Valentine’s Day is an opportunity to captivate your audience in a refreshing way. Along with this, by introducing games and play into your marketing, your brand can capture attention and stand out in a busy industry.
We can all agree that consumers are bombarded daily with marketing messages, and marketers face the challenge of capturing and keeping attention, especially during busy seasonal periods. By doing things differently and by being unique, brands can be memorable.
Importantly, game mechanics can be used throughout the entire customer journey and embedded in the everyday interactions you have with your audience. Given the fun and engaging nature of games — and the flexibility of using them — you can play to use gamification marketing to align with your brand goals, whether that’s new product launches, during peaks and troughs, and to ultimately support sales.
In addition to capturing attention, gamification in marketing, especially cleverly designed holiday campaigns like for Valentine’s Day, can be used to nurture existing relationships with customers. We’ve seen that brands who successfully use gamification do so by embedding it across the entire customer journey for their audience.
A lovely personality test from luxury chocolate brand, RoCoCo.
Most importantly, games and the use of game mechanics are not just for peak season or one-off campaigns. As games tap into the human instincts of seeking out play and meaning, it can be a successful tool for marketers to use throughout the entire customer journey.
Gamification in marketing is for always-on campaigns as well as seasonal periods. By putting the consumer experience at the heart of your strategy, you’ll become a remembered and trusted brand, and ultimately, remain top-of-mind. This is how brands become invaluable.
“For us, as a business, gamification is the perfect way to communicate with our consumers. Gamification offers a number of different possibilities — from high-converting games to surveys and polls — that enable us to understand our customers. Long term, this will help us further expand on our shopper persona profiles with the possibility of creating more personalized journeys and experiences.”