Kiabi builds its lead generation marketing strategy around gamification

Kiabi builds its lead generation marketing strategy around gamification

In today’s dynamic fashion industry, Kiabi stands out for its accessible style and innovative marketing approach. The brand has implemented a strategy focused on gamification. And this via a partnership with Playable marketing solution Adictiz from 2014.

This alliance has enabled Kiabi to successfully navigate through various objectives throughout the year. We invite you to discover how Kiabi excels in achieving objectives such as lead generation, brand awareness, data collection and CRM enrichment through gamified campaigns.

Gamification at the heart of lead generation at Kiabi

Kiabi has chosen to deploy an innovative Playable marketing strategy. To meet its animation, engagement and data collection objectives. This 360° gamification strategy is built around the creation and distribution of interactive experiences.

By enabling targets to interact with content during brand highlights, Kiabi consolidates its presence and captivates its audience. This approach is not limited to capturing attention. It extends to lead generation. By encouraging sharing and virality, gamification enables Kiabi to attract leads that have an affinity with the brand, helping to establish meaningful relationships with prospects.

With the disappearance of third-party cookies, Kiabi has successfully met the challenge of <a href="https://www.adictiz.com/en/blog/why-collect-data/
” style=”color: #000000; text-decoration: underline;”>collecting first-party data
in an ethical and transparent way
. Thus providing its CRM with a qualitative and sustainable input for future activations.

We invite you to explore 3 operations launched by Kiabi. These demonstrate their mastery of playable marketing in the pursuit of their strategic objectives.

Lead generation: Kiabi’s high-performance campaigns

The impact of Kiabi Casting on lead generation

Since 2015, Kiabi has been offering an annual month-long casting operation. It takes the form of an engaging photo contest. This initiative offers its customers the chance to become the emblematic faces of upcoming collections. They are propelled to the rank of muses during an exclusive photo shoot. The aim is to highlight the value of customer loyalty. According to Kiabi, customers are more authentic and representative of the population’s diversity than traditional models.

The Casting 2024 campaign focuses on lead generation, encouraging customers to submit their photos to apply. It’s also an opportunity for participants to vote for their favorite candidates.

kiabi casting lead generation

Adictiz Ads media campaigns amplified the effectiveness of the campaign. They targeted the most sought-after profiles, such as young professionals, families and seniors, on social networks.

The results are remarkable: 1.37 million registrants with an average opt-in rate of over 50% in a total of five countries.

This initiative demonstrates how Kiabi has successfully merged engagement, qualified lead generation and advertising effectiveness.

Kiabi highlights its Kiabi Community platform with a Swiper

Kiabi Community is a community platform created by Kiabi, focusing on mutual support between Size+ women. It has been extended to include parents. The aim was to understand and meet the needs of its customers.

By joining this community, members can exchange ideas, influence product design and preview products. Their opinions play an essential role in the development of the product range. This enables Kiabi to adapt to customer expectations.

kiabi community lead generation

To promote the Kiabi Community platform, Kiabi has launched a campaign focused on concept promotion, lead generation and conversion.The Swiper mechanism was chosen to achieve these objectives.

Participants had to swipe to select their favorite looks. By entering the draw via the form, they had a chance to win Kiabi gift cards. At the end of the game, participants discovered which items had been highlighted.

The campaign raised awareness of Kiabi Community among a targeted audience. The results attest to its success, with over 14k registrations for the game, half of them via Adictiz Ads media coverage.

Kiabi qualifies its lead base

The life of a brand is built around the promotion of products or collections. With particular attention paid to the relationship with the products’ target audience. To promote its “Bienvenue Bébé” collection among young parents, Kiabi chose to interact with them through a highly attractive game: “Flip & Win”.

This experience was based on the principle of instant win. There were prizes such as baby care products to be won.

This initiative offered the brand an opportunity to get noticed and generate new leads, and to enrich its database by collecting information such as babies’ first names and ages. Thanks to this operation, Kiabi was able to help young parents prepare for the arrival of their baby, thus strengthening their loyalty to the brand.

kiabi welcome baby lead generation
kiabi welcome baby lead generation

Kiabi was able to recruit over 170,000 users to its operation, including 20% of subscribers from Adictiz Ads media campaigns. This strategy, combining lead generation and data enrichment, enabled Kiabi to qualify its audience for more targeted communications. Reinforcing its position as a brand focused on engagement and customer satisfaction.

Conclusion

Kiabi stands out in the fashion industry by adopting an innovative gamification-based marketing strategy, in partnership with playable marketing platform Adictiz. This approach has enabled the brand to navigate through a variety of marketing objectives, highlighting its expertise in lead generation, awareness building and data collection.

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

Culture and leisure sector: how can we improve the customer experience?

Culture and leisure sector: how can we improve the customer experience?

Culture is a crucial sector in France, because it helps to preserve our historical heritage and put the country on the international map. But it is also a sector that has suffered from the pandemic.

To revitalise cultural sites and experiences, and improve visitors’ experience of them, marketing gamification is an effective lever to explore. Integrating game mechanisms into areas such as leisure, culture and tourism makes the customer experience fun, interactive and memorable.

Thanks to interactive marketing experiences, visitors to a cultural venue are no longer passive spectators. They are immersed in the history of a venue or behind the scenes of a cultural movement, right from the moment they get in line. They are captivated by the world they are discovering, and are much more likely to retain the knowledge that is being imparted.

In this article, we’re going to look at the ways in which gamification can be a solution to facilitate the discovery of a heritage site or museum. We’ll explain how you can use gamification in an original way to stand out from the crowd and improve the customer experience at your venue or cultural event.

How can gamification improve our experience of culture?

Gamification, i.e. the integration of game mechanisms into an experience is not a new phenomenon. It is already used in marketing, in education and vocational training.

This is a widespread approach in cultural institutions. Which offer their visitors the chance to rediscover a place or a piece of history through gamified experiences (challenges, competitions, treasure hunts or riddles).

The aim is to use these entertaining mechanics for more than just fun. There, the aim is to educate visitors, enhance cultural heritage and improve the customer experience by making the visit more attractive (for younger visitors or those waiting in line).

As we have already seen in the marketing sector, gamification is a very interesting tool to deploy at every stage of the customer experience. It’s a great way of capturing their attention. But also to boost their engagement by multiplying the opportunities for them to interact with the brand.

But interactivity can be a powerful strategy before and after the visit. It can be used to prepare for the visit (by arousing desire or sharing relevant information in a fun way that the visitor will need afterwards). Once the experience is over, gamification becomes a loyalty-building lever, using the data collected during or before the visit, for example, to propose similar/complementary offers to visitors.

Improving the customer experience in culture: 3 use cases for gamification

In a nutshell, gamification is a way of improving the customer experience in the culture by:

  • Creating a real buzz around an experience or event (particularly online)
  • Making a museum visit more fun and memorable;
  • Enabling consumers to reappropriate cultural content;
  • Multiplying interactions between visitors themselves to federate committed communities around a cultural institution.

Whether it’s an interactive game, a treasure hunt, an augmented reality digital tour or a photo competition, culture and leisure operators have no shortage of ways to gamify and therefore improve their customer experience.

Here are 4 use cases to inspire you.

Wait marketing before a visit or cultural event

Wait marketing is based on the use of digital tools to animate an audience before the launch of a new product or in the queue at a cultural event. It is a lever particularly used in certain sectors where consumers have to wait in a waiting room (particularly in the medical world), but also in events.

The aim is to optimise the user experience before it even begins and to make the most of customers’ waiting time. This time can be used to display relevant information prior to a visit, for example; but above all, wait marketing can transform this tedious moment into a pleasant and entertaining one.

Before the visit begins, or before the artists take to the stage, the cultural institution can, for example, broadcast a quiz on a large screen. It’s a great way to keep visitors waiting while testing their knowledge and skills. by teasing out what would happen next.

For the Paris-Roubaix race, the Haut de France region set up an Outrun game to immerse participants in the heart of the sporting event.. The campaign engaged the public and recruited qualified leads by means of an entry form for a competition to win attractive prizes (goodies, etc.)

Example: improving the customer experience

Geocaching: turning a walk into a treasure hunt

Geocaching is a practice that combines the principle of treasure hunting with new technologies. It offers a unique and entertaining way to explore a territory or cultural site.

Using a smartphone and a series of clues, participants are tasked with finding ‘geocaches’ hidden along a footpath, in a neighbourhood or even in a town. This interactive game is a highly effective way of enhance the value of your location, reveal little-known or forgotten sites, and improve the customer experience.

In the tourism sector, geocaching allows travellers to collect points for the monuments they visit, or for sites observed. The more points they have, the more rewards they can receive to encourage them to return or share their experience with friends and family.

Interactive tours to attract young visitors to the museum

Interactive or augmented tours can be experienced both physically and online. In addition to a guide, visitors interact with a digital device (a smartphone or tablet for example) through which they can take part in a game.

The Royal Museum of Mariemont in Belgium, for example, has set up a tablet video game called ‘The Ferryman’. Aimed at the very young , this interactive game showcased the museum’s Egyptian collection. Children had to find hidden objects, solve riddles and complete levels. This fun format was ideal for introducing them to Egyptian mythology in a more immersive and entertaining way.

Outside museums, digital walks also combine education and fun. Mobile applications can, for example, enable visitors to take part in quizzes to find out all they need to know. The use of QR codes will also make it easier to display these interactive animations in key places. It’s an excellent way to visit without getting bored, but also to remember important information more easily.

Conclusion

Gamification and expectation marketing are two powerful levers for improving the customer experience in the culture and leisure sector. They enable you to engage your audience at every stage, from discovery to loyalty. To make your cultural venue more attractive, don’t hesitate to use our interactive game mechanics!

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

Summer competitions: 3 original ways to engage your audience

Summer competitions: 3 original ways to engage your audience

Seasonality is a major challenge for brands, whatever their sector of activity. They have to adjust their marketing strategy to take account of the different needs of their audience at different times of the year.

But the summer period presents an additional difficulty: a drop in consumer attention and purchase intentions in verticals that are not directly linked to tourism/leisure.

The key to keeping customers engaged over the summer, but also to generate sales, is to understand and anticipate consumer expectations. But above all, it means offering them engaging and well-targeted brand experiences.

In this article, we explain how the summer competitions can help you overcome the main challenges of the summer period. We’ll also share some concrete examples to inspire your future campaigns.

The main challenges of summer marketing campaigns

Summer is a challenging time for many brands. Many of them see their sales fall drastically or, on the contrary, have to manage a peak in activity. Here are the main challenges they face during the summer months.

1. Attract the attention of less available consumers

Many companies experience a slack period during the summer season due to a decrease in consumer attention. They are often less available (due to holidays, travel, etc.), which has a direct impact on their interactions with brands, particularly on social networks.

During the summer months, engagement rates can drop drastically. A study by HubSpot shows that this drop can be as much as 30% during the summer holidays. It is therefore essential for retailers to adapt their marketing campaigns by offering content that is more visual, less intrusive and more fun.

2. Follow your customers on their summer travels

In summer, consumers also tend to be more nomadic, particularly when on holiday and therefore travelling to tourist areas. For brands, the challenge is to remain available, particularly online or by simplifying the delivery of their products to holiday destinations.

For some sectors, which have a good physical presence throughout the country, the challenge will also be to make these outlets visible. This is the case in supermarkets, for example, by offering geolocated promotions. Sports clubs can also offer summer passes to encourage their users to visit the establishment closest to their holiday destination, or by integrating digital services (such as an online sports application).

3. Meeting different needs during the summer holidays

One of the greatest challenges of seasonal marketing is to understand and anticipate changes in behaviour of consumers at different times of the year. For example, shoppers will be more inclined to spend on leisure activities in summer and more inclined to buy products in winter.

The products and services offered by retailers must therefore be adapted to meet these new needs. To take the example of supermarkets, brands need to take account of the fact that their customers are turning more to fresh products that are easy to eat on the move (ready-to-go).

4. The impact of seasonality on stock management

The challenges of summer marketing campaigns are not limited to companies whose sales are falling. Sectors that experience major peaks in activity can also be hit hard if they are not sufficiently prepared to meet customer demand.

A survey carried out by McKinsey & Company revealed that 70% of retailers observe an overabundance of stock outside seasonal peaks, and 40% of them believe that their stock management could be improved to better adapt to seasonal cycles.

It is therefore crucial for brands to adapt their stock management strategy in line with the seasons. This will help to avoid overstocking or stock-outs during the high season, both of which have a considerable impact on profitability, image and customer satisfaction.

3 good reasons to organise competitions in summer

To meet these marketing challenges and better engage their customers over the summer period, brands can capitalise on gamification.This strategy involves introducing fun, interactive formats (such as competitions) into its communication campaigns.

Here are 3 good reasons to adopt Playable marketing this summer and 3 inspiring examples to get you going!

1. Boost your communication and grab consumers’ attention

Summer is a time when consumers are on holiday and looking for lighter, more entertaining content. By organising a competition, brands can offer them a fun and engaging experience and capture the attention of an audience that is less receptive to traditional messages.

Competitions therefore make it possible to multiply the points of contact, even in summer, boosting the brand’s visibility organically (particularly on social networks).

Example: Showroomprivé’s Summer Trips campaign achieved its visibility objective at the height of the summer season, highlighting Parc Astérix as an attractive partner for generating leads.The results have been impressive, both in terms of participation (177K users in total) and engagement (with over 186K games played and an average session duration of 1min49).

gamification summer
showroomprivé - summer trips mobile

2. Maintain sales during a slower period

Summer can be a slow period for some industries. In this context, competitions are an excellent way of stimulating sales. Not only can the format be used to promote the summer offer in an original way (by encouraging the creation of user generated directly by users as part of a photo competition). But it’s also a way of encouraging impulse buying by distributing time-limited discount vouchers.

Example : Altarea Cogedim has launched its Summer Test campaign to energise its shopping centres during the summer sales period. This
personality test was designed to generate point-of-sale traffic and stimulate purchases by sharing personalised product recommendations. The campaign also recruited new fans, leads and opt-ins, helping to enrich the customer database and to
maximise the impact of the summer highlight.

Altarea Cogedim - personality test sales
Altarea Cogedim -sales

3. Prepare back-to-school marketing campaigns and collect valuable data

Summer competitions can also be used by brands to gather valuable information about their customers (product preference, consumption habits, budget allocated to purchases, etc.) This data can be obtained via the game mechanics themselves (in particular with a Swiper, for example) or using a form (at the start of the course to access the game or at the end of the experience to unlock the reward).

This data can then be used to prepare and optimise back-to-school campaigns and brand communications throughout the year. Using the information collected, the brand can better segment its audience and thus deliver more impactful retargeting campaigns (thanks to personalised content and offers).

Example: The Tape à l’Oeil brand has opted for a summer competition to strengthen its relationship with its customers. The choice of a fun game mechanic such as the Piñata not only boosted the brand’s visibility during the summer period. But gamification also made it possible to collect data and attract qualified leads (thanks to
an opt-in form) which the company could then retarget through an e-mailing campaign, for example.

TAO - pinata summer competition
TAO - summer competition mobile

Conclusion

Competitions are particularly relevant in summer to keep your customers engaged, boost your sales and optimise your future marketing campaigns. It’s an ideal format for the summer period, making your communication more dynamic and more fun. Discover
our marketing game formats and boost your visibility and revenue even during the summer holidays!

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

Choosing the right prizes for a marketing competition

Choosing the right prizes for a marketing competition

There are many reasons why consumers take part in a marketing competition. First and foremost, the majority want to take part in a unique experience, compare themselves with a community (by climbing the leaderboard), but also find out about new products or brand news.

Nevertheless, it’s impossible to deny that gamers enjoy marketing games largely because they offer them the chance to win rewards. The choice of prizes for a competition is therefore crucial to its success. It is a lever for increasing the number of participants, making your interactive game viral and boosting participant retention.

In this guide, we share practical advice and concrete examples of how to choose the best prizes for a marketing competition.

Why is choosing the right gifts so important?

Do you know what the first thing participants remember when they discover a competition for the first time?

The prize!

Overall, it’s the game that attracts the most attention from users, ahead of the concept of the marketing game, its graphic universe, the calls to action and the organic brand.

The golden rule for creating an engaging marketing game that encourages your target audience to take part is to choose a striking prize that will capture their attention or stimulate their curiosity!

The prize money for a competition will have an undeniable effect on its appeal. To attract the maximum targeted audience, so it’s crucial to choose your endowment carefully. But it’s also crucial to promote it in all your communication media (media plan, home page, landing page).

This in no way precludes designing a competition that is attractive, challenging and original.

But in order of priorities, the equation for a successful competition is as follows:

 

A well-chosen prize + a well-thought-out concept = guaranteed seduction

Prizes and gamification

Understand the motivations of the participants of the competition to choose its endowment

Like any other marketing strategy, the choice of prizes for a competition must be user-centric. Cela signifie concrètement qu’il ne faut pas choisir les lots à remporter en fonction des objectifs de son entreprise (par exemple des produits invendus qu’elle souhaite écouler).

The rewards of a marketing game must be thought out according to the participants’ expectations and what is likely to motivate them to play!

In practice, the right prize will not be the same for all companies and all competitions. The company will have to base its decision on the data it possesses about its target audience. In particular the first-party data it has collected from previous marketing campaigns.

Nevertheless, a better understanding of consumers’ motivations as a whole, and of the current economic context, will enable us to sketch out the contours of the ideal endowment!

Boosting purchasing power with its interactive game prizes

The current boom in marketing competitions is part of a social and economic context that is very specific.

On the one hand, consumers value authentic and playful interactions with brands. They are sensitive to the efforts made by companies to offer them quality content and who are committed to creating a real, close relationship with them.

On the other hand, 74% of French people say that the year 2022 (and its inflationary context) have weakened their finances. 62% will have changed their consumption habits by 2022 to preserve their purchasing power.

Against this backdrop, with household morale at half-mast, businesses have a role to play. They can offer promotions or other commercial actions (such as the famous anti-inflation basket) to help consumers preserve their purchasing power.

But they can also give their target audience the opportunity to win prizes as part of a competition. This will serve the interests of consumers at the same time. In fact, 59% of them are actively looking for promotions. But the marketing game is also a powerful vector for brand awareness, commitment and loyalty.

The golden rules of good gamified marketing staffing

Now that the company has a better understanding of the motivations of future participants in its competition, all it has to do is choose the right prize accordingly.

Above all, it needs to ask itself the right questions:

  • What is the context of my scheme?
  • What are the objectives of my interactive marketing campaign?
  • What is my target audience: the typical profile of participants, their motivations and their expectations of the brand?
  • What is its budget (for the campaign itself and for endowments)?
  • What human resources does it have?

Based on their answers and the information we’re about to share with you, it will be easier to organise a winning competition!

The most effective prizes

As a general rule, vehicles, money (in the form of a voucher, for example) and trips are the three most popular rewards for participants in a competition. However, there are other possible prizes to explore, depending on your objectives and the resources available.

Fashion/beauty items, home furnishings and high-tech appliances are also excellent endowment choices.

Choosing a striking prize

The whole point of a good competition prize is to catch the eye and convert as many Internet users as possible into the target players.

The prize must be eye-catching. To do this, it must be visible in the form of a good-quality photo. The visuals must also show the full extent of the prizes up for grabs, as well as their overall value (in euros).

A very good example of hard-hitting prize comes from the competition organised by La Roche-Posay. The campaign’s visuals perfectly showcase the brand’s new serums, which players can win by taking part in a Click & Win. The result: over 69,000 people signed up.

Example of a La Roche Posay prize

A prize consistent with the brand universe

50% of participants expect a prize linked to their brand. It is therefore advisable to choose a prize that is easily associated with your company, your sector of activity or the marketing highlight ( Christmas, Halloween, etc.). This choice of endowment will increase the conversion rate of the campaign as well as its memorability.

For Black Friday, Norauto has therefore proposed a ‘your order 100% reimbursed’ scheme. This is a promise that is consistent with marketing highlights, giving consumers the chance to grab a bargain.

Example of a Norauto prize

A prize in line with its interactive marketing campaign

The choice of prize must also be adapted to the context of the marketing game and the objectives it is designed to achieve.

For example, a competition organised to generate leads should choose an exceptional prize (a car or a high-tech device). It can also multiply the number of prizes. To generate traffic and encourage conversion, the gift chosen should be linked to an act of purchase (gift card, discount, etc.).

Targeted prizes for participants

Choosing the right reward for a competition also means defining the target audience you want to reach.. Il peut s’agir d’une cible familiale, avec des enfants. Ou plutôt d’un public féminin/masculin. Les marques devront également s’intéresser à l’âge/génération de leur audience pour choisir la bonne dotation.

The Bonduelle brand has opted for a targeted approach by launching a campaign aimed at customers who have purchased a Bonduelle product. To take part, you had to enter the bar code of your Bonduelle product.

Bonduelle marketing competition

The choice of prize is crucial to accelerating the performance of a marketing campaign, whatever its objective (loyalty, engagement, visibility). So take the time to select rewards or prizes that are both relevant to achieving the objectives you’ve set yourself and meet the expectations of your target audience!

And to make organising your competition easier, discover the Adictiz solution!

What is interactive marketing and what is it for?

What is interactive marketing and what is it for?

Interactive marketing is completely changing the relationship that companies have with their audience. 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.

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 directly during a livestream, or send them suggestions for their next collections.

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

What is interactive marketing?

Interactive marketing is a strategy that focuses on how customers and prospects interact with a brand.. Il implique donc de créer du contenu ou de diffuser un message qui suscite une réaction chez son audience.

This interactivity can take several forms:

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

This represents a major change in the way companies communicate. The customer is not just the target of a marketing campaign. They are becoming the main players.

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

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 specific 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.

But companies can go further by inviting readers to give their opinion in comments or 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 on its audience. This data can then 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 in turn will make them want to interact with them even more)
  • direct them to the right offer (via product recommendations, for example, etc.)

Two-way interactions

The ultimate level of interactivity between a brand and its audience is two-way interaction. These offer consumers a much 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 very concrete way to achieve a given 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

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.

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