How Gamification Can Drive Results
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Gamify - taking aspects traditionally found in games and applying them to a digital experience. ?? Whether you are looking to increase word of mouth marketing, capture email addresses, gain market insight (surveys and questionaries), or reinforce key message points about your brand you might want to consider how to incentivize and reward users by gamifying your digital content. ?? See how high tech brands, media companies, local restaurants, and product companies have created gamified experiences entice audience engagement that has produced real business results.
How Gamification Can Drive Results
- 2. Gamify, gam?i?fy, n. 1. taking aspects traditionally found in games and applying them to a digital experience.
- 3. Gamification involves creating a competitive atmosphere, where a user is rewarded for performing a task.
- 4. 1. Increase Word-of-Mouth Marketing 2. Reinforce Key Points or Topics 3. Increase Email Database 4. Gain Market Insight Here are four goals that we commonly hear from businesses: Continue on to see a few examples of how gamification has helped brands achieve these goals.
- 5. ? Incentivize users with a reason to share their experience to increase the satisfaction that comes from gathering supporters. Make sharing a part of the game. Give users the ability to gather together and compete with or against their friends.
- 6. A major publisher created a UGC contest, and asked users to tell why they are the biggest Alicia Keys fan for a chance to win. Users shared their entries to recruit others to vote for their submission. ? 15,000 links were shared via social networks and email ? 40% of traffic was from shared links ? Webpage surpassed the official Alicia Keys website in SEO rankings
- 7. A local news station held a series of polls for users to vote on favorite local businesses. The local businesses rallied their customers to support their store in the “Best Restaurant Poll”, driving traffic to the news station’s website. Each week, the winning business would receive a 30- second feature in the Friday newscast.
- 8. Use gamification to gauge the effectiveness of your message and reinforce key message points. ? Quiz the consumer. Make your content interactive, and even consider spicing it up with a simple point system for correct answers and based on the amount of time it took to answer the question. ? Encourage users to challenge their friends to increase the competitive atmosphere and the size of the user base.
- 9. HP used Trivia as a way to educate and test their sales and marketing teams before a new product was launched. Employees were rewarded prizes for the number of questions answered correctly. Corporate was better able to understand who had done their homework and what, if any, areas needed more training before the launch.
- 10. HGTV set up a mobile trivia game so CMA Festival attendees could play inside while waiting in line. Results were displayed on the TV monitors within the HGTV Lodge.
- 11. ? Users are more likely to start and complete a survey if they are given a reward, such as access to exclusive content or promotions. ? Be creative with your questions and actually have a mixture of fun questions with research questions in order to better entice users and gain insights from your desired demographic. Include a reward or provide a fun experience to increase user participation with surveys or questionnaires.
- 12. Restaurant chain wanted to perform quality assurance on their different locations by surveying diners. After taking the survey, users instantly received a coupon upon entering in their e-mail address. In addition, the user was prompted to opt-in to the restaurant’s newsletter!
- 13. Users who participated were rewarded with a chance to win, and the answers to the questions were used to gather market research to better understand how to target the male consumer. Cleaning company created a funny video about men’s cleaning habits around the house and targeted the video to the female of the house. The female was prompted to fill out a short questionnaire about their man’s habits.
- 14. ? Creating certain tiers of specials or promotions increases user satisfaction while incentivizing a repeat behavior. ? Tie the experience directly to the bottom-line by tracking the use of promotions and specials to purchases. Gamification is an ideal strategy to increase your e-mail database, because if a user wins they know you have to be able to contact them to receive a prize.
- 15. Fox Sports hosted a sweepstakes for NASCAR’s Daytona Speedway. Users voted on their favorite Fox Sports’ Girls, and then input their e-mail address to be entered into a sweepstakes to go to the race with the top-five-picked FS Girls! Users could return to the poll daily to vote on their favorite choices and be entered into the sweepstakes again. The event saw over 100 thousand visits and the sweepstakes collected thousands and thousands of e-mail addresses.
- 16. Publisher wanted to increase engagement and registrations for sponsor’s email newsletter around a Smashing Pumpkins concert give away. They set-up a trivia game that required the user to register for the sweepstakes after completing the first question. The registration screen was defaulted to opting the user into the sponsor’s newsletter. ? 52.71% of unique visitors entered ? 33% of those users opted in to the sponsor’s email newsletter