The way brands promote products has evolved. From static advertisements to product placements in films and TV series. Companies now prefer authentic, interactive strategies.
Social networks have introduced social proof and interaction with consumers as two levers for enhancing the value of products, highlighting their features and generating the desire to buy.
To implement a visibility and attractiveness strategy for your catalog, your brand can organize marketing competitions to promote its products. In this article, we present 8 gamification marekting formats to capture buyers’ attention and convert them into customers.
1. Generate social proof with a photo contest
Social proof is the concept that the choices made by some influence the choices made by others. In marketing, this translates into the impact of recommendations on the attractiveness of a specific brand or product. For example, 87% of buyers consult customer reviews before making a purchase.
On social networks, this translates into the attractiveness of what is known as UGC (User Generated Content). Which takes the form of photos and videos posted by consumers around a brand universe or article.
Brands can capitalize on this authentic and highly effective content to win over new customers by organizing a photo contest . The principle is simple: challenge your community to post an original photo using a product from your catalog.
Creative users can win a voucher or discount coupon for their order. And the company can capitalize on the photos posted by participants. These will be relayed on the social network with a branded hashtag, to boost its visibility and showcase its products.
2. Promote products through co-branding
To showcase their products to a wider audience, brands can team up with other retailers. For example, they can
create a unique product with another company, and organize a contest to win it. This strategy is an excellent way to expand your market and benefit from the notoriety of a complementary brand.
Influencer marketing (and contests launched with content creators) work on the same principle. The company benefits from
the creator’s popularity and credibility with a well-defined audience segment to which it will be able to promote its products.
3. Co-creating new products with the community
Brands can create attractive products and promote them effectively through co-creation. To do this, it can offer its community an interactive survey through which she gathers product ideas from customers. Customers are familiar with the brand’s universe and are well placed to share their expectations.
Next, the brand can organize a Fan’s Choice to allow the community to vote for the favorite product. Depending on the number of votes, the brand will launch the production and marketing of the item that is most likely to attract interest.
People who have participated in this entire process can be mobilized to promote the product in exchange for a free item or other rewards.
4. Launch a new product with a 100% winning game
Another way to promote your products is to offer them for sale at an affordable price. Marketing contests such as 100% winning instants are ideal for enhancing your offer. They can be used to distribute e-coupons, discounts, etc. to encourage purchases.
This format works well when offered in conjunction with a marketing highlight. Like Mother’s Day or Valentine’s Day. This can be for a special highlight, such as the launch of a new collection or a brand anniversary.
Le matelat.fr took advantage of its 15th anniversary to organize a Wheel of Fortune. Rewarding participants with a discount voucher ranging from -10 to -15%.
5. A selection of gifts with an Advent Calendar
Christmas is a strategic time for brands that generate a significant proportion of their sales over this period. They can encourage consumers to buy their gifts by organizing an Advent calendar.
Each day, participants will be able to open a box and discover an idea for a gift. Each box allows you to unlock a mini competition. This one will allow participants to win a gift.
6. Offer a selection of personalized products
The Psychoquiz, or personality test, is a game for refining customer knowledge. Based on participants’ answers, the brand can offer a selection of personalized products with links to its e-commerce site.
It’s a great idea for Valentine’s Day!The participant will be given gift ideas that are likely to appeal to his or her partner.
7. Make it easy to discover new products with a Quiz
The interactive quiz is a relevant format for showcasing products. By asking the audience a series of questions, the brand can help them discover the story behind the product, the special features and added value of the products it markets.
8. Memory to highlight product features
Last but not least, Memory is a highly effective interactive and playful way of promoting products. The concept consists in memorizing the positions of each image to create pairs. It’s an opportunity for the brand to highlight the unique characteristics of its offer through the choice of relevant images.
The Flammarion publishing house, for example, used this marketing game to publicize the release of its latest novel by Sophie Astabie. After filling in a form, participants were entered into a draw to win the author’s books.
Marketing games are a highly effective way of showcasing your products and encouraging consumers to buy them. You can even turn them into brand ambassadors. Discover our catalog of customizable mechanics to boost your conversion strategy.
