Captivate the audience

CSR marketing: how to put in place an impactful strategy

by sarah Biteau | Jan 14, 2025 | Branding, Captivate the audience, Non classifié(e)

Today’s consumers are attentive to the values upheld by companies. They ask where the products they buy come from, how they are made and how employees are treated. Anxious not to fall into the trap of greenwashing, buyers expect action rather than words.

It is in this context that CSR marketing represents an opportunity for brands. Corporate Social Responsibility commits companies to take action to protect the environment and promote social justice. By communicating these actions, companies can raise their profile, build a community and stand out from competitors.

In this article, we look at the interaction between marketing and CSR and how to boost your strategy by using fun ways of raising awareness.

SUMMARY

What is CSR ?
Why integrate CSR into your marketing strategy?
Gamification to boost CSR marketing

What is CSR?

Created by environmental and humanitarian organisations, CSR (or Corporate Social Responsibility) aims to encourage companies to make a commitment to sustainable development. Since 2010 (with the ISO 26000 standard), this concept has been governed by an international standard under which the policy pursued by companies must address a number of key issues :

Local development.
Defending human rights.
Decent working conditions.
Actively protecting the environment (by reducing its carbon footprint).

Both environmental and ethical, CSR is not just a declaration of intent. It must be translated into action, throughout the company’s value creation chain. It is a global strategy, encompassing the use of environmentally-friendly raw materials. But also the establishment of relations with all its stakeholders, the recycling of its waste and respect for more horizontal governance.

CSR is a commitment to structural change, it is also a growth factor for companies. Indeed, it is proving to be a marketing asset for brands wishing to focus their communication on strong values.

Why integrate CSR into your marketing strategy?

While it is tricky to combine commitment and marketing, the two are not contradictory. In fact, CSR can be integrated into a company’s marketing strategy. Today, brands are not just economic players, but social players. This implies moral and ethical obligations to make better products. This positioning can be used to stand out in the marketplace and reach out to committed consumers.

CSR marketing can encompass several elements:

Storytelling and corporate branding

By integrating its CSR initiatives into its brand territory, the organisation will create a strong narrative. The brand will therefore be likely to generate emotions in consumers. This is the case with committed brands such as Asphalte or Respire, which strengthen the connection with their customers by highlighting their authenticity and transparency.

Responding to consumer expectations

Companies must adapt to the needs and aspirations of their audience. Consumers are now aware of the ecological and social issues behind their purchasing decisions. CSR marketing enables companies to position themselves as committed brands that meet the new consumer-actors’ demands.

Brand differentiation

In a saturated market, CSR marketing enables to make a difference on more than the price or quality of products/services. Using recyclable materials, manufacturing in France or sharing revenues with employees are ways of creating a brand identity.

Engagement on social networks

Communicating on your CSR policy can be a way of creating authentic content. Companies can share their employees’ initiatives and go behind the scenes to engage their audience.

Buyer conversion and loyalty

CSR strategy can directly influence consumers’ purchasing decisions. Indeed, numerous studies show that buyers are prepared to pay more for products or services marketed by responsible companies. It is a channel for building loyalty, as customers are loyal to companies whose values they share.

Gamification to boost CSR marketing

To convey their values in favour of the environment and social justice effectively, companies can use engaging marketing levers.

Gamification, i.e. incorporating playful elements into campaigns, is well-suited to CSR marketing. This format enables audiences to be better engaged by encouraging interaction.

Quiz to raise awareness of CSR issues

It is also a well known method in education (known as edutainment) for encouraging the discovery and memorisation of information. As part of a company’s CSR policy, formats such as the Quiz or Memory can be used to raise awareness among employees and customers about issues such as respect for the environment.

This is the route taken by the DPD transport company to raise employee awareness of the waste reduction issue. The company is using this mechanism to involve its teams in CSR issues, but also to promote commitments, particularly its tennis sponsorship.

As well as the format itself, which tests knowledge and retention of new information shared in the quiz, the company banked on attractive prizes. As a result, employees were motivated to take part in this CSR game to win electric bikes and connected caps.

Competitions to engage your community

Competitions are another way of communicating effectively about a CSR strategy and inviting a community (both internal and external) to be involved with your company. Adictiz imagined a CSR game in which employees were invited to create a reusable cup (using a Customizer) to help reduce plastic waste.

In the same way, brands can organise competitions on social networks. Content creator Lena Situations challenged her community to find eco-friendly ways of recycling unsold items form her clothing collection.

Conclusion

CSR marketing is an excellent way for your brand to create a stronger connection with its prospects, customers and employees. With Adictiz, you can organise interactive games around your company’s Corporate Social Responsibility. You can also communicate your values and commitments in a more authentic and fun way!

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

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Responsible marketing and gamification: challenges and solutions

by sarah Biteau | Jan 2, 2025 | Branding, Captivate the audience

The role of marketing is to encourage consumers to adopt a particular behaviour. It’s a creative discipline that that evolves with societal change and technological advances. In this way, marketing adapts to buyers’ preferences and expectations.

While we have recently seen an expectation of strong interaction with brands (facilitated by the Internet and social networks), consumers increasingly see themselves as committed players. Our consumer choices reflect our values, the causes we support and the changes we want to see in society.

Hence the demand for transparency and integrity on the part of economic players, including in the way they communicate. This trend is called responsible marketing. C’est une approche plus authentique, sincère et engagée d’échanger avec ses clients et prospects sur la manière dont opère l’entreprise.

This article looks at the challenges of responsible marketing and the benefits it can bring for brands. We will also look at how to embody a more ethical voice by using gamification to better understand the expectations of its audience and adapt its communication accordingly.

SUMMARY

What is responsible or committed marketing?
The benefits of responsible marketing for brands
Gamification for responsible marketing

What is responsible or committed marketing?

Responsible marketing is a communications strategy in which a brand takes into account the impact of its activity and its statements on the environment and society. Also known as ethical marketing, this approach involves address social, ethical and ecological issues in its marketing campaigns. It is also important to use more sustainable media and communication tools that respect users’ privacy.

It should be noted, however, that responsible marketing should not be seen simply as a strategy for attracting customers. To have a real impact, this approach must be genuine, verifiable and translated into concrete action. In this way, it sets itself apart from washing practices (such as greenwashing or pinkwashing). This approach goes beyond mere posturing for the sole benefit of brands and takes into account the general interest.

Examples of responsible marketing

Responsible marketing practices can take several forms, depending on the sector in which the company operates and the expectations of its audience.

Examples include :

Highlighting virtuous practices (ecologically and socially). The Ikea furniture brand for example, has moved towards greener production methods. This means using materials with a low carbon footprint, but also designing circular products. They will remain useful and in good condition for many years.

Supporting charitable causes. Companies can also adopt responsible marketing by communicating their support for charities. This is the case, for example, with Patagonia, whose founder donates a considerable proportion of his profits to environmental NGOs. The Marriott hotel group has developed a programm in which members can earn points by booking in one of its hotels. They can then make a donation to partner organisations such as UNICEF and the World Central Kitchen.

The use of communication channels that respect their users. Brands can opt for less energy-intensive formats or avoid posting too often to avoid generating advertising burnout. Lush, for example, has decided to delete its Instagram and Facebook accounts in protest at Meta’s dubious practices when it comes to protecting user data.

The benefits of responsible marketing for brands

Responsible marketing is essential for building solid, high-quality relationships with customersBut also to ensure sustainable growth. Here are the main reasons for adopting more virtuous communication:

Strengthen consumer confidence. This concerns the protection of their data and respect for their confidentiality. Users are cautious when it comes to sharing their information, and prefer companies that comply with the RGPD and are transparent about their data collection practices.
Boosting customer satisfaction. Les marques adoptant un marketing responsable donnent la priorité aux intérêts de leur communauté plutôt qu’à leur bénéfice financier. Elles favorisent le bien-être de leurs clients, notamment en protégeant leur écosystème.
Improve brand reputation and develop a competitive edge. Companies no longer stand out solely on the quality of their products or services. Those that gain market share succeed in capturing the attention and loyalty of consumers who favour committed brands.
Stimulate customer loyalty. Brands that opt for ethical marketing tend to generate a stronger connection with their target audience. Shared values and commitments foster a strong emotional bond. This in turn encourages lasting relationships and brand loyalty.

Gamification for responsible marketing

Popular with brands as a way of increasing interaction and strengthening the connection with their audience, gamification applies to responsible marketing. The principle behind this strategy is to incorporate fun, playable elements into its campaigns. They take the form of marketing games, points systems or attractive rewards, etc.

Gamification therefore makes it possible to :

1. Promoting consumer awareness and education. Gamification is used in education to make it easier to memorise new information and to motivate learners. In marketing, it can take the form of quizzes, a fun and engaging format that companies can use to share information or raise awareness among their audience.

2. Encourage the adoption of responsible practices through committed challenges. Solidarity challenges are a way of mobilising your audience in support of a cause. By creating healthy competition and offering prizes, brands can encourage their customers to raise funds, adopt more eco-responsible actions, and so on.

3. Better understand the needs of your audience while respecting their privacy. Gamification is a responsible marketing lever that makes it easier to gather information on consumer expectations. All in a transparent and ethical way (in particular without tracking its audience with cookies) because customers voluntarily share this data via collection forms (before or after a marketing game).

Conclusion

Responsible marketing has become an essential lever to help brands create a strong connection with their audience and support sustainable growth. To adopt more ethical and transparent communication, your brand can rely on gamification. Discover our playable mechanics and transform the way you communicate with your customers!

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

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Store opening: attracting and engaging with gamification

by sarah Biteau | Dec 19, 2024 | Animation, Captivate the audience

The opening of your shop is a unique moment in a brand’s life. Whether it’s your first point of sale, or a shop in a new town/country. It’s not only a huge investment, but also a lot of work.

In a context where consumers are purchasing online, brands need to redouble creativity to attract them to the shop. This is true in the case of a shop opening.

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

In this article, we share with you some advice and strategies for opening a shop. We’ll be looking at gamification. This is the incorporation of playable elements into communication materials to boost the appeal for the audience!

SUMMARY

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

The challenges of a store opening

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

A first challenge when opening a store is to boost its visibility with the brand’s customers, but also of its target audience. This in a territory that is sometimes different from online clientele. The first objective is to ensure that the shop is well known to its target audience and to attract as many customers as possible.

But the inauguration of a store also presents specific challenges. It’s an opportunity for the company to boost its image by organising a unique event. During which prospects and customers can interact personally with the teams. The opening must also engage the target audience. Moreover, it build loyalty so that they want to make a purchase, but also to come back.

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

How to gamify a store opening

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

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

Here are 3 ways to gamify your shop opening

1. Create media hype around your online store opening

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

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

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

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

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

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

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

3. Collecting and exploiting customer feedback to boost loyalty

Finally, marketing games offered at shop openings are an effective way of collecting customer feedback and data. Before being able to access a marketing game (on an interactive terminal or after scanning a QR code on a label via Scan&Play), the customer will have to fill in a form. It enables the brand to find out about the customer’s demographic profile (and better identify its audience), but also to ask about their product preferences.

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

Conclusion

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

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

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Corum L’Épargne: sports marketing and gamification to boost brand awareness

by sarah Biteau | Dec 3, 2024 | Branding, Captivate the audience, Use Case

CORUM L’Épargne is one of the brands that embraced gamification as a communications tool. Indeed, this company offers transparents and accessible savings solutions. They chose Playable Marketing coupled with sports to raise their profile and address the audience.

In this article, we’ll look at the relevance of gamification in marketing challenges of the banking sector, particularly with CORUM l’Épargne. Through examples of playable campaigns made alongside Adictiz, Lucie Odoux, Head of Sports Sponsorship, shares with us the practices she learned.

SUMMARY

Why has CORUM l’Épargne chosen gamification to optimise its marketing campaign ?
2 examples of successful gamification campaigns
3 tips for boosting awareness marketing through gamification

Why has Corum l’Épargne chosen gamification to optimise its marketing campaigns?

On one hand, the banking sector is facing challenges. From creating a closer relationship with a younger audience and improving experience to increasing loyalty by adapting to new digital communication and usage channels.

On the other hand, to strengthen its reputation, CORUM l’Épargne decided to implement a gamification strategy. As the company has been involved in sport since 2018 (supporting 21 athletes in various disciplines), gaming is part of its DNA. Above all, playable marketing enabled it to achieve several of its objectives.

Boosting awareness marketing through gamification

Above all, gaming is a way to stand out from the crowd and reach a wider audience.

As Lucie Odoux, Head of Sports Sponsorship, explains in her testimonial:

Gamification allows us to address a new audience, or at least our audience, but in a different, more playful way. It allows players to spend more time with the brand, without really realising it.

By offering fun marketing games, CORUM l’Épargne’s objective is to develop its brand awareness. The idea is to multiply the points of contact via interactive experiences.

In fact, games enable the company to collect contacts (via subscriptions to its mailing list and opt-in forms). Contacts that the company would not have been able to reach with traditional communications.

Generally speaking, playable marketing is a way of modernising your brand image and humanising it. Interactive formats are effective to engage audiences around unifying values. Also, they permite to create an emotional bond that traditional communications (static advertising, etc.) are unable to generate.

Raising awareness of the need for better financial management

In a sector as complex and sensitive as banking, play-based marketing is a way of raising awareness and educating customers. This is true when the target is a young audience, for whom it’s important to share practices in a fun way.

With these marketing games, CORUM l’Épargne is making its saving message accessible. Also, it demonstrates transparency, a strong value, by helping its users to understand where they are investing.

Improving customer relations and building audience loyalty

Finally, gamification helps to strengthen the bond with the audience: a major challenge for a 100% digital player like CORUM L’Épargne. Gamification makes it possible to extend the time spent with the brand. Indeed, that creates a stronger customer relationship, based on positive emotions such as surpassing oneself, creativity, etc.

It’s also a lever for maintaining contact established with prospects and customers by collecting opt-in data. But also by collecting data (via a participation form, by analysing interactions) so that they can be reactivated later with personalised and powerful content.

2 examples of successful gamification campaigns

To achieve these objectives, CORUM L’Épargne has set up two gamification campaigns:

A customizer to boost your marketing profile

Corum L’Épargne is involved in sailing, with a boat racing at the Vendée Globe and the Route of Rhum. They decided to use this lever to raise the brand’s profile. Therefore, with a boat due to undergo modifications before its participation in a race, they took the opportunity to involve the audience to decorate the hull and sail.

A Customizer mechanism is ideal for inviting users to suggest ideas for decorations (with elements chosen by the brand beforehand). Players were able to submit proposals for the decoration of the boat.

That campaign worked very well with the audience, as it allowed to take part in a project and let creativity shine through. Moreover, the Customizer enabled the company to achieve an excellent opt-in rate (via subscription to its newsletter) and thus raise its profile.

A game mini-site to optimise your sports marketing

CORUM L’Épargne also used Playable Marketing to reaffirm its commitment to sport. As a reminder, the company supports 21 athletes in various disciplines, from fencing and climbing to judo and Formula 2 racing.

As sport is a lever for reaching a wide audience, the company combined sports marketing to gamification strategy. To this end, it has launched a site with six mini sports games allowing users to discover the athletes supported by the brand.

This experience enabled CORUM to bring participants into the sporting world while maximising the time spent with the brand.

3 tips for boosting marketing awareness through gamification

Using her experience of gamified marketing, Lucie Odoux shares 3 tips on how to optimise campaigns and make them levers for building brand awareness.

Choosing the right format, depending on a strategic objective and target audience. The key is to offer an interactive experience, aligned with the brand’s universe (in this case, sport) and the results you want to achieve. As an example, CORUM relied on sports games, but also on initiatives that enabled its audience to get involved in a renovation project.

Track KPIs to assess the effectiveness of your campaign and improve what needs to be. CORUM L’Épargne wanted to raise its profile, so it monitored its brand image with a large panel. Also, they monitored the number of subscribers on social networks and the opt-in rate (two metrics for assessing its ability to reach a new audience).

Equip yourself with a gamification marketing tool. CORUM chose Adicitiz to give it access to a wide variety of games. Indeed, they need to be adaptable and easy to customise to challenges.With the support of the Adictiz teams, they created high-quality, innovative experiences and work on the media coverage of its campaigns to reach the targets.

Conclusion

Gamification is a highly effective way of boosting brand awareness in marketing. Expand your audience and strengthen your brand image with our interactive and fun advertising tools.

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

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2025 marketing calendar: playable marketing ideas

by Agnes Constant | Nov 26, 2024 | Animation, Captivate the audience

A marketing calendar is essential for planning marketing events in line with your strategy. Depending on the sector of activity, the specific characteristics of the audience and the objectives that brands set themselves, they can position themselves at different key times throughout the year. In this article, we explore the importance of creating and optimising your 2025 marketing calendar.

What evergreen contents shouldn’t be missed, the strategic marketing objectives they can help you achieve and the different formats you can use to engage your audience? Here’s our complete guide!

SUMMARY

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

What is a marketing calendar and why create one for your brand?

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

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

Different marketing themes to activate different strategic objectives

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

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

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

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

4 ideas for interactive animations for your 2025 marketing calendar

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

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

1. A Gift Finder for Valentine’s Day

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

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

2. An anecdote competition for Mother’s Day

For Mother’s Day, brands can enliven their community by organising a competition. Rather than rely on photos or videos, they can more easily engage buyers by inviting them to share the most memorable anecdote with their mother. The idea is to make it easy to share content anonymously. The most touching stories can be re-shared on the brand’s account and the people to whom they belong will be rewarded with vouchers or promotional codes.

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

3. An Outrun for the Tour de France

Sports games are particularly well suited to major sporting events and competitions. They enable brands to engage their audience by capitalizing on the visibility and excitement surrounding the featured disciplines. While the Tour de France is a significant event in France, its impact resonates internationally, with comparable races like the Giro d’Italia in Italy, the Vuelta in Spain, and the Tour of Flanders in Belgium drawing widespread attention. These cycling events allow brands to connect with audiences across borders by sharing an Outrun on their digital channels or in-store via an interactive terminal, amplifying engagement on a global scale.

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

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

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

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

Conclusion

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

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

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What are Playable Ads? Examples

by sarah Biteau | Nov 21, 2024 | Captivate the audience, Media

Against a backdrop of advertising saturation, brands need to redouble their creativity to capture the attention of their audience. To vary from traditional advertising formats, display banners can now be interactive and even playable. This is what is known as Playable Ads, a playable marketing advertising format that involves gamifying banner ads to make them more captivating, engaging and memorable.

In this article, we’re going to take a look at playable advertising and the many advantages it can offer your brand. W’e’ll also share some concrete examples to inspire you and some practical tips to boost your advertising strategy!

SUMMARY

What are Playable Ads?
What are the objectives of playable advertising?
5 examples of playable advertising to inspire you

What are Playable Ads?

Playable Ads are an interactive advertising format designed to capture the audience’s attention by offering them a playful experience. Drawing on the codes of video games, this format engages users by encouraging them to actively interact with the content, whether to solve a challenge, explore a world or complete a task.

Unlike traditional static banners, Playable Ads transform passive interaction into an immersive experience in which the user becomes an actor. This active participation stimulates attention and helps the message to be better remembered, increasing the chances of conversion and boosting the overall impact of the advertising campaign.

By playing on the pleasure of interaction, this advertising format not only improves engagement, but also key indicators such as click-through rates and time spent with the brand.

Playable Ads KPI’s

To assess the effectiveness of a Playable Ads campaign, several key performance indicators (KPIs) are used to measure both the traffic generated and the level of engagement. These KPIs include:

Number of impressions: corresponds to the number of times the ad has been loaded.
Visibility rate: indicates the proportion of impressions during which the ad was actually seen.
Click-through rate (CTR): for Playable Ads, this rate far exceeds the standards for traditional display formats, where the average CTR is around 0.46% (source 2023). For Playable Ads, it can be as high as 3.8% (internal benchmarks 2023/2024).
Click-to-play rate: this KPI measures the percentage of users who interact with the ad content. It is around 9.6%, demonstrating the ability of Playable Ads to generate interaction and engage a qualified audience.
Landing rate: calculates the ratio between clicks and visits to the site, indicating how many users continue their journey after interacting with the ad.

These indicators show that Playable Ads are particularly effective at capturing attention, engaging users and maximising the impact of campaigns.

The different display formats for Playable Ads

Playable advertising comes in different display formats. Each can be adapted to different display distribution networks:

The pavé: this is the most popular advertising format. It makes it easier to integrate Playable Ads into (or close to) editorial content. This has the advantage of limiting the effect of banner blindness and capturing consumers’ attention more effectively.

Interstitials: this format is compatible with a wide variety of creations. It can appear during natural transitions in an application or in an online gaming experience.

The wide angle or half-page: this stands out because of its size. It therefore has a greater impact and allows the advertiser’s animation and content to be displayed in greater detail.

The different mechanics of Playable Ads

Depending on the objectives it has set itself, the brand choose a suitable playable advertising mechanism. For example:

Engaging mechanics that display promotional codes and reproduce the idea of winning, such as scratch cards or wheel of fortune. The principle is simple and the reward immediate (display of a simple promotional code, for example), making it an excellent lever for visibility and engagement.

Interactive mechanisms such as Memory, Battle, Swiper or Quiz to capture product preferences and get to know your audience better while engaging them.

What are the objectives of playable advertising?

Like any traditional advertising format, Playable Ads enables brands to generate leads and convert new customers by highlighting their products and services and emphasising their value proposition.

Playable ads are a way of meeting strategic marketing challenges for retailers. Here are the main objectives of Playable Ads:

Brand awareness. The format allows you to stand out in a saturated advertising landscape while maximising engagement. As a fun, interactive experience, the Playable Ads format makes it easier to capture the audience’s attention and therefore gain visibility and brand awareness.

L’engagement. Contrairement à une publicité classique que l’on se contente de regarder, le format interactif encourage les prospects à passer du temps avec la marque. Les avantages sont évidents : les produits sont plus visibles, le trafic est optimisé, et l’engagement supérieur.

Qualification and conversion. The interactive mechanics of playable advertising are also a powerful lever for collecting customer data. For example, format such as Swiper or Battle are ideal for capitalising brand awareness and also attracts potentially more qualified traffic, making conversion more likely.

Reconcile consumers with digital advertising

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5 examples of playable advertising to inspire you

Before you get started with Playable Advertising, you can take inspiration from the foolowing examples:

1. Raise your profile

Nickel used the Playable Ads format to promote the personalisation capability of its bank cards. users had to choose a card color via a Wheel of Fortune mechanic Once the wheel had been launched, users clicked om a map to discover the offer via one of 15 personalised messages.

2. Present the advantages of an offer

To support its TV advertising campaign on the connected station, Sowee used the Playable format to enable its audiences to discover the benefits of its product.

The Memory format was particularly effective here in familiarising prospects with the company’s unique value proposition. Participants had to reform pairs with items such as “fixed prices for 3 years” or “an offer with no commitment”.

Reinforce interaction with your audience

Neo-bank Floa has used Playable Ads to promote its available payment services and appeal to a younger audience segment that appreciates the flexibility offered by banks.

Users were invited to discover the payment facilities available to them (payment in instalments, no need for proof of payment, etc).

4. Reinventing the customer experience

Carrefour has decided to modernise its brand image by launching an interactive advertising campaign. Thanks to the playable advertising format, the brand offered its audience an immersive experience inspired by slot machines. Offering instant gratification, this format, customised to respect the brand’s universe, enabled Carrefour to better engage its prospects and customers. It was a fun and memorable experience that not only raised brand awareness, but also boosted sales by giving away vouchers.

5. Improve recall of the promotional message

Uber Eats has also opted for Playable Marketing to engage its audiences. The company opted for a captivating game mechanic called Rattrape-tout. Customised to reflect the world of Uber Eats, this marketing game enabled the brand to multiply and extend interactions with its audience by totally immersing them in its world. This unique and engaging experience encouraged the creation of an emotional connection, while giving the company the opportunity to anchor its key messages in the minds of consumers.

Feel free to browse other examples of Playable Ads created by Adictiz clients and run your own playable ads!

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