Unleashing the Power of Marketing Gamification: Case Studies in Engagement and Success

In a digital world where consumer attention is a prized commodity, traditional marketing approaches often struggle to make a lasting impact. However, the integration of gamification into marketing strategies has emerged as a powerful solution, offering engaging experiences that drive tangible outcomes. Let's explore how brands have leveraged gamification to achieve remarkable success:

SPAR UK:

SPAR UK has discovered the key to unlocking customer engagement: interactive and gamified seasonal campaign landing pages powered by the Playable platform. These pages, strategically crafted in collaboration with on-theme suppliers during occasions like Easter and Pancake Day, serve as immersive experiences for customers. Featuring engaging games, such as wheel of fortune or scratchcards, alongside on-theme recipes and exclusive deals, SPAR UK aims to captivate, educate, and drive sales both online and in-store. According to Amelia Campbell, Digital Marketing Executive at SPAR UK, the Playable platform's innovation allows for the creation of relevant campaigns that align seamlessly with the brand, partners, and seasonal themes.

DFS:

DFS embarked on a digital marketing transformation with gamification, partnering with Playable to achieve their goal. By integrating engaging games like personality tests and spot-the-difference challenges, DFS aimed to enrich the online shopping experience and deepen customer engagement. These playable campaigns not only attracted new prospects but also enriched DFS's customer database, providing valuable insights into consumer preferences. The implementation of personality tests not only facilitated online shopping but also significantly contributed to DFS's revenue, generating over ￡2 million in revenue within the first year alone.

Ooni

Ooni's St. Patrick’s Day wheel of fortune campaign exemplifies their successful gamification approach. Participants spun the wheel for prizes, including discounts on Ooni pizza ovens and a free recipe ebook, tying into the theme of luck and St. Patrick’s Day. The campaign achieved outstanding results, driving relevant traffic to Ooni’s website and generating a significant number of leads at a notably lower cost per lead compared to non-gamified campaigns. Despite the modest prizes, participants were engaged by the interactive experience, leading to a remarkable 20% reduction in cost-per-lead. Additionally, Ooni saw impressive click-through rates on paid ads, with 5.02% for the US and 2.53% for Ireland, exceeding the industry average. The campaign also boasted substantial engagement, with participants spending an average of 2 minutes and 56 seconds with the brand per session, resulting in 148 hours of total engagement.

Sokos

Sokos, a leading chain of department stores in Finland, embarked on a customer-centric digital marketing journey. With the goal of enhancing online interaction without disrupting existing digital operations, Sokos' new digital team turned to gamification as a solution. Partnering with Playable, they aimed to increase e-commerce sales, improve customer engagement, assist in product discovery, and boost newsletter subscriptions. Utilising various game types like drop games, personality tests, and wheel of fortune, Sokos successfully integrated gamification into their digital strategy. Pilot campaigns yielded impressive results, prompting Sokos to incorporate gamification as a core element of their marketing approach. Notably, a Wheel of Fortune game resulted in a remarkable 51% increase in newsletter subscribers, with 45,889 new signups at a cost per subscriber of only 0.22 EUR. Veera Korvenkari, digital strategist at Sokos, expressed satisfaction with the outcome, highlighting gamification as the "medicine for their digital challenges."

Carlsberg:

In the pursuit of brewing the best beer in the world, Carlsberg's marketing team embarked on a mission to engage fans during Euro 2020 through their "With the Team" campaign. Utilising the Playable gamification platform, they seamlessly integrated a "Win with the team" message, generating over 2 million codes for limited edition beer cans. Despite the simplicity on the surface, the campaign required meticulous backend setup, a task simplified by Playable. As stated by Allard de Wijkerslooth, Carlsberg's Media & Digital Manager, "Managing the backend is easy and intuitive...the technical setup, functionalities, and flexibility are impressively high." This ease of integration allowed for a smooth customer experience, resulting in impressive metrics: a redemption rate double the norm, increased time spent on the campaign webpage, and a significant decrease in bounce rate on the website. Deemed the "best gamification platform" by de Wijkerslooth, Playable not only facilitated campaign success but also provided Carlsberg with a competitive edge, allowing them to focus resources on creativity and marketing.

Take Away

These compelling quotes and statistics highlight the transformative impact of gamification in marketing. By integrating interactive experiences and gamified incentives, brands can create meaningful connections with consumers, drive brand loyalty, and achieve measurable business objectives in today's competitive landscape.