There are multiple game consoles hitting the market for the holiday season. And as we continually talk about getting creative with content, this is a great time to take a step back and look at how the increase in the number of platforms and games has changed the way brands interact with consumers.
Companies big and small are jumping on the bandwagon of creating games and downloads that allow consumers to see their brands in a different light. This trend is called gamification. These games aim to market products and services in a different way, many times unknowingly to the customer. Done well, they can create a bold yet effective alternative to traditional marketing efforts.
There are a few imperative questions to ask before, during and after creating a game for your company.
Creating a game or download cannot be a standalone effort. The goal is to create an experience that will allow customers to see your company as more than just a company. But integrating a game into your existing digital marketing strategy can be difficult.
Consider featuring the game in social posts, PPC ads or blog posts. And once users regularly log-in to your app and download badges for using products or take and upload photos to your product board, there is a connection being made.
Gamification will no doubt boost your social media and paid marketing efforts. Having something interactive to tweet, post and pin increases the likelihood that someone will take notice.
There have been some major brands doing gamification in the past few years. While some have fallen flat, others have created successful, interactive games and experiences for their consumers:
In all the examples of successful gamification, we see that each brand has a reason for creating the game, app or experience. Users have incentive to download and interact beyond just a few minutes. They are being exposed to content with a purpose, and there is a path for customers to learn more about products and services.
What is your favorite branded game? Let us know in the comment section below.
Bryan Cox is a Kuno Creative consultant with extensive experience developing holistic digital marketing programs for mid and large size companies. Learn more about Bryan on LinkedIn.
photo credit: EricHolsinger
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