Wednesday, April 24, 2013

Brands Building on Gamification

CPG brands are getting playful as they find success in reaching adult audiences through gaming. With 53% of adults playing video games (according to a Pew Research study), some brands have implemented re-targeting strategies that include gamification.
Perrier Secret Place campaign
Perrier is now targeting young adult audiences, apparent in their new strategy focusing heavily on gaming and digital components with their Secret Place campaign. The sparkling water brand has created a very engaging world of party goers and socialites in their online gaming experience (also available via mobile). Users play in search for a secret bottle of Perrier, and once found they are entered into a sweepstakes. Here, the goal was for Perrier to bring consumers into their Perrier experience, rather than just feed them content. So far, they’ve seen high engagement and social sharing as a result giving the brand an edgier feel. As they look to target a young adult audience it seems as though they’ve seen some success.

Lucky Charms
Chase for the Charms app
Even the cereal we loved as kids is now reaching back out to adults. Lucky Charms has launched a new campaign targeting adults through gaming. The General Mills brand saw a successful 2012 with adults contributing to a large part of consumption at 45%. With their best volume year in fiscal 2012 and their move to the number seven spot of cold cereal brands, they’ve decided to focus on those adult consumers who have contributed to their success. In an effort to reach another layer of the adult audience that they wouldn’t reach with their traditional media plan, Lucky Charms created their “Chase for the Charms” app for St. Patrick’s Day. Using augmented reality, the goal of the game was to capture lucky charms to win instant prizes a shot of at one grand prize – an actual pot of gold worth $10,000.

Magnum Ice Cream
Magnum Ice Cream Pleasure Hunt 2
And lastly, Magnum found such great success in their Pleasure Hunt game, that they decided to bring it back for round 2. Pleasure Hunt 2 now takes the hunt to cities across the globe in the Bing-enhanced game, and features partnerships with various luxury brands. Within a month of the sequel game’s launch, it reached over 1 million users, gained over 15 million impressions on Facebook, Twitter and blogs, and received an average of 3 minutes of engagement per play. With overwhelming results, the gamification strategy was definitely working for Magnum.

If you are weighing gamifcation as a strategy consider this:
  1. Invest in the development – Consumer expectations are high for apps and design is critical for success.
  2. Build in sound and music – Make the experience dynamic.
  3. Design for two-player – Extend the entertainment and engagement.
  4. Market the game – You cannot just “build it and they will come.”

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