The next big thing in 2012 is “Gamification“.
A number of marketers have already brought someone on board who knows and understand games & gamification, either as a team member or from the agency, however, there are still the vast majority who still look at it as hype or as Eric refers to it as "hiring the tailor for the emperor’s clothes".
Gamification is embedding certain game design or mechanics in campaigns or products.
Examples of this are earning badges, level completion (incl. leveling up), set-completion, random reward elements, leader-boards, etc, and it has been around for ever.
However to understand how, why and if you should be using a gamification strategy in your next campaign read this insightful post by Eric Woning