How to create an online Wheel of Fortune?

How to create an online Wheel of Fortune?

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

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

Presentation of the Wheel of Fortune mechanism

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

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

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


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

What are the objectives of this marketing game?

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

Rapidly recruit new users

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

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

Lindt - online wheel of fortune
Lindt - mobile wheel

Engage your audience and immerser them in your bradn universe

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

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

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

Boost your retention rate by rewarding customers for their loyalty

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

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

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

How to create an online Wheel of Fortune?

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

1. Set up the player’s route

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

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

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

2. Customise your marketing game

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

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

3. Configuring the mechanics of the Wheel of Fortune

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

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

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

4. Choose the prizes

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

5. Test and adapt the mechanics to all channels

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

6. Boost the visibility of your campaign

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

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

Conclusion

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

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

Gamification for the employer brand

Gamification for the employer brand

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

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

What is an employer brand?

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

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

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

Why consolidate your employer brand?

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

Building your employer brand means you can :

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

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

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

Why gamify your employer brand?

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

1. Gamification to develop an attractive employer brand

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

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

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

2. Gamification to optimise your recruitment process

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

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

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

Example: The Bizzbee video competition

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

BZB challenge

3. Games as a means of engaging and motivating employees

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

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

Example: DPD’s Catch All for the Davis Cup

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

DPD catch all
DPD - catch all employer brand

Conclusion

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

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

Online surveys: 5 examples of successful interactive campaigns

Online surveys: 5 examples of successful interactive campaigns

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

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

1. Create interactive surveys to refine your customer knowledge

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

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

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

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

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

Club med - swiper interactive polls

2. Qualify prospects with online surveys

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

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

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

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

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

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

Leroy Merlin - swiper online surveys

3. Boost brand awareness via a digital survey

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

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

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

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

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

Nouvelle Aquitaine Region - swiper

4. Promote your products via online surveys

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

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

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

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

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

Legrand - Céliane Swiper set

5. Improve the customer experience by collecting feedback

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

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

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

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

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

Conclusion

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

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

Reinforcing corporate communication through gamification

Reinforcing corporate communication through gamification

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

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

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

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

What is corporate communication?

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

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

The various forms of corporate communication include :

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

What are the key issues in corporate communications?

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

The main challenges in corporate communications include :

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

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

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

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

Gamification to boost corporate communications

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

Gamification to add power to messages

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

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

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

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

Example: DPD’s Zero Waste Quiz

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

DPD - zero waste quiz - corporate communication

Promote the brand to candidates, employees and business partners

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

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

Example: The Lidl Voyage in-house game

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

Lidl - tiny wings travel game

Boosting stakeholder engagement

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

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

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

Example: Lidl’s Made by you Pizza

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

Lidl - pizza made by you

Conclusion

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

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

What is influencer marketing? Benefits, techniques

What is influencer marketing? Benefits, techniques

In a context where consumers are constantly exposed to promotional messages, brands need to redouble their creativity to engage their audience and stand out from their competitors. Influencer marketing offers many effective ways of doing this.

To the question of what is influencer marketing? The first obvious answer is that this digital strategy is unavoidable. According to a recent study, the global influence market is now worth more than 16 billion dollars. Et collaborer avec des créateurs de contenu est donc un levier indispensable pour humaniser sa marque, créer une connexion authentique avec son public et toucher une audience plus large.

However, this strategy also presents a number of challenges. Influencer marketing is constantly evolving to meet consumers’ expectations of proximity and interaction. But it also needs to equip itself with more powerful tools to better measure the performance of campaigns and personalise them as much as possible.

Gamification, the integration of playful elements into influencer marketing, is an excellent way of meeting these challenges.. Dans cet article, on s’intéresse donc aux avantages de cette stratégie et aux différents outils interactifs pour en booster les performances.

What is influencer marketing?

Influencer marketing is a strategy in which brands collaborate with content creators, mainly on social networks. Influencers are personalities who have managed to build up an online audience, generally by specialising in a particular content niche and creating links with their followers.

This closeness to their audience and ability to create native content on social networks are two particularly strategic levers for companies. By co-creating campaigns with influencers, brands can reach a wider audience that is potentially interested in their products or services. Content creators also act as ambassadors, embodying the brand and its values, giving it an image that is more authentic and closer to its audience.

An integral part of any influencer marketing strategy is therefore to identify content creators whose interests, tone and values are close to those of the company (as in a co-branding strategy). In this way, companies can ensure they are reaching the right audience, maintaining consistency in their communications and highlighting their world and value proposition.

The benefits of influencer marketing for brands

Influencer marketing can be an incredibly powerful marketing tool for brands, whatever their reputation, sector of activity or objectives. According to a recent report on the subject, almost half of consumers (49%) make a purchase at least once a month after being exposed to influencer publications. And almost all shoppers (86%) say they make a purchase following recommendations from a content creator at least once a year.

The main reasons for influencer marketing include :

Increase brand awareness

Working with influencers enables companies to reach a wider, highly qualified audience. By sharing campaigns about a brand, content creators help to raise awareness of the brand among new people or improve its image. This is how, for example, influencer Léna Situations has modernised the image of the Jennyfer brand.

Target the audience for your marketing campaigns more effectively

Influencer marketing helps brands to precisely target their audience. The key is to work with a creator whose community matches the characteristics (demographic or behavioural) of the company’s target audience. So it’s an excellent way of ensuring that your message reaches the right people and is delivered in a way that resonates with your audience (making the campaign more impactful).

Achieve higher conversion rates

Social proof is a powerful conversion factor. Consumers are more likely to buy a product if it has been recommended to them by someone they trust (and not by the brand itself, through traditional advertising). What’s more, influencers have mastered the codes of content creation on social networks. As a result, their publications are better integrated into users’ news feeds, making them more likely to capture their attention and generate conversions.

Create a more authentic and trusting relationship with your audience

Influencers also enable brands to humanise their communications and create a more authentic connection with consumers. They will create credible content that will enable their followers to better understand their brand. identify the strengths of a product or service and the different ways in which it can be used. Their shared experience, which is less formatted and more spontaneous, is also more likely to generate trust (and therefore conversion and loyalty) than a traditional promotional campaign.

benefits of influencer marketing

How to gamify influencer marketing campaigns

Le marketing d’influence est une stratégie puissante pour atteindre et convertir son public cible. Mais c’est aussi devenu une arène publicitaire ultra compétitive dans laquelle les marques doivent redoubler d’efforts pour convaincre les créateurs de collaborer avec elles et capter l’attention de leurs abonnés. 

La gamification en marketing est un levier qui permet de booster les performances d’une campagne de plusieurs manières. Cette technique peut par exemple être utilisée pour motiver les influenceurs et valoriser leur contenu. Les entreprises peuvent ainsi gamifier leur programme d’influence (ou d’ambassadeurs) de la même manière qu’un programme fidélité. Les créateurs qui génèrent le plus de vente peuvent ainsi cumuler des points, atteindre de nouveaux paliers et bénéficier d’avantages spécifiques (goodies, une commission plus élevées sur chaque vente, des accès aux backstages de la marque). 

Exemple recrutement gamification

Mais la gamification permet surtout de capter plus facilement l’attention des audiences et de stimuler leur engagement. En créant des campagnes plus ludiques, sous forme de concours créatifs ou de jeux marketing, les entreprises et les influenceurs peuvent en effet encourager les utilisateurs à interagir avec eux et booster la viralité de leur contenu.

Les mécaniques jouables propres à la gamification sont aussi un excellent moyen d’augmenter les interactions des abonnés avec la campagne. C’est donc un puissant levier pour collecter plus de données zéro-party et ainsi mieux comprendre les besoins et attentes de son audience. A partir de cette data, l’entreprise pourra ensuite créer des campagnes encore plus personnalisées, et donc beaucoup plus engageantes !

Conclusion

Gamification is an excellent way of creating even more effective influencer marketing campaigns. To engage the creators you work with and their audience, don’t hesitate to integrate interactive mechanisms into your content. Discover our catalog of marketing games and boost your influencer strategy!

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

Gift cards and gamification, boosting customer engagement

Gift cards and gamification, boosting customer engagement

Brands are constantly looking for marketing levers to engage and convert their audience. Gift cards are one of the most popular tools for boosting brand awareness and encouraging purchases or repeat purchases.

They are widely adopted by retailers, from fashion to restaurants, not forgetting supermarkets. However, gift cards are also used by smaller brands to engage their audience. They are all the easier to mobilise as part of an omnichannel customer experience. They can be physical or digital.

In this article, we’ll be sharing how to strenghten your relationship with your audience using gift cards. We’ll explore ways of gamifying a gift card program and making the experience interactive and engaging.

The explosion of gift cards as a mtehod of payment

In 2024, brands reported an increase of almost 25% in gift cards purchases. Gift cards are no longer reserved for the festive season, when they are given as Christmas presents. It is now becoming more widespread during high points such as sales, Black Friday, Mother’s Day and Valentine’s Day (when consumers want to give pleasure or treat themselves).

Another new development is the dematerialisation of gift cards. Long confined to physical shops, they are now exploding in e-commerce. According to a Global POS analysis, the average value of gift cards activated on the web has riser from €50.73 to €59.56 in 12 months, an increase of 17.42%!

For consumers, they are becoming the preferred method of payment, both in retail and online. The distribution of market shares remains equivalent, with fashion leading the way in terms of usage. Nevertheless, we are seeing an increase in purchases made using this methods of payment during the sales period, demonstrating the growing importance of gift cards in consumer habits.

What are the advantages of gift cards for brands?

As well as being popular with shoppers, gift cards also offer benefits for brands. Theses include:

A significant increase in revenues

Gift cards are an opportunity for brands to increase their sales. This is an advance payment that is not always used by its holders. According to CEB TowerGroup, 10% of gift card balances remain unused, which represents a considerable margin. In one year, a brand like Starbucks can make a profit of 1 billion dollars from unused gitf cards. Buyer who use these cards generally spend more than the initial amount,increasing the company’s revenues. 61% of consumers who opt for this payment method spend more than thier balance.

An opportunity to acquire new customers

Many of the customers who buy a gift card are new customers. It is therefore a lever of brand awareness, which capitalise on recommendations to boost visibility. Overall , gift cards reduce acquisition costs. The brand takes advantage of the visibility and traffic of other brands to raise its profile by placing its gift cards in a distribution network (or on platforms such as my gift card).). C’est d’autant plus efficace quand elles sont affichées à côté de celles d’entreprises comme Amazon ou Netflix.

A lever for customer retention and loyalty

Gift cards improve the shopping experience by offering consumers greater flexibility. They benefit from greater flexibility of choice, and the dematerialisation of cards simplifies their use. This tool can also be a way of strengthening the loyalty program and make it stand out from the crowd. By sending them to customer who cross a threshold (or number of loyalty points), brands can increase the repurchase rate. It’s a way of strengthening the relationship with our most committed customers by rewarding them with an e-card.

A tool for collecting customer data

The use of gift cards enables retailers to improve their customer knowledge. They are able to track purchases and collect data (the time between the purchase of the card and its use, the amount of the purchase, the products or services purchased, etc.).

Dematerialised gift cards, sent via an email campaign (as part of a loyalty program), can be used to refine these analyses.. L’entreprise peut suivre le parcours client et calculer son ROI.

Galeries Lafayette - Gift card give away

How to gamify gift cards to boost buyer engagement

While the gift card is a tool for expanding and engaging its audience, it remains a competitive arena. To stand out from the crowd, brands can enhance the experience by opting for gamification. Gamification strengthens the interaction between the company and the consumer, through playable formats and attractive rewards. In the context of a gift card program, this can take the form of:

 

  • Interactive promotional campaigns. Playable Marketing is an excellent way of boosting visibility and encouraging audiences to buy gift cards. the brand can launch a gamified campaign on social networks in order to generate leads and acquire new clients. Le format du contests increase the virality of the campaign and makes it more attractive.

  • Gamified rewards: shoppers can increase the value of their card or unlock rewards (free goodies, free delivery) by taking part in a marketing game or challenge. The brand can integrate a QR code into its gift card, taking consumers to a winning instant to encourage them to buy one.

Conclusion

Gift cards are all the rage, both in-store and online. They’re ideal for raising your brand’s profile and engaging your audience. To make them more attractive and generate more sales, gamify your shopping experience with our interactive mechanics!

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