Your Ultimate Marketing Gamification Guide

1
ABK Digital
Marketing Agency and its services
2
Your Ultimate Marketing Gamification Guide
3

• Gamification means integrating gaming elements
  into non-gaming mechanisms to create a game-like
  competitive experience to engage users and
  motivate them to achieve desired results.
• The game-like elements include badges, spinning
  wheels, quizzes, actual games, polls, loyalty
  cards, rewards, and more. This way, gamification
  architects human behavior to foster productivity,
  innovation, and engagement.
• Gamification can be used anywhere in your
  business environment, including working methods,
  employee engagement, HR, sales, and marketing.
• Well, gamification in marketing is the most
  effective among all. As we at ABK Digital say
  Marketing pauses your eyes, but gamification in
  marketing stays in your head.
• Let us explain marketing gamification in detail

4
What is Marketing Gamification?

• In the context of traditional marketing,
  gamification means using a game template to
  promote brands, products, or services, while
  offering rewards at the end of the campaign, all
  in the form of generic physical handouts.
• In terms of digital marketing, gamification means
  integrating all gaming elements into your
  website, app, email, or social media to create a
  more engaging user experience for your brand.
• Marketing gamification (whether traditional or
  digital) carries a sense of competition inherent
  to the campaigns, which motivates users to
  interact more with them and unlock more
  achievements or earn rewards.
• Let us give you some examples of how you can
  gamify your marketing campaigns

5
Examples of Marketing Gamification

• KFC Shrimp Attack
• KFC Japan used gamification to market its new
  product on the menu Shrimp. It rolled out a
  basic online game Shrimp Attack, where users
  save the KFC headquarters from attacking strips,
  score more points and get the discount vouchers
  in return.
• KFC shared the game link on its social media, and
  then it went viral in terms of shares and plays.
  In terms of marketing, this campaign was
  successful as it attracted over 800,000 players
  with 600 hours of playtime for KFC.
• Also, KFC had to stop this campaign halfway
  through, as they ran out of their product
  Shrimp, due to its high demand.
• MM Eye-Spy Pretzel
• MM rolled out a silly game Eye-Spy Pretzel to
  increase user engagement on its social media
  page. In this game, users had to find a hidden
  small pretzel among the lots of candies.

6

• Without a doubt, this campaign was successful. It
  brought over 26K likes, 11K comments, and 6K
  shares. The primary reason behind this successful
  campaign was that it reminded people of their
  childhood and motivated them to share it with
  their friends.
• Nike Fuel
• Nike launched its application Nike in 2012 and
  indulged in a popular gamified sport.
• Through its popular Nike Fuelband, users can
  monitor their fitness in the form of statistics,
  including the number of steps, calories burnt,
  and more, displayed on the integrated Nike app.
• The app also provides feedback to each user on
  how close they were to achieving their health
  goals and celebrates the goal completion with the
  cartoon character.
• Users can also challenge their friends to take
  the fitness challenge and see their progress via
  the Nike App, which elevated the number of
  social shares of the app.

7

• In a way, Nike does not only drive some marketing
  campaigns but also brings lifestyle changes to
  their users towards living a healthy lifestyle,
  and that is what successful marketing
  gamification looks like.
• The results of the campaigns were remarkable. In
  2011, there were 5 million users for the Nike
  Fuelband. But in 2013, this number reached 11
  million, all thanks to the gamified Nike App.
• My Starbucks Rewards
• Starbucks is well-known for its personalized
  marketing campaigns. My Starbucks Rewards is such
  personalized marketing campaign by the company,
  which also utilizes gamification.
• Through this tactic, Starbucks enhances its user
  experience while boosting sales. Users have to
  register themselves for the My Starbucks reward
  through the Starbucks app. Then they get stars on
  every purchase at Starbucks.

8

• The app also provides different levels to users
  depending upon their degree of loyalty. In the
  end, Starbucks gives users an extra cup of
  coffee, birthday gift offers, or other customized
  offers in exchange for their accumulated stars.
• The results of this campaign are astonishing. In
  2012, My Starbucks users reached 4.5 million. Ans
  in 2016, 25 of all Starbucks purchases in the
  USA came through the app.
• Benefits of using Gamification in Marketing
• In 2019, the global gamification market size was
  at 7.98 billion, which is expected to reach
  30.7 billion by 2025, according to Markets and
  Markets.
• And do you know that the critical drivers of this
  growth rate are corporate rewards recognition
  programs to boost employee engagement and
  gamified marketing campaigns to increase user
  engagement.

9

• Well, if companies are investing high in
  marketing gamification, then there must be some
  outstanding benefits as well, so let us highlight
  the benefits of marketing benefits
• Reach a wider audience
• Marketing gamification helps you reach a new
  audience as these campaigns generally have a
  higher shares rate. Also, through gamification,
  you can reach out to specific userbases, such as
  Gen Z, which responses more to the game than
  anything else.
• Increased engagement loyalty
• Marketing gamification increases engagement to
  your campaigns, website, app, emails, social
  sharing, and more, depending upon your campaign
  outreach medium.
• Also, these campaigns go beyond just selling and
  engagement. They drive users for your brand and
  create a better relationship concerning brand
  loyalty.

10

• Enhanced user experience CTR
• Gamification enhances user experiences through
  your marketing campaigns, which, in turn, affects
  the CTR. In short, with marketing gamification,
  you can drive users to achieve your desired
  results, including profile completion, more
  shares, app downloads, more sign-ups, making
  purchases, and many more.
• Ethical collection of user data
• Gamification in marketing helps you collect some
  crucial data of your customers, through which you
  can create design better campaigns in the
  future.
• Also, it is an ethical way to collect user data
  as users willingly share their personal
  information (i.e., contact details, interests,
  product preferences, and more) to get the rewards
  (i.e., points, discounts, badges, cashback, and
  more).

11

• A highly cost-effective form of marketing
• Gamification in marketing is a simple
  cost-effective way to achieve your desired
  results.
• Because, unlike SEO SMM, you do not need to
  decode the complex algorithms, and unlike SEM,
  you do not need to pay an ample amount to achieve
  your marketing goals.
• How to gamify the marketing strategy that gives
  you the best results?
• Here are some proven techniques for successful
  marketing gamification
• Research and understand your audience
• Before you roll out your gamified marketing
  campaign, it is crucial to know your audience.
• Because there are various techniques for
  marketing gamification, but you need to
  understand your audience to roll out the best one
  that drives more user engagement and helps you
  achieve your goals.

12

• Apart from knowing your audience, you can analyze
  your competitors to know which tactic they are
  using and analyze user responses on their
  campaigns to derive the best conclusion for your
  marketing gamification strategy.
• Make your campaigns simple and fun
• Simplicity is the key to successful marketing
  gamification. In the above examples, you must
  have seen that well-known brands also use the
  simplest games in their marketing campaigns.
• The reason here is that we all live busy lives,
  and we do not have time to solve complex
  problems. However, a simple yet fun game can
  reward users with a few points or anything then
  they are most likely to drive for that.
• For marketing gamification simple is fun, and it
  works the best.

13

• Promote your campaign
• It is important to promote your gamified
  marketing campaigns. It is the most crucial way
  to reach more people and new users. Also,
  gamified promoted campaigns mark the highest
  engagement rates.
• Give users small prizes
• It is important to give your users small prizes
  at the end of the gaming experience as they are
  giving you their precious time by engaging with
  your campaign.
• Also, it is demotivating for users when they find
  they have solved the game or do something you
  have asked for in return for nothing.
• Most importantly, it may impact the results of
  your future marketing campaigns and brand
  loyalty.
• Allow users to share their experiences
• Allowing users to share their experiences through
  your campaign builds trust between them. Also,
  you can analyze their feedbacks to create more
  successful campaigns in the future.

14

• In the end, Marketing Gamification is not just
  about doing it, but doing it right!
• As mentioned, we live in a highly occupied era.
  So, the customers try to escape from the brand
  endorsements and advertisements to live
  peacefully.
• This way, it becomes difficult for marketers to
  communicate with the audience. So, the brands
  compete fiercely to gain the attention of their
  audience.
• Gamification here becomes very helpful to bridge
  the gap between customers and marketers. By
  giving digital or physical rewards, gamification
  in your marketing campaigns creates a positive
  experience for users. And ultimately, marketing
  gamification builds brands loyalty and drives
  conversions.
• Let ABK Digital meet your marketing gamification
  needs! Feel free to reach out to us if you have
  any doubts regarding marketing gamification or
  digital marketing in general.