I love playing games and when I say games: sit in the corner of my room, fire up my PC and start playing.Most of your day you spend it online. So as a brand how do you ensure that when you visit my page or use my product or service, you feel engaged? It is not necessary that every Brand needs this strategy but would be a useful one to have in the pipeline for the future. What is Gamification?
Gamification: In simple words, is a way of engaging you by using gaming elements such as points, leadership boards, making you perform an activity that you wouldn’t regularly do.
Why do some brands feel the need to have a very active audience? One of my favourite examples is the brand Nike. I believe that they “ROCK” when it comes to Social Engagement. Most of their campaigns are available on YouTube and are motivational in nature. I want to throw light on this particular campaign called “This is NikeFuel.”.
Nike+ Presents: L.A. Live
As we can see the amount of interest generated and how it engaged the audience.
Now most people would say This is a company that makes sporting goods. Why wouldn’t they do that? How many companies you know did all of this with a simple concept of asking you to wear a band on your wrist?
Let us look at another company’s product launch which successfully engaged random people to focus their attention on a screen for 60minutes. It is important because as the years go by our attention span has decreased at such an alarming rate.
The campaign was called ” All eyes on the S4″ by Samsung. What it asked of you was the longer your focus was on the screen, the bigger the discount on the S4 that you would receive. If you survived for 60 minutes without being distracted, you would get one for free. Why wouldn’t you participate? What I like about this campaign was that it didn’t focus on the phone but did on a particular feature built into the phone. They sold the idea not the phone.
All eyes on the S4
This was engaging wasn’t it?
Now NikeFuel has their website/community for people using the band in which, they have leadership boards with which you can compare the amount of fuel burnt by you and your friends.
One more example is the Online food delivery aggregators. Zomato for example which is an online food delivery provider from various restaurants awards points to people who give the restaurants feedback.
A certain number of points gives you a certain level. The higher your level, people see that you are a trusted source, and you do get benefits and offers based on your level.
- Not every Brand has the resources necessary to build engagement at this level, but that’s okay, start small.
- The three examples that I had mentioned above should tell you there are unlimited ways to engage your audience. Find the one that fits your value proposition.
- Have engagement rate as one of your key metrics.
- It is always about educating the audience, and what outcome they derive out of it, anything other than that is a waste of time and money.
- If you successfully implement it as a part of your long-term strategy, you shouldn’t be worried about losing your audience in the long run to a competitor.