Here at Promotions Interactive, we’ve previously discussed gamification and the impact and potential usage in brand promotion digital. Now, gamification has been an addition to many promotions, and in 2024, it has grown in popularity and usage.
Here at Promotions Interactive, we’ve previously discussed gamification and the impact and potential usage in brand promotion digital. Now, gamification has been an addition to many promotions, and in 2024, it has grown in popularity and usage.
Gamification is still seen as a strategy to engage users better; enhance the experience and; a tool to make a brand’s campaign much more memorable and interesting to consumers.
Games are designed with several psychological triggers that drive replayability and engagement. Considering these elements in a promotional context can improve user interactions, making them more immersive and memorable:
As gamification becomes more popular, many big brands attempt to build full-fledged games. While some succeed, too often the result is clunky and unpolished, leading to a confusing experience that can reflect poorly on the brand. And remember a brand promotion is unlikely to have a strong enough incentive for the consumer to download an app, so this means any digital games and experiences need to run fast, with minimal download in a mobile’s web browser.
Designing a game that is both balanced and engaging is challenging, and it’s no surprise that some brands struggle to use gamification effectively. A common issue is being overly ambitious. While creative ideas can help a brand stand out, if your team lacks the resources to deliver, it’s better to aim for a simpler but polished gamified experience.
Most customers joining promotions aren't expecting a full game. If the experience is overly complex, it can get in the way. Typically, consumers are looking for a quick entry process, so gamification works best when it’s kept simple and enhances the promotion rather than taking centre stage.
There are straightforward ways to incorporate gamification that enhance, rather than distract from, the promotional experience. These methods can engage participants without overwhelming them, making your brand more memorable.
One effective spot for gamification is right before a prize reveal, particularly in instant win scenarios. This is a prime opportunity to build anticipation and create a more exciting results reveal. Some simple yet engaging examples include:
These mechanics serve the same purpose but offer different ways to keep participants engaged and excited about the results.
Many brands have successfully used gamification in creative ways. Drawing inspiration from past promotions can help you find effective strategies for your next campaign.
Coca-Cola frequently runs promotions, like the recent Beetlejuice Beetlejuice campaign and last year’s Christmas event. These promotions are hosted on the Coca-Cola app, where users can play mini-games and quizzes in the ‘Games’ section. By completing these games, participants earn points that can be used for prize draws and instant wins in the ‘Prizes’ section.
For Beetlejuice Beetlejuice, Coca-Cola introduced an interactive AR/VR experience with motion controls and skill-based challenges. Beyond seasonal campaigns, the app hosts ongoing monthly prize draws, making it an all-year hub for promotions. This approach encourages users to engage with the app regularly, fostering loyalty.
Getting users to download the app can be difficult, as many consumers are hesitant to commit to app downloads. Using incentives like promotions can help, but requiring a download may deter some users. A potential solution is to use a web app or microsite, which can attract participants without the friction of an app download.
Ivy’s Reserve opted for a simpler approach by hosting an always-on webpage directly on their main site. Under the Play & Win section, they feature a simple High-Low card game that users can play up to 3 times per day. This daily interaction encourages users to return, helping the brand collect first-party data and build long-term relationships.
Hosting the gamified promotion on their main website also acts as an effective way to prompt newsletter sign-ups, keeping users informed about promotions and brand updates.
Earlier this year, Oreo partnered with Pac-Man to create a nostalgia-driven microsite at scan-play-win.oreo.eu/uk. This promotion included exclusive Oreo x Pac-Man packs and featured a leaderboard where users could compete for top scores. By leveraging a beloved retro game, Oreo tapped into nostalgia to engage consumers, while the leaderboard added a competitive element to encourage repeat visits.
In 2023, O2 launched a Priority Advent Calendar via the O2 Priority app, integrating it with PromoNow and PromoVeritas. This seasonal promotion encouraged users to check the app daily, driving increased engagement and app downloads.
While commonly associated with the holiday season, the advent calendar format can be used year-round for product launches or special events, helping to build excitement and anticipation.
Old Mout Cider used AR to create a unique promotional experience Unlike Coca-Cola’s AR app-based approach, Old Mout used a web app that’s accessible via any browser, focusing on mobile users. Participants could scan their surroundings to find hidden animals related to the brand’s conservation efforts, blending brand storytelling with gamification.
Barilla used a simple Spin to Win promotion on their microsite, adding excitement with a short burst of engagement. Though the outcomes were predetermined via a winning moments algorithm, the spinning mechanic added visual appeal, encouraging users to repeat purchase and try again later.
We’re happy to answer any of your questions or to tell you more about what we do and how we could support your next promotional campaign.
