As content marketing continues to be a key strategy in the digital era, marketers need to think of ways to keep the content engaging. That’s where gamification presents itself as a revolutionary tactic.
Wondering what gamification is??
Gamification is defined as “the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service.”
Why is it important??
- First, it integrates fun and competition which makes your content more appealing to audience.
- Second, gamification motivates players to do tasks that require effort or time which makes it the ultimate way to create engagement and build emotional connection with the consumer leading eventually to a longer relationship.
- Third, gamification is estimated to rise up to 11.1 billion by 2020.
- Fourth, according to the latest Nielsen report, 64% of the U.S. population (13+) are gamers and a typical millennial spends up to 96 minutes a day playing games on their phones.
- Finally, gamification turns your customers into active “co-creators” by entertaining them while also encouraging their interaction and personal input.
Got the idea?? Now have a look at three of the best gamification examples!!
#1 Nike+ App:
Nike took gamification and social media networking to a new level as it launched the Nike+ app that gives its users the opportunity to track their workouts, post their run statistics and challenge their friends and peers. A smart move was enabling the app users to post their runs on Facebook too; this increased awareness and demand for the Nike+ Fuelband.
#2 My Starbucks Rewards:
As you may know, Starbucks value proposition is entirely built around creating exceptional brand experience for customers. Gamification is one of the tools used by the brand to amplify customers’ loyalty and engagement to enhance the Starbucks experience. My Starbucks Rewards loyalty program uses an application that enables players to collect stars (points) everytime they purchase a Starbucks product.
Curious to know the results of this gamification move?? In 2012, the users of My Starbucks Rewards totaled about 4.5 million. The cards alone accounted for $3 billion in sales per year.
#3 Coke Zero’s Drinkable Ad:
Coca-Cola is widely known to be one of the most creative and innovative companies when it comes to marketing campaigns.
To get more people to try out its Coke Zero, Coca Cola partnered with Shazam (app) to come up with a drinkable campaign. While watching the Ad, People can Shazam the spot which would then pour coke onto their phones and be redeemed later for a free Coke Zero at retail stores.
This gamification strategy resulted in 25% redemption rate.