Games are fun! Using that spirit and enjoyment to connect with customers can be a smart marketing strategy that achieves results for brands. So, what do we mean when we say gamification in digital marketing strategy?
Simply put, gamification in marketing incorporates game-like elements into campaigns to boost engagement and foster brand awareness and loyalty. The appeal of competition, rewards and interactive experiences can captivate audiences and resonate throughout the customer journey.
Keep reading to learn more about how to apply gamification in marketing, the benefits and some real-life examples that have delivered results for brands.
How can gamification be applied to digital marketing strategy?
Gamification can be used to achieve a variety of marketing goals including lead generation, enhancing website performance, improving the customer experience, as well as supporting customer satisfaction and retention. Some strategies include progress bars, leaderboards, the opportunity to win rewards (both real-life and digital), status levels, prizes and more.
Benefits of incorporating gamification in marketing strategy
There are many benefits of utilizing gamification in marketing. Similarweb highlights three of the top perks for brands:
Increase user engagement – Interactive games lead to more engagement, which can also result in higher conversion and referral rates. It’s not just about providing entertainment, it’s about lead generation and selling.
Gain customer data – With the deprecation of third-party cookies, all brands should be looking at how they can improve and increase first-party data efforts. Gamification in marketing can provide brands with the ability to collect name, email address, phone, location, buyer behaviors, product preferences and more.
Build brand awareness and customer loyalty – Gamification in marketing can help your customers connect with the brand, provide company updates, and facilitate customer loyalty and retention.
Examples of gamification in marketing
Here are a few examples of gamification in marketing yielding positive results for brands:
- Starbucks Rewards
When it comes to gamification to support customer loyalty, Starbucks has launched a winner. The coffee company serves up a rewards program where customers can earn stars for purchase as well as get additional incentives the more they spend.
- McDonald’s Monopoly
The marketing team at the golden arches took the “game” in gamification seriously, and literally applied an all-time favorite board game—Monopoly—to its marketing strategy. Each year, certain food items come with tabs that correspond with spots (properties) on the Monopoly board. Peel tabs might also offer everything from free food items to large cash prizes. While the game started in the 80s, the burger giant keeps the popular game going with additions to its app, so customers can keep track of the game board digitally! In fact, digital users will enjoy Double Peel, encouraging use of the mobile app.
- Nike Run Club
Nike incorporates gamification in marketing by helping its customers meet personal fitness goals with its Nike Run Club. The app tracks time, distance, heart rate, pace and more, all while celebrating runners’ achievements. Users can also create personal and community challenges, connect with running coaches and get wellness tips.
Brands win with gamification in marketing
Gamification in marketing is a powerful tool to captivate and engage audiences in unique and fun ways. By infusing game mechanics into marketing strategies, businesses can create memorable experiences that not only entertain, but build stronger customer connections and loyalty. Brands can level up digital marketing strategies by incorporating this transformative tactic through loyalty programs, interactive campaigns, immersive brand experiences and other gamification approaches.
Wanna play? Give the digital marketing experts at Beyond Fifteen a call today to learn how we can help your brand incorporate gamification strategies into your digital marketing mix.
