The Wheel of Fortune is a popular game mechanic. It’s known from numerous television game shows.
With an easily identifiable visual, simple rules and the chance to win attractive prizes, it’s an attractive experience. For the same reasons, it’s an interesting lever for bradns wishing to use gamification to make their communication interactive.

In this article, we offer you a guide to creating an online Wheel of Fortune and maximise its impact. Step by step, we’ll look at how to configure the game and make it an effective tool for recruiting, engaging and retaining customers!

SUMMARY

• Presentation of the Wheel of Fortune mechanism
• What are the objectives of this marketing game?
  
• How to create an online Wheel of Fortune?
  

Wheel of Fortune is a game mechanic belonging to the instant win family. Where participants know immediately whether they have won or not (unlike a game with a draw) as wekk as the nature of their reward.

The principle is simple: users are invited to spin a wheel to find out if they have won. Which is ideal for capturing attention and maximising your brand’s recruitment objectives.

The Wheel of Fortune is divided into severak suqares, on which the cursor can stop, sealing the participant’s fate. Each box can be associated with a game prize (a percentage discount or a gift voucher amount).

This personalisation enables retailers to offer their audience a game experience that captures their brand universe and engages their target audience. Participants are more inclined to play the game. They can find out what they have won, creating anticipation that reinforces their commitment.

The online Wheel of Fortune is an ideal marketing game mechanic for :

Rapidly recruit new users

As we’ve already mentioned, it’s a popular and identifiable game. It captures the attention of users. The fact that it is an instant win reinforces the appeal of the mechanics and encourages participation. Participants can be invited to share the campaign, increasing its reach and helping to recruit new leads. This instant-win mechanism is therefore an effective way of boosting brand awareness.

Example: Lindt ran a Wheel of Fortune on its social networks to recruit opt-in leads and promote its products. The campaign exceeded 15,000 leads, with an opt-in rate of 62%.

Engage your audience and immerser them in your bradn universe

The customisable configuration of the online Wheel of Fortune means that it can be adapted to your brand universe. Brands can create a unique game experience that reflects not only their aesthetics, but also their values. What’s more, the mechanic can be distributed across a variety of channels (a website, mobile application or social networks).

Example:
Showroom Privé’s French Days campaign took the form of a Wheel of Fortune.

Boost your retention rate by rewarding customers for their loyalty

Finally, the Wheel of Chance is ideal for rewarding customers and ecouraging them to buy again. The game can be shared post-purchase (
directly at the checkout via an interactive terminal
or following an online order). Access may be restricted to a VIP program (via a gatecode
). In both cases, the Wheel of Fortune can be used to strengthen brand loyalty by distributing benefits (gifts) or incentives to buy again (discount coupons).

Example:
Del Arte’s 40th birthday campaign aimed to promote the brand’s anniversary through a Wheel of Fortune. Designed to generate in-store traffic, it enabled the company to record over 4k clicks to the loyalty program.

Now let’s get down to the nitty-gritty, with the steps you need to follow to create and distribute an online Wheel of Fortune

1. Set up the player’s route

Once the Wheel of Fortune mechanic has been selected, the first step is to configure the route for future players. As the game can include several stages, depending on the brand’s need and objectives:

• The entry form for capturing customer data;
• The Wheel of Fortune itself;
• The result page: Win or Lose – unless the store opts for a 100% winning game;
• The page already played (if players can only try their luck once) ;
• The campaign end page (which may allow the brand to redirect participants to a landing page, for example);
  

You can also add a home page (to hare the rules of the games or give a bit of context about the campaign) and a teaser page.

2. Customise your marketing game

before configuring the campaign, the bradn will nedd to create the graphic elements
to personalise the experience. On Adictiz, you can import your visual for the wheel, define the colour of the cursor or adjust the alignment of the boxes. The options settings allow you to configure the loading bar or customise the animation of the result box.

The idea is to create an immersive experience by choosing visuals and colours that reflect the world of the brand.

3. Configuring the mechanics of the Wheel of Fortune

Depending on the objectives it has set itself, the company will then be able to configure its winning moment down to the smallest detail, and in particular choose :

• The numbers of particpants (per day, week, month or campaign and per user). We recommend that you allow players 1 participation per day to encourage them to return to the campaign on a regular basis, while ensuring that it remains profitable;
  
• The number of squares on the wheel, depending, ofr example, on the number of prizes. A minimum of one “Lost” box is mandatory on the Wheel of Fortune.
• The uniqueness of the winners
  The option allows you to choose the number of prizes that the same user can potentially win on the campaign. If the company chooses the “No Uniqueness” option, each player can potentially win several prizes.
  

The results pages (winner and loser) will be displayed instantly once the wheel has stopped.

4. Choose the prizes

To work, the Wheel of Chance must offer attractive prizes (linked to the brand’s universe of the highlight of the event).
This mechanism makes it possible to
award prizes
for each square of the wheel. Users will discover their gift when the cursos stops on a square.

5. Test and adapt the mechanics to all channels

Before boradcasting your campaign, it is crucial to test it both on the desktop (for computer users) and on mobile (to check how it displays on a smaller screen).
To enhance the experience for mobile players, we recommend that you place the “Play’ button above the wheel.

6. Boost the visibility of your campaign

Once the Desktop and Mobile versions have been finalised and tested, all that’s left to do is distribute them.Here you need to think about :

• Choosing the right channels to reach your audience and achieve your objectives;
• Boost the reach of your campaign with a teasing effort, but also with appropriate levers (such as an Ads campaign on social networks or a personalised emailing suite).

Conclusion

Would you like to recruit new customers by creating an online Wheel of Fortune? The Adictiz platform allows you to configure each stage of your campaign and, if necessary, provides support from the creation of your visuals to the configuration of your mechanics and the media coverage of your marketing game!

These days, it’s increasingly difficult to find qualified profiles to strengthen your teams, but also to retain talent within your company. It is therefore crucial for organisations to strengthen their employer brand, not only to boost their attractiveness to candidates, but also to better engage and retain their employees.

Gamification is a tool that can help create a strong employer brand, at every stage of the employee experience. In this article, we share with you some best practices and concrete use cases for gamifying your employer brand and responding to the HR challenges you are currently facing.

SUMMARY

• What is an employer brand?
• Why consolidate your employer brand?
• Why gamify your employer brand?

Simply put, employer branding is the way companies present themselves to their employees. While a company’s brand image is primarily designed for and communicated to its customers, its employer brand is also aimed at its employees and the talented people who might consider joining its teams.

It is therefore an organisation’s unique value proposition
as a recruiter and an employer. An employer brand includes a range of very tangible elements, such as the conditions and benefits that the company offers its employees (salary policy, financial and intangible bonuses, etc.). But it also includes more intangible elements, such as the company culture, the values espoused by the organisation and its employees, the career prospects for both the company and its employees, etc.

The employer brand is also built around the image that the company conveys through different
communication tools (career page, LinkedIn profile, presence at trade fairs). But it is also co-constructed by all employees, past, present and future. This involves feedback that they share via their own networks or with a wider audience (on a site such as Glassdoor, for example, but also via their LinkedIn profile, etc.)

The employer brand is a key element in a company’s ability to grow in the long term. The stronger the employer brand, the more likely it will be to attract, engage and retain the best performers in its teams.

Building your employer brand means you can :

• Optimise your talent acquisition strategy. The employer brand helps to attract, engage and retain the most talented people. Not only will talent be more likely to apply to a company that enjoys a good reputation as an employer. But they will also be more motivated to give their best to the organisation and will tend to see themselves as long-term employees.

• Ensure its financial stability. Recruitment is a major expense for companies. In the same way, high staff turnover and positions left vacant for too long can have a negative impact on an organisation’s profitability. The ability to attract and retain the best talent is therefore crucial to productivity and growth.

• Consolidate your brand image. A company’s ability to offer its employees good working conditions is just as important to its customers. Consumers value responsible brands that respect people, starting with their employees.

Gamification, or the introduction of playful elements into a context not traditionally associated with games, is an excellent way of consolidating your employer brand. Here are 3 concrete steps (awareness, acquisition and retention) where this strategy can be a winner.

1. Gamification to develop an attractive employer brand

In the same way that gamification can be used by brands to raise their profile with potential customers, it is also an excellent way of capturing and retaining the attention of talented people. By introducing playful elements into its communication materials, a company can communicate more effectively with candidates and convey its values and messages in an impactful way.

Gamification offers a multitude of mechanisms for conveying information to your target audience, via an interactive quiz, for example. An interactive approach ensures that your audience will pay closer attention and retain the message better.

For example, many talented young people want to work for companies that share their values. Gamification can be used to communicating and reinforcing the employer’s unique value proposition with candidates. By opting for a Quiz or a Battle, the organisation can communicate its commitments (on work-life balance, sustainable development, diversity and inclusiveness) in a fun and memorable way.

2. Gamification to optimise your recruitment process

Gaming can also enable employers to break traditional recruitment codes. For example, organisations can attract talent by sharing gamified job offers. Instead of listing the requirements and tasks of the position to be filled, companies can use gamification to create immersive offers that highlight their internal culture and values.

By offering a personality test, recruiters can share their expectations in an original way and filter more effectively the profiles that do and don’t suit them. As well as simply standing out from the crowd, gamification is also a profitable strategy for optimising the candidate selection process. Companies can use interactive and fun formats to more effectively identify profiles that match their needs, for example through gamified assessments.

Rather than relying solely on traditional methods (such as tests or job interviews), the organisation can also offer immersive experiences (role-playing, interactive investigations such as escape games). Combined with traditional assessment tools, these enable us to measure candidates’ potential in action more accurately. But they can also be used to assess less tangible skills (such as soft skills like teamwork, empathy, creativity, etc.).

Example: The Bizzbee video competition

The Bizzbee brand proposed a simple challenge: submit your application on video, as originally as possible, and post it on the social networks to gather as many votes as possible from the Bizzbee community. The prize was a CM internship in the social media team and a great atmosphere guaranteed.

3. Games as a means of engaging and motivating employees

Gamification is also a particularly effective way of engaging employees and building loyalty. In this way, employers can gamify their internal development processes, along the lines of their loyalty programmes. This system, which can include elements such as points and levels, will make it possible to offer teams greater recognition, reward them for their achievements and give them a transparent view of their career development possibilities.

Edutainment, or learning by playing, also shows the relevance of integrating gamification into vocational training.Employees gain skills while having fun, and have the feeling that they are growing with the company. But games can also be used to celebrate the organisation’s high points (anniversaries, new product launches) and to unite teams around fun experiences ( sports games, creative competitions, solidarity challenges, etc.

Example: DPD’s Catch All for the Davis Cup

DPD has set up a ‘Catch-all’ game
to engage and motivate its employees during the Davis Cup. It was a great success, with over 6,000 games played. The operation was a resounding success, with over 6,000 games played, reinforcing internal cohesion and enthusiasm around this sporting event.

Conclusion

Gamifying your employer brand is an excellent way of boosting your company’s appeal and better engaging your candidates and employees. Discover
our catalogue of playful mechanisms to optimise your employer value proposition and consolidate your internal culture!