One of the objectives of gamification is to increase customer engagement. The notion of marketing engagement encompasses many concepts: global brand engagement, engagement on social networks, engagement in front of a personalised message (such as an email), or engagement in front of an advertisement.
When we talk about engagement in this ebook, we mean increasing the frequency and intensity of a brand’s interactions with its customers and prospects.
So how can gamification help you strengthen your relationship with your audience?
Create multi-channel campaigns
You must vary the channels through which your messages are delivered. By diversifying communication tools and channels, you increase your chances of reaching your customers and prospects where they are and thus have an opportunity to build a relationship with them.
With gamification, you can play on this multi-channel system: publish your games on a website, a dedicated mini-site, a mobile application, social networks or an ad server.
You can also combine the real world with the digital world by creating a campaign inviting your customer and prospect to visit your store or website to participate. It will increase traffic to your physical and digital stores at the same time.
How you can use gamification to increase engagement
In concrete terms, how can gamification be used to engage your customers and prospects lastingly?
1. The PSG Advent Calendar
A good example of customer engagement is the PSG Advent calendar, which was distributed during the Christmas holidays.
The principle was simple: every day in December, online and offline visitors were invited to discover a new box on the Advent calendar and try to win various gifts and discounts.
The PSG, famous French football club, offered its audience a cross-channel experience by broadcasting the game on online channels, via the brand’s e-shop, and offline, thanks to tablets positioned in physical stores.
To collect data and acquire customers, users had to log in or, if necessary, create an account on the brand’s website in order to be able to participate in the game.
Client accounts are a gold mine for brands to interact with their audience. The PSG approach is, therefore, particularly wise because it gives the company all the tools it needs to engage its prospects and customers lastingly!
In the end, the gamification campaign conducted by the PSG paid off: more than 180,000 Internet users participated and an average of 2,700 new profiles were collected per day.
2. The Dr Oetker Prediction Competition
It’s not a legend: football parties rarely do without pizzas.
For the 2018 World Cup, the Dr Oetker Group took the opportunity to launch a particularly unifying gamification campaign around the event.
The brand invited users to predict the score of Belgium’s matches, as well as when the first goal would be scored.
In order to reach a wider audience and lastingly engage the community, the game was a 100% winner. All participants received a discount coupon and the 12 participants who predicted the closest scores received free pizzas. Users were challenged among themselves because the participant with the most accurate predicted scores won a Samsung television.
As a result of this action, the company significantly increased its audience’s engagement on social networks and, in total, 14,500 customers participated in the game. As for data collection, more than 6,830 new profiles were collected.
The prediction competition is a perfect tool to use at sporting events to create interaction with your audience!
Want to know more about gamification and how it can help you get better results as part of your marketing strategy? Complete the form below and download the ebook!
