions is no longer enough. The shopping experience must be seamless: easy navigation, personalized recommendations, secure checkout, and fast delivery. These elements have become decisive factors in the customer’s final choice.

Moreover, trust and customer understanding also play a key role. Brands that leverage their CRM data to anticipate expectations and tailor their messages maximize their chances of turning interest into conversion. Black Friday is no longer just about price, it’s a battle for experience and relationship.

During Black Friday, internet users are overwhelmed with solicitations. That’s why marketing gamification helps cut through the noise by directly stimulating the cognitive mechanisms related to play.

When playing, the brain releases dopamine, enhancing attention and motivation. At the same time, the challenge triggers a sense of progress, while the anticipated reward values the effort made.

In the context of a Black Friday contest:

1. the user experiences a positive interaction,
2. they more easily remember the brand they engage with,
3. they are more willing to share their data or click on a link directing them to the online store where they can complete their purchase.

3 examples of Black Friday contests that work

For a Black Friday contest, effectiveness relies on choosing a game mechanic suited to the event and the brand’s goals. In this context, brands often favor formats that are quick to understand, accessible to everyone, and directly linked to a reward. Here are three concrete examples that have already proven their impact.

Capture and retain attention with a points-based game

These simple formats (such as Slicer or Shooter) capture attention from the very first second and encourage repeated play. The further the player progresses, the stronger their desire to discover the associated rewards, maintaining engagement throughout the campaign.

Highlight your promotions with a Memory

The Memory highlights specific offers while stimulating visual memory. For example, SFR Réunion relied on this mechanic to promote its Black Friday deals.

Boost conversion with a 100% Instant win

Instant win games work perfectly for Black Friday because they turn the anticipation of a reward into immediate motivation to act. Users are encouraged to interact quickly to receive a tangible gratification, which increases conversion rates and encourages repeat purchases.

Example of an Instant win for Black Friday: Maisons du Monde launched a contest combining Scan & Play with a Wheel of Fortune. This setup encouraged customers to scan their receipts to instantly receive a discount voucher.

Result: over 9,000 tickets scanned, as many vouchers distributed, and a stronger repeat purchase dynamic—even after the initial sale.

Measuring the performance of a Black Friday contest is essential to quickly adjust campaigns and maximize return on investment. Key performance indicators help understand user behavior and identify friction points.

Key KPIs to monitor for a Black Friday contest include:

• Click-through rate (CTR): a low CTR may indicate that the game or offer isn’t attractive enough. Testing new mechanics or rephrasing the call to action can improve results.
• Conversion rate: if few users complete their action, simplifying the process or enhancing incentives (rewards, bonuses) can boost conversions.
• Behavioral data: time spent, game progression, drop-offs… These metrics reveal where attention wanes and help adapt content in real time.
• CRM reactivation: measuring how many inactive contacts re-engage helps evaluate the effectiveness of remarketing efforts.

In summary, tracking these KPIs helps manage Black Friday campaigns and continuously optimize ROI.

To maximize sales during Black Friday, it’s essential to combine creativity, engagement, and reach. In this sense, gamification fits perfectly with these goals when deployed strategically.

• Multiply formats: using multiple channels (display, in-app, in-store, email) allows you to reach consumers at different touchpoints and increase campaign visibility.
• Engage at every stage: create teasers before Black Friday, optimize conversion on the day itself, and implement post-purchase re-engagement actions to drive repeat purchases and extend customer relationships.
• Leverage virality and social mechanics: contests, sharing features, and referrals encourage organic campaign reach. Consumer participation strengthens engagement and attracts new prospects to the brand.

How can you increase sales during Black Friday?

Combine attractive promotions with interactive experiences, such as a marketing game, to boost engagement and drive immediate purchases. A multichannel approach and personalized messaging further enhance the impact of your offers.

How can you capture attention during Black Friday?

Offer playful or interactive content that sparks emotion and curiosity. Game mechanics and instant rewards help increase attention span and boost consumer engagement during Black Friday.

When is the best time to launch a Black Friday campaign?

Start early with a pre-Black Friday phase to tease offers and reach consumers before the promotional overload begins. Maintaining a steady pace up to the big day helps maximize conversions.

Which marketing game mechanic should you choose based on your objectives?

Points-based or memory games generate engagement and visibility, while Instant win boost conversion and repeat purchases.

How to collect data during a Black Friday campaign?

Integrate a gamification system linked to your CRM to track interactions, encourage newsletter sign-ups, and re-engage prospects throughout the campaign to boost conversion rates.

Gamification transforms your Black Friday campaigns into interactive experiences that capture attention and drive conversion. By incorporating playful mechanics, you stand out from the competition while effectively re-engaging your customers. Adictiz supports you in designing and managing highly engaging, measurable, and optimized gamified campaigns to maximize the impact of your offers and strengthen audience loyalty!

With estimated global sales of $579 billion in 2023, the cosmetics marketing sector continues to attract, innovate and reinvent itself. In France alone, it is worth more than €17 billion, making France one of the world leaders in beauty.

Behind these impressive figures lies a market undergoing profund change, with new players and increasingly engaged consumers. In this article, we will therefore examine new challenges facing cosmetics marketing.

How to boost brand visibility ? What formats can you use to engage consumers in the long term? And above all, how can a tool like gamification become a powerful lever to stimulate sales, build loyalty and enrich the customer experience? Here is our analysis, along with some concrete examples to inspire your future campaigns.

SUMMARY

• Developing your cosmetics brand: 3 pillars to stand out from the crowd
• Boosting sales: digital marketing strategies tailored to the cosmetcs industry
• Engage and retain customers through cosmetic marketing

Nowadays, consumers want more than just a good product; they want a complete experience: a recognisable brand universe, embodied valued and a constant presence on their preferred channels. Here are three key levers to activate in order to lat the foundations for a powerful and memorable cosmetic brand.

1. Focus on authentic and embodied storytelling

Storytelling is the secret weapon for brands that want to create emotion and build audience loyalty. At a time when consumers are looking for meaning, it allows brands to contextualise their offering, talk about their commitments or formulation choices, while making the brand more human.

This translate into:

• A clear brand mission (skin health, responsible cosmetics)
• Verifiable commitments (local production, natural ingredients, certifications, etc.),
• And a lively tone (sometimes taking on the voice of the founder).

Example : Typology

Founded by Ning Li (formerly of Made.com), the brand focuses on radical transparency in tis compositions and accessible education about its formulations. Each product displays the percentage of ingredients of natural origin, and the information is scientifically sourced. This minimalist, honest approach reassures and appeals to a demanding target market.

2. Create a strong and consistant identity on social media

Brands that want to stand out on social media must therefore:

• Define a unique graphic charter and tone of voice.
• Create native content for each platform
• Engage users by promoting UGC (User Generated Content)

Example: Merci Handy

The brand has successfully established a fun, uninhibited and colourful tone on social media, particularly on TikTok. By subverting hygiene conventions and embracing self-depreciating humour, it has forged a strong connection with a young, connected audience.

3. Partner with influencers to gain visibility and credibility

To get started in influence marketing, it is important to:

• Identify profiles aligned with brand values
• Co-create authentic content: beauty routines, unboxing challenges
• Think long term with editorial collaborations or limited editions.

Example : Fenty Beauty

From the outset, Rihanna’s brand has focused on inclusivity as a central pillar of its marketing strategy. She has surronded herself with influencers of all backgrounds and skin tones to convey her message.

In the beauty industry, digital marketing is a decisive lever for capturing attention, generating traffic and converting interest into purchases. Here are three high-potential digital approaches that have already been adopted by many cosmetics brands.

1. Co-create products with your community through gamification

Involving consumers in the creative process encourages their engagement and strengthens their sense of belonging to the brand. This co-creating can take the form of interactive votes, personalized quizzes or participatory competitions. The result: a product that is perceived as more legitimate and a launch that goes viral naturally.

Inspiring examples:

• Nidé.co builds its entire offering on this principle: each launch is co-created with its community via an interactive platform, to offer useful and sought-after solutions.
• Avril, an organic cosmetic brand, used gamification to gather preferences on products currently in development. The result: more targeted launches and increased engagement even before the products hit the shelves.

2. Co-branding & marketing games to stimulate cross-selling

Co-branding allows two complementary brands to cross-pollinate their audiences and benefit mutually from their brand awareness. Combined with a gamified marketing game, this becomes an excellent lever for generating traffic, stimulating sales and collecting qualified data.

Example : Sephora x Nuxe

To boost sales of Nuxe products on its marketplace, Sephora launched a digital game on its app and website. An interstitial ad presented the product features, increasing their visibility. The 100% winning mechanic encouraged purchases while collecting data via an integrated form. This game enabled Sephora to attract qualified traffic, boost Nuxe sales, and feed its CRM with new leads.

3. Personalise the shopping experience with fun virtual trials

Personalisation has become a key purchasing criterion in cosmetics. Offering a tailor-made, gamified shopping experience allows you to meet the specific needs of consumers while boosting conversion rates. And when this personalisation takes the form of a game (via a survey or personality test, for example), engagement skyrockets.

Exemple : Sephora – Skincare Campaign

Sephora recently launched a fin activation around skincare diagnosis. Participants were guides through an interactive journey to define their skin type and ideal routine. At then end of the journey, a personalised promo code enhanced the shopping experience and boosted conversion. This campaign generated traffic to the website, increased skincar sales, and recruited new opt-ins leads for targeted marketing actions.

In a marketing as competitive as beauty, customer engagement is not just about the moment of purchase. It is over time that a cosmetics brand builds a strong relationship with its community. Here are three hey approaches to cosmetics marketing for effectively and sustainably engaging your community.

1. Immersive online and point-of-sale campaigns

Creating a link between digital and physical channels allows you to re-engage consumers in an omnichannel approach. A well-designed immersive campaign can encourage people to visit a store, try something new or complete an online purchase. By adding exclusive gifts or content, the customer experience becomes even more engaging.

Cosmetics brands can therefore:

• Offer mini-games accessible on mobile devices with rewards to be collected in-store
• Create a gamified discovery tail to showcase a new range or limited edition,
• Focus on short but dynamic campaigns to generate a spike in traffic over a few days.

Example: Sephora summer campaign

For six days, Sephora rolled out a gamified mobile activation to boost its summer sales. The experience, accessible via the app, offered participants the chance to win in-store discount vouchers. This 100% win-win format not only stimulated purchases, but also enabled the recruitment of qualifed opt-in leads, while strenghtening the use of the Sephora app as a loyalty channel.

2. Ambassadors program to activate the community

Example : Typology

French brand Typology has set up a program of micro-influencers and ambassadors among its loyal customers. These profiles are invited to test products in advance, give their opinions and share their experiences on social media. This engagement strategy is based on proximity, authenticity and recommendations, which strengthens the brand’s credibility and promotes high-quality UGC.

3. Interactive loyalty programs

Traditional loyalty programs are often uninspiring. By incorporating interactive mechanics, we transform loyalty into a truly fun experience. The resulte: increased engagement, better retention and active promotion of customer loyalty.

Example: Galeries Lafayette uses gamification to encourage customers in its program to make repeat purchases from the retailer. Members of the loyalty program must enter a code received after purchase (by email) to access an exclusive game and try to win gift vouchers.

Conclusion

In a sector as dynamic as cosmetics marketing, standing out requires a strong brand, engaging campaigns and lasting customer relationships. Gamification is emerging as a powerful lever for boosting visibility and sales. To take things further, discover the interactive activations in the Adictiz catalogue and transform your beauty campaigns.

Black Friday is an essential highlight in the brand marketing calendar. Every year, more than 70% of consumers say they make purchases on this occasion, taking advantage of the exceptional promotions offered by retailers.

Imported from the United States this trade festival is becoming increasingly popular in France and abroad..
Il est donc très pertinent pour les marques de se positionner sur ce temps fort et de créer une stratégie marketing Black Friday efficace, qui leur permettra de recruter et convertir de nouveaux clients.

In this article, we take a look back at the main issues that companies need to prepare for in order to succeed with their Black Friday marketing campaigns. We also share some effective and original ideas to boost sales and prepare offers for the festive season.

SUMMARY

• The marketing challenges of Black Friday
• 3 marketing campaign ideas to boost sales during Black Friday

Black Friday is no ordinary trade fair. It offers companies a unique opportunity to hire new prospects and re-engage their existing customers (in the same way as sales). But the special feature of the Black Friday is that is takes place at a particularly strategic time of year.

It is indeed the last weekend of november the final stretch before Christmas shopping. Generally speaking, the 4th quarter of the year (the months of October/November/September) is a strategic time for companies, who generate 20 to 30% of their annual sales during this period.

Black Friday’s marketing challenges are therefore unique and brands have the opportunity to implement a strategy that will enable them to target the following four marketing objectives.

Stand out from the competition

An increasing number of companies are offering Black Friday deals. Brands must therefore redouble their efforts to make their campaign visible to their target audience

To capture attention, they won’t be able to rely solely on exceptional discounts (if they want to control the ROI of their Black Frday campaign). They’ll have to rely on other levers of visibility, such as originality and interactivity. Companies can set themselves apart by organizing a marketing competition, for example.

Engaging consumers at the right time

Brands are tending to communicate their Black Friday offers earlier and earlier. By spacing out their marketing campaign over several days, or even weeks, they can create a teasing effect and better manage consumer expectations .

Its also an effective approach to staying top of mind the big dayand guide shoppers more effectively towards the offers/products that best meet their expectations. The key is to strike the right balance to avoid advertising fatigue (and audience fatigue) by offering a variety of advertising formats that maintain engagement right through to Black Friday. A multi-channel approach will also be essential to reach consumers wherever they are.

Propose relevant offers based on customer preferences

To convert, Black Friday marketing campaigns can’t just play on discount percentages. They can also precisely target consumers’ product preferences, offering them a recommendation of items or services they are more likely to want to buy.

This means collecting, in advance of Black Friday, relevant customer data on favorite product categories, but also on the marketing channels, payment methods and delivery options that buyers intend to prioritize. To achieve this, brands can rely on marketing games such as Battle or Gift Finder.

Collect opt-ins and build loyalty to boost repeat purchases

As we’ve already mentioned, Black Friday is the start of a particularly intense period for consumers..
La fête commerciale se déroule en effet juste avant le Cyber Monday (qui a lieu le lundi suivant) et Noël.

To boost sales throughout this period, it’s very important that brands take advantage of Black Friday to collect opt-ins. Black Friday marketing formats can be used to this end (via a simple opt-in form, for example).

Brands can also take advantage of this opportunity to continue collecting customer preference (with a survey or swiper, for example), to optimize future campaigns. They can also encourage engaged prospects to create a customer account or download their application to boost their re-purchase rate for the rest of the year.

Gamification is a relevant lever for meeting the challenges of a Black Friday marketing strategy.

Depending on the brand’s objectives, these interactive and entertaining formats can help to achieve the following goals:

• Recruit qualified leads and optins to develop your customer database;
• Engage existing customers using games to showcase products and support promotions
• Increase sales by encouraging consumers to make a purchase in-store or on the e-commerce site.

1. Recruter des leads avec un instant gagnant

Simple mechanics such as Instants Gagnants are ideal for recruiting new leads and collecting optin. before or during Black Friday. Red By SNCF, for example, relied on the One-armed Bandit to boost the visibility of its Black Friday campaign.

The very simple principle of the game (aligning three identical patterns to unlock a gift or discount) is indeed perfect for engaging a wide audience. Prospects are also attracted by the prospect of finding out immediately whether they’ve won a reward or not.

What’s more, the interactive, fun aspect of this Black Friday marketing campaign helped the operator stand out at this particularly busy time of year.

2. Engage your community during Black Friday with a Shopping List

To engage existing customers during Black Friday, brands can rely on gamification mechanics highlighting their products. The idea here is to discover its offer in a fun way, the aim is also to collect customer preferences in order to offer more targeted product recommendations. The challenge is also to offer attractive prizes that capture the audience’s attention and make them want to participate.

Git, for example, offered its community the chance to win an exceptional basket made up exclusively of items that participants had already selected using a shopping list..
Pendant toute la semaine précédant le Black Friday, les acheteurs pouvaient ainsi tenter leur chance et remporter leur wishlist au tirage au sort.

3. Boost Black Friday sales with coupons

For Black Friday marketing campaigns to bear fruit, brands need to find effective levers to redirect their audience to their website (or in-store for a drive-to-store campaign).

Oui SNCF, for example, took advantage of its Black Friday gamification campaign (a one-armed bandit) to distribute 15-euro e-coupons. Participants could then win a voucher, to be used on the company’s website or app for their next booking.

With more than 2K clicks driven to its site, Oui SNCF boosted sales over the period..
Mais en plus de générer du CA pour le Black Friday, l’entreprise en a aussi profité pour collecter des adresses emails et des optins afin d’enrichir son CRM.

Conclusion

Gamification is one of the most effective strategies for creating an impactful marketing campaign. By choosing a playful, interactive mechanism to animate your audience, you can not only present your discounts more effectively, but also significantly boost your sales. Discover our catalog of playable formats to boost your Black Friday marketing strategy.

In an increasingly competitive environment, it is becoming more and more difficult for companies to attract and retain new customers. Traditional marketing and advertising methods are no longer as effective, so brands need to think outside the box to stand out from the crowd.

Gamification is an innovative approach to attracting new customers. This strategy involves incorporating playful elements (from the world of video games, for example) into a marketing campaign to capture the attention and engage the audience.

By making the brand experience more fun and interactive, marketing games can help companies win over new consumers. In this article, we share examples and practical advice at 4 different stages of the customer journey:

• Lead generation ;
• Brand awareness ;
• Conversion ;
• Creating a customer account.

SUMMARY

• 1. Generate new leads with marketing games
• 2. Using gamification to develop brand awareness and recall
• 3. Gamification to increase your conversion rate
• 4. Using gamification to boost account creation

Identifying and engaging potential customers is the first step in the sales pipeline of a company. The company needs to determine the audience it wants to reach (i.e. the customers most likely to be interested in what it has to offer) and develop a relevant strategy to attract their attention.

The organisation can use a mix of several marketing levers such as content marketing and search engine optimisation (SEO). Or social media marketing by sharing entertaining content on social networks.

Lead gen will then involve encouraging these prospects to interact with the brand, by giving them an email address to which it can send them personalised emails.The marketing game is a particularly interesting tool for collecting the contact details of new leads. The promise of a reward (such as a discount voucher offered via an instant win) will encourage consumers to fill in a lead generation form.

Which marketing game to use to generate leads?

At this stage in the sales funnel, when the consumer is not yet familiar with the brand, the key is to capture their attention through a simple mechanism that requires little commitment.

The company can therefore bet on a winning moment like a wheel of fortune. Le prospect pourra y accéder après avoir partagé son adresse mail, par exemple. Cette action créera automatiquement un profil de prospect sur la plateforme de gestion de la relation client (CRM) de l’entreprise

The participant will know instantly after launching the game whether they have won a prize or not. By focusing on a prize that encourages people to buy (such as a discount or an attractive prize), it will be easier for the company to convert this new prospect into a customer.

The choice of distribution channel is also important. For lead generation, companies can rely on social networks, which allow them to reach a wider audience. Spreading the campaign on social networks is therefore vital for reaching a large audience. The brand can also give participants the chance to maximise their chances of winning by sharing the marketing game, thereby making the campaign go viral.

To attract new customers, companies also need to raise their profile with their target audience. Gamification is an excellent way of achieving this objective and making your brand more easily recognisable. Marketing games can be used to create a memorable and differentiating brand experience.

Gamification generates commitment by making each piece of marketing content interactive. Prospects can interact with the brand via a fun mechanism which, as well as entertaining them, potentially allows them to unlock advantages or benefits. attractive endowments.

But gamified marketing campaigns are also more effective in terms of receptiveness and memorability of commercial messages. In fact, gamification is already used in a learning context (known as edutainment) because it increases retention of new information.

By transforming the consumer into a player in the marketing game, the company enables them to become more actively involved in the content that she shares with him. This commitment strengthens attention and enables the information shared to be mobilised in concrete situations (such as a memory or a quiz, for example).

Gamification therefore enables marketers to educate and inform people about the brand, its products or services.

Which marketing game to use to boost brand awareness

The Memory is a very popular memory game that involves finding pairs of identical cards from a set of face-down cards. The game is entirely customisable. Companies can therefore use it to promote a new product or service. They can personalise the cards according to their graphic charter and the offers and products they wish to promote, for example. Participants will discover it in a more entertaining way, increasing their memory of its characteristics and advantages.

Another option: the puzzle, which involves reconstructing a brand logo or product image.

The next step is to turn these new prospects into customers Here again, gamification enables companies to increase their conversion rates.

As we have seen, marketing games are highly effective tools for collecting customer data. L’entreprise peut s’en servir non seulement pour obtenir les coordonnées de ses prospects. Mais elle peut aussi mobiliser des formats interactifs (comme the swiper or a form for choosing your favourite product) to identify the preferences of their audience. This customer knowledge will then enable them to retarget their prospects with personalised content that is more likely to convert.

But gamification can also provide prospects with incentives encouraging them to carry out a specific action (in this case, completing a purchase). Through a competition or instant win, the company will give its audience the chance to win discount vouchers or other benefits (such as free delivery). To take advantage of this, participants will be redirected to the company’s website or invited to visit its physical points of sale.

Which marketing game to use to increase your conversion rate

Competitions are a highly effective way of converting new prospects. The brand can offer prizes that are likely to generate a sale (such as a discount or voucher). It can also make these rewards time-limited to generate a sense of urgency that will encourage consumers to take advantage of them before it’s too late.

Finally, gamification can be used to encourage customers to create an account. As with a loyalty programme, the customer account enables the company to strengthen the relationship with the consumer by offering a series of benefits:

• product previews,
• faster, simpler ordering ;
• vouchers after accumulating a certain number of points.

For them, it’s an opportunity to have a direct channel of communication with their customers. Elle pourra par ce biais réactiver ces derniers avec des recommandations de produits personnalisés, des offres exclusives, etc.

In addition to the benefits offered, brands can encourage the creation of customer accounts thanks to a marketing game. To access the interactive animation, participants will need to create an account.

Which marketing game to encourage the creation of a customer account

To boost the creation of customer accounts, the Ouest France media distributed an Advent calendar . Ce format très populaire en période de fêtes de fin d’année a permis à l’entreprise de capter l’attention de plus de 81K personnes. Only participants with an account could access the game and hope to win attractive prizes (holidays, high-tech equipment, vouchers, etc.).

Conclusion

Gamification is therefore a powerful lever for attracting new customers. From lead generation to increasing brand awareness, not forgetting conversion and loyalty, marketing games make it possible to capture and engage your audience. Discover our interactive game mechanics to reach and convert a wider audience.

If you’re looking to raise awareness of your brand while increasing sales and expanding your audience, co-branding is a relevant marketing strategy. Partnerships are an excellent way of reaching a wider audience.

By teaming up strategically with other brands, companies can broaden their commercial offering and capitalise on their partner’s visibility to boost their own brand awareness.

Co-branding has many advantages. But it is important to master this marketing strategy well before taking the plunge, to avoid associating your image with a brand that is not aligned with your values or that does not address a strategic market for your company.

In this article, we share with you some practical tips for increasing your target audience through a co-branding campaign.

SUMMARY

• What is co-branding?
• What are the advantages of co-branding for a company?
• Boosting the effectiveness of a co-branding campaign through gamification
• 4 tips for a successful co-branding campaign

Co-branding, or brand partnership, is a marketing strategy that involves teaming up with another brand to promote or co-create a product or a service. This does not mean simply associating the names of two brands on an item. A co-branding partnership combines the resources, identities and stories of each partner to create an exclusive offering.

Co-branding means sharing resources and expertise, but also sharing your community of clients. The aim is for each partner to benefit from the strategic advantages of the other. This may involve a wider audience in general, or a new market that the company wishes to conquer in particular. But co-branding can also facilitate the transfer of technology and know-how.

Co-branding offers a number of advantages for all the partners involved. This type of partnership enables each player to benefit from the strengths of the other company, particularly in terms of :

• Reaching a wider audience. Brand partnerships enable companies to increase the exposure of their brand to their partner’s customers. A co-branding campaign can be broadcast across both companies’ communication channels (physical and digital).
• Engage a new audience and increase sales. Consumers are more likely to trust recommendations from a brand they know well and have been buying from for several years.
• Boost brand awareness and credibility. Establishing a brand partnership with a recognised player allows the company to strengthen its own credibility not only with its current audience, but also with its target audience. For example, a street-wear brand teaming up with a luxury brand will significantly upgrade its brand image. Its products will be perceived (by its community and high-end customers) as being of higher quality. This could lead to an increase in pricing, and therefore profitability.
• Reduce the risks and costs of a marketing campaign. Developing a new product or service, entering a new market or launching a new activity can be risky for a company. Joining forces with a brand that is already present in this market or that has long experience in this new vertical reduces the commercial risks. All the more so since, as we have seen, this type of partnership involves pooling resources. The companies will therefore be pooling their costs, which reduces the budget they would have to invest in this new project.

The aim of a co-branding campaign is therefore to increase an audience, or even to develop a new audience (with a persona not previously targeted by the company).

This marketing strategy in itself makes it possible to achieve this objective by multiplying the communication channels. Indeed, the campaign can be disseminated by both partners (publication on social networks, emailing, display format on their respective websites or in their physical shops, etc.).

However, partners can boost the effectiveness of their co-branding strategy by making their marketing campaign fun and interactive through gamification.

By integrating interactivity into their co-branding campaign, the two partner brands can more easily capture the attention of their respective communities and engage their customers. The fun mechanics of the game and the chance to win a reward will set them apart from other promotional content.

The marketing game can be used to help people discover the co-created product in a more entertaining way (via a quizIt can also tease its launch and optimise consumer expectations by offering them the chance to win free products via a competition or instant win (scratch cards, one-armed bandit). Le jeu permet aussi de faire gagner un produit de la marque partenaire pour booster la notoriété de celle-ci en s’appuyant sur la première.

Examples of gamified co-branding campaigns

The famous drinks brand Coca Cola is a master of the art of co-branding. The company uses this strategy to develop its audience and increase sales.

For example, it has teamed up with fruit juice brand Capri Sun to convert new customers. Its co-branded game campaign incorporated a proof-of-purchase mechanism into its prize draw form in order to boost its conversion rate and increase sales. In addition to the co-branded aspect of the campaign, the choice of an attractive prize (an iPhone) helped convert more than 5,000 visitors.

Coca-Cola has also developed a co-branding marketing campaign with energy drink brand Monster. Here again, the mechanic used was to upload a proof of purchase to access the game in order to generate more sales. As the two brands’ universes are more similar, this campaign had a participation rate of 75% and over 1,000 visits.

Before embarking on co-branding, it is important to consider the right factors to choose a relevant partner that will enable the brand to achieve its objectives.

• Target markets. The most important thing is to make sure that your target audience and that of the brand with which you are planning to partner overlap. The partnership will not work if the companies are both targeting extremely different audiences or, conversely, if they are too similar.
• Brand image. The personalities and worlds of the two brands must be compatible. The partners must share common and complementary values, at the risk of losing or alienating their community.
• Market needs. A co-branding campaign must also respond, to a certain extent, to a market need. This partnership can enable the brand to address a need of its audience that it has not yet met.
• Adapting the mechanics of your marketing game to the challenges of co-branding. In particular, this means choosing a prize that reflects the two brand universes. It also means announcing the winners on their respective channels, or providing an opt-in for the partner brand, etc.

Once the company has found the right partner, it is crucial to define everyone’s roles and responsibilities in the roll-out of the co-branding campaign. To achieve this, it is important to be able to count on a reliable and transparent partner who will contribute equally to the project.

Conclusion

Gamification is an excellent way of boosting the impact of a co-branding campaign. It will boost your brand’s reputation and its ability to develop a new audience. Discover our interactive competition mechanics to make your campaigns even more engaging and convert these new prospects more effectively!