[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Gamification in marketing enables brands<\/span> to immerse their prospects and customers in highly differentiating interactive<\/b> experiences.<\/strong>There<\/strong> are many examples of gamification in marketing. The element of fun, the promise of a reward and the opportunity to test your skills are all factors that make this approach to marketing much more effective than traditional promotional formats. <\/span><\/p>\n From brand discovery to conversion, not forgetting loyalty building, gamification offers<\/span> relevant and easy-to-personalise engagement mechanisms.<\/b>. Sans compter que cette strat\u00e9gie peut \u00eatre d\u00e9ploy\u00e9e aussi bien en boutique (via des bornes interactives ou des QR codes \u00e0 scanner) qu\u2019en ligne (on-site, in-app, sur les r\u00e9seaux sociaux, via une campagne publicitaire multim\u00e9dia, etc.) <\/span><\/p>\n To make the most of this powerful marketing tool, your brand can <\/span>take inspiration from successful gamification examples<\/b>. In this article, we share with you 4 successful use-cases, to be deployed at different stages of the customer journey<\/a> and across different marketing channels.<\/span> <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n As well as increasing the number of downloads and unique users, one of the main challenges for brands that have developed their application is to <\/span>engage and retain users over the long term. <\/b>Gamification offers companies the opportunity to animate their community effectively, encouraging them to return to the application more regularly, and even to become VIP members.<\/span> <\/p>\n One example of gamification is the strategy implemented by Quick. The fast-food chain has launched a <\/span>innovative marketing campaign on its mobile application,<\/b> featuring Tony Parker and interactive elements. The main objectives of this gamification campaign were to generate new leads, to <\/span>engage users<\/a><\/span>, but also boost sign-ups to the loyalty program<\/span> <\/p>\n The brand has therefore opted for<\/span> a Playable App format <\/b>(native ads that integrate perfectly with the mobile experience) and for the<\/span> Outrun<\/span><\/a>. La campagne a permis \u00e0 Quick de recruter environ 4k inscrits en 1 semaine, dont 69 % opt-in (un record dans le secteur de la restauration). <\/span><\/p>\n The engagement target was more than met with this fun format,<\/span> which saw almost 20,000 games played, <\/b>illustrating the addictive nature of the game and the retention power <\/strong>of such an operation on a mobile application.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/09\/playable-app.webp” title_text=”playable-app” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”73%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”27px|auto||auto|false|false” custom_padding=”||78px|||” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To attract consumers to their shops,<\/span> keep them there as long as possible , above all, encourage them to go to the checkout (and increase their average shopping basket), retail companies need to focus on<\/span> retail marketing levers.<\/a> innovative. Gamification captures the attention of shop visitors<\/strong> and encourages them to buy in-store. <\/span><\/p>\n The famous Galeries Lafaeytte have opted for interactive marketing by intalling <\/b>interactive terminals<\/a> in 6 of their outlets. To mark Mother’s Day, the brand offered its customers the chance to take part in a 3-days 100% Winning One-Armed Bandit<\/a>. <\/span><\/p>\n The aim of this Playable Marketing<\/a> in store <\/em>campaign was to animate points of sale<\/b> <\/span>during this key date in the marketing calendar. the results exceeded expectations in terms of in-store participation, demonstrating a real interest in the event and confirming the success of this initiative. <\/span><\/p>\n The Bandit Manchot animation was also available in mobile format in all shops in France via a QR code<\/a> <\/b>displayed on site. By opting for this cross-channel strategy, the company was able to considerable increase the reach of its campaign. <\/span><\/p>\n This enabled the brand<\/span> to bring all its shops to life simultaneoulsy,<\/b> with a 100% winning concept that was particularly attractive, as all particpants won a prize. What’s more, <\/span>this co-branding operation <\/span><\/a>allowed <\/span>to collect opt-ins<\/span><\/a> for Galerie Lafayette and its partner brand, Rosemood.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/09\/exemple-gamification-borne.webp” alt=”in store gamification example ” title_text=”exemple-gamification-terminal” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”49%” custom_margin=”||46px|||” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/09\/exemple-gamification-bandit-manchot.webp” alt=”example gamification in store one-armed bandit” title_text=”example-gamification-one-armed-bandit” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”77%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n To boost their conversion rate and generate more sales, brands also need to innovate in the way they <\/span>promote their products. <\/b>Consumers are now sensitive to other promotional mechanisms, in particular social proof (via the opinions of other customers) and interaction with brands. <\/span> <\/p>\n To raise the profile of its 4 new serums on the utlra-competitive Showroompriv\u00e9 marketplace, the La Roche Posay brand opted or interactive marketing. In this example, of gamification, the company deployed a 100% winning moment to <\/span>recruit new qualified leads and boost sales. <\/b><\/p>\n This interactive format enabled the company to <\/span>distribute discount codes<\/a><\/span>The campaign encouraged participants to make a purchase. In additions, the campaign redirected users to the brand’s website, <\/span> maximising conversions. <\/b><\/p>\n But the campaign also enabled La Roche Posay <\/span>to qualify new prospects<\/b> by giving them the chance to choose their favourite serum at the start of the game. The brand was thus able to <\/span>collect customer preferences<\/span><\/a> to better understand the needs of its audience. Thanks to the nearly 20,000 opt-ins collected, it can now carry out retargeting for future operations. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2023\/11\/Exemple-de-dotation-La-Roche-Posay.webp” alt=”Example of a La Roche Posay endowment” title_text=”Example of a La Roche Posay endowment” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”85%” custom_margin=”||51px|||” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.0″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Enriching and qualifying your CRM database <\/a>is a crucial marketing challenge for brands. This wealth of information enables them to <\/span> better address the needs of its target audience,<\/b> offer them personalised content and promotional offers, and this convert them to its various product and service ranges.<\/span> <\/p>\n To collect and qualify customer data, retailers can once again rely of gamification. Interactive fromats and attractive prizes make it possible to <\/span>capture the attention of your audience and encourage them to fill in a form <\/b>or share product preferences using an adapted game mechanic (sush as<\/span> Swiper<\/span><\/a>, for example).<\/span> <\/p>\n Among our examples of gamification, Cyrillus is the latest to be detailed in this article. The brand opted for this strategy in order to <\/span>better reach and onvert its core target, <\/b>young mothers. Its gamification campaign was based on a form with a prize draw at the end of the game. <\/span><\/p>\n The operation enabled <\/span>him to pack in the precious missing information<\/b> (children’s first names + dates of birth + missing telephone numbers). This data can then be reactivated <\/a>in future campaigns to help the brand communicate at the right time and on the right offer for each customer profile. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2024\/09\/exemple-gamification-collecte-donnees.webp” alt=”example gamification data enrichment” title_text=”example-gamification-data-collection” align=”center” _builder_version=”4.27.0″ _module_preset=”default” width=”69%” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.19.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.0″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n\n
1. Engaging prospects and customers in-app: the example of Quick<\/strong><\/h2>\n
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2. Animating your points of sale with interactive temrinals; the example of Galerie Lafayette<\/strong><\/h2>\n
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3. Promoting products through gamification: the example of La Roche Posay<\/strong><\/h2>\n
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4. Enriching your customer database; the example of Cyrillus<\/strong><\/h2>\n
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