B8 Gamification Marketing

Part of a series of Top 10 Closing the Sale Mobile Marketing Strategies

There are two different forms of Gamification Marketing. One involves the creation of an actual game app that users can play on their smartphone. Companies can benefit from this strategy by clearly branding their organization, branding specific products and/or services and enabling m-commerce.

Another gamification strategy simply involves engaging customers by tracking their level of participation and achievement on a scoreboard and rewarding top performers in some way. Both of these strategies, integrated with social media, can be a powerful tool for achieving your marketing objectives.

Game Apps

Coca‑Cola created a King of the Park gaming app to engage consumers in its Fanta brand. Earning points, achieving high scoreboard rankings and winning prizes was enough incentive to keep consumers engaged in the promotion. Taco Bell also utilized a game app and contests to strengthen its brand. Users engage with the brand by simply uploading a photo or video of why they want to win. Taco Bell further enticed users by giving away a Sony PlayStation every 15 minutes.[i]

Coca‑Cola’s game app directly sustains its branding focus – Coke creates moments of happiness. It launched mobile gaming apps such as My Beatmaker and Crabs and Penguins in Paradise. Various incentives, badges and prizes are used to engage young adults and teens, its prime target markets. Further branding is achieved through integration with social media, enabling consumers to post their score and share their experiences with friends.[ii]

Another unique game app strategy involves the creation of a lifelike experience. Disney created an immersive game app that simulated a Disney cruise vacation. The intent was to allow people to experience a Disney cruise so they might see how special and magical it is.[iii]

Red Bull created an immersive augmented reality racing game app that “lets players create their own custom-built digital racetrack using Red Bull cans,” and then engaging their social networks by challenging friends and family to race on it. Players can see their scores on a real‑time leaderboard, and push notifications such as “your friend just beat your score” keep enticing players to come back. This approach is a great way for Red Bull to entertain and engage its target market, gain plenty of visibility for the Red Bull brand and generate more sales.[iv]

Shoppers Optimum® launched a Spin to Win! game to engage customers. It provided registered customers with three free spins per day to win up to $20,000 in prizes including a trip to Mexico. This encouraged registered customers to return frequently to collect points for free merchandise. They could also earn additional spins by liking Shoppers on Facebook or keying in a specific code that could only be found on its flyer. This provided a thorough marketing integration with both real‑world and social media marketing strategies.

QR HEINEKEINWatch the Video: Gamification Marketing – Heineken: Heineken has implemented a gamification marketing strategy with a soccer game app tied to real soccer games.[v] <goo.gl/TVIoF> (Duration: two minutes)

Gamification Strategies

A gamification strategy does not require the creation of an actual branded mobile game. You can add a gamification element to your marketing strategy every time you give away some type of points and track the progress of participants. Incentives could then be provided to leaders.

The Melting Pot restaurant chain implemented gamification by awarding virtual badges to customers that snapped pictures of their meal and posted it to Facebook.[vi] Budweiser implemented gamification by awarding beer caps to users that downloaded video content. Those quickest to engage with the brand actually got an opportunity to name a particular batch of Bud beer.[vii]

Commerce and Gamification Marketing Integration

The next logical question is, “Can gamification be used to help companies sell products?” Stylmee is attempting to do exactly that.[viii] Stylmee lets consumers set up their own virtual 3D clothing boutiques to sell name brand clothing. As goods are sold through these boutiques, participants earn points that are tracked on a leaderboard.

The top participants can earn trips to various cities around the world. The end result is that hundreds of virtual 3D boutiques have been created and plenty of brand name fashions have been sold through word of mouth and the power of social media.

Gamification Marketing Step-by-Step Guidance

  1. Consider if and what type of gamification strategy would work best with your target market.
  2. Determine what type of freebie your most loyal customers would like.
  3. Identify something that you could give to your most loyal customers that would be minimal cost or not cost you anything.
  4. Implement your gamification strategy.
  5. Track your results and adjust your strategy accordingly.

Challenge Question

Gamification Marketing Strategies: Does a gamification marketing strategy make sense for your organization, and if so, how could you implement it?

[i] Lauren Johnson. “Taco Bell, Sony partner for mobile sweepstakes.” Mobile Commerce Daily. January 12, 2012. Accessed November 4, 2012. http://www.mobilecommercedaily.com/2012/01/12/taco-bell-sony-partner-for-mobile-sweepstakes.

[ii] Lauren Johnson. “Coca-Cola drives brand awareness via mobile gaming initiative.” Mobile Marketer. June 29, 2012. Accessed November 4, 2012. http://www.mobilemarketer.com/cms/news/gaming/13210.html.

[iii] Lauren Johnson. “Disney bolsters winter cruise sales via mobile ad sweepstakes.” Mobile Commerce Daily. January 22, 2012. Accessed November 4, 2012. http://www.mobilecommercedaily.com/2012/01/11/disney-bolsters-winter-cruise-sales-via-mobile-ad-sweepstakes.

[iv] Dan Butcher. “Red Bull boosts brand favorability with augmented reality.” Mobile Marketer. March 22, 2011. Accessed November 4, 2012. http://www.mobilemarketer.com/cms/news/gaming/9447.html.

[v] “Heineken Star Player BuzzmaniaTV (Creative Mobile Marketing Campaign).” YouTube. Uploaded by evelioareas on June 13, 2011. Accessed November 4, 2012. http://goo.gl/TVIoF or http://www.youtube.com/watch?v=kL9n7w4Bvgs.

[vi] Lauren Johnson. “The Melting Pot marries social and mobile via Foodspotting partnership.” Mobile Commerce Daily. June 29, 2012. Accessed November 4, 2012. http://www.mobilecommercedaily.com/2012/06/29/the-melting-pot-marries-social-and-mobile-via-foodspotting-partnership.

[vii] Chantal Tode. “Budweiser customers trace beer origins in brewery’s new mobile effort.” Mobile Marketer. March 2, 2012. Accessed November 4, 2012. http://www.mobilemarketer.com/cms/news/content/12246.html.

[viii] “Stylmee.” Stylee.com. Accessed November 4, 2012. http://www.stylmee.com.


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s