I love games be it indoor or outdoor. The reason I love it is because it is engaging. Today, most of us spend a considerable amount of time online. As a brand, how do you ensure that when visitors use your product or service, they feel engaged? It is not necessary that every Brand wants to adopt this business 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 visitors by using gaming elements such as points, leadership boards, fun activities etc.
Why do some brands feel the need to have an engaged audience? One of my favourite examples is from 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
In a way, I feel that this is a way of bringing people with similar interests together to have fun. It is part of building a community around the brand.
Let us look at another brand’s product launch which successfully engaged people by surprise.
The campaign was called “All eyes on the S4” by Samsung. The longer people focus on the screen, the bigger the discount on the S4 that they would receive. If people can look at the display for 60 minutes without being distracted, they would get the phone at no cost. What I like about this campaign is that it didn’t focus on the phone but did on a particular feature built into the phone. They sold the idea and not the phone.
All eyes on the S4
NikeFuel has their website/community for people using the band. They have leadership boards with which people can compare the amount of fuel burnt by you and your friends.
One more example is Online food delivery aggregator, Zomato. You have the option to look up restaurants, order food online. You have the option to give feedback about restaurants. If your reviews are genuine and good then you are awarded levels. 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.
They also have new features like becoming a gold member by paying a premium member. You have to pay for it but I feel it is worth it. You get heavy discounts and are also notified about events that may take place at these restaurants.
- Not every Brand has the resources necessary to build engagement at this level, but that’s okay, start small.
- The three examples that I have shown above should help in understanding that there are unlimited ways to engage your audience. Find the one that fits your value proposition.
- Engagement should be one of your metrics. Figure out what factors result to engagement for your brand.
- It is always about educating the audience, and what outcome they derive out of it.
- If gamification is implemented as a part of your long-term business strategy, then worrying about losing your customer base would go to the bottom of your list.