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6 ideas for interactive and engaging marketing campaigns

6 ideas for interactive and engaging marketing campaigns

by | May 22, 2023 | Audience engagement

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

Survey campaigns play a central role in engagement marketing, serving a number of purposes:

  • 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.

survey engaging marketing campaigns

Discover your brand with a quiz

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.

 

Lead recruitment guide

Working on your image with UGC campaigns

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:

Make your ads more visible with playable Ads

Playable Ads are becoming increasingly common in programmatic marketing. Did you know? The number of ads, their lack of relevance and their intrusiveness are the three main reasons for using a blocking tool (VPN Mentor, 2019). This type of display format achieves several key objectives:

  • 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:

engaging marketing campaigns

Personalise the shopping experience with a shopping list

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.

Gift finder guerin

Boost engagement with puzzle or score-based games

Marketing competitions that focus on reflection offer unlimited potential for personalisation for the brands that offer them. They are a powerful tool for spending time with your audience to encourage engagement and interactivity. The advantages of this type of operations are :

  • 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.

memory eram

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.

Want to find out how to engage your audience using interactive formats?

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Gamification, the driving force behind successful marketing campaigns

Gamification, the driving force behind successful marketing campaigns

by | Mar 31, 2023 | Audience engagement, Captivate the audience, Collect data

Maketing gamification means creating interactive experiences to catch the attention of audiences, collect data and activate it.

Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

What exactly is gamification marketing

This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

We will now look at the benefits of gamification for advertising strategies.

The 4 benefits of marketing gamification

Catch the attention and getting to be known

The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

Engaging audiences

It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

 

game marketing data collection

Boost conversions

Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

Collecting and activating data

By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

Lead recruitment guide

Conclusion

In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

Would you like to find out more about the schemes described in this article?

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Maximising conversions: 4 effective methods

Maximising conversions: 4 effective methods

by | Feb 14, 2023 | Audience engagement, Conversion

In the context of a marketing strategy, the issue of conversion is crucial. Indeed, to convert means to achieve a set goal. This goal varies depending on the activities. Maximising conversions can mean boosting sales or increasing foot traffic in stores.

Today, marketing teams must be increasingly resourceful to achieve their conversion goals. The volatility of visitors makes the issue of retention very challenging. Advertising saturation distorts the online commerce landscape. These are just a few of the challenges that must be overcome to ensue a step-by-step response to the main conversion issues.

In this article, we invite you to discover four effective methods to maximise conversions while standing out from the competition.

SUMMARY

Boost revenue with promotional codes

Catch the attention: a strategic challenge

Opportunities to generate visibility and boost traffic towards a website, store, are numerous. In fact, the launch of a product, a new collection, private sales, a brand or seasonal highlight can be part of this.

In the current contest of advertising saturation, successfully capturing attention of potential customers who arrive on a page is a strategic challenge. Next comes the question of increasing the time spent on the page. It is possible to draw them in with an advertising campaign to which they are not accustomed. For this type of objective, the interactive formats prove to be an excellent compromise between originality and ease of implementation.

The first method, the simpliest to conceptualize and implement, is a campaign broadcasted on the brand’s communication channels (social media, newsletter, etc.). To access it, the visitor is redirected to the homepage or a page on the website. On this page a competition game mechanism is set up. Allowing, for example, participants to try and win a discount voucher to be used immediately on the site (instant win system). This type of operation allows influencing the purchasing act and therefore maximizing sales.

Media coverage for campaigns

It is possible to go even further in performance through the mediatisation of these marketing campaigns on social media. With a boost in post visibility, personalised targeting, etc.

Here are some examples of inspiring marketing campaigns that have allowed brands to achieve their conversion goals.

The brand TAO (Tape à l’oeil) chose to offer a Wheel of Fortune. To celebrate its 29th anniversary. It was an opportunity to reward everyone with a 100% winning instant win game. The vouchers offered at the end of the campaign promote traffic to the site and impulsive purchases.

As for Aushopping, the choice was made around the back-to-school season to engage their audiences with a Catch All and a scratch card game. It was about winning gift cards instantly. The brand was able to collect qualified data to activate throughout the year while spending time with visitors.

Focus on post-purchase to drive even more sales

Capturing leads through an attractive marketing operation engages the participant in a process of commitment from which both the participant and the brand benefit. Engagement is a twofold concept. Involving a prospect in a marketing interaction allows them to regain their decision-making power (for the donation of their time and personal data), while also offering them a reward.

How to influence purchasing journeys in a less intrusive way?

By transforming a passive visitor into an active lead who may or may not engage in the advertising campaign. From the brand’s perspective, engagement directly serves conversion (impulse purchases collect zero-party data which is the “clean gold” of tomorow’s marketing, through the participation form, etc.)

For the second method, what if we told you that a marketing campaign is also very important after the purchase? When we imagine having to scan your the receipt at a kiosk upon leaving the store to win gift vouchers, it resonates with everyone. And what if this type of setup could be easily installed on your website, social media, etc?

The purchase requirement mechanic

Leading up to Easter, Lindt decided to launch a campaign focused on increasing sales. Participants were invited to enter the code printed under their chocolate bunny into a form. The brand was able to offer attractive prizes to some lucky owners of the golden bunny. Players could also choose not to enter a code and simply play a game Hiden Object to return later with their bunny and their code. This purchase-required mechanic allowed the recruitment of nearly 40,000 participants, with 8,000 codes used. This results in a conversion rate of 20%!

You don’t sale golden bunnies? No worries, the code can simply be printed on receipts, flyer, etc.

In a slightly different concept, Flunch offered a 100% winning campaign with an original concept. Participants could play a one-armed bandit to win a voucher and discount tickets for drinks or other products. Once at the checkout, they could retrieve a code that allowed them to enter a draw to win a trip to a sunny destination. The game enabled the brand to boost its sales by creating a desire to purchase.

Marketing automation: adding interactivity to sequences

The email automation at the center of marketing strategies, is often perceived by audiences as an intrusive advertising process. However, email remains the preferred communication channel between brands and consumers for the French! It is essential to offer more impactful emails that stand out from the competition.

To introduce this third method, we invite you to discover some scenarios to maximize conversions through marketing automation.

Focus on engaging scenarios

In a strategy for onboarding new scenarios for example, it is interesting to include impactful elements, such as scratch-off promo codes to be used for the first time purchase, in welcome emails.

It is also possible to include a fun personality quiz in emails that collects product preferences (stored directly in a CRM). At the end of the operation, it will be possible to distribute promo codes to encourage purchases. This allows for automatic customer loyalty management. Some solutions allow for retargeting emails to be sent directly through the platform. This provides brands with a complete system connected to their CRMs, and fully automated.

Indeed, as for customer loyalty, it is a long-term process. It helps boost sales throughout the year (customer birthdays, post-purchase operations, private sales, etc.).

Here is an example of an automated marketing campaign that puts gaming at the heart of the initiative:

At DejBox, once the order is placed, the customer automatically receives an email granting access to a game without a form (JWT technology). The objective is to encourage the customer to return after their first order, through a system of discount vouchers offered at the end of the game.

Live Shopping: converting qualified audiences and maximising conversions

How to refresh the formats offered to audiences in the face of the advertising saturation felt by internet users?

To illustrate the fourth method, we invite you to discover the Live Shopping format and how it can be adapted to various marketing contexts.

What is Live Shopping?

Now indispensable, this new marketing format was born in 2020. In response to the course of retail locations, retailers chose interactivity to recreate the connection between consumers. This original experience addresses several issues in the retail sector today:

  • The promotion of new products in an era of advertising saturation
  • The boost in sales during increasingly frequent prootional periods, which attract less and less.
  • The restoration of the relationship with customers in the digital age, allowing for the removal of barriers to online purchasing.

How does it works?

  1. Before the live session, we collect registrations from those interested in the brand, and the product is highlighted
  2. During the live session, we capture attention, engage the audience and make a lasting impression
  3. After the live session, we engage participants by offering them targeted content.

A Live Shopping operation is an utlra-engaging experience. It therefore features a highly qualified audience, with a conversion rate more appealing than that of traditional channels.

There are solutions today that can help capture qualified audiences through interactive formats. These are offered to participants during the live session (social gauges, polls, quizzes, raffles, etc.). The prizes offered at the end of the session boost registrations and help maximize conversions.

During the live session, game formats can be integrated into the brands initiatives to collect real-time product preference data. This allows for feeding retargeting campaigns post-event. It’s an effective way to direct traffic to product pages and boost sales after the live event.

Would you like to lean more about the strategies presented in the article to maximise conversions.

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