Engaging marketing campaigns are essential on today’s marketing landscape, as they enable you to stand out from the crowd by grabbing people’s attention.

By encouraging interaction and two-way communication (brand-consumer), the chances of increasing memorability of a marketing or advertising campaign are higher. This type of fun experience also fosters a more lasting and solid relationship.

Moreover, interactive marketing campaigns have strong viral potential (on social network in particular). Enthusiastic participants are more likely to share the campaign with others, helping the brand’s message to spread quickly.

Let’s take a look at 6 ideas for engaging marketing campaigns that enable brands to better connect with their target audiences.

SUMMARY

• Get to know your customers better through surveys
• Discover your brand with a quiz
• Working on your image with UGC campaigns
• Make your ads more visible with playable Ads
• Personalise the shopping experience with a shopping list
• Boost engagement with puzzle or score-based games
• Conclusion

• Data collection: a survey is used to gather precise information about consumer preferences, needs and opinions. This enables strategic marketing and sales decisions to be made.

• Sustainable commitment: audiences feel listened to and involved in the brand’s decision-making process. This strengthens their loyalty over the long term.

• Content generator: it can be reused in articles, infographics, videos, etc. This content enriches the brand’s communication and enables it to continue to engage its audience in a relevant way.

Survey marketing campaigns offer a participative approach to better understand consumer needs, personalise offers and build a relationship of trust with brand audiences.

The quizzes are essential elements of interactive and engaging marketing. Indeed, we have all encountered this mechanism at some point in our lives as Internet users and/or consumers. But what are the real benefits?

• Interactivity: Quizzes are simply fun. They encourage participants to get actively involved and keep their attention on a web page.

• Collection of qualified leads: by requesting personal information via the form, the operation builds up a database of qualified leads. This data is valuable for future targeted marketing campaigns.

• Education: Quizzes can be used to educate the public on a specific subject related to the brand or product offering. In this way, they can demonstrate the benefits of a product and promote a positive perception of the product as an authority in the field.

UGC campaigns (User Generated Content) are one of the most engaging concepts in marketing. On the one hand, they enable the brand to develop solid relationships with its customers. On the other hand, they help to reinforce credibility and raise its profile by leveraging user-generated content.

In fact, the participants in the operation post varied, creative and unique content (videos, testimonials, photos) for a set period of time on the brand’s website and/or social networks. This content is then made available to the brand. In this way, it enhances the brand’s online presence. This content is considered authentic and therefore reliable, because it is produced by consumers themselves, which reinforces trust.

However, this type of operation is not suitable for all audiences. The highly engaging nature of these campaigns requires audiences to be sufficiently responsive. Here’s an example of a selfie competition with McDonald’s:

• Publicity is no longer invisible: unlike traditional banners where visitors are passive, playable Ads encourage them to interact actively with the ad. This interaction makes the ad more memorable and more effective.

• The product is highlighted : the immersive experience offered by playable Ads allows users to discover a product in a fun and entertaining way. This approach stimulates attention, which increases the chances of arousing users’ interest and converting them into potential customers.

Here’s an example of a playable ad that can be used to quickly survey an audience while presenting a range of products in a display banner:

A Shopping List Campaign consists of offering users a list of recommended products based on their preferences and purchasing habits. The advantages of this type of marketing competition are :

• Personalisation of the shopping experience: more relevant thanks to the collection of behavioural data.

• Maximising conversions: instead of searching through thousands of products, users are given a selection that matches their expectations. This makes it easier for them to make decisions and encourage them to make purchases, including impulse purchases. Sending promo codes by email after participation amplifies the phenomenon.

In short, marketing campaigns such as Shopping List or Gift Finder make it possible to offer an original and personalised shopping experience, helping to build long-term customer loyalty.

• Involvement of participants to solve a problem or participate creatively. By challenging them intellectually, these games encourage players to invest time and effort in the brand experience.

• The potential for enthusiasm among participants: the competitive aspect and the possibility of winning attractive prizes create a sense of motivation and attract new participants when the game is shared. This helps to increase brand visibility.

To measure the effectiveness of these competitions, it is advisable to monitor key performance indicators such as the time spent on the game, the number of games played, the score obtained, etc. These metrics provide valuable information about participant engagement and enable the success of the campaign to be assessed.

Conclusion

Engaging interactive marketing campaigns are a major asset for brands wishing to engage their audiences in an original way.

These different interactive formats have the advantage of catching the eye and staying in people’s minds. They also respond to a large number of marketing issues facing brands today, such as advertising saturation, the collection of first-party data, building loyalty, etc.

A tool like Adictiz can be used to create captivating interactive experiences to engage audiences, collect and activate data. Finally, a wide range of formats tailored to each objective is available on an innovative and comprehensive platform.