Using gamification for better experiential marketing campaigns
In this digitally driven competitive landscape we live in, consumers have been trained to look for value before buying into anything new. They expect some sort or reward or incentive every time they download an app, engage with your brand at events or even when they respond to an email survey. This is where gamification comes in.
But what is gamification and how can you use it to maximize engagement with your brand, product or service? Let’s explore this interesting subject together.
What is gamification?
It is the application of various game playing elements (such as rules of play and point scoring) to marketing campaigns for encouraging engagement. Moreover, it is the process of taking a smartphone app, a company website or an online community, and integrating game mechanics into it to motivate participation and loyalty.
How to integrate it into campaigns?
Determine whether or not it is the right fit
Although gamification is great for engaging fickle consumers, it is not always the right fit for your brand. To assess that, you need to determine your business and marketing needs. Then consider if applied game design will help or hinder those objectives. Furthermore, you need to ask the following questions: Does the experience have a reliable Wi-Fi? Will a gamified approach confuse or excite your target audience?
Choose the right technology
If you determine that gamification is the way to go, the next step is choosing the right technology to integrate. When doing this, always keep in mind who your customers are along with their needs and interests. If you are targeting millennials, the best technologies to integrate are social media channels, tablets, smartphones and software apps. You might also want to include other tech such as RFID wristbands and NFC. Whatever technology you decide using, make sure it serves a purpose and that it’s not out of place or intrusive.
Get creative with participation
Having the best technology tools will not guarantee participation and engagement. This is why it is essential that you find fun and fresh ways to motivate them. The more your game is well-designed to tap into your consumers’ desire to compete and win, the more likely they are to play it. Moreover, make sure to utilize psychology to ensure that your consumers feel a sting of loss if they don’t participate. That way, you can create an enjoyable game while collecting the valuable insights and data you need for your brand growth.
Think about the rewards you pick
Rewards and incentives are very important elements of successful gamification. If your rewards are not something your consumers want, they will not bother engaging your gaming experience. Make sure the rewards you choose are something valuable to your consumers such as branded gifts, VIP access and free food and drinks. Also, consider different rewards for different actions to keep your consumers engaged for longer periods of time.
Capture the right data
Gamification is a great way to capture timely, relevant, valuable and personalized customer data. When you design your gamified strategy around your objectives, it makes it easier for you to capture the data you need. For example, a scavenger hunt using a beacon enabled app can help you gather much needed information during and event and so on.
Have you ever used gamification to enhance your customers’ experiences? How did it turn out? Were you able to capture the data you need? We would love to hear your feedback in our comment section below.