2016 was a great year for on-location gamification. Faced with fierce competition, changing consumer tastes and the growing complexity of retail landscape that goes hand in hand with the rise of omnichannel, an increasing number of quick service and fast casual restaurants are turning to gamification to solve their marketing challenges.
When consumer-oriented brands, such as retail stores and quick-service restaurants use on-location gamification, they create positive customer experiences and encourage return visits. By turning an uneventful visit to your establishment into an exciting and fun experience you can change how people feel about your brand.
Generating an emotional connection is instrumental in taking your customers towards brand loyalty and beyond- to the ultimate measure of a successful marketing strategy: brand advocacy. On-location gamification is an excellent tool for generating those personal and long-lasting connections that are needed for building loyalty.
Young generations of consumers are constantly on the hunt for experiences, as opposed to material items. They are hungry for something new, exiting and different. Ultimately, customer experience IS the brand, since that is what customers will remember and tell others about.
On-location gamification is one of the best tools available for creating memorable and positive customer experiences. Check out a few examples of on-location gamification done by SCREEMO!
Burger flipping: Quick Service Restaurant Example
It is getting harder and harder for Quick Service Restaurants to differentiate themselves from a myriad of food options available to consumers. QSR brands are increasingly turning to innovative solutions to build loyalty and generate brand engagement. That is why Carl’s Jr. restaurant in Turkey turned to on-location gamification.
Carl’s Jr. has launched an on-location gamification in its restaurants in Turkey, in collaboration with Coca-Cola. The main goals of this gamified activation were to promote the new product offering (Carl’s Jr. premium burger), to engage customers waiting in line and to improve overall customer experience.
Carl’s Jr has turned to SCREEMO for a solution. Using our platform they created an Interactive burger toss game.
The game was setup on a large screen, strategically placed next to the cashier counter. The concept of the game was simple – aim and toss the burger on the screen by using your mobile phone as a remote. Winners receive a 10% discount on the premium burger.
Gamification and marketing techniques
An attention-grabbing print roll-up to explain the rules and the concept of the game was placed right next to the screen, to magnify awareness about the activation and to clarify the rules of the promotion.
The longer the user is playing in front of the screen – the more people around them will notice your activation. Therefore, your activation should enable users to play several game rounds in succession, rather than limiting them to playing the game only once. Keeping people engaged with your activation for extended periods of time generates more awareness to your activation among other guests. People playing the game are the best promoters, generating interest of bypassers and enticing them to participate as well.
Let’s go to the movies! Shopping mall example
There are a lot of things to do in the shopping mall. But what if you want to promote some specific activity? Here is an example of promotion done by SINO in TMT Plaza shopping mall in Hong Kong.
Promotion of the movie “Monkey King” in the mall cinema.
A custom-build activation station, carefully placed in a high traffic area acts as a host for the digital screen. As with the previous example, a print roll-up with instructions is placed near the screen. The game itself is designed with the “Monkey king “ theme, providing context for the activation and familiarizing users with the theme of the movie. Users interact with the screen by using their mobile phones, while acting as activators to attract more players. This gamified activation provides an interactive, fun and engaging game as a part of the movie promotion.
Gamification and marketing techniques
Creating a game that perfectly matches the design and content of your promotion is what really makes on-location gamification shine. Integrating your activation as a part of a more comprehensive promotional activity can further boost the experience and the results, reaching truly outstanding levels of engagement. In addition, a custom made station behind the digital screen is a great way to grab attention and to differentiate the activation screen from all the other digital screens in the mall.
Integrating gamified activation into the larger marketing campaign is a great way to give your promotion a boost and to create memorable experiences.
Consumer brands: Tropicana example
Food and beverage is probably one of the most competitive consumer brand categories out there. Supermarket shelves are stocked with rows upon rows of similar products and attracting consumers attention to your specific product is an extremely difficult task.
Tropicana brand wanted to cut through the noise and promote their products in an interactive and engaging way.
This on-location gamification took place in Aeon Yono supermarket in Japan. A digital screen was setup in front of the juice aisle; The game itself involved “Juicing” fruits on the screen, requiring a mobile phone to interact with the game. Some fruits contained a special prize- an invitation to a spectacular event sponsored by Tropicana.
Strategic placement of the digital screen is one of the main factors contributing to the success of an activation. Placing the screen in a high-traffic or a waiting area results in more people paying attention to and, as a result, actually participating in the experience.
Using on-site employees is a great and cost-effective way to activate consumers to participate in the experience. You don’t have to hire dedicated staff- your on-location employees are your best promoters. Make sure that they understand how the game works, are excited about the experience and are motivated to participate.
Creating emotional connections is the ultimate goal of any marketing strategy. Through our marketing activities we guide consumers through first knowing, then liking, to finally trusting our brand and feeling an emotional connection towards it. On-location gamification is an excellent tool for marketers in brick and mortar establishments to create positive customer experiences, build long-lasting emotional connections and gain loyal customers who repeatedly choose your brand.
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