Gamification in practice: 5 successful cases
Gamification is increasingly used nowadays. Gamification is a useful way to give people the last push in the right direction, not only in science, education and in political and social issues, but also in the field of online marketing and retail we increasingly see success cases where gamification has been used as a marketing tool. We therefore give you 5 examples of these success stories from the past year that confirm the power of gamification.
1. Twix X Coop
To strengthen your own brand, you can also collaborate with another brand. And if you come up with a concept that will benefit both of you, it can be very successful. A good example of this is the Coop X Twix campaign in
Denmark. You can become a loyalty member via the Coop app. The goal of the supermarket was to create more involvement with the members. By means of a game element in the Coop app in collaboration with Twix, you can say that this has worked out quite well.
The game has been played in the app by no fewer than 255,000 loyalty members. In addition, 15,000 people have won a product sample. The game was only playable for members. Coop therefore knew exactly who participated in the game at what time, in which store the prize was collected and at what time. Inactive members had a higher chance of winning with the aim of reactivating them. Winners could collect their prize at any Coop location. The price was placed in the virtual shopping cart in the app, so that you could redeem it at the checkout by means of a barcode.But what’s in it for Twix? In the period before the campaign, about 1.5% (3,800 people) of the group of loyalty members bought a Twix. In the same time frame after the campaign, about 15.7% (40,000 people) bought a Twix. Thanks to the collaboration with Coop in the form of this game campaign, Twix purchases thus increased tenfold.
2. Digital Tour de France of Team Jumbo-Visma
Last summer, the Tour de France looked slightly different than usual. Different time, shorter on the Giro and Vuelta and above all: without supporters. But what is sport without supporters? Team Jumbo-Visma and Jumbo therefore joined forces to experience the tour in a different way, together with their customers and fans, with the unique concept of ‘Tour de Chance’.Tour de Chance was not only an easy play on words, but also a successful gamification concept. The fans could participate in various well-known games for 23 days, such as wheel of fortune, snake, memory and various quizzes. You also had the chance to win great prizes, including tickets for the GP in Zandvoort, a well-organized ski weekend, Gazelle e-bikes and of course Jumbo gift cards. In total no less than 100,000 prizes have been given away. Thanks to the fun game concept at the right time and with the right promotion via the various social media channels, the average participant participated more than seven times. In total, more than 13,700 hours of games were played. The Tour was not only a success for Jumbo-Visma in terms of sports, but also in terms of engagement.
3. Bavaria gaming platform
Simple games are actually the best games. They are accessible to everyone, are not long-winded and they generate a lot of engagement if you use them as an online marketer. Royal Swinkels Family Brewers, Bavaria’s parent company, is well aware of this. They use gamification in the most literal sense of the word to collect leads and increase branding.On a special landing page you can choose from four simple games that are known to everyone. The goal is of course to get the highest possible score. Once you have a high score, you naturally want to share this via social media and challenge your friends. For example, a simple game for the consumer ensures in-depth engagement.
4. Coca-Cola: open like never before
Coca-Cola is a master brand when it comes to campaigning. Last summer they decided to use gamification to give a positive twist to the corona pandemic and the lockdown that comes with it. Where there is a lot of uncertainty about when we will return to ‘normal’, at Coca-Cola they ask the question: ‘What is normal and do we have to go back to normal?’. The Open like never before campaign was born.This campaign is based on a belief that you don’t have to go back to normal, but instead think ahead to make the world a better place. It inspires people to be more open to what is to come and to help others with that. More open than ever!
What did that look like in practice? Coca-Cola deployed various interventions to participate in the campaign, including an online scratch card. After purchasing a Coca-Cola product, you could upload the receipt and participate in the scratch-and-win promotion. You could win various prizes, including dinner and cinema vouchers. A very nice action to increase engagement and awareness and to support local catering and cinemas.