[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=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Online consumer spending grew significantly<\/b>, reaching <\/span>43.1 billion euros<\/span><\/a>, this represents an increase of 12% on the previous year. Given this dynamic, it is essential for companies to attract users to their website or application. <\/span><\/p>\n That’s the whole point of <\/span>a drive-to-web strategy:<\/b> this means finding new channels for engaging and guiding your audiences. In this article, we’ll be focusing on gamification, i.e. integrating fun and interactive elements into your campaigns. We’ll look at how you can use gamification to transform an interaction or advertisement into an engaging and memorable experience. <\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||40px||false|false” custom_padding=”||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][dipi_table_of_content show_table_title=”off” use_header_icon=”off” heading_tags=”off|on|off|off|off|off” show_list_numbers=”off” show_list_bullets=”on” item_bullet=”^||divi||400″ bullet_spacing=”7px” content_background=”RGBA(255,255,255,0)” content_padding=”0px|10px|0px|10px|false|false” _builder_version=”4.27.4″ _module_preset=”default” background_color=”#ECF1FF” custom_padding=”25px||25px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” border_radii_header_icon=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dipi_table_of_content][\/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=”4.27.6″ _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=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Drive-to-Web refers to marketing strategies aimed at <\/span>redirecting customers from a physical channel to a virtual one<\/b> (shop, event, billboard, etc.) to a website or mobile application. The aim is to encourage consumers to continue their online experience, to find out more about the brand, discover its exclusive offers or complete a purchase. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n If <\/span>Web-to-Store<\/span><\/a> transforms an online shopper’s interest into an in-store visit, Drive-to-Web does the opposite: <\/span>it converts a physical contact into a digital interaction<\/b> (and conversion).<\/span><\/p>\n The objectives of Drive-to-Web are as follows: <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Retailers have<\/span> several at their disposal to transform IRL (In Real Life)<\/b> prospects into online customers:<\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _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-2″ _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” 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=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n As part of a drive-to-web strategy, brands are looking to maximise the interaction between their physical points of contact and their digital platforms. Among the levers available (QR codes, offline-to-online advertising, connected events, etc.), gamification stands out for its versatility and effectiveness. It will <\/span>boost the impact of all these communication media<\/b>, making them more interactive and engaging.<\/span> <\/p>\n Why ? Because a game offers <\/span>an immersive and memorable experience.<\/b>. Here we take a look at how it compares with the other classic Drive-to-Web levers.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Compared with QR codes and static ads, a game arouses curiosity and prompts action. A game mechanic like <\/span>a Jackpot<\/span><\/a>, <\/span>a Quiz<\/span><\/a> or <\/span>a Contest<\/span><\/a> boosts brand visibility. It’s also a lever for virality, as it encourages sharing on social networks (and therefore word-of-mouth). <\/span><\/span><\/p>\n <\/p>\n Example: <\/b>La Roche Posay’s marketing campaign via Showroompriv\u00e9 was designed to give visibility to the brand’s 4 new serums. At the same time as recruiting new qualified leads with an affinity for the product and the brand. Thanks to an addictive mechanism (<\/span>Click&Win<\/span><\/a>), it generated over 42K new visits to the brand’s website.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/04\/La-Roche-Posay-click-win.webp” alt=”La Roche Posay – click & win” title_text=”La Roche Posay click & win” align=”center” _builder_version=”4.27.6″ _module_preset=”default” height=”650px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Unlike traditional advertising, which reaches an audience that is not always qualified, a game enables data to be collected (emails, <\/span>opt-ins<\/span><\/a>, purchasing preferences and frequency, etc.). Because of their interactive nature, games encourage voluntary interaction that is less intrusive than a lead capture form. Thanks to the insights they gather, brands can qualify their leads, <\/span>refine their segmentation<\/span><\/a> and personalize their campaigns.<\/span><\/p>\n Example:<\/b> Its gamified Drive-to-Web campaign enabled La Roche Posay to qualify prospects by offering them the chance to choose their favourite serum at the start of the game. The brand was able to understand the needs of its audience. Thanks to the opt-ins collected, it will be able to carry out retargeting in future campaigns. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/04\/La-roche-posay-drive-to-web.webp” alt=”La Roche Posay – drive to web” title_text=”La roche posay drive to web” align=”center” _builder_version=”4.27.6″ _module_preset=”default” height=”400px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Static advertising simply transmits information (a new product, information about a current promotion), whereas a marketing game creates an incentive to discover a product or an offer. In exchange for taking part, the player can obtain a discount voucher, a sample, VIP access… incentives that make it easier to make a purchase. By adding a time factor (such as a deadline for taking advantage of a discount), the drive-to-web game generates a sense of urgency and scarcity. <\/span><\/p>\n Example:<\/b> Casino used game marketing (<\/span>a Scratch-off<\/span><\/a>) and the expertise of Adictiz Ads to recruit customers. By offering discount vouchers to be won, the Drive-to-Web operation generated traffic on the site and increased sales. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/04\/casino-drive-to-web.webp” alt=”Casino – drive to web” title_text=”casino – drive to web” align=”center” _builder_version=”4.27.6″ _module_preset=”default” height=”700px” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Unlike one-off promotional offers, a game builds loyalty over the long term by incorporating a dimension of pleasure and reward. It strengthens the connection with the brand and encourages frequent returns to its website or application, facilitating campaign segmentation and more targeted communication. Gamified Drive-to-Web campaigns can also be integrated into the loyalty programme to encourage ongoing, omnichannel engagement with the brand. <\/span><\/p>\n Example: <\/b>Leroy Merlin\u2019s \u201cRenovation\u201d campaign led to the creation of new customer accounts. Each user was qualified using the <\/span>Swiper<\/span><\/a>, depending on their renovation project and purchasing intentions (kitchen, bathroom, decorating preferences). The brand was able to send offers tailored to the needs of each participant. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/02\/Leroy-Merlin-grand-jeu-renovation.webp” alt=”Leroy Merlin – Swiper grand jeu renovation” title_text=”Leroy-Merlin-grand-jeu-renovation” align=”center” _builder_version=”4.27.6″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _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-3″ _builder_version=”4.27.6″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” 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=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Here are 3 tips to maximize the impact of a gamified drive-to-web campaign.<\/p>\n <\/span>1. Choosing the right game mechanics according to the objective<\/a>. The type of game must be in line with users’ expectations and the brand’s objectives. An instant win will be ideal for generating leads, while a <\/span>personality test<\/span><\/a> will facilitate the collection of customer data. <\/p>\n <\/span>2. Optimize distribution to boost reach. The campaign must be designed to facilitate the redirection of physical leads into digital customers. Paid advertising (social ads and retargeting) will be essential to target the right audiences and follow up prospects who have already interacted with the brand <\/span>without completing their conversion journey<\/span><\/a>.<\/p>\n <\/span>3. Simplify the user journey to maximise post-game conversion. An effective game should not be a dead end, but a springboard to conversion. It is therefore important to reduce the number of stages as much as possible and to focus on the <\/span>immediate rewards<\/span><\/a>, which speed up the act.<\/span><\/p>\n [\/et_pb_text][\/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 _builder_version=”4.27.6″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\nDrive-to-Web: Definition and Challenges<\/strong><\/h2>\n
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Why is a Drive-to-Web strategy essential?<\/strong><\/h3>\n
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Classic Drive-to-Web levers<\/strong><\/h3>\n
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Gamification: a powerful Drive to Web strategy<\/h2>\n
1. Boost brand awareness in an engaging way<\/strong><\/strong><\/h3>\n
2. Refine customer knowledge and qualify leads<\/strong><\/strong><\/h3>\n
3. Boost conversion through greater engagement<\/strong><\/strong><\/h3>\n
4. Improve customer loyalty through more targeted communication<\/strong><\/strong><\/h3>\n
Our recommendations for a successful gamified Drive-to-Web campaign<\/h2>\n