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Fashion marketing: gamification as a strategic lever

Fashion marketing: gamification as a strategic lever

by | Apr 14, 2025 | Branding, Captivate the audience

Fashion marketing has always faced unique challenges. Brands must constantly adapt to new trends, including consumer trends. It has also become increasingly complex to identify the marketing messages and channels that can most effectively target existing customers and potential new markets.

Gamification – incorporating game-based elements into your marketing strategy – is proving to be one of the most effective ways of meeting today’s challenges. It’s an excellent way of facilitating interaction with consumers who are increasingly demanding authenticity. But gamifying your shopping experience, both online and offline, is also a way of updating your branding and modernising your brand image.

In this article, we’ll be looking at how fashion marketing can successfully update itself through gamification. We’ll look in detail at the different stages of the customer journey that can benefit from the introduction of game mechanics to help brands achieve their objectives.

SUMMARY

The key issues in fashion marketing

The buying behaviour of fashion consumers has changed enormously in recent years. In particular, they have been transformed by the arrival of e-commerce, but also by the pandemic.

New players have also entered the fashion market. Those known as DNVBs (Digital Native Vertical Brands) have rapidly competed with the more established brands, creating from the outset a strong connection, particularly online, with a highly engaged community of customers.

The channels through which consumers discover fashion are no longer the same. Yet fashion marketing has had to adapt to digital, and social networks in particular. Luxury brands, for example, have undergone a major change in their branding and communication codes by moving onto media such as TikTok.

The rise of young Gen Z consumers has also dramatically reshuffled the deck. Fashion marketing that relied on inaccessible muses has given way to influencers and UGC (User Generated Content), and therefore to more authentic communication and less retouched visuals.

Inclusiveness, digitisation and data collection

The values of inclusiveness, transparency and sustainability are now central to standing out from the crowd and winning the loyalty of consumers (particularly younger ones). Fashion brands therefore need to review not only their production chain, but also their product range (by including unisex clothing and accessories, for example) and the values they stand for.

Finally, the explosion of online shopping also poses challenges for fashion marketing. The introduction of an omnichannel customer journey, which can start in-store (for consideration), continue online (for purchase) and return to retail (for returns management) also involves a change in marketing paradigm.

Brands therefore need to open up to more fluid, test-and-learn marketing strategies in order to adapt to all these upheavals. The issue of data and knowledge of their audience will also be decisive in adopting a positioning and offering that is aligned with their customers’ expectations.

 

Why gamify your fashion brand?

Gamified marketing is a strategy that involves using games to strengthen the conversion funnel. Integrating interactive and playful elements into the customer journey is a way of arousing consumer interest, effectively conveying brand values and encouraging users to move from consideration to purchase.

In a demanding sector like fashion, gamification can provide a competitive advantage that will prove crucial in standing out from the crowd and encouraging consumers to buy from your brand.

Easy to integrate into every stage of the sales funnel, playable marketing addresses a number of issues specific to fashion marketing.

Strengthen your branding

In a sector undergoing rapid transformation and faced with a multiplication of communication channels, the main challenge for fashion brands is to successfully update their branding to attract an increasingly demanding clientele.

Luxury brands in particular have understood the appeal of gamification as a way of rebranding themselves to a younger audience.. Elles ont par exemple puisé dans de nouveaux outils comme la métaverse ou les NFT pour séduire les jeunes consommateurs (et même plus directement les amateurs de gaming).

Some have offered digital versions of their most iconic pieces to dress up your video game avatar. Another interesting user case is the fashion shows organised in the metaverse, which have democratised events that were previously considered elitist. As a result, brands have been able to significantly increase the reach and visibility of their catwalk shows.

Without using such advanced technologies, brands can reinforce their branding with more low-fi gamification mechanisms such as a wheel of fortune. C’est le choix qu’a fait Kiabi. La marque de mode a lancé une opération ultra engageante dédiée à la mise en avant de son offre de seconde main, lancée en 2020. Le but de la campagne était de faire grandir et rayonner cette offre. Mais aussi de moderniser l’image de Kiabi by communicating its commitment to make fashion sustainable and socially responsible.

Example fashion marketing

Boosting community involvement

Gamification is not just a way of democratising fashion marketing. On the contrary, it can be an excellent way of reinforcing a sense of belonging to an exclusive community. Kenzo, for example, gave a limited number of its most loyal customers ’accéder à son propre jeu. Les utilisateurs devaient ensuite vaincre leurs adversaires pour espérer remporter 100 paires exclusives de sneakers Sonic.

Tape à l’Oeil, for its part, relied on playable marketing to attract new customers. For its anniversary, it set up a Wheel of Chance 100% winning in France and Belgium. The campaign generated 48k opt-in leads, which it was then able to reactivate and turn into customers by distributing prizes.

Fashion marketing example TAO

Increase the visibility of a new collection

As we have already mentioned, organising fashion shows in the metaverse or through interactive video games is an excellent way of reaching a new audience and boosting the launch of a product or a new collection. This is what Balenciaga has done, for example, by forming a partnership with the game Afterworld: The Age of Tomorrow.

The interactive format offered by gamification allows users to discover clothes in a much more immersive context. In this case, they could navigate in a virtual reality with characters dressed from head to toe in the new collection.

The BZB brand also relied on playable marketing, via the Flip & Win mechanism, to launch its summer collection and generate new leads.

Fashion marketing

Increase sales through promotions

Reward systems specific to video games can also be powerful conversion levers. In fashion marketing, this logically take the form of promotions, vouchers or other benefits to encourage participants to place orders with the brand.

Les mécaniques de type instant gagnant sont idéales pour booster la viralité de sa campagne marketingbut above all, it’s about turning participants into buyers. The opportunity to win discount vouchers will generate traffic to the brand’s online shop and significantly increase sales.

Optimising qualification and collecting product preferences

Finally, gamification mechanisms such as battles and swiper ads give fashion brands a better understanding of consumer preferences. The very principle of having to choose between two looks or two pieces will give valuable indications of the fashion trends to be explored. It’s also an effective way of gathering the product preferences of your audience and sending them marketing campaigns (in the form of product recommendations) that are more targeted.

Conclusion

Gamification is a powerful way to promote a product, raise awareness of your company and strengthen brand memory. To boost your marketing performance, all you have to do is discover all our interactive mechanisms and customise them to suit your brand universe.

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

Request a demo

Choosing the right prizes for a marketing competition

Choosing the right prizes for a marketing competition

by | Apr 14, 2025 | Animation, Captivate the audience

There are many reasons why consumers take part in a marketing competition. First and foremost, the majority want to take part in a unique experience, compare themselves with a community (by climbing the leaderboard), but also find out about new products or brand news.

Nevertheless, it’s impossible to deny that gamers enjoy marketing games largely because they offer them the chance to win rewards. The choice of prizes for a competition is therefore crucial to its success. It is a lever for increasing the number of participants, making your interactive game viral and boosting participant retention.

In this guide, we share practical advice and concrete examples of how to choose the best prizes for a marketing competition.

SUMMARY

Why is choosing the right gifts so important?

Do you know what the first thing participants remember when they discover a competition for the first time?

The prize!

Overall, it’s the game that attracts the most attention from users, ahead of the concept of the marketing game, its graphic universe, the calls to action and the organic brand.

The golden rule for creating an engaging marketing game that encourages your target audience to take part is to choose a striking prize that will capture their attention or stimulate their curiosity!

The prize money for a competition will have an undeniable effect on its appeal. To attract the maximum targeted audience, so it’s crucial to choose your endowment carefully. But it’s also crucial to promote it in all your communication media (media plan, home page, landing page).

This in no way precludes designing a competition that is attractive, challenging and original.

But in order of priorities, the equation for a successful competition is as follows:

 

A well-chosen prize + a well-thought-out concept = guaranteed seduction

Prizes and gamification

Understand the motivations of the participants of the competition to choose its endowment

Like any other marketing strategy, the choice of prizes for a competition must be user-centric. Cela signifie concrètement qu’il ne faut pas choisir les lots à remporter en fonction des objectifs de son entreprise (par exemple des produits invendus qu’elle souhaite écouler).

The rewards of a marketing game must be thought out according to the participants’ expectations and what is likely to motivate them to play!

In practice, the right prize will not be the same for all companies and all competitions. The company will have to base its decision on the data it possesses about its target audience. In particular the first-party data it has collected from previous marketing campaigns.

Nevertheless, a better understanding of consumers’ motivations as a whole, and of the current economic context, will enable us to sketch out the contours of the ideal endowment!

Boosting purchasing power with its interactive game prizes

The current boom in marketing competitions is part of a social and economic context that is very specific.

On the one hand, consumers value authentic and playful interactions with brands. They are sensitive to the efforts made by companies to offer them quality content and who are committed to creating a real, close relationship with them.

On the other hand, 74% of French people say that the year 2022 (and its inflationary context) have weakened their finances. 62% will have changed their consumption habits by 2022 to preserve their purchasing power.

Against this backdrop, with household morale at half-mast, businesses have a role to play. They can offer promotions or other commercial actions (such as the famous anti-inflation basket) to help consumers preserve their purchasing power.

But they can also give their target audience the opportunity to win prizes as part of a competition. This will serve the interests of consumers at the same time. In fact, 59% of them are actively looking for promotions. But the marketing game is also a powerful vector for brand awareness, commitment and loyalty.

The golden rules of good gamified marketing staffing

Now that the company has a better understanding of the motivations of future participants in its competition, all it has to do is choose the right prize accordingly.

Above all, it needs to ask itself the right questions:

  • What is the context of my scheme?
  • What are the objectives of my interactive marketing campaign?
  • What is my target audience: the typical profile of participants, their motivations and their expectations of the brand?
  • What is its budget (for the campaign itself and for endowments)?
  • What human resources does it have?

Based on their answers and the information we’re about to share with you, it will be easier to organise a winning competition!

The most effective prizes

As a general rule, vehicles, money (in the form of a voucher, for example) and trips are the three most popular rewards for participants in a competition. However, there are other possible prizes to explore, depending on your objectives and the resources available.

Fashion/beauty items, home furnishings and high-tech appliances are also excellent endowment choices.

Choosing a striking prize

The whole point of a good competition prize is to catch the eye and convert as many Internet users as possible into the target players.

The prize must be eye-catching. To do this, it must be visible in the form of a good-quality photo. The visuals must also show the full extent of the prizes up for grabs, as well as their overall value (in euros).

A very good example of hard-hitting prize comes from the competition organised by La Roche-Posay. The campaign’s visuals perfectly showcase the brand’s new serums, which players can win by taking part in a Click & Win. The result: over 69,000 people signed up.

Example of a La Roche Posay prize

A prize consistent with the brand universe

50% of participants expect a prize linked to their brand. It is therefore advisable to choose a prize that is easily associated with your company, your sector of activity or the marketing highlight ( Christmas, Halloween, etc.). This choice of endowment will increase the conversion rate of the campaign as well as its memorability.

For Black Friday, Norauto has therefore proposed a ‘your order 100% reimbursed’ scheme. This is a promise that is consistent with marketing highlights, giving consumers the chance to grab a bargain.

Example of a Norauto prize

A prize in line with its interactive marketing campaign

The choice of prize must also be adapted to the context of the marketing game and the objectives it is designed to achieve.

For example, a competition organised to generate leads should choose an exceptional prize (a car or a high-tech device). It can also multiply the number of prizes. To generate traffic and encourage conversion, the gift chosen should be linked to an act of purchase (gift card, discount, etc.).

Targeted prizes for participants

Choosing the right reward for a competition also means defining the target audience you want to reach.. Il peut s’agir d’une cible familiale, avec des enfants. Ou plutôt d’un public féminin/masculin. Les marques devront également s’intéresser à l’âge/génération de leur audience pour choisir la bonne dotation.

The Bonduelle brand has opted for a targeted approach by launching a campaign aimed at customers who have purchased a Bonduelle product. To take part, you had to enter the bar code of your Bonduelle product.

Bonduelle marketing competition

The choice of prize is crucial to accelerating the performance of a marketing campaign, whatever its objective (loyalty, engagement, visibility). So take the time to select rewards or prizes that are both relevant to achieving the objectives you’ve set yourself and meet the expectations of your target audience!

And to make organising your competition easier, discover the Adictiz solution!

What is interactive marketing and what is it for?

What is interactive marketing and what is it for?

by | Apr 14, 2025 | Animation, Captivate the audience

Interactive marketing is completely changing the relationship that companies have with their audience. Traditionally, marketing has been a one-way conversation. Whether it’s an advert on television or a publication in the press, until now consumers have had very few ways of interacting with brands.

With the internet and social networks, this is no longer the case. We can now comment on a brand’s posts. You can also ask them questions directly during a livestream, or send them suggestions for their next collections.

In this article, we take a closer look at how brands and customers interact and the best ways to nurture this bond.

SUMMARY

What is interactive marketing?

Interactive marketing is a strategy that focuses on how customers and prospects interact with a brand.. Il implique donc de créer du contenu ou de diffuser un message qui suscite une réaction chez son audience.

This interactivity can take several forms:

  • from the simplest: like a like or a comment left on a publication
  • more advanced interactions: sharing UGC (User Generated Content) or taking part in an interactive advertising competition.

This represents a major change in the way companies communicate. The customer is not just the target of a marketing campaign. They are becoming the main players.

What’s more, the sole aim of interactive marketing is not to encourage a prospect to buy a product (as is the case with traditional advertising). The prospect is invited to interact with the marketing content, whether by taking part in a competition, completing a survey or playing a Playable Ads game.

This customer-focused strategy strengthens the relationship between the brand and the customer. The brand shows greater consideration for the customer (by asking for their opinion or offering rewards).

But it also enables companies to collect and activate first-party data. Interactive content triggers actions that enable the brand to better understand the expectations of its consumers. More effective in meeting their needs!

The different types of interactive marketing

Interactive marketing encompasses many different types of initiatives and formats. It depends on the objectives it wishes to achieve, but also on its brand universe and the specific characteristics of its audience. Companies can choose their interactive content from the following options:

 

Interactive storytelling

A very simple form of interactive marketing is simply to make your content more dynamic. This might involve adding animations or infographics to a newsletter or blog post.

But companies can go further by inviting readers to give their opinion in comments or by sharing a quiz to test their knowledge of the subject covered.

 

Catalogue of gamification games

Personalised marketing content

Interactive content essentially makes it possible to collect first-party data on its audience. This data can then be used to propose other content and personalised offers that are more relevant to customers.

The more companies know about their audience, the more they can :

  • create qualitative experiences (which in turn will make them want to interact with them even more)
  • direct them to the right offer (via product recommendations, for example, etc.)

Two-way interactions

The ultimate level of interactivity between a brand and its audience is two-way interaction. These offer consumers a much more active way of participating, thanks to animations such as quizzes, simulators, marketing games and interactive videos.

The customer becomes the hero of the marketing support and acts in a very concrete way to achieve a given goal. For example, to win gifts or loyalty points, test their knowledge, access exclusive content, etc.

The benefits and challenges of interactive marketing

Interactive marketing offers significant advantages for brands, especially in a context where consumers expect brands to interact with them in a much more active way.

Anchored in the behaviors and expectations of its customers, interactive content makes it possible to respond better to their needs and therefore increase sales. The personalisation associated with interactive marketing not only leads to more conversions, but also greater retention of existing customers.

Overall, interactive marketing can :

But this marketing strategy also presents challenges. One of the main obstacles companies will have to overcome is choosing the right interactive format and channel to distribute it. There are many options, so brands will need to target the most relevant content and distribution strategies according to their objectives.

4 examples of interactive content

For companies wishing to embark on interactive marketing, there are several formats to choose from. Some of the most effective are :

  1. The marketing game: creating an engaging interactive competition is the most obvious way of encouraging your community to interact with your content. Whether you’re launching a wheel of fortune/a one-armed banditby participating in a quiz or by submitting a photo as part of a competition, the customer is the key player in the campaign.
  2. Live shopping: live streaming makes it easier to talk to your audience, answer their questions and show your products in a more interactive way.
  3. UGC: user-generated content is an interesting way of turning customers into brand ambassadors in their own right.
  4. Chatbots: this conversational marketing tool is also inherently interactive, as it allows you to engage in conversation with your prospects. AI makes it easy to automate and personalise these exchanges to best meet the needs of the person you are talking to.

What tools should you use to get started in interactive marketing?

To set up a successful campaign, brands need to be able to rely on tools that make it easier for them to produce content engaging on the one hand. But they will also need solutions to facilitate the collection and activation of the data that this interactive content can generate.

In a recent study conducted by Salesforce, marketers describe the tools they use most to create interactive content;

 

  • 90% of participants use a CRM to facilitate data collection and follow-up for each lead;
  • 89% use ABM platforms (i.e. self-service platforms for pushing personalised messages to your target accounts). With Adictiz, for example, you can easily Choose your interactive game format and manage your marketing campaign from A to Z (personalisation, distribution, segmentation of collected data and retargeting);
  • 62% use Artificial Intelligence to help personalise their interactive content.

 

Interactive marketing is therefore a very interesting way of engaging your audience and reactivating your prospects at every stage of the conversion funnel. Don’t hesitate to request a demo of our solution for integrating interactivity and gamification into your future marketing campaigns!

6 original ideas for Halloween marketing campaigns

6 original ideas for Halloween marketing campaigns

by | Apr 14, 2025 | Animation, Captivate the audience, Engagement

Halloween is becoming increasingly popular in France. As a result, many brands are organising marketing campaigns around Halloween to engage their audience and boost conversion.

You’re looking for inspiration for your future Halloween marketing activities? Adictiz has some ideas for marketing campaigns that will help you make the most of the excitement surrounding this terrifying and fun festival!

Engage fans and convert new customers with a Halloween marketing campaign

Like many other marketing favourites (such as Christmas, back-to-school or Valentine’s Day), Halloween lends itself perfectly to the organisation of an interactive campaign.. En effet, les consommateurs sont particulièrement attentifs aux marques qui proposent des animations et leur permettent de remporter des cadeaux ou des promotions.

To attract the attention of your audience and stand out from your competitors, Halloween marketing campaigns rely on gamification and interactivity. Gamification is an effective lever for increasing visibility, but also for building loyalty and animating your community of fans.

By offering rewards to participants, companies can boost their commitment and attract new customers. They also attract qualified leads to their online or physical shop by rewarding the winners with promotions. Interactive marketing games are therefore an excellent way of increasing traffic to your site and converting more customers.

In short, Halloween games facilitate interaction between the brand and its audience and increase the chances of triggering a purchase!

6 ideas for Halloween marketing campaigns this year

There’s no shortage of gamification techniques to engage your audience this Halloween. Here are a few ideas for Halloween marketing campaigns to help you stand out from the crowd this year.

1. An interactive quiz on the theme of Halloween

Many French people celebrate Halloween without knowing its true meaning Did you know, for example, that the word Halloween is a contraction of ‘All Hallows’ Eve’?

The interactive quiz can therefore be an excellent idea for a Halloween event to test your community’s knowledge of the subject. Halloween is synonymous with horror films. So we can imagine a trivia game based on the most famous films. The participants who find the most correct answers could win a nice prize.

2. Trick-or-treating

Companies can exploit the Halloween theme by transposing it into an interactive digital marketing game such as a treasure hunt (or Hidden Object). Cette mécanique d’animation consiste à find objects hidden in a picture. In exchange, users can receive rewards following a prize draw.

The treasure hunt can be easily adapted to Halloween themes, this time taking place in a cemetery or a haunted manor house. The hidden objects will be sweets of all kinds, or products marketed by the brand, which will showcase them in a more fun and engaging way.

3. The Halloween difference game

The difference game is a classic marketing challenge. This time, participants will have to
detect differences between two images. By adding a timer, brands can make this Halloween animation even more engaging.

To keep with the Halloween theme, simply choose an image from a horror film or one inspired by Halloween folklore.

4. A terrifying puzzle

The puzzle game consists of putting together a visual in a given time to win as many points as possible. The best players will then be drawn at random to win gifts, free prizes or rewards (such as promotions or free delivery).

Once again, this Halloween competition is very easy to adapt to the horror theme while respecting your image and brand universe. For example, companies can use a photo of their teams dressed up for the occasion and invite their community to recreate the original image and guess who is behind each costume.

It’s also an ideal way to promote special Halloween products and challenge customers by displaying the results of the fastest players at the end of each game.

5. A “trick or treat” one-armed bandit

Traditionally, children dress up for Halloween, then go and ring doorbells to ask for sweets or ‘cast a spell’.

Companies can confront their customers with the same dilemma by organising a one-armed bandit-style competition. Très populaire dans l’univers du casino, cette animation marketing s’adapte facilement à chaque occasion spécifique ainsi qu’à chaque univers de marque. Pour Halloween, on peut imaginer que les symboles qui défileront sur le bandit manchot seront sweets or magic wands/skulls.

Winners will be able to unlock benefits to use on the brand’s website. This ultra-simple, fun format is an excellent way of driving traffic and engagement, as well as boosting your conversion rate for Halloween.

6. Photo competition for the best costume

Another great idea for Halloween activities is the photo competition. Ce jeu marketing encourage la créativité des clients en les incitant à partager leurs costumes et maquillages d’Halloween sur les réseaux sociaux.

To boost the visibility of this Halloween competition and make it go viral, all you have to do is create a hashtag for the occasion and offer an exceptional prize to the best costumes!

Photo competitions are also very effective for generating user generated content (UGC)directly related to their brand and products. Companies will then be able to re-use the best photos (with the agreement of the participants) for their next Halloween campaigns and actions.

Need help organising your Halloween competition? Discover
all the gamified marketing mechanisms of Adicitz and launch a truly original and engaging campaign!

Promoting your brand through interactive marketing

Promoting your brand through interactive marketing

by | Apr 14, 2025 | Branding, Captivate the audience

Static marketing is a thing of the past.

Consumers now aspire to be able to connect with brands, submit ideas, interact with their content or participate in the creation of their future products.

As a result, traditional one-way strategies don’t work as well as they used to. These are brands that opt for interactive marketing to engage their audience, create a real bond with their community and build customer loyalty.

In this article, we share with you the keys to interactive marketing. We also explain which levers to use and which strategy to put in place to boost brand awareness and maximise conversions.

SUMMARY

What is interactive marketing?

We’re not telling you anything when we say that capturing consumers’ attention has become the hobbyhorse of marketing professionals. This is all the more true when you consider that every day.., the average person is exposed to over 1,200 advertisements.

As a result, attracting the attention of your target audience has become increasingly complex. To engage consumers who are bombarded with advertising messages, companies need to stand out from the crowd.

And that’s where interactive marketing comes in.

Interactive marketing is a strategy that involves engaging your audience by inviting them to interact with your content in a fun way. It is not a one-way communication (like a TV ad or a promotional publication on social networks), but a two-way dialogue between the brand and its audience (prospects and customers).

The different types of interactive marketing

In theory, the definition of interactive marketing is very broad and can encompass numerous levers/media. To better understand what it’s all about, it’s therefore more interesting to go into practice with concrete examples of interactive campaigns.


Brands that opt for interactive marketing can use several types of formats:

A sports video competition to challenge game fans

Marketing games are interactive by nature. They allow you to engage your audience by encouraging them to take part in a competition to win gifts and benefits. To do this, they can take a quiz, complete a test or simply throw a one-armed bandit. C’est aussi un excellent moyen de collect first party data (via the participation form).

Launch a poll or survey

Another excellent way of engaging your audience is to ask them questions or ask for their opinion. Polls and surveys allow you to start a discussion with your consumers and find out more about their habits and expectations.

This customer feedback will be extremely valuable for redirecting their offer, improving their shopping experience, etc. For example, companies can activate this data by personalising their mailings according to the responses given by their audience.

Encourage the creation of UGC (User Generated Content)

Brands can also engage their audience by encouraging them to create content around their product and then share it on their own communication channels. UGC is not only an excellent way of enhancing the value of your customers, but also of generating reliable and authentic content, ideal for gaining visibility and animating your community.

Sharing playable ads

Unlike traditional advertising, playable ads are interactive and playable. This is what makes them stand out in today’s advertising landscapewhich is becoming increasingly saturated. The person viewing the ad will be able to take part in a marketing game to discover a new product or win a gift.

The interactive format is ideal for engaging your audience by adding CTAs directly into the video to encourage them to discover a product sheet, for example.

Personalised content and interactive storytelling

Consumers like to feel valued by brands. And personalisation is an excellent way of showing them that they are heard and understood. The simple act of sending an email to a recipient (mentioning their first and last name) can be a form of interactive marketing.

The first-party data collected through marketing games is also a good way of personalising your e-mailing or creating an interactive brand story, incorporating comments, testimonials and opinions from your customers.

What are the advantages of interactive marketing?

Interactive marketing offers a number of advantages:

Greater visibility and brand awareness

Creating fun and original interactive content gives your company a positive, unique and modern aura. According to a recent study by Ion Interactive, interactive content increases retention of the commercial message by 79% compared with static content.

Greater audience engagement

Interactive content creates a unique experience that makes the relationship between the brand and its customers both more fun and more rewarding. Consumers are not only encouraged to act (by taking part in a game or producing content, for example), usually in exchange for rewards. But above all, they feel listened to and have a sense of participating in the company’s activity.

Greater brand loyalty

Consumers are more loyal to brands whose values and message are aligned with their own. By creating an experience that is both personalised and lively, companies that rely on interactive marketing will be able to increase their website retention rate.

Instant feedback

Interactive marketing allows you to evaluate in real time how your audience interacts with your content. By responding to a survey or publishing UGC (such as a crash test or review, for example), consumers can more easily share what they think of a company, enabling it to quickly improve what needs to be improved.

Getting started in interactive marketing

To get started with interactive marketing, we recommend that you :

 

  1. Defining your target audience: this is an essential step in directing your interactive marketing strategy towards the right content format, but also towards the best distribution channels;
  2. Identify the triggers or the specific action to be takenthat the prospect will have to complete to start the interactive process. This could be a marketing game, a competition on social networks or even a chat window on their website.
  3. Determine the expected response. For example, the company may want to encourage its audience to sign up for its newsletter or generate traffic to its online shop. In this case, the interactive content and CTA should be geared towards this goal.
  4. Evaluate the impact of your interactive campaign. Determine the KPI’s to monitor to find out whether customers are reacting as expected and whether the interactive marketing strategy is really effective in maximising conversions or boosting visibility.
  5. Adjust and optimise your interactive marketing strategy. The brand can then make improvements to its interactive content based on the data collected. Ultimately, it will also be able to automate or optimise its campaigns to increase their effectiveness and profitability.

Want to get started with interactive marketing? Discover our different interactive formats to engage your audience and create a unique bond with your prospects.

10 reasons to launch marketing competitions

10 reasons to launch marketing competitions

by | Apr 14, 2025 | Animation, Branding, Conversion

Marketing competitions are an essential part of the panoply of advertising levers available to brands. Above all, this type of animation creates new opportunities to interact with audiences.

From the simplest scenario to the most immersive and entertaining, these interactive marketing experiences can provoke an emotion in participants, helping them to retain the information better. Visit gamification is a powerful process that firstly provokes amusement (through the game), but also more subtle emotions such as appreciation (with a scoring game) and pleasure (the fact of winning something). These emotions are more readily present thanks to the active nature of advertising, unlike traditional, passive advertising.

The marketing competition must be designed and organised around the brand’s key issues. Here’s 10 reasons to launch a marketing competition.

SUMMARY

  1. Gain visibility
  2. Creating virality
  3. Getting a message across
  4. Promoting a product in an original way
  5. Mark an important event
  6. Supporting a promotional period
  7. Finding new customers
  8. Get to know your audience better
  9. Building customer loyalty
  10. Leading your teams internally

1. Gain visibility

Marketing competitions are highly effective tools for enhancing a brand’s image, raising awareness or simply communicating about a product, service or event.

The operation dissemination stage is crucial, as it is here that companies will be able to reach the widest possible target audience. The main advantage of a competition is that it can be broadcast very simply via any channel, thanks to a simple URL. It can also be integrated directly into a web page, for an even more immersive effect. By using several advertising channels at the same time, the process of promoting the operation is even more effective.

Here are the different channels through which a competition can be broadcast, with the aim of increasing its visibility:

  • Email campaigns (in a banner for example)
  • Media coverage on social networks (Facebook Ads, TikTok Ads, Instagram Ads etc.)
  • Via display advertising

2. Create virality

Widely-distributed competitions help to raise brand awareness via a wide, multi-channel distribution network. But it’s also interesting to bet on the target audience itself to spread the operation virally.

Certain types of marketing competitions allow for this, such as the Social Gauge.. Cette mécanique incite les participants à partager le jeu sur les réseaux sociaux. Plus il y a de nouveaux inscrits, plus les parrains ont de chance d’être tirés au sort pour gagner des récompenses.

 

marketing competitions social ratings

3. Getting a message across

Organising and promoting a competition gives brands the opportunity to spread different types of message in a creative, original and effective way.

A variety of scenarios can be put in place to suit the audience and convey the specific message that the brand wants to share with its target audience.

Here are a few examples of marketing competitions to get a message across:

  • A fun quiz can be used to communicate interactively about a service or a new product, or even to educate people about the world of the brand and its history.

  • A Blindtest immerses participants in a world, the ideal way to get audiences going and leave a lasting impression.

4. Promoting a product in an original way

Brands can broadcast messages via each stage of a competition. The home page, for example, highlights a theme, prizes to be won or a new product. The gamified mechanics or the results page encourage people to visit the website or a product page to find out more about the offers.

To increase the chances of participants visiting the site at the end of the operation, it is possible to give away promotional codes via an instant prizes system. By taking part, players can immediately see if they have won something, and can use the promotional code directly by visiting the site.

Here are a few examples of competitions to promote a product:

  • The Gift Finder asks participants to fill in a personalised questionnaire. At the end of the operation, they find out which gift or product is ideal for them.

  • The voting mechanism makes it possible to highlight products while collecting product preferences from its audiences.

marketing competitions survey

5. Mark an important event

Marketing competitions can support a communication campaign around a major brand event. To ensure that the operation performs well and achieves its marketing objectives (lead recruitment, engagement, conversion, etc.), the various stages of communication surrounding the operation must be respected.

First of all, it’s important to tease out the forthcoming operation to ensure that it attracts traffic at the time of launch.

Then it’s a question of animating your audiences during the event. There are several ways of doing this, depending on the type of event:

  • For a trade fair or festival, the company can offer tickets to be won beforehand by means of random drawing, but it can also offer prizes to be won on the spot with a Wheel of Fortune, for example.
  • Is a brand celebrating its birthday? Now’s the time to delight its customers and fans with a fun event that makes a lasting impression by offering prizes to be won over a given period.

6. Support a promotional period

Are the sales, Black Friday or exclusive private sales days for loyal customers just around the corner? This is the ideal time to launch an operation to boost sales and maximise conversions.

Marketing competitions can serve several purposes:

  • Attract customers to the website by offering them the opportunity to take part in a game on the theme of sales to win discount vouchers via their social networks.
  • Doing drive to store (in-store use of discount coupons won online)

Get even more sales by stimulating post-purchase (participants can earn additional discounts by uploading their proof of purchase).

7. Finding new customers

Marketing competitions and lead generation go hand in hand. In fact, this objective, which has been widely pursued by brands throughout the year, is now a sensitive one, against a backdrop of the end of third-party cookies and the protection of personal data.

Marketing competitions are an effective way of recruiting qualified leads and attract new customers. By offering attractive prizes, the brand encourages prospects to get involved.

On the other hand, competitions increase brand visibility by encouraging participants to share the competition with their network, which can attract new prospects and potential customers.

8. Get to know your audience better

Marketing competitions are an effective way of collecting qualified data on participants.

By asking participants to fill in a registration form to take part in the competition, it is possible to obtain valuable information about their preferences and interests. By including optional questions, you can gather more specific data about their consumer habits. customer database is enriched. It is also possible to personalise future marketing campaigns and better understand the needs of your target audience.

Please ensure that you comply with data protection laws and clearly inform participants about the use of their data in accordance with the confidentiality policy.

9. Building customer loyalty

Marketing competitions can also be an effective tool for building customer loyalty. By offering exclusive competitions to loyal customers, the brand encourages them to stay involved and continue interacting with its products or services.

Competitions can be designed to reward loyalty by offering exclusive benefits or free products, for example. This can help to strengthen the relationship by creating a sense of belonging and mutual esteem.

Competitions can also encourage customers to share their experience with their network, which can lead to greater visibility for the brand and attract new customers.

10. Leading your teams internally

Marketing competitions are not just for brands and companies selling products or services. They are also very useful in internal communication. En effet, ils permettent de :

  • Training employees using quizzes
  • Boost group cohesion (like digital team building) through a participative game or team game
  • Encourage productivity by challenging people via an open poll, such as an idea box.

Taking the temperature of well-being at work via a survey

Conclusion

In conclusion, marketing competitions offer many advantages to brands. They can increase visibility, go viral, get a message across, promote a product or mark an important event. To find out more, discover 8 tips for a successful interactive campaign!

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