sarah Biteau, auteur/autrice sur Adictiz

What are Playable Ads? Examples

by sarah Biteau | Nov 21, 2024 | Captivate the audience, Media

Against a backdrop of advertising saturation, brands need to redouble their creativity to capture the attention of their audience. To vary from traditional advertising formats, display banners can now be interactive and even playable. This is what is known as Playable Ads, a playable marketing advertising format that involves gamifying banner ads to make them more captivating, engaging and memorable.

In this article, we’re going to take a look at playable advertising and the many advantages it can offer your brand. W’e’ll also share some concrete examples to inspire you and some practical tips to boost your advertising strategy!

SUMMARY

What are Playable Ads?
What are the objectives of playable advertising?
5 examples of playable advertising to inspire you

What are Playable Ads?

Playable Ads are an interactive advertising format designed to capture the audience’s attention by offering them a playful experience. Drawing on the codes of video games, this format engages users by encouraging them to actively interact with the content, whether to solve a challenge, explore a world or complete a task.

Unlike traditional static banners, Playable Ads transform passive interaction into an immersive experience in which the user becomes an actor. This active participation stimulates attention and helps the message to be better remembered, increasing the chances of conversion and boosting the overall impact of the advertising campaign.

By playing on the pleasure of interaction, this advertising format not only improves engagement, but also key indicators such as click-through rates and time spent with the brand.

Playable Ads KPI’s

To assess the effectiveness of a Playable Ads campaign, several key performance indicators (KPIs) are used to measure both the traffic generated and the level of engagement. These KPIs include:

Number of impressions: corresponds to the number of times the ad has been loaded.
Visibility rate: indicates the proportion of impressions during which the ad was actually seen.
Click-through rate (CTR): for Playable Ads, this rate far exceeds the standards for traditional display formats, where the average CTR is around 0.46% (source 2023). For Playable Ads, it can be as high as 3.8% (internal benchmarks 2023/2024).
Click-to-play rate: this KPI measures the percentage of users who interact with the ad content. It is around 9.6%, demonstrating the ability of Playable Ads to generate interaction and engage a qualified audience.
Landing rate: calculates the ratio between clicks and visits to the site, indicating how many users continue their journey after interacting with the ad.

These indicators show that Playable Ads are particularly effective at capturing attention, engaging users and maximising the impact of campaigns.

The different display formats for Playable Ads

Playable advertising comes in different display formats. Each can be adapted to different display distribution networks:

The pavé: this is the most popular advertising format. It makes it easier to integrate Playable Ads into (or close to) editorial content. This has the advantage of limiting the effect of banner blindness and capturing consumers’ attention more effectively.

Interstitials: this format is compatible with a wide variety of creations. It can appear during natural transitions in an application or in an online gaming experience.

The wide angle or half-page: this stands out because of its size. It therefore has a greater impact and allows the advertiser’s animation and content to be displayed in greater detail.

The different mechanics of Playable Ads

Depending on the objectives it has set itself, the brand choose a suitable playable advertising mechanism. For example:

Engaging mechanics that display promotional codes and reproduce the idea of winning, such as scratch cards or wheel of fortune. The principle is simple and the reward immediate (display of a simple promotional code, for example), making it an excellent lever for visibility and engagement.

Interactive mechanisms such as Memory, Battle, Swiper or Quiz to capture product preferences and get to know your audience better while engaging them.

What are the objectives of playable advertising?

Like any traditional advertising format, Playable Ads enables brands to generate leads and convert new customers by highlighting their products and services and emphasising their value proposition.

Playable ads are a way of meeting strategic marketing challenges for retailers. Here are the main objectives of Playable Ads:

Brand awareness. The format allows you to stand out in a saturated advertising landscape while maximising engagement. As a fun, interactive experience, the Playable Ads format makes it easier to capture the audience’s attention and therefore gain visibility and brand awareness.

L’engagement. Contrairement à une publicité classique que l’on se contente de regarder, le format interactif encourage les prospects à passer du temps avec la marque. Les avantages sont évidents : les produits sont plus visibles, le trafic est optimisé, et l’engagement supérieur.

Qualification and conversion. The interactive mechanics of playable advertising are also a powerful lever for collecting customer data. For example, format such as Swiper or Battle are ideal for capitalising brand awareness and also attracts potentially more qualified traffic, making conversion more likely.

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5 examples of playable advertising to inspire you

Before you get started with Playable Advertising, you can take inspiration from the foolowing examples:

1. Raise your profile

Nickel used the Playable Ads format to promote the personalisation capability of its bank cards. users had to choose a card color via a Wheel of Fortune mechanic Once the wheel had been launched, users clicked om a map to discover the offer via one of 15 personalised messages.

2. Present the advantages of an offer

To support its TV advertising campaign on the connected station, Sowee used the Playable format to enable its audiences to discover the benefits of its product.

The Memory format was particularly effective here in familiarising prospects with the company’s unique value proposition. Participants had to reform pairs with items such as “fixed prices for 3 years” or “an offer with no commitment”.

Reinforce interaction with your audience

Neo-bank Floa has used Playable Ads to promote its available payment services and appeal to a younger audience segment that appreciates the flexibility offered by banks.

Users were invited to discover the payment facilities available to them (payment in instalments, no need for proof of payment, etc).

4. Reinventing the customer experience

Carrefour has decided to modernise its brand image by launching an interactive advertising campaign. Thanks to the playable advertising format, the brand offered its audience an immersive experience inspired by slot machines. Offering instant gratification, this format, customised to respect the brand’s universe, enabled Carrefour to better engage its prospects and customers. It was a fun and memorable experience that not only raised brand awareness, but also boosted sales by giving away vouchers.

5. Improve recall of the promotional message

Uber Eats has also opted for Playable Marketing to engage its audiences. The company opted for a captivating game mechanic called Rattrape-tout. Customised to reflect the world of Uber Eats, this marketing game enabled the brand to multiply and extend interactions with its audience by totally immersing them in its world. This unique and engaging experience encouraged the creation of an emotional connection, while giving the company the opportunity to anchor its key messages in the minds of consumers.

Feel free to browse other examples of Playable Ads created by Adictiz clients and run your own playable ads!

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3 ideas for Valentine’s Day campaigns to win over your customers

by sarah Biteau | Nov 19, 2024 | Animation, Animation, Captivate the audience, Captivate the audience, Non classifié(e)

Valentine’s Day is not a celebration for lovers. It’s also a commercial festival that has become a key date in the marketing calendar for brands. In 2024, Valentine’s Day spending in the UK reached significant levels, with an estimated total of over £1.5 billion, according to a study by Finder. This total reflects a notable increase in spending over the years, largely driven by around 65% of Brits who celebrate the day and have an average planned spend of £50 per person.

Valentine’s Day is actually one of the most important commercial holiday in UK, with Christmas and Halloween. It’s therefore an opportunity for brands to capitalise on consumers’ purchase intentions by offering them romantic gift ideas to give to their significant other.

To stand out from the crowd during this highly competitive time of the year your business can rely on a powerful marketing tool: gamification. By incorporating interactive mechanics into your audience’s attention and encourage them to purchase their gift from your brand.

In this article, we share 3 examples of gamified Valentine’s Day campaigns. You can draw inspiration from them to enhance your communication, engage your target audience more effectively, and boost your sales during this key commercial period.

SUMMARY

What goals should you aim in for your Valentine’s Day marketing campaign
3 Examples of gamification marketing campaigns for Valentine’s Day

What should you aim in for in a Valentine’s Day marketing campaign

Even though it remains the ultimate romantic holiday, Valentine’s Day is also an opportunity for brands to promote their offerings. This commercial holiday serves as a prime showcase for businesses that sell potential gifts for couples in love.

Of course, we think of the traditional bouquets of flowers. Industry professionals expect over a million flowers to be sold for Valentine’s Day this year, with two-thirds being red roses. However, florists are not the only merchants celebrating Valentine’s Day. Fashion, beauty, culture, hospitality… Many sectors are involved in Valentine’s Day marketing.

Don’t forget about singles, who are also targeted by brands during this key commercial period. On dating apps, the annual peak of activity tends to occur at the beginning of the year. Singles often make New Year’s resolutions, and apps like Happn see an increase of over 20% in their sign-ups during the month of February.

The main objective pursued by companies in their Valentine’s Day marketing is therefore to increase sales and revenue. The goal of the campaigns implemented is to raise consumer awareness of their offerings and encourage them to buy their Valentine’s Day gifts in-store (physical or digital).

But beyond the conversion objective, brands can also design their Valentine’s Day campaigns around other strategic goals.

Increase brand awareness

Valentine’s Day is an opportunity to gain visibility with a new audience. The aim of the campaign will be to boost brand awareness among couples (or singles) by leveraging viral marketing strategies (such as marketing contests, influencers collaborations, or co-branding).

Engage your customer community

After a quiet January following the holiday season, the marketing calendar kicks off with a bang thanks to Valentine’s Day. Businesses can take advantage of this key period to engage their audience. The idea is to increase interactions with the brand, particularly through gamification mechanics.

Contests, for example, encourage users to be creative and allow businesses to create user-generated content (UGC).

Collect data

Customer knowledge is also a significant aspect of Valentine’s Day marketing. Brands can leverage interactions with their audience to collect relevant data, particularly regarding product preferences, as well as opt-ins for their future communication campaigns. This information can be used throughout the year to better segment their clientele and send personalized content and offers.

Foster loyalty and strengthen brand attachment

By offering attractive rewards centered around love (such as romantic gateways, gift boxes, etc.), brands can boost customer retention. Marketing games can be offered post-purchase (to encourage repeat buying) or reserved for members of a VIP program to enhance loyalty. By rewarding its best customers, the company can strengthen brand attachment and secure significant revenue.

3 Examples of gamification marketing Campaigns for Valentine’s Day

To stand out from their competitors and boost the performance of their Valentine’s Day marketing strategy, an increasing number of companies are betting on gamification. Here are 3 inspiring campaigns to achieve commercial goals and engage their audience more effectively.

1. Electrolux: a Memory game to enrich their database during Valentine’s Day

On the occasion of Valentine’s Day, Electrolux launched a campaign aimed at enriching its database, specifically encouraging product registrations. Through an engaging game mechanic, the Memory, the brand was able to collect opt-in very effectively while showcasing its Duos product range.

Electrolux’s campaign generated significant enthusiasm, showcasing an excellent engagement rate (31K users and an average of 2 minutes per game session) and very good results in lead qualification. This campaign allowed the brand to retarget and retain acquired leads, highlighting the ability of a gamification marketing campaign to create meaningful interactions while achieving notable results in qualification.

Del Arte: a Shooter game to generate new leads

As every year, the Del Arte brand celebrates lovers on Valentine’s Day. The interactive campaign invites participants to play a Shooter game. They are then redirected to an instant-win opportunity to win particularly attractive prizes for the target audience (gift vouchers, Interflora bouquets, trips to Paris, etc)

The campaign primarily enabled the company to generate over 40k new sign-ups to its mailing list and opt-ins. These leads were then reactivated throughout the year through strategic marketing campaigns for the brand.

3. M&M’s: A shuffler game to boost Valentine’s Day sales

On the occasion of Valentine’s Day, My M&M’s launched a game to attract new customers by showcasing its product range. Users had to form all the pairs within a set time to access a Shuffler and immediately discover if they won their Valentine’s Day gift box. This highly engaging mechanic allowed M&M’s to generate 30k new leads.

Conclusion

Consumers are particularly attentive to brand content around Valentine’s Day. Capitalize on their purchase intentions and engagement to achieve your strategic goals by launching a gamified marketing campaign. To enhance your communication and boost your results, all you need to do is customize one of our marketing game mechanics!

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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Cinema marketing strategies: using gamification to promote a film

by sarah Biteau | Nov 12, 2024 | Branding, Branding, Captivate the audience, Captivate the audience, Non classifié(e)

Cinema marketing is evolving in line with audience expectations. Today, cinema marketing strategies can no longer be based solely on trailers, posters and press reviews to promote a film.

Audiences now trust their peers’ opinions and the influencers’ recommendations before going to the cinema. They also expect captivating and participative promotional campaigns that plunge them into the heart of the plot of the films they are going to see in the cinema.

As well as creativity and originality, film promotion benefits from successfully bringing fiction in the viewers’ reality. In this context, Playable Marketing, i.e promotional formats that can be played and interacted with, is proving to be a powerful lever for standing out from the crowd and arousing public interest.

This article looks at the benefits of gamification to promote a film, based on 3 examples of successful interactive campaigns.

SUMMARY

The new challenges of media marketing
Why is Playable Marketing an effective way of promoting a film
Examples of interactive marketing strategies to promote a film

The new challenges of cinema marketing

Cinema marketing has always been subjected to one major challenge: profitability. The distribution budget (i.e all the costs associated with promoting a film) generally represents several hundred thousand euros for French films (or even several million for major American productions). The studios are therefore faced with the ROI challenge of making a profit by controlling their communication costs while attracting enough cinema-goers.

With the arrival of VOD (video on demand via platforms such as Netflix) and the pandemic, cinema-goers have long shunned cinemas. So the cinema and media players are faced with a real challenge: convincing audiences to move by offering them a unique experience that they won’t find via streaming: iMax, 3D, sound quality or in-theatre events.

Marketing formats to promote films must also adapt to new content consumption habits and the battle for attention that advertisers are waging online. Trailers are becoming shorter and more immersive in order to capture and hold users’ attention.

Finally, film studios need to take account of audiences’ search for authenticity and proximity. Social proof, i.e feedback and reviews from the audience itself or from influencers with who they feel closer, are now much more effective in promoting a film than traditional communication channels. Partnerships with influencers enable advertisers to create campaigns that are more interactive with the public and better able to generate and manage anticipation before the film is released in cinemas.

Why is Playable Marketing an effective way of promoting a film?

Playable Marketing is a communication strategy that involves replacing traditional advertising formats with interactive campaigns. The audience is no longer simply a spectator, but can interact with the advertiser via playable ads that incorporate game elements.

Gamified marketing transforms the points of contact between film studios and the public into an experience that is both fun and entertaining, offering numerous advantages for the successful promotion of a film.

Boosting audience engagement

At a time when users are exposed to hundreds of advertisements everyday, Playable Marketing is a way of standing out from the crowd and effectively engage its audience. The interactive aspect makes the promotional experience more memorable and makes an impression on the general public, encouraging them to immerse themselves in the world of the film.

Increase the number of cinema-goers

Playable Marketing is also an effective lever for increasing the conversion rates of promotional campaigns. it encourages action by multiplying interactions with the world of the film tight up to its release in cinemas, and can even offer rewards to spectators to encourage them to buy their tickets (via promotions, free tickets, gifts distributed at the screening, etc.)

Getting to know the audience better

To convince cinema-goers to go to the cinema (or to watch a film/series on a VOD service), advertisers need to understand their expectations and consumption habits. Once again, Playable Marketing helps to meet this challenge for cinema marketing by multiplying the points of contact with the audience. This makes it easier for film studios to collect zero and first party data in order to understand their audience’s preferences in terms of marketing, cinema experience, film genre, etc.

This data can then be reactivated in future campaigns in order to:

boost their performance (better reach, higher room conversion rates)
or retarget viewers with targeted film recommendations.

Examples of interactive marketing strategies to promote a film

Interactive marketing has already proved its worth as a more effective way of promoting a film or content available via streaming. Here are three examples of cinema marketing strategies from which to draw inspiration to engage your audience and attract viewers to your cinema/VOD platform.

1. A Flip & Win to promote the release of Becoming Karl Lagerfeld

To promote the film Becoming Karl Lagerfeld (available on Disney+), the platform offered its audience a marketing game: the Flip & Win. Users were invited (after filling in an entry form) to turn over a fan from among the 3 on offer for a chance to win a prize (a book dedicated to the life of the fashion designer, tickets for the theatrical preview, etc.).

Tip: opt for an Instant Win mechanism, which is ideal for engaging your audience because participants know immediately whether or not they have won.

2. A Jackpot to promote the second season of House of the Dragon

When the second season of House of Dragon was released, the VOD service Sky Shows relied on a Playable Marketing format that was well known to the public: the One-armed Bandit. This customisable mechanism was used to create an immersive experience, as the symbols to be aligned corresponded to the emblems of the great houses emblematic of the series, while collecting optin for its future promotional communications.

Tip: boost the participation rate and the performance of your campaign by offering attractive prizes (tickets for an amusement park, free season tickets, etc.).

3. The voting mechanism to refine our knowledge of the MTV community

The MTV channel uses games to engage its community around the channel’s flagship programs. In addition to the animation, the Playable Marketing voting mechanism enabled MTV to identify user preferences in order to refine its customer knowledge. Participants were invited to vote for the best music videos of the year for a chance to win collector’s goodies.

Tip: take advantage of interactive mechanisms to gather preferences and adapt your program schedule to the audience’s expectations.

Conclusion

Playable Marketing offers numerous advantages for media wishing to promote a film or VOD program. By engaging viewers through an immersive and entertaining experience and facilitating data collection, these formats are ideal for managing audience expectations and boosting the visibility of their productions. Create campaigns by customising one of our playable promotion mechanisms.

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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Top 4 ideas for workplace competitions

by sarah Biteau | Nov 7, 2024 | Audience engagement, Engagement, Engagement, Audience engagement

Organize workplace competitions is an excellent way to engage employees and strengthen team cohesion. The fun, interactive aspect of these animations can also be used to serve other strategic HR objectives, such as improving the employer brand, helping employees to develop their skills or retaining talent.

Depending on the expected results, but also on the specifics of the workforce (who may be working face-to-face or remotely), the corporate competition can take different forms.

In this article, you’ll discover 4 ideas of workplace competitions adapted to the professional world.

SUMMARY

1. Use edutainment to help your employees develop their skills
2. Boost employee engagement with creative competitions
3. Strengthen team cohesion through fun activities
4. Loyalize and retain talent by rewarding them through workplace competitions

1. Use edutainment to help your employees develop their skills

Edutainment is the concept of combining learning and play. Introducing gamification mechanics into a professional training course or awareness-raising workshop not only increases participants’ attention, but also encourages the retention of new information.

Competitions can be used to encourage employees to improve their skills. On the one hand, the fun dimension makes professional training more enjoyable for learners. But by introducing a points system or a ranking between participants, companies can also boost their teams’ motivation and push them to excel.

A quiz shared after a training session, for example, can be a very interesting edutainment format for ensuring that employees have assimilated the new knowledge they have been given.

But the competition can also take place directly during the training module via gamified mechanisms such as the 7 Errors Game, for example. As part of a marketing training course, participants might be asked to identify the elements that need to be changed in the visuals of an advertising campaign, for example.

2. Boost employee engagement with creative competitions

Today’s companies are facing many new HR challenges. Younger generations, for example, are known to be more volatile and stay with the same company for shorter periods. There is also growing talk of quiet quitting, i.e. the gradual disengagement of employees who no longer feel part of a collective.

To engage their employees, organizations can again rely on competitions. The key is to offer activities that encourage employees to get involved in strategy and the company’s future. A good idea might be to ask them to come up with a new product or service.

This is what Lidl has done with its voting competition. The aim of this corporate competition was to engage employees by asking them to create the brand’s next pizza, soon to be available in stores. The animation met with great interest from the teams, enabling Lidl to collect 21.6k votes throughout the campaign.

In addition to valuing the creativity and ideas of its employees, Lidl boosted their commitment through this competition by choosing attractive prizes. After a prize draw, participants could win kitchen appliances and accessories.

Similar workplace competitions can be set up to boost employee commitment. Customizers or gamified surveys can also be used to solicit feedback from teams and incorporate it into strategic decisions.

3. Strengthen team cohesion through fun activities

Within a company, organizing contests for groups can also encourage employees to work together. It’s a particularly good way of strengthening team cohesion and developing a spirit of camaraderie among colleagues.

Play is in fact a powerful lever for creating bonds, this can be a way for employees to get to know each other better, or to facilitate collaboration on joint projects. For example, the employer can encourage participants in an onboarding session to take part in a Personality Test. New recruits can break the ice by finding out which category of leader they belong to (via the famous 4-color test).

Sports competitions are also an excellent way of driving employee engagement. Employees can get together in teams and challenge each other in disciplines such as swimming, cycling or archery. A Prognostics challenge during a sporting event can also strengthen cohesion within the workforce by inviting employees to bet as a team.

The challenges of corporate social responsibility (CSR) are also particularly interesting for bonding staff and giving greater meaning to their mission. The competition can be used to raise funds (or items such as second-hand clothing) for needy people or charities. The teams that succeed in raising the funds will be rewarded with prizes that can be :

material (gift, goodies, etc.)
or symbolic (additional days off, promotion on the company website, etc.).

Adictiz took part in a QVT challenge. To find out more about the operation, read the dedicated article: Pimp Your Cup: Adictiz in-house game

4. Loyalize and retain talent by rewarding them through workplace competitions

Workplace competitions can also be used to build talent loyalty. As already mentioned, organizations face a real challenge in retaining their employees. In fact, the departure of an employee entails :

additional recruitment costs,
a vacancy for a shorter or longer period,
loss of expertise,
but also lower productivity.

To retain talent within their teams, employers can organize a competition aimed precisely at rewarding employee loyalty. This type of event can be reserved for senior profiles or, on the contrary, for new recruits whose first months with the company are crucial to their long-term integration.

But the company can also take advantage of special occasions to reward all its employees. DPD, for example, capitalizes on seasonal events such as its 25th anniversary to unite its teams around an internal competition. The organization relied on a simple mechanic (Match 3) to spoil their employees. Participants could win attractive prizes (travel boxes). The result: DPD recorded an average of 41 games per player.

Companies can also reinforce their employer brand by organizing internal competitions such as Instant 100% win. All participants can win prizes, demonstrating the company’s commitment to the well-being and satisfaction of its teams.

Conclusion

Organizing a corporate competition is an excellent way to attract, engage and retain employees. Start by defining the objective you want to achieve, so you can choose the most appropriate event idea. Discover all our customizable interactive mechanics and strengthen your employer brand!

In 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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In store animation: Galeries Lafayette opts for gamification

by sarah Biteau | Nov 5, 2024 | Animation, Captivate the audience

Even if consumers are increasingly buying online, the fashion sector is particularly concerned by in-store sales. We continue to visit stores to touch fabrics, appreciate cuts and colors and, above all, try on clothes.

On average, going in store to try and pay for their purchase is still preferred by 65% of French people.
However, this preference is declining among young people, forcing brands to revitalise their physical points of sale in addition to their online channels, in particular by organising an in store animation.

Whether to boost brand awareness, increase store and website traffic sales promotion is an essential marketing lever. In fact, it permits to generate more sales and build loyalty through a unique shopping experience. It has an even greater impact when it immerses customers in the brand’s universe, notably with in-store competitions offered via QR codes or interactive terminals.

In this article, we’ll take a look at Galeries Lafayette’s animated marketing strategy, through several examples of campaigns.

SUMMARY

What is an in-store marketing event?
Gamifying in-store sales events: the Galeries Lafayette example

What is an in-store marketing event?

An in-store brand promotion is a commercial operation designed to boost the appeal and profitability of physical points of sale. Its one-off or regular actions can, for example, serve to promote the brand’s image. In fact, it provides greater visibility for a new product launch, it also boosts sales and builds loyalty.

Depending on the expected results, marketing activities can take a variety of forms: product demonstrations, competitions, distribution of discount coupons, treasure hunts in the aisles, and so on.

In all cases, the ultimate goal is to capture the public’s attention, be it the store’s visitors or the brand’s audience. Online, we speak of a drive-to-store strategy. The aim is always the same: to increase in-store traffic.

Gamifying in-store sales events: the Galeries Lafayette example

Despite its well-established reputation, the brand is innovating to enhance the appeal of its stores, and attract and retain customers.

For several years now, the company has relied on marketing gamification (the integration of interactive and playful elements into its marketing activities) to energize its points of sale and online campaigns.

1. Boost store awareness with brand animation

The primary benefit of in-store marketing events is to raise brand awareness. In-store marketing events give the brand greater visibility, help it stand out from the competition and attract consumers to the store.

This includes the creation of POS (point-of-sale) advertising. The brand will therefore develop advertising media installed directly in its shop (in the window, in front of the shop entrance, on the shelves) to promote the point of sale itself, a brand event or a product.

To arouse the curiosity of consumers, Les Galeries created Tesla stands in their stores, giving the partner brand a high profile via an interactive quiz organized during the Weekend de l’homme. By exhibiting cars and offering great prizes (a weekend in a luxury hotel with the loan of a Tesla), the brand was able to attract a large number of participants to the in-store operation.

2. Engaging in-store audiences with interactive kiosks

In-store marketing operations can also be designed to liven up the point-of-sale and engage customers and encourage them to make a purchase (or increase their average shopping basket). Marketing contests, offered via interactive terminals displayed in store allows you to :

generate more interaction with customers,
maintain their interest through fun activities,
strengthen the relationship with the brand, in particular through the possibility of winning an attractive prize.

For Mother’s Day, Galeries Lafayette offered its customers a 100% winning one-armed bandit. Accessible via interactive terminals installed for 3 days in 6 stores in France, the aim of this marketing campaign was to energize sales outlets during this commercial highlight.

The marketing game was also available in mobile format in all stores of France via a QR code displayed on site. This omnichannel strategy enabled the brand to increase the engagement and reach of its campaign. It was able to animate all its stores with particularly attractive prizes (Relais Châteaux stays, bouquets of flowers, gift cards, promotional codes, etc.).

These rewards also enabled the brand to target a second conversion objective. By offering generous value gift cards, this brand strategy boosted sales and collected qualified leads, which could then be reactivated with offers at the end of the game.

3. Build customer loyalty and increase in-store re-purchase rates

Last but not least, in-store marketing events can help to reinforce a sense of belonging to a brand community and build customer loyalty.

Galeries Lafayette has once again relied on gamified animations to reenchant its in-store loyalty program. By organizing a Wheel of Fortune, the company was able to increase the visibility of the Galeries Lafayette Mastercard, through a post-purchase activation.

The Mastercard campaign was based on the Gate Code principle, whereby participants had to enter a code received after an in-store purchase (by email) to access a game of instant wins, and thus gain a chance to win gift vouchers. The campaign met its retention targets with over 2 codes entered per participant (and as many in-store purchases made with the card).

Conclusion

Organizing in-store marketing events is an innovative and creative way to captivate and engage customers. Inspired by the Galeries Lafayette use case, you can boost traffic and sales in your stores. Discover our catalog of gamified sales animations and customize them to suit your objectives and brand universe.

In just 30 minutes, we’ll show you how to launch your own high-performance interactive marketing campaign.

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