An introduction to Marketing gamification and some great examples

Marketing gamification basically applies game mechanics into a marketing strategy. It appeals to the competitive nature of people and drives engagement and motivation. The main goal of a gamification campaign is usually tied to customer engagement, increasing brand awareness and establishing brand loyalty.

With the ability to share content and information on various social media platform, if implemented correctly, can prove to be an extremely beneficial endeavour for brands to gain new fans. It is also an excellent way for businesses to kick off their digital marketing efforts, especially if they tie it to their social media platforms.

However, as with any interesting marketing campaigns, it is easy to go wrong as there is no set of guidelines for marketers to follow and balancing the game mechanics, rewards and difficulty is a tricky process that could ruin a brand if executed poorly.

Here are a few noteworthy marketing campaigns that put gamification in action.

Biskrem adventure game on Instagram

This campaign resulted in: - 850% follower growth rate - 9990 likes - 9600 positive comments

McDonalds Monopoly Campaign

The results from this recurring campaign:

- Sales figure went up 5.6% in the U.S. in 2013

- Increased 3rd quarter profit of the year by 5%

- Increased sales by 1.6% in the U.S.

Game Of Thrones #CatchDrogon Campaign

The results from this campaign:

- 110,000 Fan engagement on Facebook

- 43,837 New followers on Twitter

- 1.03 Billion impressions in 1 day

- Increased premiere views by 20%

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