Halloween has become an unmissable highlight for brands wishing to boost their communications and increase their visibility. Last year, spending on the holiday in France reached some 300 million euros, marking a 5% increase on the previous year. This trend testifies to the growing enthusiasm of the French for Halloween, with some 40% of them taking an active part in the festivities.

This holiday, once seen as purely commercial, has been transformed into a moment of sharing and conviviality, offering companies the opportunity to connect with their audience in a fun and original way. Brands can reinforce their image by offering engaging and entertaining Halloween experiences.

In this article, we explore the value of gamification in capturing consumers’ attention and actively engaging them. We’ll also share four examples of relevant marketing games to boost your Halloween communications.

SUMMARY

• Halloween, a key moment to engage your audience with fun mechanisms
  
• 4 examples of marketing games to boost your Halloween communications

Halloween is a strategic moment in an already busy marketing calendar, especially during the crucial fourth half of the year. It’s a time when brands redouble their efforts to capture the attention of an over-solicited public – and that’s precisely where gamification comes in.

The interactive, immersive nature of the game fits perfectly with the fantastic, offbeat world of Halloween. It allows us to create original, engaging and memorable experiences, totally in keeping with the festive atmosphere. Rather than blending into the mass of classic promotional campaigns, brands that rely on playful mechanics succeed in standing out from the crowd and forging a stronger bond with their audience, eager for unique experiences and the rewards on offer.

Gamification also offers great flexibility. It can be used to boost brand awareness, collect qualified data, generate traffic in-store or on an e-commerce site, or stimulate sales via prizes or discount vouchers. In short, it’s a powerful lever for achieving business objectives in the run-up to the festive season.

Brands communicating on Halloween can therefore target different strategic objectives, particularly in the run-up to other major commercial holidays such as Black Friday and Christmas. To capitalize on the strategic leverage of gamification, it’s important to clearly identify the results you want to achieve. Based on these key KPIs, companies can then choose the right mechanics to share with their audience and fine-tune their Halloween marketing strategy.

1. Develop your reputation

Halloween is a particularly interesting commercial holiday for brands wishing to reach a wider audience. By surfing the graphic universe of Halloween and offering experiences linked to this special time, they can capture the attention of new audiences and boost their visibility.

Which marketing game to choose?

Score-based modules (such as Flappy or Rattrape tout) are simple, addictive and viral. They are therefore ideal for capturing a wide audience, including users who are not yet familiar with the brand. The gameplay, based on repetition and challenge, encourages sharing and organic distribution, maximizing the brand’s visibility on social networks.

Practical tips

• Offer attractive prizes (e.g. high-tech prizes, gift cards, flagship products) to maximize participation.
• Adapt the design to the world of Halloween: dark backgrounds, pumpkin or bat-shaped obstacles, spooky music.
• Integrate storytelling elements to immerse the user in the party atmosphere.
• Broadcast the campaign on social networks with a dedicated hashtag to encourage virality.

Example : Sowee set up a campaign during Halloween to reinforce its positioning as a Smart Home player, while developing its brand awareness. The operation recruited qualified leads, in particular encouraging newsletter sign-ups. The campaign, supported by a Flappy game in Halloween colors, also played a key role in increasing traffic to Sowee.fr.

2. Collect new leads

Halloween represents an excellent opportunity to enrich your customer database in a fun, non-intrusive way. Through engaging game mechanics, brands can encourage participants to sign up for their newsletter, give their consent to receive communications (opt-in), or share valuable information about their preferences and purchasing habits.

Which marketing game to choose?

Instant Win is based on the mechanics of chance, with immediate gratification. It’s the perfect way to capture attention quickly and encourage users to share their personal data in a bid to win rewards.

Practical tips:

• Integrate an optimized entry form before revealing whether the player has won.
• Add an animation or visual surprise in the event of a win, to reinforce the positive emotion.
• Set up post-participation email follow-ups to convert the leads collected.

3. Generate traffic

Halloween is also an ideal time to generate traffic, whether in a physical store or on an e-commerce site. Gamified campaigns, playing on curiosity and the desire to win, encourage consumers to visit the point of sale or key pages of the site.

Recommended mechanic: Object hunt
With this mechanic, the player has to find items hidden in a setting, which encourages him to navigate between several pages of a site or explore all the shelves of a physical store.

Practical tips:

• Hide objects on strategic pages of your site to encourage visitors to view them (new products, bestsellers, high-margin categories).
• Provide clues or aids to avoid frustration.
• Couple the operation with a Google Ads campaign or push notifications to maximize traffic.

Gamification idea: A home decoration chain launches a “pumpkin hunt” on its website. Each day, a new pumpkin is hidden in a different product category. Players must find a total of 5 pumpkins to enter the final draw. The game is promoted on Facebook and via the newsletter, with a reward at stake: a complete Halloween decoration to be won.

4. Stimulate sales

Gamified communication around Halloween can also enable brands to trigger purchases in a natural and engaging way. By offering exclusive discounts, limited offers or gifts to be won via a marketing game, brands create a sense of urgency and encourage shoppers to go to the checkout or validate a basket.

Recommended mechanics: Wheel of fortune

The Wheel of Fortune ‘s appeal lies in its playfulness and randomness. As well as being easy to use, it can be used to offer discounts or strategic advantages to encourage purchases.

Practical tips:

• Integrate the wheel as a pop-up on the website or in-store via QR code.
• Offer rewards that trigger immediate purchases: discounts, free delivery, 2 for 1, etc.
• Add a time limit to encourage quick purchases (e.g.: the code is valid for 48 hours).
• Segment endowments according to purchasing profile or behavior for greater personalization.

Conclusion

Gamification is the strategic ally for your Halloween communications. It enables your brand to animate its audience by offering immersive experiences perfectly calibrated for this commercial highlight, and to reach the objectives it has set itself for the crucial end-of-year period. Discover our fun mechanisms and engage your audience for Halloween!

The secret ingredient of impactful communication is knowing who you’re talking to and adapting your message to each consumer (or each consumer segment). To get to know their audience and understand their needs, brands can share a marketing game in the form of a personality test.

This fun, interactive marketing format is also a tool for collecting relevant data on prospects and customers. Thanks to this mechanism, companies can qualify their database and personalise their purchasing experience according to each profile.

In this article, we share with you the uses of personality test in your marketing strategy. You’ll find practical advice on how to create a personality test, and how to adapt this format to your objectives.

SUMMARY

• Why create a personality test ?
  
• Our tips to create an original personality test
  

The personality test is a format that is recognisable to users, who have undoubtedly already completed one. While the paper version was purely for fun, the digital version has become a marketing tool for brands that want to get to know their target audience better. All the while offering them a personalised and captivating shopping experience.

Here are the different ways in which a personality test can optimise a marketing strategy.

1. Refine your customer knowledge

The main purpose of a personality test, for the person completing it, is to learn more about themselves. For the brands that distribute them, this format serves the same purpose: to collect data on the preferences, needs and aspirations of their customers.

The advantage of a personality test over a traditional data collection format is that it provides specific insights. The retailer will be able to segment its audience finely and qualitatively (in terms of purchase intentions).

Example: ASOS shares a personality test in the form of a Quiz ‘What is your ideal wardrobe?’. The aim of this mechanism is to find out its customers’ fashion preferences in order to offer them selections of items. The brand was able to segment its users according to their style (casual, business, sportswear).

2. Boost brand awareness and generate new leads

The latter can capitalise on this reputation to generate traffic on its platforms (digital or physical), collect email addresses (via a test access form), etc. It’s a powerful tool for fuelling nurturing campaigns and expanding your database.

Example: On Valentine’s Day, the Qui Veut du Fromage brand launched a personality test to promote Caprice des Dieux, giving the brand high visibility. Integrated into a global campaign (TV, digital and in-store), the game engaged customers and prospects, while stimulating sales. It was also used to recruit qualified leads for retargeting campaigns.

3. Convert new customers, online or in retail (drive-to-store)

This format (distributed via media campaigns on social networks) can enable brands to redirect users to their sales channels. Depending on their strategy, they can direct them to their e-commerce site or in-store as part of a drive-to-store strategy. This marketing game can be used as a lever for upselling/cross-selling when it is shared post-purchase (in the order confirmation email).

Example: Altarea Cogedim launched the Summer test campaign to energise its shopping centres during the summer sales period. The aim of this personality test was to generate traffic and stimulate purchases. At the same time, it engaged the community and boosted the brand’s visibility. The result was the recruitment of new fans, leads and opt-ins. All of which contributed to enriching the database and maximising the impact of the summer highlight.

4. Customer satisfaction and loyalty: strengthening long-term relationships

In this way, brands improve customer satisfaction and loyalty by offering them an enriching experience.

Example: With its ‘Which series character are you? test, the VOD platform Netflix was able to create a fun interaction and engage its subscribers. All this while gathering data on their content preferences to refine its recommendations and increase satisfaction.

To create an impactful personality test, it’s important to design a campaign that’s tailored to your objectives. Here’s our advice on how to optimise this format and turn it into a more effective marketing tool!

1. What results and objectives to aim for with a personality test

The first step is to identify the objectives that the brand wants to achieve (data collection, visibility, improving conversion rates, etc.). Depending on these objectives, the questions asked and the channels through which the test will be distributed will not be the same. For a conversion objective, the mechanics will be more important in-store on an interactive kiosk or integrated into the purchase path on the brand’s e-commerce site/application.

2. How to personalise a personality test?

Pour qu’un test soit impactant, il doit s’intégrer dans l’univers de la marque et répondre aux attentes de son audience. Il est important de bien : 

• Personnaliser les questions : en adaptant la thématique et la tonalité afin que le format soit immersif et engageant ; 
• Offrir des résultats sur mesure : proposer des profils personnalisés qui correspondent aux catégories d’utilisateurs ciblés. La marque peut associer chaque résultat à une recommandation. 
• Adapter le design de la mécanique en respectant la charte graphique de l’entreprise pour garantir une expérience cohérente avec son image de marque. 

3. What types of questions should be included in a personality test?

To ensure user engagement, it is advisable to vary the question formats:

• Single or multiple choice questions to collect product preferences;
  
• Rankings or associations to measure tastes or purchasing behaviour;
  
• Open-ended questions to incorporate more specific opinions (optional).
  

4. How to manage prizes to boost participation?

• Choose rewards that correspond to the target audience and are in line with the brand’s universe or the marketing highlight;
  
• Opt for automatic distribution to make prize management easier. With Adictiz, it is possible to configure the delivery of rewards (promotional codes, vouchers), which makes the user experience much smoother;
  
• Establish clear rules for participants, such as session limits per person, winning conditions, etc.
  

5. Can I track and analyse the results of my campaign?

Yes, most tools, like Adictiz, include a reporting module that allows you to :

• Real-time monitoring of the data collected
  
• Analyse shared responses to refine customer knowledge.
  
• Export the data to your CRM (via a suitable connector) for future marketing actions: personalised emailing sent from the same platform, targeted advertising on social networks, etc.
  

6. Can someone take charge of my campaign?

Companies that lack the time or expertise to design and manage their marketing campaign can outsource it to a specialist team. At Adictiz, our team can take care of :

• Design of the marketing game (questions, results, graphics).
• Putting the campaign online and setting its parameters;
  
• Publicising and publicising the campaign;
  
• Performance monitoring and analysis.
  

7. How to ensure the success of a personality test?

Pour finir, voici quelques conseils pour maximiser l’impact du test de personnalité. 

• Diffuser le test sur plusieurs canaux (site web, réseaux sociaux, newsletters). 
• Privilégier un message clair et un parcours utilisateur simple pour inciter à la participation. 
• Mesurer les performances et ajuster la campagne si nécessaire. 

Conclusion

Online personality testing is a powerful marketing tool that will enable your company to engage its audience at every stage of the customer journey. With a solution like Adictiz, you have the tools and expertise you need to design high-impact campaigns that are tailored to your needs and memorable for your users.

SUMMARY

• What are the different objectives of an online One-Armed Bandit?
• 6 tips for programming a One-Armed bandit game

Aujourd’hui, le Bandit Manchot ne se joue pas qu’au casino et peut être intégré, sous un format digital, aux campagnes de marketing en ligne. Ce jeu leur permet d’engager et d’activer les consommateurs à chaque étape de leur parcours client , de la découverte de l’enseigne à la réalisation d’un achat.

1. Brand awreness and lead generation with an original one-armed bandit

Exemple : Eurotunnel a mis en place une stratégie de Wait Marketing (soit la gestion de l’attente), en diffusant une campagne gamifiée auprès des conducteurs. Ceux-ci pouvaient participer au Bandit Manchot pendant la traversée du tunnel après avoir renseigné un code inscrit sur leur titre de transport. Ce jeu captivant a permis à l’entreprise de recruter des leads de qualité (5K nouveaux inscrits via Adictiz Ads) tout en renforçant sa communication auprès de son public cible.

2. Promoting your brand community and points of sale

Exemple : Pour la Fête des Mères, les Galeries Lafayette ont proposé un Bandit Manchot 100% gagnant dans leurs points de vente via une borne interactive, installée pendant 3 jours dans 6 magasins en France. L’objectif était d’animer les points de ventes pendant le temps fort. Les résultats ont dépassé les attentes, avec une participation en magasin au-dessus de la moyenne. Le temps de jeu moyen d’1 minute 20 secondes a démontré un réel intérêt pour l’animation, confirmant le succès de cette initiative.

L’animation Bandit Manchot était disponible en ligne via un QR code affiché en magasin. Cette stratégie omnicanale a permis de booster l’engagement de l’audience et la portée de la campagne. Permettant à l’enseigne d’animer tous les magasins. Cette opération en co-branding a permis de collecter des opt-ins pour Galeries Lafayette et sa marque partenaire, Rosemood.

Boost your conversion rate and generate sales by creating a One-Armed Bandit

Exemple : La campagne Crazy Days, qui prenait la forme d’un Bandit Manchot en ligne, a permis à Showroomprivé d’attirer des clients tout en donnant une forte visibilité à la marque lors d’un temps fort commercial, celui des soldes. Le jeu était ici utilisé comme générateur de ventes, avec l’objectif de stimuler la conversion grâce à la distribution de bons d’achats. La campagne Crazy Days de Showroomprivé a affiché d’excellents KPI’s d’engagement avec 27k dotations distribuées, soit autant de possibilités de ventes sur le site de l’enseigne.

Pour atteindre ces objectifs stratégiques, il faut bien penser la conception et la diffusion de son Bandit Manchot en ligne. Voici 6 conseils à suivre pour booster l’impact de votre campagne.

1. How to customize the one-armed bandit online ?

Avec Adictiz, il est possible de personnaliser les graphismes de son jeu, des fonds en passant par les symboles qui vont s’afficher sur le rouleau de la machine à sous, sans oublier la poignée (ou le bouton Start). L’idée est d’uniformiser ces éléments graphiques afin de proposer une expérience cohérente.

2. How to set up a one-armed bandit online ?

• Le nombre de participations autorisées (par jour, semaine, mois ou sur toute la campagne). On conseille une limite d’une participation par jour pour encourager les joueurs à revenir sur la campagne ;
• Le nombre de dotation qu’un joueur peut remporter ; 
• Le nombre de rouleaux (jusqu’à 6). 

L’enseigne peut ajouter des étapes supplémentaires à son parcours de jeu pour booster ses résultats en termes de collecte. Elle peut par ajouter une étape dédiée à l’optin (push optin) ou insérer un formulaire de collecte de données clients après le jeu, avant que le participant ne découvre son gain.

3. How to manage the prizes for a Bandit Manchot instant win?

Tips : il est possible de faire remporter des dotations en fonction des symboles qui s’afficheront sur le rouleau gagnant. Les visuels du Bandit manchot peuvent correspondre aux cadeaux à remporter.

4. What’s the checklist before sharing your One-armed Bandit?

Lorsque les versions Desktop et Mobile sont finalisées, l’enseigne pourra la tester afin de vérifier que la mécanique fonctionne. Il ne lui restera plus qu’à la publier sur son domaine personnalisé et à la diffuser auprès de son audience.

5. Can we take over my campaign?

6. How to boost the visibility of your gamification campaign?

Conclusion