Captivate the audience

10 ideas for marketing competitions to suit all objectives

by sarah Biteau | 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
2. Marketing competitions ideas to generate leads
3. Qualifying leads and converting through games
4. Promote your offer and identify potential customers
5. Promoting your products
6. Attract in-store leads with a Drive to store game
7. Engaging your audience during a special event
8. Educating customers and memorising a message
9. Continue to engage your audience in off-peak periods
10. Refine customer knowledge by collecting preferences

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.

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.

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.

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.

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.

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).

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.

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.

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.

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.

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

Request a demo

6 Easter marketing ideas for every purpose

by sarah Biteau | Feb 4, 2025 | Animation, Captivate the audience, Non classifié(e)

Easter is one of France’s favourite holidays. According to a study by Usine Nouvelle, 45% of them take the opportunity to buy Easter chocolates. But this is not just a time for chocolate makers.

Celebrated between the end of March and the beginning of April, Easter is synonymous with the return of spring and fine weather. It’s a time of renewal. Brands can use it to boost their communications (by presenting their spring collection).

Retailers can take advantage of their audience’s attention and commitment at Easter to achieve their objectives (awareness, conversion, customer knowledge, etc.). In this article, we share 6 original Easter marketing ideas to boost your campaigns.

SUMMARY

What’s at stake for brands at this key marketing time (Easter and spring)?
6 marketing campaign ideas to boost your communications for Easter

Easter: what are the marketing challenges?

Beyond its religious origins, Easter is popular in France. It conveys family and sharing values that brands can use to boost their communications.

Whatever their sector of activity, brands can use this marketing time to :

Support their customers in their purchases. It’s a convivial holiday, and retailers can take advantage of it to connect with their audience through interactive content. They can share tips and resources for decorating the home, enjoy chocolates without overdoing it, or treat their loved ones with a gift guide.

Entertaining your audience with fun content. Les marques peuvent se positionner sur cette date du calendrier marketing pour proposer des contenus divertissants autour de l’histoire de Pâques, de l’arrivée du printemps, etc.

Presenting new products. Speaking of spring, it’s a crucial time for brands to renew their catalogues. In the clothing industry, it’s the arrival of the spring/summer collections. An Easter marketing campaign can be used to present your products and encourage your audience to make a purchase.

6 ideas for Easter marketing campaigns

Easter is an event with a strong graphic identity. Chocolate eggs, bells and little rabbits are legion. To stand out from the crowd and achieve their objectives, retailers have to rival each other in originality by proposing innovative marketing formats that capture the attention of their audience.

Need some inspiration for differentiating your communications this Easter? Here are 6 original campaign ideas.

1. A Swiper collects product preferences

The quality of the customer database is a key factor in the success of a brand’s marketing strategy. A contact list that is not regularly enriched will have a negative impact on open, click and conversion rates.

The challenge for brands is to collect quality data that will enable them to understand the expectations of their prospects and customers. The Easter campaign can be used to clean up your database and segment your audience by collecting product preferences or identifying prospects.

Retailers can capitalise on a gamification mechanism that facilitates customer knowledge: Swiper. This format makes it possible to test the preferences of customers (potential and current) by asking them to choose between two proposals. Using this first-party data, brands can qualify their leads and retarget them with tailored offers.

2. A Flappy to generate new leads

Brands are taking advantage of the consumer attention surrounding the arrival of spring to reach a wide audience and raise their profile. Gamified marketing is a lever for visibility because it allows you to stand out from the crowd with an original format. And because it captivates audiences with engaging mechanics and attractive prizes.

Lidl used gamification to boost its Easter marketing campaign. By offering a Flappy personalised to match this universe (the avatar was an Easter bunny), the supermarket giant was a great success, with 92k registrations and a high opt-in rate (67%), demonstrating participants’ interest in the brand and the special occasion.

The commitment around this Easter marketing campaign was very important. Users played 4.6 games, giving Lidl high visibility.

3. An interactive quiz to animate your audience

Easter is a great time to animate your audience and keep in touch with consumers as other commercial holidays approach. Retailers are taking advantage of this opportunity to engage their communities with themed formats.

The interactive quiz is ideal for achieving this objective. Users are inclined test their knowledge about Easter or the brand (particularly if rewards are promised to participants). Brands can take advantage of this to raise awareness of their history or share their commitments, strengthening audience attachment.

4. A game of differences to highlight the new collection

The Difference Game is a mechanism that can help brands increase the amount of time they spend with their prospects. Cette attention peut être mise à profit pour showcase their spring collection. Participants are challenged to find as many differences as possible, discovering the specific features/advantages of each item.

5. A treasure hunt to boost your conversion rate

The Treasure Hunt is the gamification mechanic aligned with this highlight. Brands can organise gamification events online, replicating the famous IRL chocolate egg hunt, to engage their audience and boost sales.

Chocolatier Lindt exceeded its lead generation target with 19k opt-ins thanks to a virtual egg hunt. The campaign engaged a targeted audience, with each participant spending an average of 1 min 40 on the game.

The game was accessible via a gatecode (code required to access), each code being written on a rabbit purchased in shop. This operation offered shoppers a chance to win a family weekend. This compulsory purchase strategy boosted sales during this period.

6. A puzzle to build audience loyalty and boost registrations

Once brands have succeeded in capturing attention, they can take advantage of this to convert their leads and build customer loyalty with mechanisms that enable people to sign up to their newsletter or website.

The Easter campaign for the QVDF (Qui Veut du Fromage) brand featured a puzzle game accessible after registering on the site (via JWT). It enabled the brand to recruit new subscribers. The aim was to boost the brand’s visibility during this period. Thanks to the attraction of instant wins, the campaign was able to engage customers and prospects while directing over 2,000 clicks to the pages.

Conclusion

Gamification is a powerful tool that makes it easy for your brand to engage audiences during a marketing high point like Easter. Customise an interactive mechanic tailored to your strategic objectives and boost the impact of your campaign by offering a differentiating and captivating experience to your prospects and customers!

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

Request a demo

CSR marketing: how to put in place an impactful strategy

by sarah Biteau | Jan 14, 2025 | Branding, Captivate the audience, Non classifié(e)

Today’s consumers are attentive to the values upheld by companies. They ask where the products they buy come from, how they are made and how employees are treated. Anxious not to fall into the trap of greenwashing, buyers expect action rather than words.

It is in this context that CSR marketing represents an opportunity for brands. Corporate Social Responsibility commits companies to take action to protect the environment and promote social justice. By communicating these actions, companies can raise their profile, build a community and stand out from competitors.

In this article, we look at the interaction between marketing and CSR and how to boost your strategy by using fun ways of raising awareness.

SUMMARY

What is CSR ?
Why integrate CSR into your marketing strategy?
Gamification to boost CSR marketing

What is CSR?

Created by environmental and humanitarian organisations, CSR (or Corporate Social Responsibility) aims to encourage companies to make a commitment to sustainable development. Since 2010 (with the ISO 26000 standard), this concept has been governed by an international standard under which the policy pursued by companies must address a number of key issues :

Local development.
Defending human rights.
Decent working conditions.
Actively protecting the environment (by reducing its carbon footprint).

Both environmental and ethical, CSR is not just a declaration of intent. It must be translated into action, throughout the company’s value creation chain. It is a global strategy, encompassing the use of environmentally-friendly raw materials. But also the establishment of relations with all its stakeholders, the recycling of its waste and respect for more horizontal governance.

CSR is a commitment to structural change, it is also a growth factor for companies. Indeed, it is proving to be a marketing asset for brands wishing to focus their communication on strong values.

Why integrate CSR into your marketing strategy?

While it is tricky to combine commitment and marketing, the two are not contradictory. In fact, CSR can be integrated into a company’s marketing strategy. Today, brands are not just economic players, but social players. This implies moral and ethical obligations to make better products. This positioning can be used to stand out in the marketplace and reach out to committed consumers.

CSR marketing can encompass several elements:

Storytelling and corporate branding

By integrating its CSR initiatives into its brand territory, the organisation will create a strong narrative. The brand will therefore be likely to generate emotions in consumers. This is the case with committed brands such as Asphalte or Respire, which strengthen the connection with their customers by highlighting their authenticity and transparency.

Responding to consumer expectations

Companies must adapt to the needs and aspirations of their audience. Consumers are now aware of the ecological and social issues behind their purchasing decisions. CSR marketing enables companies to position themselves as committed brands that meet the new consumer-actors’ demands.

Brand differentiation

In a saturated market, CSR marketing enables to make a difference on more than the price or quality of products/services. Using recyclable materials, manufacturing in France or sharing revenues with employees are ways of creating a brand identity.

Engagement on social networks

Communicating on your CSR policy can be a way of creating authentic content. Companies can share their employees’ initiatives and go behind the scenes to engage their audience.

Buyer conversion and loyalty

CSR strategy can directly influence consumers’ purchasing decisions. Indeed, numerous studies show that buyers are prepared to pay more for products or services marketed by responsible companies. It is a channel for building loyalty, as customers are loyal to companies whose values they share.

Gamification to boost CSR marketing

To convey their values in favour of the environment and social justice effectively, companies can use engaging marketing levers.

Gamification, i.e. incorporating playful elements into campaigns, is well-suited to CSR marketing. This format enables audiences to be better engaged by encouraging interaction.

Quiz to raise awareness of CSR issues

It is also a well known method in education (known as edutainment) for encouraging the discovery and memorisation of information. As part of a company’s CSR policy, formats such as the Quiz or Memory can be used to raise awareness among employees and customers about issues such as respect for the environment.

This is the route taken by the DPD transport company to raise employee awareness of the waste reduction issue. The company is using this mechanism to involve its teams in CSR issues, but also to promote commitments, particularly its tennis sponsorship.

As well as the format itself, which tests knowledge and retention of new information shared in the quiz, the company banked on attractive prizes. As a result, employees were motivated to take part in this CSR game to win electric bikes and connected caps.

Competitions to engage your community

Competitions are another way of communicating effectively about a CSR strategy and inviting a community (both internal and external) to be involved with your company. Adictiz imagined a CSR game in which employees were invited to create a reusable cup (using a Customizer) to help reduce plastic waste.

In the same way, brands can organise competitions on social networks. Content creator Lena Situations challenged her community to find eco-friendly ways of recycling unsold items form her clothing collection.

Conclusion

CSR marketing is an excellent way for your brand to create a stronger connection with its prospects, customers and employees. With Adictiz, you can organise interactive games around your company’s Corporate Social Responsibility. You can also communicate your values and commitments in a more authentic and fun way!

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

Request a demo

Responsible marketing and gamification: challenges and solutions

by sarah Biteau | Jan 2, 2025 | Branding, Captivate the audience

The role of marketing is to encourage consumers to adopt a particular behaviour. It’s a creative discipline that that evolves with societal change and technological advances. In this way, marketing adapts to buyers’ preferences and expectations.

While we have recently seen an expectation of strong interaction with brands (facilitated by the Internet and social networks), consumers increasingly see themselves as committed players. Our consumer choices reflect our values, the causes we support and the changes we want to see in society.

Hence the demand for transparency and integrity on the part of economic players, including in the way they communicate. This trend is called responsible marketing. C’est une approche plus authentique, sincère et engagée d’échanger avec ses clients et prospects sur la manière dont opère l’entreprise.

This article looks at the challenges of responsible marketing and the benefits it can bring for brands. We will also look at how to embody a more ethical voice by using gamification to better understand the expectations of its audience and adapt its communication accordingly.

SUMMARY

What is responsible or committed marketing?
The benefits of responsible marketing for brands
Gamification for responsible marketing

What is responsible or committed marketing?

Responsible marketing is a communications strategy in which a brand takes into account the impact of its activity and its statements on the environment and society. Also known as ethical marketing, this approach involves address social, ethical and ecological issues in its marketing campaigns. It is also important to use more sustainable media and communication tools that respect users’ privacy.

It should be noted, however, that responsible marketing should not be seen simply as a strategy for attracting customers. To have a real impact, this approach must be genuine, verifiable and translated into concrete action. In this way, it sets itself apart from washing practices (such as greenwashing or pinkwashing). This approach goes beyond mere posturing for the sole benefit of brands and takes into account the general interest.

Examples of responsible marketing

Responsible marketing practices can take several forms, depending on the sector in which the company operates and the expectations of its audience.

Examples include :

Highlighting virtuous practices (ecologically and socially). The Ikea furniture brand for example, has moved towards greener production methods. This means using materials with a low carbon footprint, but also designing circular products. They will remain useful and in good condition for many years.

Supporting charitable causes. Companies can also adopt responsible marketing by communicating their support for charities. This is the case, for example, with Patagonia, whose founder donates a considerable proportion of his profits to environmental NGOs. The Marriott hotel group has developed a programm in which members can earn points by booking in one of its hotels. They can then make a donation to partner organisations such as UNICEF and the World Central Kitchen.

The use of communication channels that respect their users. Brands can opt for less energy-intensive formats or avoid posting too often to avoid generating advertising burnout. Lush, for example, has decided to delete its Instagram and Facebook accounts in protest at Meta’s dubious practices when it comes to protecting user data.

The benefits of responsible marketing for brands

Responsible marketing is essential for building solid, high-quality relationships with customersBut also to ensure sustainable growth. Here are the main reasons for adopting more virtuous communication:

Strengthen consumer confidence. This concerns the protection of their data and respect for their confidentiality. Users are cautious when it comes to sharing their information, and prefer companies that comply with the RGPD and are transparent about their data collection practices.
Boosting customer satisfaction. Les marques adoptant un marketing responsable donnent la priorité aux intérêts de leur communauté plutôt qu’à leur bénéfice financier. Elles favorisent le bien-être de leurs clients, notamment en protégeant leur écosystème.
Improve brand reputation and develop a competitive edge. Companies no longer stand out solely on the quality of their products or services. Those that gain market share succeed in capturing the attention and loyalty of consumers who favour committed brands.
Stimulate customer loyalty. Brands that opt for ethical marketing tend to generate a stronger connection with their target audience. Shared values and commitments foster a strong emotional bond. This in turn encourages lasting relationships and brand loyalty.

Gamification for responsible marketing

Popular with brands as a way of increasing interaction and strengthening the connection with their audience, gamification applies to responsible marketing. The principle behind this strategy is to incorporate fun, playable elements into its campaigns. They take the form of marketing games, points systems or attractive rewards, etc.

Gamification therefore makes it possible to :

1. Promoting consumer awareness and education. Gamification is used in education to make it easier to memorise new information and to motivate learners. In marketing, it can take the form of quizzes, a fun and engaging format that companies can use to share information or raise awareness among their audience.

2. Encourage the adoption of responsible practices through committed challenges. Solidarity challenges are a way of mobilising your audience in support of a cause. By creating healthy competition and offering prizes, brands can encourage their customers to raise funds, adopt more eco-responsible actions, and so on.

3. Better understand the needs of your audience while respecting their privacy. Gamification is a responsible marketing lever that makes it easier to gather information on consumer expectations. All in a transparent and ethical way (in particular without tracking its audience with cookies) because customers voluntarily share this data via collection forms (before or after a marketing game).

Conclusion

Responsible marketing has become an essential lever to help brands create a strong connection with their audience and support sustainable growth. To adopt more ethical and transparent communication, your brand can rely on gamification. Discover our playable mechanics and transform the way you communicate with your customers!

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

Request a demo

Store opening: attracting and engaging with gamification

by sarah Biteau | Dec 19, 2024 | Animation, Captivate the audience

The opening of your shop is a unique moment in a brand’s life. Whether it’s your first point of sale, or a shop in a new town/country. It’s not only a huge investment, but also a lot of work.

In a context where consumers are purchasing online, brands need to redouble creativity to attract them to the shop. This is true in the case of a shop opening.

Preparing to open a store is not to be taken lightly. On the contrary, it’s an event that you need to prepare and plan carefully to attract traffic to your shops.

In this article, we share with you some advice and strategies for opening a shop. We’ll be looking at gamification. This is the incorporation of playable elements into communication materials to boost the appeal for the audience!

SUMMARY

The challenges of a store opening
How can you gamify a store opening?

The challenges of a store opening

The inauguration of a new shop represents an investment for a brand. While retail allows you to create a special bond with customers, it also means a significant budget (whether for the purchase of the doorstep, rent, furnishings, staff).

A first challenge when opening a store is to boost its visibility with the brand’s customers, but also of its target audience. This in a territory that is sometimes different from online clientele. The first objective is to ensure that the shop is well known to its target audience and to attract as many customers as possible.

But the inauguration of a store also presents specific challenges. It’s an opportunity for the company to boost its image by organising a unique event. During which prospects and customers can interact personally with the teams. The opening must also engage the target audience. Moreover, it build loyalty so that they want to make a purchase, but also to come back.

The company can take advantage of this opportunity to gather feedback and thus get to know their audience (with whom they have sometimes interacted online). By offering tools for collecting opinions and preferences, the company can then reactivate its customers by offering them content and offers that are likely to engage them!

How to gamify a store opening

Traditionally, gamification is an effective lever for boosting a brand’s drive to store strategy. By incorporating playable elements into their campaigns, companies can capture the attention of their audience, encouraging them to visit their shops and encourage them to make purchases.

Gamification is an interesting tool to mobilise as part of a shop opening. The interactivity and promise of attractive rewards are two powerful assets to encourage consumers to come to the inauguration (potentially with other potential customers) and to create a strong connection with the brand.

Here are 3 ways to gamify your shop opening

1. Create media hype around your online store opening

Digital marketing is a tool for extending the reach of your message and attracting a wider audience. Particularly if it is used creatively and strategically, notably through gamification. On social networks, brands can capture the interest of their audience and create a buzz around their store opening by organising an online competition. An instant win, such as a Wheel of Fortune, can be used to give away discount vouchers to be used on the day of the opening.

It’s also easier to make the most of consumer expectations with gamification. This is known as teasing, or the art of gradually revealing clues in order to capture and the attention of your audience. The brand can imagine a digital treasure hunt through which its community can guess the location of its future shop.

Gamification also enhances the effectiveness of other web marketing strategies. To create a media hype around your event. This is the case with influencer marketing. The brand teams up with a content creator to communicate about the opening and encourage consumers to attend (to meet the influencer in the flesh). It can gamify its campaign by offering rewards (such as an in-store personal shopping session, vouchers, backstage access with the designer).

2. Gamify your store opening to better engage and convert consumers

Once on site, gamification can enable the company to liven up the opening of its shop and effectively engage visitors. To make the event more interactive, it can install digital terminals where customers take part in marketing games. These activities make the inauguration dynamic and bring customers back into the shop, increasing the amount of time spent with the brand.

It’s also an effective way of converting more customers. Marketing games are a way of distributing coupons that encourage purchases by offering participants attractive discounts.

Interactive games can also be used to highlight products by presenting them (and their advantages) in an original and fun way. In this way, the brand can offer Quizzes to make it easier to discover its catalog and communicate its value proposition.

3. Collecting and exploiting customer feedback to boost loyalty

Finally, marketing games offered at shop openings are an effective way of collecting customer feedback and data. Before being able to access a marketing game (on an interactive terminal or after scanning a QR code on a label via Scan&Play), the customer will have to fill in a form. It enables the brand to find out about the customer’s demographic profile (and better identify its audience), but also to ask about their product preferences.

Customer data will enable them to create drive-to-store and conversion campaigns (online and physical) that are personalised and therefore effective. This is an essential step in building customer loyalty and ensuring stable, long-term revenues for your shop.

Conclusion

Gamification is a powerful lever for boosting traffic at shop openings. It can also be used to generate more sales and build loyalty among retail customers. To make your inauguration more interactive and engaging, discover our marketing games that are easy to deploy in-store.

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

Request a demo

Corum L’Épargne: sports marketing and gamification to boost brand awareness

by sarah Biteau | Dec 3, 2024 | Branding, Captivate the audience, Use Case

CORUM L’Épargne is just one of the brands that have embraced gamification as a communications tool.This French company, which offers transparents and accessibl savings solutions, has chosen Playable Marketing coupled with sports sponsorship to raise its profile and effectively address its audience.

In this article, we’ll look at the relevance of gamification in meeting marketing challenges of the banking sector in general, and CORUM l’Épargne in particular. Through examples of playable campaigns she has run alongside Adictiz, Lucie Odoux, Head of Sports Sponsorship, shares with us the best practices she has learned from them.

SUMMARY

Why has CORUM l’Épargne chosen gamification to optimise its marketing campaign ?
2 examples of successful gamification campaigns
3 tips for boosting marketing awareness through gamification

Why has Corum l’Épargne chosen gamification to optimise its marketing campaigns?

The banking sector is facing a number of challenges: creating a closer relationship with a younger audience, improving the customer experience, increasing user loyalty, adapting to new digital communication and usage channels, and so on.

To meet all these challenges, and in particular to strengthen its reputation, CORUM l’Épargne has decided to implement a gamification strategy. As the company has been heavily involved in sport sinces 2018 (supporting 21 athletes in a wide variety of disciplines), gaming is part of its brand DNA. But above all, playable marketing enabled it to achieve several of its commercial objectives.

Boosting awareness marketing through gamification

Above all, gaming is an excellent way to satnd out from the crowd and reach a wider audience.

As Lucie Odoux, Head of Sports Sponsorship, explains in her testimonial:

Gamification allows us to address a new audience, or at least our audience, but in a different, more playful way. It allows players to spend more time with the brand, without really realising it.

By offering fun marketing games, CORUM l’Épargne’s primary objective is to develop its brand awareness. The idea is to multiply the points of contact with its audience via interactive and engaging experiences, in order to work on the presence of mind.

The games enable the company to collect new contacts (via opt-in forms for subscribing to its mailing list and sharing opt-in forms)). New contacts that the company would not necessarily have been able to reach with more traditional communications, such as members of GenZ for example.

Generally speaking, playable marketing is an excellent way of modernising your brand image and humanising your branding. Interactive formats are highly effective in engaging audiences around unifying values and creating a strong emotional bond that traditional communications (static advertising, etc.) are unable to generate.

Raising awareness of the need for better financial management

In a sector as complex and sensitive as banking and savings, play-based marketing can also be a way of raising awareness and educating customers. This is especially true when you’re targeting a fairly young audience, for whom it’s important to share good practice in a fun way.

With these marketing games, CORUM l’Épargne is making its saving message much more accessible. It is also demonstrating transparency, a strong value for the company, by helping its users to understand where they are investing their money.

Improving customer relations and building audience loyalty

Finally, gamification helps to strengthen the bond with its audience: a major challenge for a 100% digital player like CORUM L’Épargne. Gamification makes it possible to extend the time that users spend with the brand: qualitative time that creates a stronger customer relationship, based on positive emotions such as surpassing oneself, creativity, etc.

It’s also a lever for maintaining contact that has been established with prospects and new customers by collecting opt-in data. But also by collecting customer data (via a participation form or by analysing interactions within the game) so that they can be reactivated later with personalised, and therefore more powerful, content.

2 examples of successful gamification campaigns

To achieve these objectives, CORUM L’Épargne has set up two gamification campaigns:

A customizer to boost your marketing profile

The company was involved in sailing, with a boat taking part in various races such as the Vendée Globe and the Route of Rhum, and decided to use this as a lever to raise its profile. With the boat due to undergo major modifications before its next participation in a race, CORUM L’Épargne took the opportunity to involve its audience in the project to decorate the hull and sail.

The Customizer mechanism was ideal for inviting users to suggest ideas for decorations (with elements chosen by the brand beforehand). The players were then able to submit various proposals for the artistic decoration of the boat.

The campaign worjed very well with the CORUM L’Épargne audience, as it allowed them to take an activa part in a mjor project for the brand and let their creativity shine through. The Customizer enabled the company to achieve an excellent opt-in rate (via subscription to its newsletter) and thus raise its profile with its target audience.

A game mini-site to optimise your sports marketing

CORUM L’Épargne has also used Playable Marketing to engage its audience and reaffirm its commitment to sport. As a reminder, the company supports 21 athletes in a wide vartiety of disciplines, from fencing and climbing to judo and Formula 2 racing.

As sport is a powerful lever for reaching a wide audience, but also for engaging its public and uniting them around strong values, the company has combined its sports marketing to its gamification strategy. To this end, it has launched a site with six mini sports games allowing users to discover six of the athletes supported by the brand.

This immersive experience enabled CORUM to bring participants into the sporting world of its athletes, while maximising the time spent with brand.

3 tips for boosting marketing awareness through gamification

Drawing on her experience of gamified marketing, Lucie Odoux shares 3 tips on how to optimise your campaigns and turn them into powerful levers for building brand awareness.

Choosing the right entertainment format, depending on tis strategic objective and target audience. They key is to offer an interactive experience that is aligned with the brand’s universe (in this case, sport) and the results you want to achieve. To boost its brand awareness, CORUM relied on popular sports games, but also on initiatives that anebled its audience toget involved in a major renovation project.

Track the right KPIs to assess the effectiveness of your campaign and improve what needs to be improved. CORUM L’Épargne wanted to raise its profile, so it monitored its brand image with a sufficiently large panel. The company also monitored its number of subscribers on social networks and its opt-in rate (two key metrics for assessing its ability to reach a new audience).

Equip yourself with an effective gamification marketing tool. CORUM chose Adicitiz to give it access to a wide variety of games that are both highly adaptable and easy to customise ot its challenges. It also enlisted the support of the Adictiz teams to create high-quality, innovative experiences and work on the media coverage of its campaigns to reach the right targets.

Conclusion

Gamification is a highly effective way of boosting brand awareness in marketing. Expand your audience and strengthen your brand image with our fun, interactive advertising tools!

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

Request a demo

« Older Entries

Next Entries »