Influencer marketing campaign: the example of Celio

Influencer marketing campaign: the example of Celio

It cannot be repeated often enough: social networks have completely transformed the way brands communicate. Influencer marketing is adapting to these new codes and is now focusing on levers such as gamification, interactivity and influence.

The brands that come out on top are those that take advantage of these levers to create highly engaging campaigns. This is particularly true of Celio, the men’s ready-to-wear brand.

In the run-up to Father’s Day 2023, Celio has organised a campaign which combines all the ingredients we’ve just mentioned. La caisse des Pères combines gamification, interactivity and influencer marketing in collaboration with content creator GMK.


Launched via our gamified marketing platform, this article takes you behind the scenes of an example of an original and effective competition. You’ll also find some best practices for launching your own marketing campaign.

La caisse des Pères: a perfect example of an influencer marketing campaign

To celebrate Father’s Day and promote its collection of t-shirts created for the occasion, Célio opted for a marketing game. The principle was simple: participants had to :

For the version of the competition on the Celio website (and not on social networks), participants had to fill in a form.. In-store, the brand’s customers could simply scan a QR code to go straight to the entry form.

influencer marketing game competition campaign

The prize for this no-obligation competition is a second-hand (77,990km) 2017 Audi RS6 avant performance 605, registered in France and with a street value of €81,900.

And the results are in: in just 3 days, 780,000 people signed up for the competition and Celio’s Instagram account registered over 800,000 new followers! It’s an excellent example of an original marketing campaign that results in an unprecedented boost in visibility and engagement!

Marketing game mechanisms to borrow from Celio

If Celio’s competition has had such a huge impact, it’s not just because the brand is serious about Father’s Day and has pulled out all the stops for the occasion, as it explains in its press release.

Above all, it’s because it has a good understanding of gamification mechanisms to apply to your marketing campaign. you can take inspiration from this by following the best practices that have been applied for this marketing game.

Choosing the right prize

The success of a competition depends above all on the appeal of the prize. In the case of Celio, the brand had put a car up for grabs, presented as every father’s dream car. Valued at over €80,000, the prize is very tempting indeed.

What’s more, to maximise the impact of its marketing campaign, the brand teamed up with an influencer specialising in sports cars. The community that was redirected to Celio’s competition was obviously very interested in the chance to win an Audi.

Simple (for participants) and effective (for the brand) participation conditions

As mentioned above, the Celio competition was open to everyone, with no obligation to buy. So you didn’t have to buy anything from the brand to win the car. Celio is thus considerably widening its audience and proving its generosity (since in exchange for such a gift, it expects nothing more than a little strength on the networks or the sharing of personal data).

In addition to its marketing campaign on Instagram, Celio also ran its competition on its website via a simple form to fill in. This was an effective strategy, as it was easier for the brand to implement, while at the same time allowing it to naturally redirect participants to its site (and thus encourage them to place an order on its online shop).

So it kills two birds with one stone and collects more :

  • visibility and engagement on its social networks;
  • traffic to your website and therefore potential sales in your shop.

A multi-channel competition for even greater impact

In addition to the very accessible participation conditions, Celio succeeded in multiplying the impact of its marketing campaign by launching it across several channels. Audiences could participate via social networks, directly on the brand’s website, and also in-store by scanning a QR code to access the form.

This multi-channel strategy makes it possible to reach a larger number of potential participants. It also helps you to achieve a number of different objectives: gather data on your target audience, boost sales, increase your profile on social networks and expand your audience.

Influencer marketing: an effective lever for your marketing games?

The great strength of Celio’s original competition was also its partnership with an influencer. As already mentioned, GMK is a particularly good choice because its community is naturally interested in the prize, and therefore more likely to take part.

But above all, with almost 4 million followers on Instagram, Celio is considerably increasing the reach of its marketing campaign among an audience of young men who are a good match for its buyer persona.

The partnership with GMK was not limited to announcing the marketing game, as the influencer regularly posted updates on the random drawing and the discovery of the car by the winner and his father. Celio has perfectly understood how to maximise the impact of influencer marketing.

influencer marketing

The brand is banking on a privileged, long-term partnership with the content creator. And she’s taking advantage of GMK’s publications to tease a new competition in the near future to win another car!

Want to launch your own gamified marketing campaign? Discover our solutions for creating a marketing campaign as powerful as Celio’s.

4 AdTech trends to incorporate into your marketing strategy

4 AdTech trends to incorporate into your marketing strategy

La manière dont nous communiquons en ligne ne cesse d’évoluer, notamment avec l’usage de l’AdTech. Cela vaut pour les particuliers et pour les marques, qui doivent s’adapter aux nouveaux canaux et stratégies marketing pour garder une longueur d’avance sur leurs concurrentes.

En quelques années, nous sommes passés des encarts publicitaires télévisés ultra scriptés à des campagnes marketing natives sur les réseaux sociaux, créées et portées par les consommateurs. Les marques adoptent ainsi une communication authentique et engageante en misant sur des leviers comme les jeux marketing, les challenges sur les réseaux sociaux ou encore l’UGC.

Ces stratégies marketing repose sur l’usage des nouvelles technologies publicitaires, que l’on appellent aussi AdTech. Quelles sont les tendances fortes pour optimiser la manière dont votre entreprise communique avec son audience ? Comment les intégrer à votre calendrier marketing ? Nous répondons à toutes vos questions !

What is AdTech?

Le concept d’Adtech fait référence à un éventail de technologies et solutions qui permettent à votre marque de créer et diffuser ses campagnes publicitaires. Il peut s’agir de logiciels ou de plateformes SaaS offrant différentes fonctionnalités. Mais encore d’outils plus ciblés qui se concentrent sur la personnalisation, le ciblage, ou le monitoring de vos publicités digitales.

Un très bon exemple d’AdTech est le système de header bidding. Il s’agit d’un programme informatique qui permet de gérer les enchères et de fixer le prix le plus juste entre la régie publicitaire (par exemple Google ou TikTok) et l’annonceur (comme votre marque).

4 tendances AdTech à surveiller en 2023

Le monde des AdTech évolue à vitesse grand V. Pour booster la visibilité de votre marque et maximiser son taux d’acquisition, il est crucial de garder un œil sur les nouvelles technologies publicitaires à intégrer à votre stratégie.

Voici les tendances fortes à surveiller en 2023 :

Advertising programming

La programmation publicitaire (ou programmatic advertising) consiste à automatiser l’achat et la vente d’espace publicitaire sur un large spectre de canaux de diffusion. Mais aussi pour un large choix de format display (y compris les annonces display responsive, qui s’adaptent à l’appareil de l’utilisateur).

Cette technologie permet à votre entreprise d’allouer son budget efficacement et de s’assurer que ses campagnes aboutissent au résultat attendu (nombre de clic, taux de conversion, etc.)

La programmation publicitaire devrait continuer à connaître une forte croissance ces prochaines années. En 2019, plus de 86 % des dépenses publicitaires display ont été programmées. Ce pourcentage dépassera les 91 % en 2023.

Artificial Intelligence and AdTech

L’IA prend de plus en plus de place dans le secteur de l’AdTech. Elle permet d’optimiser la segmentation, d’affiner le ciblage ou encore de personnaliser votre message en fonction des comportements de chaque consommateur.

Netflix utilise par exemple l’intelligence artificielle pour définir automatiquement parmi plusieurs choix de vignettes celle qui a le plus de chances de pousser ses utilisateurs à regarder un film ou une série.

Mobile-first advertising solutions

Les annonceurs reconnaissent de plus en plus l’importance de répondre aux besoins des consommateurs qui utilisent principalement leur mobile pour se connecter à Internet. Les entreprises de l’AD Tech développent donc des formats et stratégies spécifiques aux mobiles, notamment la publicité intégrée aux applications.

The gamification boom in AdTech

L’AdTech est de plus en plus liée au gaming en ligne. Cette connexion se fait à tous les niveaux. On assiste à un véritable boom de la publicité native dans les jeux, en particulier dans les applications de jeu gratuites. Les utilisateurs sont invités à visionner une publicité avant de pouvoir commencer ou continuer leur partie. Cette pratique est de plus en plus populaire, notamment pour les applications partenaires de la plateforme de streaming Twitch.

En parallèle, les publicités intègrent une dynamique de gamification. Les consommateurs étant exposés chaque jour à plus de 1 200 publicités, ils ont développé une forme de banner blindness (soit le fait d’ignorer les informations partagées dans les bannières publicitaires classiques).

Pour gagner la bataille de l’attention, les marques ont donc dû inventer de nouveaux formats, plus ludiques. C’est dans ce contexte que sont apparus les Playables Ads (soit littéralement la publicité jouable). Ces formats display interactifs sont en effet idéaux pour donner de la visibilité aux campagnes, renforcer les performances publicitaires et améliorer la notoriété d’une marque.

Concrètement, la playable ad est donc un mini-jeu qui va s’exécuter pendant quelques secondes. Ce format est devenu si populaire qu’il ne se limite aujourd’hui plus aux applications de jeu mais aussi aux marques généralistes. Elles peuvent ainsi capter l’attention et engager leurs prospects à travers un jeu marketing.

The benefits of Playable Ads for your brand

The Playable ads advertising format offers your brand a number of advantages. The first is to capture the attention and boost the acquisition of your targets by offering them unique and entertaining content.

In the world of gaming, playable advertising is a bit like the interactive trailer for your mobile application. But for a brand in another sector, such as beauty, telecoms or sport, this gamified format is an extension of your game marketing strategy.

Your playable ad allows you to promote a new product or service by letting players discover it in an immersive virtual environment.

Playables ads help you to achieve several objectives:

  • Brand awareness: by raising awareness of your offer and demonstrating its added value;
  • Engagement: by encouraging users to interact with your brand. Playable ads attract 47% more attention than traditional video ads.
  • Conversion: by boosting traffic to your application or website.
  • Qualification: by gathering insights that will enable you to capitalise on consumer preferences.

Examples of interactive and playable displays

When it comes to gamification scenarios, you’re spoilt for choice. Memory, Battle, Swiper or Rattrape-Tout. Your brand can draw inspiration from different game mechanisms depending on the product to be promoted and its target audience.

Annonces jouables memory red sfr

To give you an example of a promotional campaign in the form of Playable ads, RED by SFR recently used the Memory game mechanic to present its range of packages. The interactive format makes the advertising more engaging. But the very nature of the game also encourages better retention of the information presented (and in particular the value delivered by the company).

Conclusion

The new advertising technologies (or AdTech) enable your brand to meet its key marketing challenges and stand out from the competition. Your ability to create unique interactive experiences will be a powerful lever for attracting and converting new customers, as well as gathering and activating valuable insights into your market. Discover our turnkey solutions for creating your Playable ads or opt for customised support for your next campaigns.

How to create an online Wheel of Fortune?

How to create an online Wheel of Fortune?

The Wheel of Fortune is a popular game mechanic. It’s known from numerous television game shows.
With an easily identifiable visual, simple rules and the chance to win attractive prizes, it’s an attractive experience. For the same reasons, it’s an interesting lever for bradns wishing to use gamification to make their communication interactive.

In this article, we offer you a guide to creating an online Wheel of Fortune and maximise its impact. Step by step, we’ll look at how to configure the game and make it an effective tool for recruiting, engaging and retaining customers!

Presentation of the Wheel of Fortune mechanism

Wheel of Fortune is a game mechanic belonging to the instant win family. Where participants know immediately whether they have won or not (unlike a game with a draw) as wekk as the nature of their reward.

The principle is simple: users are invited to spin a wheel to find out if they have won. Which is ideal for capturing attention and maximising your brand’s recruitment objectives.

The Wheel of Fortune is divided into severak suqares, on which the cursor can stop, sealing the participant’s fate. Each box can be associated with a game prize (a percentage discount or a gift voucher amount).


This personalisation enables retailers to offer their audience a game experience that captures their brand universe and engages their target audience. Participants are more inclined to play the game. They can find out what they have won, creating anticipation that reinforces their commitment.

What are the objectives of this marketing game?

The online Wheel of Fortune is an ideal marketing game mechanic for :

Rapidly recruit new users

As we’ve already mentioned, it’s a popular and identifiable game. It captures the attention of users. The fact that it is an instant win reinforces the appeal of the mechanics and encourages participation. Participants can be invited to share the campaign, increasing its reach and helping to recruit new leads. This instant-win mechanism is therefore an effective way of boosting brand awareness.

Example: Lindt ran a Wheel of Fortune on its social networks to recruit opt-in leads and promote its products. The campaign exceeded 15,000 leads, with an opt-in rate of 62%.

Lindt - online wheel of fortune
Lindt - mobile wheel

Engage your audience and immerser them in your bradn universe

The customisable configuration of the online Wheel of Fortune means that it can be adapted to your brand universe. Brands can create a unique game experience that reflects not only their aesthetics, but also their values. What’s more, the mechanic can be distributed across a variety of channels (a website, mobile application or social networks).

Example:
Showroom Privé’s French Days campaign took the form of a Wheel of Fortune.

Showroomprivé - online wheel of Chance
ShowRoom Privé - French Days campaign

Boost your retention rate by rewarding customers for their loyalty

Finally, the Wheel of Chance is ideal for rewarding customers and ecouraging them to buy again. The game can be shared post-purchase (
directly at the checkout via an interactive terminal
or following an online order). Access may be restricted to a VIP program (via a gatecode
). In both cases, the Wheel of Fortune can be used to strengthen brand loyalty by distributing benefits (gifts) or incentives to buy again (discount coupons).

Example:
Del Arte’s 40th birthday campaign aimed to promote the brand’s anniversary through a Wheel of Fortune. Designed to generate in-store traffic, it enabled the company to record over 4k clicks to the loyalty program.

Del Arte - online wheel of fortune
Del Arte - birthday campaign

How to create an online Wheel of Fortune?

Now let’s get down to the nitty-gritty, with the steps you need to follow to create and distribute an online Wheel of Fortune

1. Set up the player’s route

Once the Wheel of Fortune mechanic has been selected, the first step is to configure the route for future players. As the game can include several stages, depending on the brand’s need and objectives:

  • The entry form for capturing customer data;
  • The Wheel of Fortune itself;
  • The result page: Win or Lose – unless the store opts for a 100% winning game;
  • The page already played (if players can only try their luck once) ;
  • The campaign end page (which may allow the brand to redirect participants to a landing page, for example);

You can also add a home page (to hare the rules of the games or give a bit of context about the campaign) and a teaser page.

2. Customise your marketing game

before configuring the campaign, the bradn will nedd to create the graphic elements
to personalise the experience. On Adictiz, you can import your visual for the wheel, define the colour of the cursor or adjust the alignment of the boxes. The options settings allow you to configure the loading bar or customise the animation of the result box.

The idea is to create an immersive experience by choosing visuals and colours that reflect the world of the brand.

3. Configuring the mechanics of the Wheel of Fortune

Depending on the objectives it has set itself, the company will then be able to configure its winning moment down to the smallest detail, and in particular choose :

  • The numbers of particpants (per day, week, month or campaign and per user). We recommend that you allow players 1 participation per day to encourage them to return to the campaign on a regular basis, while ensuring that it remains profitable;
  • The number of squares on the wheel, depending, ofr example, on the number of prizes. A minimum of one “Lost” box is mandatory on the Wheel of Fortune.
  • The uniqueness of the winners
    The option allows you to choose the number of prizes that the same user can potentially win on the campaign. If the company chooses the “No Uniqueness” option, each player can potentially win several prizes.

The results pages (winner and loser) will be displayed instantly once the wheel has stopped.

4. Choose the prizes

To work, the Wheel of Chance must offer attractive prizes (linked to the brand’s universe of the highlight of the event).
This mechanism makes it possible to
award prizes
for each square of the wheel. Users will discover their gift when the cursos stops on a square.

5. Test and adapt the mechanics to all channels

Before boradcasting your campaign, it is crucial to test it both on the desktop (for computer users) and on mobile (to check how it displays on a smaller screen).
To enhance the experience for mobile players, we recommend that you place the “Play’ button above the wheel.

6. Boost the visibility of your campaign

Once the Desktop and Mobile versions have been finalised and tested, all that’s left to do is distribute them.Here you need to think about :

  • Choosing the right channels to reach your audience and achieve your objectives;
  • Boost the reach of your campaign with a teasing effort, but also with appropriate levers (such as an Ads campaign on social networks or a personalised emailing suite).

Conclusion

Would you like to recruit new customers by creating an online Wheel of Fortune? The Adictiz platform allows you to configure each stage of your campaign and, if necessary, provides support from the creation of your visuals to the configuration of your mechanics and the media coverage of your marketing game!

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

Gamification for the employer brand

Gamification for the employer brand

These days, it’s increasingly difficult to find qualified profiles to strengthen your teams, but also to retain talent within your company. It is therefore crucial for organisations to strengthen their employer brand, not only to boost their attractiveness to candidates, but also to better engage and retain their employees.

Gamification is a tool that can help create a strong employer brand, at every stage of the employee experience. In this article, we share with you some best practices and concrete use cases for gamifying your employer brand and responding to the HR challenges you are currently facing.

What is an employer brand?

Simply put, employer branding is the way companies present themselves to their employees. While a company’s brand image is primarily designed for and communicated to its customers, its employer brand is also aimed at its employees and the talented people who might consider joining its teams.

It is therefore an organisation’s unique value proposition
as a recruiter and an employer. An employer brand includes a range of very tangible elements, such as the conditions and benefits that the company offers its employees (salary policy, financial and intangible bonuses, etc.). But it also includes more intangible elements, such as the company culture, the values espoused by the organisation and its employees, the career prospects for both the company and its employees, etc.

The employer brand is also built around the image that the company conveys through different
communication tools (career page, LinkedIn profile, presence at trade fairs). But it is also co-constructed by all employees, past, present and future. This involves feedback that they share via their own networks or with a wider audience (on a site such as Glassdoor, for example, but also via their LinkedIn profile, etc.)

Why consolidate your employer brand?

The employer brand is a key element in a company’s ability to grow in the long term. The stronger the employer brand, the more likely it will be to attract, engage and retain the best performers in its teams.

Building your employer brand means you can :

  • Optimise your talent acquisition strategy. The employer brand helps to attract, engage and retain the most talented people. Not only will talent be more likely to apply to a company that enjoys a good reputation as an employer. But they will also be more motivated to give their best to the organisation and will tend to see themselves as long-term employees.

  • Ensure its financial stability. Recruitment is a major expense for companies. In the same way, high staff turnover and positions left vacant for too long can have a negative impact on an organisation’s profitability. The ability to attract and retain the best talent is therefore crucial to productivity and growth.

  • Consolidate your brand image. A company’s ability to offer its employees good working conditions is just as important to its customers. Consumers value responsible brands that respect people, starting with their employees.

Why gamify your employer brand?

Gamification, or the introduction of playful elements into a context not traditionally associated with games, is an excellent way of consolidating your employer brand. Here are 3 concrete steps (awareness, acquisition and retention) where this strategy can be a winner.

1. Gamification to develop an attractive employer brand

In the same way that gamification can be used by brands to raise their profile with potential customers, it is also an excellent way of capturing and retaining the attention of talented people. By introducing playful elements into its communication materials, a company can communicate more effectively with candidates and convey its values and messages in an impactful way.

Gamification offers a multitude of mechanisms for conveying information to your target audience, via an interactive quiz, for example. An interactive approach ensures that your audience will pay closer attention and retain the message better.

For example, many talented young people want to work for companies that share their values. Gamification can be used to communicating and reinforcing the employer’s unique value proposition with candidates. By opting for a Quiz or a Battle, the organisation can communicate its commitments (on work-life balance, sustainable development, diversity and inclusiveness) in a fun and memorable way.

2. Gamification to optimise your recruitment process

Gaming can also enable employers to break traditional recruitment codes. For example, organisations can attract talent by sharing gamified job offers. Instead of listing the requirements and tasks of the position to be filled, companies can use gamification to create immersive offers that highlight their internal culture and values.

By offering a personality test, recruiters can share their expectations in an original way and filter more effectively the profiles that do and don’t suit them. As well as simply standing out from the crowd, gamification is also a profitable strategy for optimising the candidate selection process. Companies can use interactive and fun formats to more effectively identify profiles that match their needs, for example through gamified assessments.

Rather than relying solely on traditional methods (such as tests or job interviews), the organisation can also offer immersive experiences (role-playing, interactive investigations such as escape games). Combined with traditional assessment tools, these enable us to measure candidates’ potential in action more accurately. But they can also be used to assess less tangible skills (such as soft skills like teamwork, empathy, creativity, etc.).

Example: The Bizzbee video competition

The Bizzbee brand proposed a simple challenge: submit your application on video, as originally as possible, and post it on the social networks to gather as many votes as possible from the Bizzbee community. The prize was a CM internship in the social media team and a great atmosphere guaranteed.

BZB challenge

3. Games as a means of engaging and motivating employees

Gamification is also a particularly effective way of engaging employees and building loyalty. In this way, employers can gamify their internal development processes, along the lines of their loyalty programmes. This system, which can include elements such as points and levels, will make it possible to offer teams greater recognition, reward them for their achievements and give them a transparent view of their career development possibilities.

Edutainment, or learning by playing, also shows the relevance of integrating gamification into vocational training.Employees gain skills while having fun, and have the feeling that they are growing with the company. But games can also be used to celebrate the organisation’s high points (anniversaries, new product launches) and to unite teams around fun experiences ( sports games, creative competitions, solidarity challenges, etc.

Example: DPD’s Catch All for the Davis Cup

DPD has set up a ‘Catch-all’ game
to engage and motivate its employees during the Davis Cup. It was a great success, with over 6,000 games played. The operation was a resounding success, with over 6,000 games played, reinforcing internal cohesion and enthusiasm around this sporting event.

DPD catch all
DPD - catch all employer brand

Conclusion

Gamifying your employer brand is an excellent way of boosting your company’s appeal and better engaging your candidates and employees. Discover
our catalogue of playful mechanisms to optimise your employer value proposition and consolidate your internal culture!

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

Online surveys: 5 examples of successful interactive campaigns

Online surveys: 5 examples of successful interactive campaigns

To offer relevant products/services and an unforgettable experience, retailers need to understand what motivates their audience. This is a challenge facing marketers.

And yet, online surveys are very simple data collection tools. In this article, we present 5 scenarios in which online surveys can make all the difference to a brand’s marketing strategy.

1. Create interactive surveys to refine your customer knowledge

Surveys provide a better understanding of customer behaviour. They help companies to gather data about their audience. They are useful for collecting product preferences or analysing purchasing habits.

The aim of the survey: To create personas and/or segment your audience.

Example of a survey: ‘What criterion counts most in your purchasing decision?’ or ‘How often do you buy X type of product?

The benefits of the survey: it allows you to adapt your offer and communication to meet the needs of your target audience.

Use case: Club Med’s ‘Which destination is right for you?’ campaign attracted a large number of visitors. The online surveys generated a flow of new leads and opt-ins, thanks in particular to the targeting of the Adictiz Ads campaign. Thanks to an optimised game path, Club Med was able to qualify these leads by collecting data such as the most liked resort.

Club med - swiper interactive polls

2. Qualify prospects with online surveys

To optimise their marketing efforts, brands need to identify leads that have a high probability of converting.

Surveys enable prospects to be filtered and segmented according to their interest in an offer or their position in the buying journey. This format therefore helps companies to identify (on the basis of the responses submitted) qualified leads. They will be able to focus their efforts on users who have a chance of making a purchase or whose average basket will be the highest.

The aim of the survey: to prioritise sales actions and personalise the approach (to improve retargeting campaigns).

Example survey: ‘What budget do you allocate to this type of product?’ or ‘What are your current challenges?’

The benefits of the survey: Rate each prospect according to their potential LifeTime Value and facilitate conversion by understanding prospects’ expectations.

Use case: Leroy Merlin’s ‘Renovation’ campaign collected leads (via the creation of customer accounts) by qualifying them. The mechanism used was a Swiper, which invited users to choose between several project proposals. Each lead was segmented according to their purchasing intentions (kitchen, bathroom, decorating preferences). The brand was able to send personalised offers tailored to the needs of the participants.

Leroy Merlin - swiper online surveys

3. Boost brand awareness via a digital survey

The survey can be used as a communication tool to increase visibility and reach a wider audience. By publishing the results of its survey, the brand positions itself as an expert and engages its community.

The aim of the survey: to create content and share useful insights.

Example of a survey: ‘70% of consumers prefer fair trade products’ (result of a study carried out by the company).

The benefits of the survey: Improve your brand image and attract the attention of the media and prospective customers by highlighting the relevance of your positioning.

Use case: The Nouvelle-Aquitaine region launched a Swiper competition to promote its landscapes to travellers from neighbouring countries. Thanks to a targeted media campaign, the operation generated a desire to discover the region. The game highlighted the diversity of its landscapes. It also helped the region to identify participants’ preferences. This made it possible to target communications at destinations that were attractive to them.

Nouvelle Aquitaine Region - swiper

4. Promote your products via online surveys

Surveys are an opportunity to promote products or services. They allow you to test concepts, functionalities or offers with the market. They can also be used to present the added value of your catalogue in a fun, interactive way.

The aim of the survey: to validate a product and promote its benefits.

Example of a survey: ‘What feature attracts you to our product?’ or ‘Would you be prepared to test this new product?’.

The benefits of surveys: Optimise product launches and encourage adoption through direct feedback.

Use case: Legrand’s Céliane campaign highlighted the products and finishes offered by the brand. The campaign was based around a Swiper game, supported by Adictiz Ads media coverage and a push opt-in stage to maximise registrations. The results reflect user interest in the brand. With more than 111,000 games played and an average of 5 games per subscriber, the campaign helped to engage the audience.

Legrand - Céliane Swiper set

5. Improve the customer experience by collecting feedback

Surveys are a way of evaluating and improving the customer experience. By soliciting feedback after an interaction or purchase, retailers can identify what is working and where improvements are needed. This could be satisfaction with a product, the quality of customer service or the efficiency of an online journey. This feedback enables data-driven decisions to be taken and an optimal customer journey to be offered.

The aim of the survey: to optimise the user experience and strengthen customer loyalty.

Example of a survey: ‘How would you rate our service? What improvements would you like to see in our product?’

The benefits of the survey : By responding to customer feedback, the company demonstrates that it is listening to them. This strengthens their commitment and loyalty by improving the quality of the offer.

Use case: McDonald’s uses surveys to improve the customer experience. Faced with a drop in sales, the chain intensified its collection of customer feedback to identify the improvements it wanted to make. The surveys revealed the relevance of offering a simplified menu and better quality ingredients. McDonald’s implemented these changes, which led to a 4.1% increase in sales.

Conclusion

Online surveys are versatile marketing tools that can be used to analyse the behaviour of your audience, qualify your prospects, enhance the appeal of your offer and boost customer loyalty. To create a truly engaging survey experience, rely on gamification. Adictiz offers you a range of fun polling techniques to suit your brand universe and strategic objectives!

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

Reinforcing corporate communication through gamification

Reinforcing corporate communication through gamification

According to a Gallup study, only 13% of employees worldwide feel involved in their work. A statistic that underlines the urgent need to improve corporate communication, both internal and external, and human interaction within organisations, particularly by adopting innovative approaches such as gamification.

Traditional methods of corporate communication are now coming up against major challenges. They are no longer adapted to new communication flows, new ways of working (notably with the rise of teleworking) or new consumer expectations of brands. This can lead to a gradual disengagement of its audience, both internally and externally, and thus to a decline in the productivity and attractiveness of organisations.

Gamification offers an effective solution to these challenges. By introducing interactive and playful mechanisms into its corporate communications, the company can better address the expectations of its various stakeholders and strengthen their attachment to the group.

Here are some tips and practical examples of how to use gamification as a tool to transform your corporate communications.

What is corporate communication?

Corporate communication encompasses all of an organisation’s communications aimed at both its internal and external stakeholders. It includes marketing campaigns aimed at the company’s customers, as well as exchanges with external partners (suppliers, investors) and, of course, employees/applicants.

Business communication is therefore a major challenge for organisations, enabling them to maintain good relations and transparent communication with all their stakeholders.

The various forms of corporate communication include :

  • Public relations: to raise your profile, strengthen your branding or improve your reputation both internally and externally;
  • Crisis communication: to manage the problems the company may encounter, reassure its partners and guarantee its future, etc.

What are the key issues in corporate communications?

Corporate communication is a major challenge for companies. It plays an essential role in all aspects of a company’s business and plays an active part in maintaining its attractiveness and therefore its profitability.

The main challenges in corporate communications include :

  • Building and maintaining a solid reputation and a strong brand identity. Corporate communications help shape the way we perceive an organisation. It helps to differentiate a brand from its competitors and therefore to strengthen its credibility with all its stakeholders.

  • Improving employee commitment and satisfaction. Internally, corporate communication fosters a good corporate culture. It enables the company to communicate its vision, values and objectives more effectively. It is therefore a good lever for mobilising and motivating your teams and strengthening their attachment to the company.

  • Managing crises and change effectively. Corporate communication is essential for managing any crisis or change likely to affect the organisation. Properly orchestrated, it can mitigate the negative impact of problems encountered by the company, reassure customers and mobilise employees to resolve the crisis or adapt smoothly to change.

  • Strengthening relationships and partnerships with stakeholders. Finally, corporate communication encourages collaboration with all our partners, from customers to suppliers and, of course, employees. It allows us to share information, but also to better understand their needs and respond to them in a timely and relevant manner.

Gamification to boost corporate communications

Gamification, or the introduction of game elements, is an excellent way of boosting corporate communications. The interactive, playful aspect of gamification enables organisations to better capture the attention of their various audiences, engaging them effectively and enhancing their brand image.

Gamification to add power to messages

Companies now have a wide range of channels for communicating with their internal and external stakeholders. They can use email, their website or application, but also social networks to transmit information to their target audiences.

The whole point of the game is to capture consumers’ attention and give these messages greater impact. The interaction and the original way in which the message is conveyed mean that the information is much more strongly and sustainably integrated.

Games also improve message retention, making them more memorable. For example, employees are more likely to remember the organisation’s strategic objectives if they are shared via a playable format such as a Quiz.

The game mechanics can also be used to apply this new knowledge in a fun way (on the ongoing transformation of the organisation or its CSR policy, for example). To do this, the company could offer a Game of Differences, a Memory game or even launch a QWL challenge.

Example: DPD’s Zero Waste Quiz

DPD offered its employees a quiz designed to raise awareness of waste reduction. The aim of the operation was to tackle this sensitive subject in a fun and light-hearted way. Thanks to this corporate communication initiative, participants could win prizes (boxes, zero waste kits), reinforcing the commitment to this internal awareness-raising campaign.

DPD - zero waste quiz - corporate communication

Promote the brand to candidates, employees and business partners

Gamification also makes it possible to offer a different kind of corporate communication and therefore to focus the attention of audiences on the company. Gamification offers the ability to make your brand more visible on the market, more attractive, but also more convincing.

Play mechanisms can therefore be used as part of internal training and employee development programmes. They can also be shared with external stakeholders (investors, partners) to promote the company’s innovations. With consumers, gamification can maximise the time spent with the brand (via a sports game, for example) and highlight its initiatives (sports or cultural sponsorship programmes, etc.).

Example: The Lidl Voyage in-house game

In order to reinforce the feeling of belonging to the brand and to highlight the travel offer, Lidl set up a Tiny Wings in 3 different universes. The campaign enjoyed high levels of engagement, with over 10k games played and an average playing time of 5min 15s.

Lidl - tiny wings travel game

Boosting stakeholder engagement

Gamification makes communication media more interactive and attractive. It encourages both employees and customers to actively participate and engage with the company’s content.

For example, animations can be used to encourage stakeholder participation in company events and initiatives. Gamified communication encourages participation in activities and stimulates the involvement and enthusiasm of participants.

Overall, gamification helps to create more playful and positive working environments. It injects pleasure and fun back into daily tasks and makes the activities associated with corporate life more enjoyable and rewarding. By offering attractive prizes, the company also helps its partners to feel valued and motivated.

Example: Lidl’s Made by you Pizza

Lidl asked its employees to create the brand’s next pizza using a voting mechanism. The activation engaged Lidl employees, who generated 21.6k votes throughout the campaign.

Lidl - pizza made by you

Conclusion

Gamification is a powerful way of boosting your corporate communications? Whether you want to communicate with your internal or external stakeholders, marketing games are extremely effective at capturing attention and engaging with your brand. Discover our interactive gamification mechanisms and tailor them to your corporate culture and strategic objectives!

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