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What is interactive marketing and what is it for?

What is interactive marketing and what is it for?

by | Apr 14, 2025 | 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?

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.

 

Catalogue of gamification games

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 :

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 :

  1. 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.
  2. Live shopping: live streaming makes it easier to talk to your audience, answer their questions and show your products in a more interactive way.
  3. UGC: user-generated content is an interesting way of turning customers into brand ambassadors in their own right.
  4. 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!

6 original ideas for Halloween marketing campaigns

6 original ideas for Halloween marketing campaigns

by | Apr 14, 2025 | Animation, Captivate the audience, Engagement

Halloween is becoming increasingly popular in France. As a result, many brands are organising marketing campaigns around Halloween to engage their audience and boost conversion.

You’re looking for inspiration for your future Halloween marketing activities? Adictiz has some ideas for marketing campaigns that will help you make the most of the excitement surrounding this terrifying and fun festival!

Engage fans and convert new customers with a Halloween marketing campaign

Like many other marketing favourites (such as Christmas, back-to-school or Valentine’s Day), Halloween lends itself perfectly to the organisation of an interactive campaign.. En effet, les consommateurs sont particulièrement attentifs aux marques qui proposent des animations et leur permettent de remporter des cadeaux ou des promotions.

To attract the attention of your audience and stand out from your competitors, Halloween marketing campaigns rely on gamification and interactivity. Gamification is an effective lever for increasing visibility, but also for building loyalty and animating your community of fans.

By offering rewards to participants, companies can boost their commitment and attract new customers. They also attract qualified leads to their online or physical shop by rewarding the winners with promotions. Interactive marketing games are therefore an excellent way of increasing traffic to your site and converting more customers.

In short, Halloween games facilitate interaction between the brand and its audience and increase the chances of triggering a purchase!

6 ideas for Halloween marketing campaigns this year

There’s no shortage of gamification techniques to engage your audience this Halloween. Here are a few ideas for Halloween marketing campaigns to help you stand out from the crowd this year.

1. An interactive quiz on the theme of Halloween

Many French people celebrate Halloween without knowing its true meaning Did you know, for example, that the word Halloween is a contraction of ‘All Hallows’ Eve’?

The interactive quiz can therefore be an excellent idea for a Halloween event to test your community’s knowledge of the subject. Halloween is synonymous with horror films. So we can imagine a trivia game based on the most famous films. The participants who find the most correct answers could win a nice prize.

2. Trick-or-treating

Companies can exploit the Halloween theme by transposing it into an interactive digital marketing game such as a treasure hunt (or Hidden Object). Cette mécanique d’animation consiste à find objects hidden in a picture. In exchange, users can receive rewards following a prize draw.

The treasure hunt can be easily adapted to Halloween themes, this time taking place in a cemetery or a haunted manor house. The hidden objects will be sweets of all kinds, or products marketed by the brand, which will showcase them in a more fun and engaging way.

3. The Halloween difference game

The difference game is a classic marketing challenge. This time, participants will have to
detect differences between two images. By adding a timer, brands can make this Halloween animation even more engaging.

To keep with the Halloween theme, simply choose an image from a horror film or one inspired by Halloween folklore.

4. A terrifying puzzle

The puzzle game consists of putting together a visual in a given time to win as many points as possible. The best players will then be drawn at random to win gifts, free prizes or rewards (such as promotions or free delivery).

Once again, this Halloween competition is very easy to adapt to the horror theme while respecting your image and brand universe. For example, companies can use a photo of their teams dressed up for the occasion and invite their community to recreate the original image and guess who is behind each costume.

It’s also an ideal way to promote special Halloween products and challenge customers by displaying the results of the fastest players at the end of each game.

5. A “trick or treat” one-armed bandit

Traditionally, children dress up for Halloween, then go and ring doorbells to ask for sweets or ‘cast a spell’.

Companies can confront their customers with the same dilemma by organising a one-armed bandit-style competition. Très populaire dans l’univers du casino, cette animation marketing s’adapte facilement à chaque occasion spécifique ainsi qu’à chaque univers de marque. Pour Halloween, on peut imaginer que les symboles qui défileront sur le bandit manchot seront sweets or magic wands/skulls.

Winners will be able to unlock benefits to use on the brand’s website. This ultra-simple, fun format is an excellent way of driving traffic and engagement, as well as boosting your conversion rate for Halloween.

6. Photo competition for the best costume

Another great idea for Halloween activities is the photo competition. Ce jeu marketing encourage la créativité des clients en les incitant à partager leurs costumes et maquillages d’Halloween sur les réseaux sociaux.

To boost the visibility of this Halloween competition and make it go viral, all you have to do is create a hashtag for the occasion and offer an exceptional prize to the best costumes!

Photo competitions are also very effective for generating user generated content (UGC)directly related to their brand and products. Companies will then be able to re-use the best photos (with the agreement of the participants) for their next Halloween campaigns and actions.

Need help organising your Halloween competition? Discover
all the gamified marketing mechanisms of Adicitz and launch a truly original and engaging campaign!

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?

Request a demo

Mother’s Day competition: 4 scenarios for your campaigns

Mother’s Day competition: 4 scenarios for your campaigns

by | Apr 14, 2025 | Animation, Captivate the audience

Mother’s Day is a tradition that has been rigorously respected and perpetuated since childhood. This year, once again, all mothers are expecting a gesture from their children, often with the support of their spouses for the younger ones. According to a Yougov survey, 61% of French people think this is an important holiday. It’s the perfect opportunity for brands and chains to launch a competition to mark this commercial highlight and promote their flagship products!

There are 3 main reasons for consumers to take part in a promotional game on Mother’s Day:

  • Finding the perfect gift for their mum
  • Win an attractive prize to give away on the big day
  • Declare their love for their mother in a fun and original way

SUMMARY

A marketing game to identify the tastes and preferences of mothers

On Mother’s Day, consumers give themselves around 2 weeks to find the ideal gift, and almost half make up their minds in 2-3 days at the last minute. This usually leads to a spike in sales, particularly online, with a growing proportion of mobile purchases.

Influence their buying habits by guiding them in their choice of the ideal gift using a marketing game! Children know their parents well enough to indicate their preferences.

mother's day mobile game

The swiper, perfect for collecting user preferences

Help players find the perfect Mother’s Day gift by collecting their preferences, thanks to an easy-to-use and highly entertaining mechanic. Swiping right or left, depending on product preference, is as easy as child’s play. At the end of the journey, enter a Mother’s Day competition to win the selection.

Test the game

Personality tests are ideal for segmenting a database

With the personality test, players determine which profile their mother matches by answering a number of questions, and discover the most suitable products via a profile-based selection.

Test the game

Shopping-list: a mechanism for gathering crucial information about products and services.

Players create their own special Mother’s Day wishlist from the brand’s products and submit it to a photo gallery, a simple way of generating user-generated content.

An instant win game to win the most beautiful Mother’s Day gift

Here, it’s important to choose the right equipment

Looking for something simple and effective? Instant-win games are a sure bet! The ideal way to reach a wide target quickly. Offer a particularly attractive prize for the occasion, or vouchers to spend on your site or at points of sale. Dress up your brand with festive branding via a One-Armed Bandit, a Scratch Game, a Wheel of Fortune or a Shuffler!

A creative competition to declare your love on Mother’s Day

Encourage your users to create their own content

Take advantage of the general craze to promote User Generated Content around your brand on this occasion. Photo, video or text competitions… encourage players to put themselves in the picture to wish Happy Mother’s Day in a fun, original and personalised way. It’s an excellent way of engaging users and developing your brand equity around a sacred holiday!

Why not capitalise on Mother’s Day with a post-purchase game?

Take advantage of this opportunity to generate in-store traffic

With a high level of purchase intent and an allocated budget, Mother’s Day always generates a spike in traffic and sales among the French. Take full advantage of the crowds to collect qualified data using a game. With Gatecode, encourage users to enter the code for their Mother’s Day gift and fill in a form to win a cash-back offer on their purchase, for example. A great way to collect leads and opt-ins!

Need some advice on how to prepare for the year’s upcoming highlights?

Contact our team

Mother’s Day: 3 examples of original marketing competitions

Mother’s Day: 3 examples of original marketing competitions

by | Mar 18, 2025 | Animation, Animation, Captivate the audience, Captivate the audience

With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a symbolic event and therefore a key moment on which brands can capitalise.

Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.

SUMMARY

Mother’s Day: a key commercial event for brands

Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people. It’s a time to celebrate mothers and spend time with loved ones. It generates major spin-offs for brands. This is the second biggest marketing event in France in terms of gifts, just behind Christmas.

It has an impact on company sales and is a major boost to revenues. In France, the budget for Mother’s Day is 66 euros. Brands use this opportunity to showcase their products and services or share gift ideas with their customers.

Mother’s Day is an opportunity to communicate values. Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales strengthen relationships with their audience.

Gamification to communicate around Mother’s Day

To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.

Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.

The sales promotions, in-store or online, enable you to :

  • Collecting data to understand customer expectations around Mother’s Day;
  • Share gift recommendations based on collected product preferences;
  • Generate sales by sharing incentives such as e-coupons, gift cards, etc.
  • Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.

Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.

1. Mother’s Day competitions to stimulate your community

Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.

Brands can take advantage of Mother’s Day to create a close relationship with their audience. Using sales events to extend the time spent with the brand.

Example: Galeries Lafayette’s Mother’s Day game

For Mother’s Day, Galeries Lafayette have come up with a 100% winning One-Armed Bandit via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign.

Galeries Lafayette Mother's Day terminal

Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with
a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.

Galeries Lafayette Mother's Day competitions
Galeries Lafayette - 100% winning<br />

2. A Mother’s Day sales promotion to engage customers

To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.

For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.

Example: SFR’s Mother’s Day campaign

SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics Match 3 was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.

SFR - Mother's Day competition
SFR - match3

3. A marketing game to generate sales for Mother’s Day

Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.

Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.Via mechanisms such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.

Example: Galeries Lafayette’s Mother’s Day marketing campaign

To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.

This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.

Galeries Lafayette - Mother's Day Piñata
Galeries Lafayette - pinata

Conclusion

Stand out from the crowd this Mother’s Day by offering your prospects and customers the chance to take part in a competition. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!

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

Request a demo

10 ideas for marketing competitions to suit all objectives

10 ideas for marketing competitions to suit all objectives

by | Feb 11, 2025 | Animation, Captivate the audience, Playable Marketing

Marketing competitions are an ideal tool for achieving a range of marketing objectives, from raising brand awareness to building customer loyalty.) In this article, we share with you 10 imarketing competitions ideas used by brands to raise their profile, generate leads and boost their conversion rate.

Create your own gamification marketing campaigns, adapting these examples to your brand universe, the expectations of your audience and your objectives.

SUMMARY

    1. Boost brand awareness with attractive gameplay

    Competition ideas enable companies to increase their visibility and brand awareness. The Qui Veut du Fromage brand relied on this format for one of its commercial highlights: Easter. Its campaign featured a puzzle game accessible after registration via JWT, enabling the brand to recruit new subscribers to its site.

    What we’ve learned: to increase your visibility, you need to focus on the appeal of instant wins. Participants are inclined to take part because they know immediately if they have won. As a result of the campaign, over 2K clicks were directed to strategic pages on the site.

    QVDF - puzzle competition

    2. Marketing competitions ideas to generate leads

    Gamified marketing campaigns can be used to expand your audience and generate leads. This format captures the attention of visitors, and can be used to promote a range of products, for example.

    Electrolux launched a Slicer to highlight its eco-responsible products and the launch of its website. Users could win vouchers. This enabled the brand to collect leads and product preferences while boosting its conversion rate. The campaign generated 23K registrations with an opt-in rate of 51%.

    Remember: the key is to offer attractive prizes (promotional codes and products) to attract the interest of qualified prospects.

    Electrolux - Slicer competition

    3. Qualifying leads and converting through games

    As well as facilitating the collection of leads, the competition also helps to qualify them and therefore boost the conversion rate. Leroy Merlin’s ‘Renovation’ campaign collected leads (creation of customer accounts) while qualifying them using the Swiper mechanism. This competition enabled the company to collect customer preferences based on their renovation projects.

    Remember: to qualify leads, we rely on mechanics that allow us to collect customer preferences, such as Swiper, Battle, etc. The game enables users to be segmented according to their purchasing intentions and offers to be sent out that are tailored to the needs of each participant.

    Leroy Merlin - swiper competitions

    4. Promote your offer and identify potential customers

    The competition also makes it possible to identify which of the leads collected are intentional (i.e. the most likely to convert), while at the same time highlighting an offer or commitment made by the company. Total has used the game as a lever to find out which of its customers and prospects are responsive to a specific offer. Sent to part of its CRM database, the Quiz was used to promote the offer in an educational way and to identify potential customers.

    Remember: mechanisms such as Quizzes and Surveys are relevant to this objective. By asking questions about their intentions, companies can recruit leads to retarget, thereby maximising the conversion of their campaign.

    Total - survey competition

    5. Promoting your products

    Competitions can be used as a marketing tool to promote products in an original way. The Electrolux campaign generated a high rate of engagement (2.5 games per player on average), giving the brand’s products visibility. This represents more than 2 minutes of interaction with its target audience, a record amount of attention time that the brand was able to take advantage of to reinforce the memorability of its products.

    Remember: to capture attention and encourage message retention, rely on captivating mechanics that encourage users to try again and maximise the interaction time between the brand and its customers.

    Electrolux - competition form

    6. Attract in-store leads with a Drive to store game

    A competition is a tool for capturing the attention of your audience with the aim of redirecting this traffic to your physical points of sale. This is the drive-to-store strategy employed by Aushopping. The company has chosen the Outrun, an immersive experience, to raise the profile of its shopping centres. The game, which focuses on engagement and lead generation, encourages web-to-store traffic. It achieved an excellent conversion rate: almost all of the 39,000 visitors to the game filled in the form and played, underlining the appeal of the operation.

    Remember: the choice of an immersive mechanism is relevant because it is in line with the brand’s objective (drive-to-store).

    Aushopping - Outrun competition

    7. Engaging your audience during a special event

    By offering brands the opportunity to challenge their community, the competition becomes a lever for engagement. Boulanger has chosen the Social gauge to recruit as many optins as possible during product live events. But also to engage its community on social networks. Each subscriber could try their luck in the prize draw to win products from the Live event. But users were encouraged to share the competition with their friends and family, as the more people who took part, the greater the value of the products up for grabs!

    Remember: offering your community the chance to take part in a collective challenge, with increasingly attractive prizes up for grabs, is an excellent way of boosting engagement and virality.

    Boulanger - social gauge

    8. Educating customers and memorising a message

    The challenge of educating the market is a strategic one for many business sectors, such as the energy sector. GRDF has opted for an edutainment approach, scripting the mechanics of the system to make it easy to understand. Tiny Wings around the production of Green Gas. This format enabled the brand to promote its eco-friendly offer in an offbeat and memorable way. The score-based game engaged users, encouraging them to spend time with the brand and to remember it.

    Remember: gamification is a way of raising audience awareness of your values or highlighting your commitments. The key here is to use an engaging mechanism to get your message across.

    GRDF - Tiny Wings

    9. Continue to engage your audience in off-peak periods

    Certain periods of the year are complex in terms of communication. During the summer holidays, for example, consumers are less attentive to the messages being shared. To maintain the link during these two months, Showroomprivé launched its Summer trips campaign. By featuring Parc Astérix as a partner, the brand was able to generate leads that responded to the game. The results were impressive, both in terms of participation (177K users) and engagement (with a rate of 90%).

    Remember: the strength of this campaign was that it was able to adapt its creative universe to the busy commercial period. Users were all the more receptive to these competition ideas as they could win a free trip to Parc Astérix.

    Showroomprivé - Outrun

    10. Refine customer knowledge by collecting preferences

    Competitions are an effective way of collecting first-party data. It’s a tool for getting to know your audience and understanding customer needs. With this in mind, My M&M’s has launched a Vote to find out what its community prefers in terms of wedding colours and themes. The game, which was rolled out in France, Germany and the UK, enabled the brand to raise the profile of its products, while at the same time collecting data on its customers’ preferences. .

    Remember: The competition enables us to collect data on the preferences of our audience. The challenge will be to use this information to segment new leads in order to create retargeting campaigns.

    MnMs - Click and Win

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