GAMIFICATION MARKETING PHASES
Gamification can follow and enrich different marketing phases, from product launch, to customer assistance during, pre and post sales, to facilitate the slow and delicate loyalty process.
• With Gamification it is possible to present a new product line or a new web service, in a clear and engaging way to the public. This kind of communication, notoriously explanatory and not very motivating, can be positive by stimulating the user in a layered path to understand, for example, the functioning of an app.
• As already mentioned, loyalty as well as being a slow process, is very difficult to obtain. Using Gamification to organize challenges, treasure hunts and prize competitions (with coupons, free gifts or free services at stakes), stimulates customers to take advantage of the company’s web service more often, or to enter more easily into physical stores.
• The last phase, not for importance,
is after-sales customer care. Lots of companies undertook in make less unpleasant as possible the waiting time with the customer service, by creating games with the chance to win coupons.
In conclusion, gamification can make difference in a marketing campaign and bring the company out from the “crowd” through new, strategic and effective mechanisms and logics.
Thanks to the integration with social media and the mobile, using gamification as a marketing instrument is very simple, effective and user-friendly. Not for nothing, an always bigger number of digital marketing managers started to appreciate the long-term impact, thanks above all to integration between mobile, cloud, social and GPS-based services.
Listed below there are two business realities that adopted gamification logics in marketing campaigns, aiming to increase sells and improve customer loyalty.
1. Gamification to launch a new line of luxurious shoes in the market
Jimmy choo is a famous luxury brand based in London. In 2010 decided to launch a marketing campaign to sponsor a new shoes line. The goal was to favour and boost brand interactions, stimulate press interest and in general increase communication around the new product and around the company itself.
A real treasure hunt based on digital clue has been created.
The company opened new accounts, created ad hoc from the name “catchachoo” on the main social networks (Foursquare, Facebook and Twitter). A staff member published surprised posts, spreading in this manner, clues through the web.
An expensive pair of shoes was the prize, for who reached first the treasure.