Captivate the audience

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.

Request a demo

How to create an interactive digital advent calendar?

by Agnes Constant | Aug 27, 2024 | Animation, Captivate the audience, Non classifié(e)

The Christmas holiday season is a crucial time for business profitability. During the last month of the year, they can achieve up to 20% of their annual sales.

One of the keys to engaging consumers during this sales period is to anticipate your campaign by multiplying contact points. in the run-up to December 24th. In fact, it takes an average of 8 interactions between a prospect and the brand before a sale is concluded.

In this article, we’ll take a look at a marketing mechanism that’s particularly relevant to Christmas campaigns. This is the Advent calendar, which allows you to multiply the number of interactions with your audience. Here we share tips for creating a memorable digital Advent calendar, as well as concrete examples to inspire you.

SUMMARY

The mechanics of the Advent Calendar
3 tips for a successful digital Advent Calendar
5 inspiring examples of Advent Calendars

The mechanics of the Advent Calendar

The Advent Calendar is a particularly popular marketing tool during the Christmas season. The principle is simple: every day, participants discover a new animation through “boxes” to be opened. This can be a competition or an interactive animation such as an Instant Win, through which users can unlock free rewards and gifts.

Creating a digital advent calendar is a great way to boost your Christmas marketing campaign because, in the minds of consumers, this mechanism is directly associated with the end-of-year festivities. It’s also a great way to capture and hold your audience’s attention, by giving them a daily appointment and offering new surprises with each new slot.

What’s more, this marketing activity is ideal for animating and rewarding your customer community. During the Christmas period, consumers are on the lookout for good deals and discounts to save money on their gift purchases. By distributing discount vouchers and attractive gifts every day, the brand can build customer loyalty and convert new prospects, generating more sales.

3 tips for a successful digital Advent Calendar

The Advent Calendar is the perfect way to animate your community during the Christmas holidays and multiply the points of contact with your audience, but it also requires a great deal of planning. Here are a few tips to help you succeed and keep up the pace.

1. Plan your content for the 25 squares of the digital advent calendar

Brands that choose this marketing game for their Christmas marketing campaign will have to share interactive games and content every day, from December 1 to December 25. It’s therefore important to plan your content so as to diversify the animations, interactive mechanics and prizes shared with your community, in order to hold the attention of participants throughout the month of December.

2. Customize animations and prizes

The Advent Calendar will be more effective in achieving the strategic objectives the brand has set itself if it is personalized. This means, in advance of the Christmas campaign, refine its customer knowledge, for example by collecting data and product preferences. This will enable the company to offer targeted content and rewards that are more effective in engage audiences and generate sales.

3. Diversify distribution channels

To engage as many prospects and customers as possible, brands also need to think of their digital Advent Calendar as an omnichannel animation. The different Playable Marketing formats are particularly relevant in this context. The brand can engage its audience across all these channels with native animations that adapt to its website, shopping application or advertising campaigns (interactive ads).

5 inspiring examples of Advent Calendars

Now let’s get down to business with 5 examples of brands that have created a digital Advent Calendar and leveraged this format to achieve a variety of business objectives.

1. Floa Advent Calendar

With its “Gift Box” operation, the Floa brand took advantage of the year’s most important event to raise its profile, while promoting its partners. The operation enabled the bank to recruit qualified leads to collect and retarget all year round.

With attractive prizes (Airpods, connected watch, smartphone, champagne), it attracted over 64K participants.

2. Galeries Lafayette Advent Calendar

Galeries Lafayette’s Advent Calendar game aimed to engage customers and prospects via a multi-channel campaign. By showcasing its famous Christmas windows on all its digital channels, the animation functioned as a sales generator. It also enabled the chain to capture customer data via a lead recruitment form. This data then enabled Galeries to effectively retarget its audience throughout the year.

3. Ouest France Advent Calendar

The digital Advent Calendar can also be used in culture and leisure marketing. Here, the objective is not to generate sales but to encourage its audience to create a Ouest France account. Indeed, only participants with an account could access the game and try to win attractive prizes (vacation stays, household appliances and high-tech, leisure activities, shopping vouchers).

The campaign enabled Ouest France to animate its audiences throughout December and recruit 81K subscribers.

3. Carrefour Advent Calendar

Carrefour uses marketing games to enrich and qualify its database throughout the year. For Christmas, the supermarket chain has chosen to adapt the mechanics of the Advent Calendar. The form was split into 2 to optimise performance, as a result, the campaign attracted 321k registrants, 77% of whom filled in all the qualifying data.

5. Kiabi Advent Calendar

To boost the visibility of their Advent Calendar, brands can also rely on cobranding. This strategy involves partnering with an affinity brand to leverage its reach and reach a new audience. At Christmas, Kiabi regularly offers an Advent calendar in partnership with several brands, enabling users to discover different brands each day via prizes to be won.

Conclusion

Create a digital Advent Calendar is ideal for animating and converting your audience during the festive season. Plan your campaign and diversify your Christmas animations to maximize its impact. With Adictiz, you can boost visibility and generate more leads and sales with a customized media plan!

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

Request a demo

3 ideas for Christmas marketing campaigns to capture the attention of your audiences

by Agnes Constant | Aug 20, 2024 | Animation, Animation, Captivate the audience, Captivate the audience

Christmas is a magical time when the French want to please their loved ones and themselves. Consumers are therefore more inclined to interact with brand content, especially when it inspires them to buy gifts.

For companies, Christmas represents an average of 20% of sales..
Dans certains secteurs, ce chiffre peut même monter jusqu’à 35 %.
Il est donc crucial pour elles de create distinctive Christmas marketing campaigns to capture the attention of their audience and boost their end-of-year sales.

In this article, we’ll be sharing some ideas for interactive formats and games to help you achieve your objectives and energize your Christmas marketing campaign.

SUMMARY

Anticipate the festive season to optimise your campaigns
5 trends to boost your Christmas marketing campaign
3 ideas for Christmas marketing campaigns to stand out from the crowd

Anticipate the festive season to optimise your campaigns

E-commerce is booming. At Christmas time 75% of French people buy their gifts on the Internet.

The French are more inclined to spend online and, above all, to plan their purchases in advance so as to spread them over several months and take advantage of the promotional periods that precede this marketing high point (such as Black Friday or Cyber Monday, for example).

For brands, this means anticipating their marketing campaigns as far as possible Christmas. By planning events in the weeks leading up to the festive season, they can multiply the points of contact with their audiences, and the chances of them making purchases on their e-commerce site (or in-store).

The marketing highlights leading up to Christmas (Halloween, Black Friday, etc.) can also be excellent opportunities for collecting leads. and customer data. Companies will be able to activate them over the festive season by creating personalised marketing campaigns that are more effective in converting prospects into customers.

Speaking out in advance also allows you to position yourself before everyone else. Brands that start earlier can boost their visibility and reduce their media budget by communicating at a time when competition is less intense and consumers are less affected by ‘advertising fatigue’.

5 trends to boost your Christmas marketing campaign

To create an effective Christmas marketing campaign, it’s important to take account of your audience’s expectations, and market trends as a whole. Whether linked to advertising, marketing or new consumer habits, these trends will enable companies to capture the attention and better engage consumers during the festive season.

These include :

Made in France. 1 consumer in 2 would prefer local products, Made In France, for Christmas presents. As well as highlighting the provenance of their products, brands can also capitalise on this trend to offer competition prizes that are more in line with their customers’ values;
The end of third-party cookies and proprietary data collection. Brands need to focus on implementing zero-party data collection and opt-in tools to maintain contact with their audience and refine their customer knowledge.
Influence marketing remains a powerful lever for engaging communities. Consumers are sensitive to partnerships between brands and content creators. These campaigns are particularly effective in collecting leads and generating new conversions.
Short content is recommended to captivate your audience and communicate effectively. Companies need to take account of consumers’ attention spans and offer striking animations that will encourage users to stop scrolling.
Native advertising (i.e. one that respects the format and codes of the channel on which it is broadcast) is crucial to optimising your presence on social networks and on your website. It makes for a smoother, more immersive browsing experience.

3 ideas for Christmas marketing campaigns to stand out from the crowd

By capitalising on these trends to capture consumers’ attention, brands can create effective Christmas marketing campaigns, specifically targeting their strategic objectives.

To inspire them, here are 3 ideas for animations and interactive campaigns to engage and convert your audience at Christmas.

An engaging speed game to boost brand awareness

Gamification (i.e. incorporating playful elements into sales promotions) is an excellent way for brands to capture and hold the attention of consumers. One of the most effective formats at this time of year is an engaging mechanic like Tiny Wings.

This speed game was used by household appliance brand Electrolux for its ‘A Swedish Christmas’ campaign. The campaign aimed to The main aim was to highlight the company’s Swedish origins through a fun, viral game, and thus raise its profile over the festive period.

The engaging and addictive nature of the marketing game also enabled the company to capitalise on the interaction with participants to collect opt-ins. With an engagement rate of 92% and game sessions lasting an average of 1 minute and 18 seconds, this activity helped to strengthen the brand’s appeal to consumers over the Christmas period.

SFR Réunion also relied on this mechanism for its Christmas marketing campaign. Focused on lead generation, the campaign was a great success during the recruitment phase, thanks in particular to a media strategy based on native advertising.

Thanks to an attractive prize fund, the company was able to attract more than 10k new visitors. on its website. And with an average of more than 7 games played per subscriber and an average playing time of over 3 minutes, this interactive activity generated a high level of support for the brand among participants.

2. Instant win for Christmas coupons

Instant winners are also very effective during the Christmas period, when users are looking for good deals and discounts to save on their gift purchases.

The 100% winning Claw machine, for example, enables companies to distribute discount coupons to all participants. Showroomprivé.com banked on this Christmas marketing game during the festive season. 7,000 vouchers were distributed during the campaign, helping to convert prospects into customers and boosting the brand’s sales.

This animation can also be used as part of a Drive to Store campaign during the Christmas period. McDonald’s franchisees in the North of France have chosen to set up a campaign combining a Flappy and a 100% winning claw machine. These events enabled users to win discount vouchers to be used towards the purchase of a Maxi Best Of menu in participating restaurants, boosting traffic in the brand’s points of sale.

claw machine mc do christmas competition

3. An omnichannel Christmas campaign to engage consumers

It takes an average of 8 interactions between a brand and its prospect before they are ready to buy. If brands want to to boost their Christmas sales, they need to multiply the points of contact and the incentives to buy with their audience.

This is what brands can do by implementing an omnichannel Christmas marketing campaign. Companies will deploy a marketing game tailored to this marketing high point (such as the Shopping List for example) across all their communication channels. Adictiz’s customisable form can be used in engaging interactive formats across 4 distinct channels: the e-commerce site, blog articles, live shopping sessions and native advertising.

Brands will be able to engage their audience across all their channels, multiplying interactions to convert as many prospects as possible and boost their Christmas sales.

Conclusion

To create an impactful Christmas marketing campaign, your brand can rely on engaging game mechanicsthat will capture consumers’ attention. Create differentiating brand experiences to boost your brand awareness, collect leads and generate more conversions during the festive season thanks to interactive marketing activities!

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

Request a demo

What is interactive marketing and what is it for?

by Audrey Edart | Oct 17, 2023 | Animation, Captivate the audience

Interactive marketing is completely changing the relationship that companies have with their audience. Indeed, traditionally, marketing has been a one-way conversation. Whether it’s an advert on television or a publication in the press, until now consumers have had very few ways of interacting with brands.

However, with the internet and social networks, this is no longer the case. We can now comment on a brand’s posts. You can also ask them questions during a livestream, or send suggestions for their next collections.

In this article, we take a look at how brands and customers interact and the best ways to nurture this bond.

SUMMARY

What is interactive marketing?
The different types of interactive marketing
The benefits and challenges of interactive marketing
4 examples of interactive content
What tools should you use to get started in interactive marketing?

What is interactive marketing?

Interactive marketing focuses on how customers and prospects interact with a brand. Therefore, it involves creating content or broadcasting a message that elicits a reaction.

This interactivity can take several forms:

from the simplest: a like or a comment on a publication
more advanced interactions: sharing UGC (User Generated Content) or taking part in an interactive advertising competition.

This also represents a major change in the way companies communicate. In fact, customers are not just the target of a marketing campaign. They are becoming the main players.

What’s more, the aim of interactive marketing is not to encourage a prospect to buy a product (contrary to traditional advertising). The prospect is invited to interact with the marketing content, whether by taking part in a competition, completing a survey or by Playable Ads game.

This customer-focused strategy strengthens the relationship between the brand and the customer. The brand shows greater consideration for the customer (by asking for their opinion or offering rewards).

But it also enables companies to collect and activate first-party data. Interactive content triggers actions that enable the brand to better understand the expectations of its consumers. More effective in meeting their needs!

The different types of interactive marketing

In fact, interactive marketing encompasses many different types of initiatives and formats. It depends on the objectives it wishes to achieve, but also on its brand universe and the characteristics of its audience. Companies can choose their interactive content from the following options:

Interactive storytelling

A very simple form of interactive marketing is simply to make your content more dynamic. This might involve adding animations or infographics to a newsletter or blog post.

However, companies can go further by inviting readers to give their opinion by sharing a quiz to test their knowledge of the subject covered.

Personalised marketing content

Interactive content essentially makes it possible to collect first-party data. Then, this data can be used to propose other content and personalised offers that are more relevant to customers.

The more companies know about their audience, the more they can :

create qualitative experiences (which will make them want to interact with them).
direct them to the right offer (via product recommendations).

Two-way interactions

This is the ultimate level of interactivity between a brand and its audience. Indeed, these offer consumers a more active way of participating, thanks to animations such as quizzes, simulators, marketing games and interactive videos.

The customer becomes the hero of the marketing support and acts in a concrete way to achieve a goal. For example, to win gifts or loyalty points, test their knowledge, access exclusive content, etc.

The benefits and challenges of interactive marketing

Interactive marketing offers significant advantages for brands, especially in a context where consumers expect brands to interact with them in a much more active way.

Anchored in the behaviors and expectations of its customers, interactive content makes it possible to respond better to their needs and therefore increase sales. The personalisation associated with interactive marketing not only leads to more conversions, but also greater retention of existing customers.

Overall, interactive marketing can :

boost sales,
improve customer satisfaction
and open the door to automated marketing.

But this marketing strategy also presents challenges. One of the main obstacles companies will have to overcome is choosing the right interactive format and channel to distribute it. There are many options, so brands will need to target the most relevant content and distribution strategies according to their objectives.

4 examples of interactive content

For companies wishing to embark on interactive marketing, there are several formats to choose from. Some of the most effective are :

The marketing game: creating an engaging interactive competition is the most obvious way of encouraging your community to interact with your content. Whether you’re launching a wheel of fortune/a one-armed banditby participating in a quiz or by submitting a photo as part of a competition, the customer is the key player in the campaign.
Live shopping: live streaming makes it easier to talk to your audience, answer their questions and show your products in a more interactive way.
UGC: user-generated content is an interesting way of turning customers into brand ambassadors in their own right.
Chatbots: this conversational marketing tool is also inherently interactive, as it allows you to engage in conversation with your prospects. AI makes it easy to automate and personalise these exchanges to best meet the needs of the person you are talking to.

What tools should you use to get started in interactive marketing?

To set up a successful campaign, brands need to be able to rely on tools that make it easier for them to produce content engaging on the one hand. But they will also need solutions to facilitate the collection and activation of the data that this interactive content can generate.

In a recent study conducted by Salesforce, marketers describe the tools they use most to create interactive content;

90% of participants use a CRM to facilitate data collection and follow-up for each lead;
89% use ABM platforms (i.e. self-service platforms for pushing personalised messages to your target accounts). With Adictiz, for example, you can easily choose your interactive game format and manage your marketing campaign from A to Z (personalisation, distribution, segmentation of collected data and retargeting);
62% use Artificial Intelligence to help personalise their interactive content.

Interactive marketing is therefore a very interesting way of engaging your audience and reactivating your prospects at every stage of the conversion funnel. Don’t hesitate to request a demo of our solution for integrating interactivity and gamification into your future marketing campaigns!

Playable ads, the solution to advertising burn-out ?

by Audrey Edart | Apr 3, 2023 | Captivate the audience, Media

Did you know? Every day, the average person is exposed to over 1,200 advertisements! Does this figure seem exorbitant? Perhaps you’re a victim of banner blindness. This phenomenon of blindness affects Internet users in particular, and is the subject of numerous studies. But while not appreciated by all, advertising is an indispensable part of any marketing strategy. Its aim is to target an audience and encourage them to adopt a certain behavior (purchase, registration, etc.) Let’s find out how to get a message across to an audience that keeps looking away, thanks to interactive display and Playable ads.

SUMMARY

Banner blindness: consumers blinded by advertising, how can we restore their sight?
Ensure the visibility of your display formats with Playable Ads
Increase recall and time spent with your brand thanks to interactive displays
Conclusion

Banner blindness: consumers blinded by advertising, how can we restore their sight?

Digital advertising desperately seeks audience

Banner blindness is an Anglicism widely used in marketing. It refers to a form of selective attention in which an individual ignores the information presented in banners. This attitude (whether conscious or unconscious) is adopted to avoid interacting with advertisements. indeed, the latter are perceived as likely to disrupt user experience.

But when is an ad visible or invisible to a user?

A classic display ad is considered visible if at least 50% of its surface is displayed on the screen for one second. In other words, the display banner has to stand out to attract interest in such a short space of time.

But there’s a world of difference between seeing and remembering.

2.5s is the time an ad has to get noticed!

After this time, 62.5% of Internet users have left the ad. For the remaining 37.5%, a phenomenon emerges: ad recall. In fact, there’s a link between observation intensity and memory. Basically, the duration of viewing is positively correlated with memory. This means that the more you watch an ad, the more likely it is to be remembered.

There is none so blind as those who won’t see

It may seem surprising, but while 2.5 seconds may seem like a very short time, in the world of advertising it’s a very difficult time to achieve!

Why is this? It’s a phenomenon linked to human nature. Studies show that users have trained themselves to ignore elements that resemble advertising. This makes it more difficult for advertisers to stand out in the mass of information and ads encountered

Moreover, it turns out that 35% of French people block Internet advertising with software such as Ad blockers. This shows a clear rejection of this mode of communication.

And for those who are touched by advertising?

A recent study gives us an overview of the average click-through rates of display campaigns for different formats:
Bloc format: 0,14%
Megaban: 0,08%
Skyscraper: 0,10%

These low rates don’t necessarily mean that the ads featured are poorly designed or inappropriate, but rather that consumers are too used to seeing them and therefore more likely to ignore them. The Megaban and Skyscraper formats are the hardest hit, as they are considered advertising formats from the outset.

As a reminder, the formats available on Adictiz Playable Ads are:

Pavement (300 x 250)
Wide angle (300 x 600)
Cladding (1800 x 1000)
Interstitials (640 x 960)

The lack of innovation in the advertising world is causing fatigue, and the solution may well be to be more creative in order to stand out from the crowd.

Ensure the visibility of your display formats with Playable Ads

Playable advertsing: a solution to counter banner blindness?

To answer the question we’ve just raised, it’s worth looking at the Playable Ads model.

This interactive display format is ideal for boosting campaign visibility, performance and brand awareness.

Integrating a game mode into a advertising has many advantages and meets several objectives:

Raising awareness: publicizing and demonstrating the added value of an offer
An engagement objective: to encourage users to spend time and interact with a brand.
A qualification objective: capitalize on preferences by recovering user insights

The interactivity and playfulness of the format allows display advertising to stand out in today’s advertising landscape.

Tape taupe | RED by SFR

Mystery word | Qonto

Wheel of Fortune | Nickel

Swiper | Cetelem

Scratch-off | FDJ

Slot machine | Carrefour

Catch them all | Uber Eats

Glutton | Orange

Memory | Sowee

Scratch-off | Wamiz

Slot machine | SFR

Wheel of chance | Tiime

Whack-a-mole | Allociné

Penalty | Carrefour

Pinata | Casino Max

Slicer | SFR

Battle | Dordogne

Memory | Eden auto

Swiper | Carrefour

Outrun | Sowe

Whack-a-mole | SFR

Slicer | Nickel

Catch Them All | SFR

Outrun | Carrefour

Battle | Del’Arte

Quiz | Floa Bank

Battle | easyVoyage

Battle | Maison du monde

Scratch-off | Monster

Scratch-off | Lotus

Playables Ads catalog

Would you like to discover other concrete example of Playable Ads? We invite you to discover three case studies in our webinar replay!

In this respect, the click-to-play rate of playable Ads (7%) is far higher than the average click rate of conventional display (0.10%)

It’s interesting to note that a playable Ads campaign performs better in terms of clicks than a classic ad. However, if the campaign only reaches a very small audience, its value is limited. That’s why it’s essential to consider the distribution plan for a campaign to ensure its success.

No campaign performance without an optimized distribution plan

How do you ensure the strategic and effective delivery of a Playable Ads campaign?

The first step in this direction is the integration of a targeted audience:

It must correspond to your personae, thus allowing a level of qualification of the people who will see the advertisement
Geographical area, demographics, centers of interest and more specific audiences are all possible information to integrate into targeting.

But that’s not all. You can also reach out to hyper-qualified audiences. And what could be more qualified than your own prospects or customers?

In playable Ads, it is possible to:

Retargeting means making your playable visible to your database or site visitors. This type of audience is the most qualified, but very limited.
Doing a lookalike, i.e. make your playable visible to an audience similar to your retargeting audiences. The advantage is that you’ll be able to reach large, highly-qualified audiences.
Interest-based targeting, i.e. making your playable visible to an audience with interests or hobbies consistent with your campaign.

Increase recall and time spent with your brand thanks to interactive displays

As you can see from Dale’s learning cone below, the game format drastically increases memorization around an activity, product or brand.

The time a user spends with a brand is greater when he or she is viewing a playable format.

The strength of playable Ads is that they enable users to make direct and prolonged contact with offers, benefits or a message throughout the gaming experience.
What’s more, they can increase their level of qualification at every stage.

Conclusion

Congratulations, you’ve reached the final line! Want to find out more? Watch the replay of our webinar on the subject. In the company of Léa, Adictiz’s Acquisition Manager, discover our concrete customer use-cases on the subject, and take part in the QA session at the end of the webinar.

Gamification, the driving force behind successful marketing campaigns

by Agnes Constant | 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.

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.

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?

Request a demo