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6 ideas for interactive and engaging marketing campaigns

6 ideas for interactive and engaging marketing campaigns

by | Apr 14, 2025 | 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 audienceto 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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    10 reasons to launch marketing competitions

    10 reasons to launch marketing competitions

    by | Apr 14, 2025 | Animation, Branding, Conversion

    Marketing competitions are an essential part of the panoply of advertising levers available to brands. Above all, this type of animation creates new opportunities to interact with audiences.

    From the simplest scenario to the most immersive and entertaining, these interactive marketing experiences can provoke an emotion in participants, helping them to retain the information better. Visit gamification is a powerful process that firstly provokes amusement (through the game), but also more subtle emotions such as appreciation (with a scoring game) and pleasure (the fact of winning something). These emotions are more readily present thanks to the active nature of advertising, unlike traditional, passive advertising.

    The marketing competition must be designed and organised around the brand’s key issues. Here’s 10 reasons to launch a marketing competition.

    SUMMARY

    1. Gain visibility
    2. Creating virality
    3. Getting a message across
    4. Promoting a product in an original way
    5. Mark an important event
    6. Supporting a promotional period
    7. Finding new customers
    8. Get to know your audience better
    9. Building customer loyalty
    10. Leading your teams internally

    1. Gain visibility

    Marketing competitions are highly effective tools for enhancing a brand’s image, raising awareness or simply communicating about a product, service or event.

    The operation dissemination stage is crucial, as it is here that companies will be able to reach the widest possible target audience. The main advantage of a competition is that it can be broadcast very simply via any channel, thanks to a simple URL. It can also be integrated directly into a web page, for an even more immersive effect. By using several advertising channels at the same time, the process of promoting the operation is even more effective.

    Here are the different channels through which a competition can be broadcast, with the aim of increasing its visibility:

    • Email campaigns (in a banner for example)
    • Media coverage on social networks (Facebook Ads, TikTok Ads, Instagram Ads etc.)
    • Via display advertising

    2. Create virality

    Widely-distributed competitions help to raise brand awareness via a wide, multi-channel distribution network. But it’s also interesting to bet on the target audience itself to spread the operation virally.

    Certain types of marketing competitions allow for this, such as the Social Gauge.. Cette mécanique incite les participants à partager le jeu sur les réseaux sociaux. Plus il y a de nouveaux inscrits, plus les parrains ont de chance d’être tirés au sort pour gagner des récompenses.

     

    marketing competitions social ratings

    3. Getting a message across

    Organising and promoting a competition gives brands the opportunity to spread different types of message in a creative, original and effective way.

    A variety of scenarios can be put in place to suit the audience and convey the specific message that the brand wants to share with its target audience.

    Here are a few examples of marketing competitions to get a message across:

    • A fun quiz can be used to communicate interactively about a service or a new product, or even to educate people about the world of the brand and its history.

    • A Blindtest immerses participants in a world, the ideal way to get audiences going and leave a lasting impression.

    4. Promoting a product in an original way

    Brands can broadcast messages via each stage of a competition. The home page, for example, highlights a theme, prizes to be won or a new product. The gamified mechanics or the results page encourage people to visit the website or a product page to find out more about the offers.

    To increase the chances of participants visiting the site at the end of the operation, it is possible to give away promotional codes via an instant prizes system. By taking part, players can immediately see if they have won something, and can use the promotional code directly by visiting the site.

    Here are a few examples of competitions to promote a product:

    • The Gift Finder asks participants to fill in a personalised questionnaire. At the end of the operation, they find out which gift or product is ideal for them.

    • The voting mechanism makes it possible to highlight products while collecting product preferences from its audiences.

    marketing competitions survey

    5. Mark an important event

    Marketing competitions can support a communication campaign around a major brand event. To ensure that the operation performs well and achieves its marketing objectives (lead recruitment, engagement, conversion, etc.), the various stages of communication surrounding the operation must be respected.

    First of all, it’s important to tease out the forthcoming operation to ensure that it attracts traffic at the time of launch.

    Then it’s a question of animating your audiences during the event. There are several ways of doing this, depending on the type of event:

    • For a trade fair or festival, the company can offer tickets to be won beforehand by means of random drawing, but it can also offer prizes to be won on the spot with a Wheel of Fortune, for example.
    • Is a brand celebrating its birthday? Now’s the time to delight its customers and fans with a fun event that makes a lasting impression by offering prizes to be won over a given period.

    6. Support a promotional period

    Are the sales, Black Friday or exclusive private sales days for loyal customers just around the corner? This is the ideal time to launch an operation to boost sales and maximise conversions.

    Marketing competitions can serve several purposes:

    • Attract customers to the website by offering them the opportunity to take part in a game on the theme of sales to win discount vouchers via their social networks.
    • Doing drive to store (in-store use of discount coupons won online)

    Get even more sales by stimulating post-purchase (participants can earn additional discounts by uploading their proof of purchase).

    7. Finding new customers

    Marketing competitions and lead generation go hand in hand. In fact, this objective, which has been widely pursued by brands throughout the year, is now a sensitive one, against a backdrop of the end of third-party cookies and the protection of personal data.

    Marketing competitions are an effective way of recruiting qualified leads and attract new customers. By offering attractive prizes, the brand encourages prospects to get involved.

    On the other hand, competitions increase brand visibility by encouraging participants to share the competition with their network, which can attract new prospects and potential customers.

    8. Get to know your audience better

    Marketing competitions are an effective way of collecting qualified data on participants.

    By asking participants to fill in a registration form to take part in the competition, it is possible to obtain valuable information about their preferences and interests. By including optional questions, you can gather more specific data about their consumer habits. customer database is enriched. It is also possible to personalise future marketing campaigns and better understand the needs of your target audience.

    Please ensure that you comply with data protection laws and clearly inform participants about the use of their data in accordance with the confidentiality policy.

    9. Building customer loyalty

    Marketing competitions can also be an effective tool for building customer loyalty. By offering exclusive competitions to loyal customers, the brand encourages them to stay involved and continue interacting with its products or services.

    Competitions can be designed to reward loyalty by offering exclusive benefits or free products, for example. This can help to strengthen the relationship by creating a sense of belonging and mutual esteem.

    Competitions can also encourage customers to share their experience with their network, which can lead to greater visibility for the brand and attract new customers.

    10. Leading your teams internally

    Marketing competitions are not just for brands and companies selling products or services. They are also very useful in internal communication. En effet, ils permettent de :

    • Training employees using quizzes
    • Boost group cohesion (like digital team building) through a participative game or team game
    • Encourage productivity by challenging people via an open poll, such as an idea box.

    Taking the temperature of well-being at work via a survey

    Conclusion

    In conclusion, marketing competitions offer many advantages to brands. They can increase visibility, go viral, get a message across, promote a product or mark an important event. To find out more, discover 8 tips for a successful interactive campaign!

    Would you like to find out more about marketing competitions?

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    Gamification, the driving force behind successful marketing campaigns

    Gamification, the driving force behind successful marketing campaigns

    by | Apr 14, 2025 | Audience engagement, Captivate the audience, Collect data

    Gamification marketing means creating interactive experiences to capture 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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    What is first-party data?

    What is first-party data?

    by | Apr 14, 2025 | Collect data, Conversion

    If you’re looking to collect valuable and reliable data, or are curious to find out more about first party data, then you’ve come to the right place. Find out how it can be useful to businesses and its crucial role in the world of modern marketing.

    SUMMARY

    What is first-party data?

    This data is collected from customers whenever they interact with a brand. By buying products or signing up to a loyalty program, for example. This information can be used to improve the customer experience on the merchant site or to send personalised offers to a database. It may include information such as name, age, telephone number or e-mail address.

    Considered to be the most reliable source of data, the collection of first-party data is a highly prized objective for marketing teams.

    Description of the data collection process

    Collecting data, although systematic in marketing, is not trivial. We’re talking about sensitive information, but it’s also a commercial issue for companies.

    The first step is to identify the data the company needs. This could be information about the location of their prospects and customers, or their age.

    Once the needs have been identified, the format for collecting the information needs to be chosen. This can be a form or a survey.

    First party data in digital marketing

    La stratégie de collecte de données est devenue banale pour les marketeurs. En effet, le secteur du digital a pris une ampleur considérable ces dernières années et quelques abus ont été reportés. 

    Respecter de la vie privée est un sujet qui touche de plus en plus d’utilisateurs. Ces derniers sont de plus en plus exigeants quant à l’utilisation de leurs données, ce qui explique la restriction récente concernant les cookies tiers sur divers navigateurs. Google a annoncé la fin de ces cookies face à la méfiance croissante des internautes. Il est donc urgent pour les marketeurs de trouver de nouvelles solutions plus respectueuses de la confidentialité des données, mais aussi de l’environnement.        

    C’est pourquoi les données dites first party constituent un réel atout pour les marketeurs.

    A valuable source of data

    First-party data is a data collection strategy that is now very popular in digital marketing. Why ? Simply because information submitted voluntarily is qualifying data.

    Thanks to customisable forms, it is possible to collect the data that brands need. Whether it’s to generate leads or to get to know your customer base better, first-party data is a valuable source of data. Collected transparently, it contains valuable and reliable information.

    The role of first-party data

    A stronger relationship with the customer

    Getting to know your customers is the key to forging closer links and building loyalty. Offering personalised content or offers is what today’s users expect.

    Participating in campaigns and voluntarily filling in information on a form provides a transparent data collection solution.

    A more effective way of prospecting

    Collecting first-party data enables companies to better understand their customers’ needs and preferences. However, this strategy can also identify the prospects most likely to become customers of the brand. Based on online behaviour and purchase history, companies can create target audiences for subsequent conversion. Offering personalised offers and getting prospects to spend time with the brand can make all the difference.

    Better control of customer relations

    First-party data collection has the advantage of being both reliable and transparent. Thanks to this strategy, companies can capture their customers’ intentions as well as any relevant information. This makes it possible to propose personalised content or offers and respond to potential customer needs. It’s an ideal way of improving the relationship between the company and its customers.

    The different uses of first-party data

    First party data is a powerful tool for companies and brands to better understand and target their customers. First party data can be collected from a wide range of sources, including websites, mobile applications and social networks. It is a source of data that companies can collect, analyse and exploit. This makes it easier for them to improve their products or services, their advertising campaigns and their marketing strategy. The Swiss army knife of data can be adapted to any situation!

    First party data, very useful for your marketing team

    First party data has become an indispensable tool for marketing teams. Data collection helps marketers to better understand customer journeys, discover the most effective communication channels and identify weak points in the customer experience. This enables marketing teams to implement more effective and profitable campaigns, while improving the overall customer experience.

    This strategy is also effective for identifying market trends and preparing future collections or campaigns.

    Analysing customer behaviour

    En collectant les informations données volontairement par les utilisateurs, il est possible de créer des profils clients détaillés pour analyser des comportements d’achats. Les données first party incluent des informations sur les achats passés, les paniers composés sur le site marchand ou encore les commentaires laissés sur le site. 

    Gràace à l’utilisation de ces données, c’est une conversation qui a lieu entre l’entreprise et sa clientèle. Les clients vous parlent et s’ils sont écoutés, vous pourrez alors les fidéliser et vous assurer que vos actions marketing soient efficaces.

    Easier to improve conversion rates

    Improving conversion rates is a real challenge for businesses. By using first-party data, you can distribute targeted offers to trigger purchases. Thanks to the valuable information collected upstream, you can respond to customers’ real needs.

    Conclusion

    In conclusion, gearing your strategy towards the collection of first-party data allows you to develop an ethical and more transparent approach. It is essential to listen to users’ concerns, while taking into account the changes on the horizon in terms of digital marketing.

    This will enable companies to strengthen customer relations by learning about their preferences and purchasing intentions. What’s more, personalising offers and improving the customer experience will only improve the conversion rate!

    Need advice on your first-party data collection strategy?

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    Using marketing games effectively to promote a product

    Using marketing games effectively to promote a product

    by | Apr 14, 2025 | Audience engagement, Conversion

    Product promotion is a key strategy for your brand’s sales and marketing challenges. It accompanies the product throughout its development from the moment it is created and involves all your communication channels. Marketing games are an excellent advertising medium for promoting a product. Find out how to use marketing games effectively at every stage of your product’s sales cycle.

    SUMMARY

    The teasing game to announce the launch of your product

    Objective: To create a buzz

    The art of teasing allows you to create a buzz during the pre-launch period, even before the official release of your new product. Whether it’s a new arrival in the catalogue or an improvement to an existing product. At this stage, the marketing competition can be used in a variety of ways to create expectation and need.

    • Encourage consumers to discover its name, shape or packaging.
    • Use a hashtag to spread the word about the campaign on social media
    • Offer customers the chance to preview the product
    • Solicit feedback from your community and make final improvements to your product before launch
    • Gather data on interested players so that you can personally retarget them on the product once it has been released.
    • Inform players interactively and offer pre-orders
    • Benefit from potential press coverage thanks to the buzz generated by the originality of your teasing game

    Launch your marketing game at least 3 weeks before the launch to promote a product and engage users with it.

    The game to accompany your product’s sales roadshow

    A promotional tour on the agenda?

    The life of a product is often punctuated by demonstrations, events and trade fairs to get as close as possible to the target consumers and distributors. These are all opportunities for your brand to make its voice heard by accompanying these events with a marketing competition.

    How can you reap the benefits of marketing games?

    This allows you to do 2 things: generate traffic to your stand during off-peak periods and collect visitor data during busy periods. It is sometimes difficult at these events to be available for all the visitors. Offer an attractive flash game, and take advantage of the traffic peak to invite interested parties to leave their contact details in just a few clicks via your game. It’s an effective way of exploiting contacts at the end of the roadshow and analysing the event afterwards!

    The game to promote your product on the shelf or on the merchant site

    The power of multi-channel to promote a product

    Launch a multi-channel competition to promote your product to consumers at any time, wherever they are. Mobile phones are at the heart of the operation, and the aim is to create a link between the various devices to maximise participation rates.
    Put your points of sale to work, for example. To stand out on the shelves, brands are getting closer to their network of distributors and putting in place special operations at the point of contact with consumers. It is becoming increasingly common to find competitions on point-of-sale displays, in product packaging or on till receipts. Add game banners to your e-commerce site and relay them on your social networks to give them a viral dimension.

    A game to highlight the highlights of your product

    Marketing calendar or chestnut: it’s essential to use it

    Fashion, Sport, Culture and Festivities… Our seasons are full of traditional highlights and emblematic rituals. At least 3 a month, there are plenty of opportunities to promote a product in a fun and festive atmosphere!

    Some products are naturally associated with special events, such as duo packs for Valentine’s Day, while others feature flagship packaging. These are generally strategic products, requiring a substantial budget and a great deal of forethought.

    In addition to this, you can promote any product by dressing it up seasonally using marketing games. This lever allows you to quickly and easily adapt your branding to all these occasions and deploy it across all your communication channels. An effective cross-channel marketing strategy!

    mobile highlights calendar

    The game to assess your brand awareness and boost your product sales

    Have you thought about participatory marketing?

    Game marketing is above all interactive. Based on the goodwill of the players, it relies on genuine brand-consumer exchanges. It is therefore an ideal medium for soliciting users’ opinions, or even getting them to contribute in a participative marketing approach. Marketing competitions can be used in a number of ways to gauge the awareness of your products: sound out your users’ opinions, ask them about their preferences using Votes, or draw on their creativity using User Generated Content.

    Zodiac photo competition

    Data at the heart of your strategy

    The data from your gaming campaign will then enable you to identify which products should be promoted to which consumers as a priority. Send them personalised incentives such as discount vouchers or money-back offers to strengthen your relationship marketing. All the more reason to boost conversion rates!

    The marketing game supports your product promotion strategy at every stage, with a focus on customer proximity:

    • Increase & reinforce awareness of your product to make it better known
    • Increased visibility on point-of-sale shelves and e-commerce sites
    • Have the user try out your product
    • Increase the frequency of product purchases and build consumer loyalty

    Are you in the process of launching a product? Test the marketing game with us!

    Request a demo

    How gamification boosts sales performance

    How gamification boosts sales performance

    by | Apr 1, 2025 | Audience engagement, Conversion

    Sales represent a crucial period for brands in France. They offer a major opportunity to sell off stocks and attract new customers. However, in a context where 85% of French people feel that sales no longer have a real impact on their buying behavior, it is becoming essential to stand out beyond price reductions.

    Gamification is emerging as an innovative strategy for capturing consumers’ attention and boosting sales. In this article, we’ll explore how integrating gamification mechanisms into your marketing campaigns can boost your performance during the sales season.

    SUMMARY

    Sales: a major marketing challenge for brands

    Sales, once the highlight of the French commercial calendar, are facing major challenges. Consumer behavior is evolving, making it a complex task for brands.

    • Changing purchasing habits: Inflation has changed consumer habits in France. Households, anxious to preserve their purchasing power, are turning to economical alternatives (such as fast-fashion platforms or second-hand goods). This quest for lower prices is leading consumers to give priority to essential products, neglecting non-essential purchases.

    • Increased competition for brands. Faced with these transformations, brands must redouble their efforts to stand out from the crowd. The proliferation of promotions and special offers throughout the year (Black Friday, Cyber Monday, French Days, etc.) has trivialized sales periods, reducing their impact. What’s more, the rise of e-commerce offers consumers a multitude of options, heightening competition.

    Against this backdrop, it has become imperative for retailers to rethink their strategies. Proposing innovative experiences, strengthening relationships and offering personalized service are all levers for winning back a more volatile and demanding customer base.

    Gamification: a powerful lever for boosting sales during the sales season

    In a context where competition is fierce and consumers are overwhelmed by promotions, gamification is proving to be an effective solution for capturing buyers’ attention and boosting sales. Here are the strategic objectives that this approach can help you achieve.

    1. Increase brand awareness and visibility

    An interactive game (such as a scratchcard, a Wheel of Fortune or a Quiz) captures the attention of audiences and boosts brand awareness.

    Gamification offers several advantages:

    • A viral effect: games are easily shared on social networks, increasing their organic reach.
    • Increased recall: a fun, engaging experience leaves a more lasting impression on participants.

    Example: The Crazy Days campaign enabled Showroomprivé to attract responsive customers to the game, while giving the brand high visibility during the sales period. The One-Armed Bandit mechanic attracted more than 36K users, with a participation rate of 76%.

    Showroomprivé - Crazy Days sales
    Showroomprivé - Crazy Days sales
    Showroomprivé - Crazy Days - mobile

    2. Generate online and in-store traffic

    One of the challenges of sales is to attract consumers to its sales channels. Gamification is a way of encouraging players to visit a store or e-commerce site, by rewarding them for their participation.

    • A bridge between digital and physical: by offering coupons or prizes to be collected in-store, retailers encourage customers to come and visit.
    • More qualified traffic: interested and committed consumers are the ones who take part in the game, increasing the chances of conversion.

    Example: Altarea Cogedim launched the Summer Test campaign to energize its shopping centers during the summer sales. The aim of this personality test was to generate point-of-sale traffic and stimulate purchases, while engaging the community and boosting their visibility.

    Altarea Cogedim - personality test sales
    Altarea Cogedim -sales

    3. Increase sales and convert new customers

    By engaging consumers in a playful way, gamification helps convert prospects into customers.

    Why does it work?

    • A feeling of exclusivity: by offering time-limited rewards, retailers encourage consumers to act quickly.
    • An incentive to buy: by winning a discount or advantage via a game, customers are more inclined to finalize a purchase.

    Example: As part of the Crazy Days campaign, the game was used as a sales generator, with the aim of stimulating conversion through the distribution of vouchers. The brand recorded excellent engagement KPI’s, with 27K prizes distributed, representing as many sales opportunities on its e-commerce site.

    5 tips for successfully gamifying your sales campaign

    To take full advantage of gamification during sales, it’s essential to anticipate and optimize your strategy. Here are five key tips to maximize the impact of your sales campaign and boost your sales:

    1. Prepare sales in advance by collecting data via marketing games

    Even before the sales start, launching a marketing competition is an excellent way to get to know your audience better and refine your strategy.

    Gamified mechanics allow you to :

    2. Choose the right mechanics for your strategic objectives and your audience

    The choice of game type must be aligned with the brand’s marketing objectives and the expectations of its target audience.

    • Instant win games (scratch cards or wheel of fortune): ideal for generating traffic and purchases
    • Quiz or Treasure Hunt: Perfect for engaging prospects (online and in-store, using QR codes) and building customer loyalty.
    • Challenges and contests: Excellent for encouraging sharing and boosting the virality of your campaign.

    3. Optimize your distribution strategy

    Even the most attractive game will be ineffective without well thought-out distribution. Maximizing visibility is crucial. Brands should rely on a multi-channel strategy, ensuring that their marketing game is shared both online (emailing, social networks, newsletter, mobile app) and in-store. They can partner with content creators or other brands (cobranding) to expand their audience.

    4. Create a sense of urgency

    Sales are a limited period, and we need to play on the sense of urgency to encourage consumers to act. Retailers can capitalize on limited-time offers to create FOMO (Fear of Missing Out). Another strategy is to integrate a countdown timer on the site to reinforce the time pressure and encourage immediate purchases.

    5. Offer original prizes

    Discounts are effective, but not always enough to motivate participation. So it’s a good idea to vary the rewards. For example, brands can offer :

    • Exclusive experiences: VIP access, meetings with influencers, personalized advice…
    • Product previews: combining sales periods with the launch of limited collections.
    • Gamified offers: progressive cashback, points to redeem for gifts, etc.

    Conclusion

    To maximize the impact of your gamified campaign during the sales season, it’s crucial to choose the right mechanics. Adictiz enables you to create high-impact campaigns by selecting the marketing game that will have the greatest impact on your audience. With our media agency, boost the reach of your interactive campaign and maximize your performance during this key period!

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

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