Examples of Great Gamified Activations in Action
When brands engage consumers with experiences that delight them, they can rapidly convert strangers into die-hard loyal customers and brand promoters. That’s the power of a gamified brand activation in a nutshell—an onslaught of “wow!”
Brand activation through gamified experiences isn’t a niche or a fad. Some of the world’s largest companies have used gamified brand activations to open up new markets, enhance in-store customer experiences and build loyalty. Here are just a few of the most outstanding examples from across various industries, including food and beverage, gaming and quick service restaurants:The Happiness Machine
Coca Cola applied gamified experiences in order to wow customers in Brazil, Belgium, Singapore and the UK. They started with ordinary Coca Cola vending machines. The twist was that instead of just drinks, they also contained surprises and gifts such as free Coca Cola drinks, flowers and sandwiches. To activate the machines required consumers to interact with them in unexpected ways, such as giving them a hug.
In order to promote their latest game, “Rise of the Tomb Raider,” the Xbox team needed a marketing stunt that defied belief. They took a traditional marketing element—the billboard—and turned it into a test of extreme endurance. Eleven volunteers were strapped onto the signage in order to endure a lengthy barrage of snow, ice, and rain, with their struggles broadcast on social media. Viewers could actually control the intensity of the challenges by voting. At the end, the toughest holdout won a deluxe vacation package. This kind of a raw and daring activation might not fit every brand out there, but the main lesson is – brands need to get creative to catch the elusive attention of consumers.
McDonalds has been using gamification for over 25 years now. They first launched their (then paper-based) Monopoly board game back in 1987, way before gamification became a popular term. A smart combination of gamification and loyalty program, the game has sent generations of players back in their stores to collect Monopoly tokens. Now the fast-food giant is revamping its long-tried and extremely successful gamification project.
McDonald’s followed the ‘Pokemon Go’ footsteps with its new Monopoly gaming experience that converges the virtual and physical world with an augmented reality game. The app is connecting in-store environment and mobile games by offering prizes, cards and food offers for those who play game on their mobile phones and attend the restaurant to collect and redeem the tickets.
Consumers can use their mobile phones to scan gaming tickets, and stash them on a virtual gaming board in order to unlock unique prizes and promotions. The board helps players track their progress towards winning major prizes, in what can easily be called the world’s largest promotion. The app also doubles as a digital wallet, with players able to swipe-to-redeem prizes in return for gaming tickets in stores across the country.Get the most successful gamified activation campaigns into your QSR chain
Gamified activations have been used by some of the most successful brands out there to create a positive perception of the brand, give the consumers an unforgettable experience and make them feel a real personal connection to the company.
How can Quick Service Restaurants (QSRs) replicate the success of these outstanding gamified activation campaigns?
There are huge incentives for QSR chains and retail brands in general to essentially bring Times Square into their stores by using digital signage, roll-ups or print collateral in concert with gamified activations. As we discussed in one of our previous articles, gamification is an excellent tool for consumer oriented brands such as Quick Service Restaurants to build loyalty, reduce perceived waiting times, increase foot traffic by creating social buzz and create upsell opportunities.
However, the tools required to create a massive digitally interactive extravaganza used to be available only to the largest brands out there who could afford to lash out hundreds of thousands on the development of branded games and technology that allows interactive experiences.Making Gamified Brand Activations Accessible to All
That’s starting to change, however. Digital signage technology has steadily decreased in price over the years, and now smaller brands can reap the benefit. Most QSRs already own digital signage that they can now use to engage consumers in-store. Using roll-ups or print collateral as activators to spur consumer engagement is another, even cheaper, and a widely available option for brands with tight marketing budgets.
The biggest problem facing smaller brands when it comes to gamified experiences is the content. And as we all know, content is king when it comes to creating outstanding customer experiences, in-store and beyond.
All but the largest brands in the industry lack resources and expertise to develop custom-made games that are in line with their branding requirements and marketing goals. SCREEMO platform solves this problem by enabling brands of all sizes to create customized branded interactive games with minimal resources required.
By making content creation accessible to brand and marketing managers, and not only to game developers and designers, SCREEMO is aiming to bring gamification in every brick and mortar establishment out there, be it quick service restaurant or a retail store.
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