Captivate the audience

Beauty marketing: 3 innovative ideas to remember

by Audrey Edart | Apr 15, 2025 | Branding, Captivate the audience

Beauty is a sector that has always reinvented itself. Even during the pandemic, when we were all stuck at home or forced to wear masks, brands redoubled their creativity to adapt their beauty routines and products.

But beauty is also an ultra-competitive sector. Les nouveaux arrivants ont du mal à se faire de la place. De nombreuses marques ont émergé sur le créneau de la beauté naturelle et des produits bio. Mais l’offre est de plus en plus saturée et les consommateurs submergés sous les publicités.

To stand out from the crowd, beauty marketing needs to be innovative and original. By getting closer to their community of customers and relying on more authentic and playful campaigns, companies have the opportunity to reinvent themselves and win over new consumers.

Here are 3 innovative marketing levers to explore to boost visibility and conversion.

SUMMARY

Marketing idea no. 1: Leveraging the community in the beauty sector
Marketing idea no. 2: Prioritise personalisation and inclusiveness
Marketing idea no. 3: Implement a coherent omnichannel marketing strategy

Marketing idea no. 1: Leveraging the community in the beauty sector

The beauty sector is fiercely competitive. Brands have to compete creatively to stand out from the crowd. One of the first levers they can use to stand out in beauty marketing is the community. Building a community of committed and loyal customers is one of the best barriers to entry that companies can create.

Co-creating in beauty through gamification

This co-creation process can be duplicated by sharing surveys on social networks to its audience. This will enable brands to better understand their customers’ expectations and consumer trends.

Another interesting mechanism: the swiper. Popularisé par des applications de dating comme Tinder, le principe consiste à swiper vers la gauche ou la droite pour choisir le look de make-up que l’on préfère. C’est un bon moyen pour les marques de identify the desires of its audience.

Interactive experiences to stand out from the crowd

Offering interactive advertising experiences as part of marketing campaigns also means :

gain visibility. Notamment grâce à l’engagement de ses fans sur les réseaux sociaux ;
generate authentic content. Il permettra de créer un lien de confiance avec ses prospects (via l’UGC, soit les publications partagées autour des produits de la marque par ses clients) ;
co-create innovative products that really meet the expectations of their market;
recruit new customers by leveraging the power of brand ambassadors;
build customer loyalty by creating a much more human and authentic relationship between the brand and its users.

Many start-ups in the beauty sector have banked on the community as their main marketing lever. One example is the brand Respire. She has managed to build up a core group of fans during its crowdfunding campaign. Its customers were its first investors and now act as powerful ambassadors for the brand and its products.

Another inspiring use case is that of Nide.co. The beauty brand co-creates all its products with its community of customers. It is they who suggest new ideas, based on the needs they encounter (and which are not yet being met by other brands). Each idea is then put to the community for a vote. In this way, the brand ensures that it has a solid demand for each new product before it even begins to be produced.

Marketing idea no. 2: Prioritise personalisation and inclusiveness

The trend in the beauty world is towards personalisation and inclusivity. To compete with the big beauty brands like Sephora and L’Oréal, newcomers are increasingly focusing on specific niches. In this way, they address market segments that are often ignored by the market leaders. It’s an opportunity to win over ultra-committed customers who have long felt shunned by the more established brands.

It’s a strategy that singer Rihanna’s brand has applied. Fenty Beauty made a name for itself right from the start with its ultra-varied foundation palette. The brand aimed to appeal to women of all complexions, from the fairest to the darkest.

Another beauty brand that has managed to stand out thanks to this marketing idea of beauty is MÊME cosmetics. L’entreprise a en effet décidé de s’adresser spécifiquement aux femmes souffrant du cancer du sein. Elle leur propose des produits naturels et qui répondent à leurs besoins dans cette période délicate de leur vie.

Customisation is another way of addressing very niche needs while continuing to offer a wider range of products.

Many of the major generalist brands offer their new customers the chance to take a quiz. Il peut prendre par exemple la forme d’un gift finder. Il permet de trouver le cadeau idéal en collectant des préférences. Ce dernier fait office de diagnostic pour cibler leur type de peau ou de cheveu. La marque peut ensuite proposer des produits qui répondent mieux aux besoins de chaque client.

Gamification to collect customer data

Gamification is a particularly important lever here for collecting data in a fun and intuitive way. Users are invited to share personal data via a game or interactive format. They are all the more encouraged to share reliable and accurate information as they will be the first to benefit from it. In exchange for their answers, they will receive highly relevant recommendations. Customers can also benefit from vouchers to use on a personalised selection of products.

Marketing idea no. 3: Implement a coherent omnichannel marketing strategy

The way we discover and buy beauty products has changed dramatically. Nowadays, we no longer follow the advice of the muses but influencers that look like us. In the same way, we don’t necessarily buy our make-up in shops, but directly online.

Brands that want to stand out from the crowd in beauty marketing will need to succeed in creating an omnichannel experience (both digital and physical). They will be able to engage their prospects online thanks to interactive playable marketing.

For example, Showroomprivé has set up a Click & Win with a wide choice of prizes to highlight the new La Roche Posay serums. The activation attracted over 69,000 subscribers to this 100% winning activation, giving the product great visibility.

For customers who prefer to try out a product before buying it, a drive to store strategy will enable online marketing to be stepped up. Beauty brands will be able to capitalise on in-store events (with influencers, for example) to generate traffic to their physical points of sale. On-site competitions, via an interactive terminal or using Scan&Play, will make the retail experience more fun for consumers.

Conclusion

Engaging and retaining an audience has become a major challenge for brands in the beauty sector. To stand out from the crowd, they need to adopt new marketing ideas to make their branding more appealing to new consumers. Gamification will enable them to respond to all the main challenges they face (visibility, community engagement, personalisation through data collection and omnichannel activation).

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

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Summer competitions: 3 original ways to engage your audience

by sarah Biteau | Apr 15, 2025 | Animation, Captivate the audience

Seasonality is a major challenge for brands, whatever their sector of activity. They have to adjust their marketing strategy to take account of the different needs of their audience at different times of the year.

But the summer period presents an additional difficulty: a drop in consumer attention and purchase intentions in verticals that are not directly linked to tourism/leisure.

The key to keeping customers engaged over the summer, but also to generate sales, is to understand and anticipate consumer expectations. But above all, it means offering them engaging and well-targeted brand experiences.

In this article, we explain how the summer competitions can help you overcome the main challenges of the summer period. We’ll also share some concrete examples to inspire your future campaigns.

SUMMARY

The main challenges of summer marketing campaigns
3 good reasons to organise summer competitions

The main challenges of summer marketing campaigns

Summer is a challenging time for many brands. Many of them see their sales fall drastically or, on the contrary, have to manage a peak in activity. Here are the main challenges they face during the summer months.

1. Attract the attention of less available consumers

Many companies experience a slack period during the summer season due to a decrease in consumer attention. They are often less available (due to holidays, travel, etc.), which has a direct impact on their interactions with brands, particularly on social networks.

During the summer months, engagement rates can drop drastically. A study by HubSpot shows that this drop can be as much as 30% during the summer holidays. It is therefore essential for retailers to adapt their marketing campaigns by offering content that is more visual, less intrusive and more fun.

2. Follow your customers on their summer travels

In summer, consumers also tend to be more nomadic, particularly when on holiday and therefore travelling to tourist areas. For brands, the challenge is to remain available, particularly online or by simplifying the delivery of their products to holiday destinations.

For some sectors, which have a good physical presence throughout the country, the challenge will also be to make these outlets visible. This is the case in supermarkets, for example, by offering geolocated promotions. Sports clubs can also offer summer passes to encourage their users to visit the establishment closest to their holiday destination, or by integrating digital services (such as an online sports application).

3. Meeting different needs during the summer holidays

One of the greatest challenges of seasonal marketing is to understand and anticipate changes in behaviour of consumers at different times of the year. For example, shoppers will be more inclined to spend on leisure activities in summer and more inclined to buy products in winter.

The products and services offered by retailers must therefore be adapted to meet these new needs. To take the example of supermarkets, brands need to take account of the fact that their customers are turning more to fresh products that are easy to eat on the move (ready-to-go).

4. The impact of seasonality on stock management

The challenges of summer marketing campaigns are not limited to companies whose sales are falling. Sectors that experience major peaks in activity can also be hit hard if they are not sufficiently prepared to meet customer demand.

A survey carried out by McKinsey & Company revealed that 70% of retailers observe an overabundance of stock outside seasonal peaks, and 40% of them believe that their stock management could be improved to better adapt to seasonal cycles.

It is therefore crucial for brands to adapt their stock management strategy in line with the seasons. This will help to avoid overstocking or stock-outs during the high season, both of which have a considerable impact on profitability, image and customer satisfaction.

3 good reasons to organise competitions in summer

To meet these marketing challenges and better engage their customers over the summer period, brands can capitalise on gamification.This strategy involves introducing fun, interactive formats (such as competitions) into its communication campaigns.

Here are 3 good reasons to adopt Playable marketing this summer and 3 inspiring examples to get you going!

1. Boost your communication and grab consumers’ attention

Summer is a time when consumers are on holiday and looking for lighter, more entertaining content. By organising a competition, brands can offer them a fun and engaging experience and capture the attention of an audience that is less receptive to traditional messages.

Competitions therefore make it possible to multiply the points of contact, even in summer, boosting the brand’s visibility organically (particularly on social networks).

Example: Showroomprivé’s Summer Trips campaign achieved its visibility objective at the height of the summer season, highlighting Parc Astérix as an attractive partner for generating leads.The results have been impressive, both in terms of participation (177K users in total) and engagement (with over 186K games played and an average session duration of 1min49).

2. Maintain sales during a slower period

Summer can be a slow period for some industries. In this context, competitions are an excellent way of stimulating sales. Not only can the format be used to promote the summer offer in an original way (by encouraging the creation of user generated directly by users as part of a photo competition). But it’s also a way of encouraging impulse buying by distributing time-limited discount vouchers.

Example : Altarea Cogedim has launched its Summer Test campaign to energise its shopping centres during the summer sales period. This
personality test was designed to generate point-of-sale traffic and stimulate purchases by sharing personalised product recommendations. The campaign also recruited new fans, leads and opt-ins, helping to enrich the customer database and to
maximise the impact of the summer highlight.

Altarea Cogedim - personality test sales

3. Prepare back-to-school marketing campaigns and collect valuable data

Summer competitions can also be used by brands to gather valuable information about their customers (product preference, consumption habits, budget allocated to purchases, etc.) This data can be obtained via the game mechanics themselves (in particular with a Swiper, for example) or using a form (at the start of the course to access the game or at the end of the experience to unlock the reward).

This data can then be used to prepare and optimise back-to-school campaigns and brand communications throughout the year. Using the information collected, the brand can better segment its audience and thus deliver more impactful retargeting campaigns (thanks to personalised content and offers).

Example: The Tape à l’Oeil brand has opted for a summer competition to strengthen its relationship with its customers. The choice of a fun game mechanic such as the Piñata not only boosted the brand’s visibility during the summer period. But gamification also made it possible to collect data and attract qualified leads (thanks to
an opt-in form) which the company could then retarget through an e-mailing campaign, for example.

Conclusion

Competitions are particularly relevant in summer to keep your customers engaged, boost your sales and optimise your future marketing campaigns. It’s an ideal format for the summer period, making your communication more dynamic and more fun. Discover
our marketing game formats and boost your visibility and revenue even during the summer holidays!

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

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Fashion marketing: gamification as a strategic lever

by Audrey Edart | 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
Why gamify your fashion brand?

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.

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.

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.

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

by Audrey Edart | 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?
Understand the motivations of the participants of the competition to choose its endowment
The golden rules of good gamified marketing staffing

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

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.

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.

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.

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!

6 original ideas for Halloween marketing campaigns

by Audrey Edart | 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

by Audrey Edart | 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?
What are the advantages of interactive marketing?
Getting started in interactive marketing

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 :

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;
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.
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.
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.
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.

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