Archives des Engagement

Gamification, the driving force behind successful marketing campaigns

by Agnes Constant | Apr 14, 2025 | Audience engagement, Collect data, Engagement

Gamification marketing means creating interactive experiences to capture the attention of audiences, collect data and activate it.

Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

What exactly is gamification marketing

This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

We will now look at the benefits of gamification for advertising strategies.

The 4 benefits of marketing gamification

Catch the attention and getting to be known

The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

Engaging audiences

It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

Boost conversions

Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

Collecting and activating data

By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

Conclusion

In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

Would you like to find out more about the schemes described in this article?

Request a demo

Gamification for the employer brand

by Agnes Constant | Mar 11, 2025 | Audience engagement, Engagement

These days, it’s increasingly difficult to find qualified profiles to strengthen your teams, but also to retain talent within your company. It is therefore crucial for organisations to strengthen their employer brand, not only to boost their attractiveness to candidates, but also to better engage and retain their employees.

Gamification is a tool that can help create a strong employer brand, at every stage of the employee experience. In this article, we share with you some best practices and concrete use cases for gamifying your employer brand and responding to the HR challenges you are currently facing.

SUMMARY

What is an employer brand?
Why consolidate your employer brand?
Why gamify your employer brand?

What is an employer brand?

Simply put, employer branding is the way companies present themselves to their employees. While a company’s brand image is primarily designed for and communicated to its customers, its employer brand is also aimed at its employees and the talented people who might consider joining its teams.

It is therefore an organisation’s unique value proposition
as a recruiter and an employer. An employer brand includes a range of very tangible elements, such as the conditions and benefits that the company offers its employees (salary policy, financial and intangible bonuses, etc.). But it also includes more intangible elements, such as the company culture, the values espoused by the organisation and its employees, the career prospects for both the company and its employees, etc.

The employer brand is also built around the image that the company conveys through different
communication tools (career page, LinkedIn profile, presence at trade fairs). But it is also co-constructed by all employees, past, present and future. This involves feedback that they share via their own networks or with a wider audience (on a site such as Glassdoor, for example, but also via their LinkedIn profile, etc.)

Why consolidate your employer brand?

The employer brand is a key element in a company’s ability to grow in the long term. The stronger the employer brand, the more likely it will be to attract, engage and retain the best performers in its teams.

Building your employer brand means you can :

Optimise your talent acquisition strategy. The employer brand helps to attract, engage and retain the most talented people. Not only will talent be more likely to apply to a company that enjoys a good reputation as an employer. But they will also be more motivated to give their best to the organisation and will tend to see themselves as long-term employees.

Ensure its financial stability. Recruitment is a major expense for companies. In the same way, high staff turnover and positions left vacant for too long can have a negative impact on an organisation’s profitability. The ability to attract and retain the best talent is therefore crucial to productivity and growth.

Consolidate your brand image. A company’s ability to offer its employees good working conditions is just as important to its customers. Consumers value responsible brands that respect people, starting with their employees.

Why gamify your employer brand?

Gamification, or the introduction of playful elements into a context not traditionally associated with games, is an excellent way of consolidating your employer brand. Here are 3 concrete steps (awareness, acquisition and retention) where this strategy can be a winner.

1. Gamification to develop an attractive employer brand

In the same way that gamification can be used by brands to raise their profile with potential customers, it is also an excellent way of capturing and retaining the attention of talented people. By introducing playful elements into its communication materials, a company can communicate more effectively with candidates and convey its values and messages in an impactful way.

Gamification offers a multitude of mechanisms for conveying information to your target audience, via an interactive quiz, for example. An interactive approach ensures that your audience will pay closer attention and retain the message better.

For example, many talented young people want to work for companies that share their values. Gamification can be used to communicating and reinforcing the employer’s unique value proposition with candidates. By opting for a Quiz or a Battle, the organisation can communicate its commitments (on work-life balance, sustainable development, diversity and inclusiveness) in a fun and memorable way.

2. Gamification to optimise your recruitment process

Gaming can also enable employers to break traditional recruitment codes. For example, organisations can attract talent by sharing gamified job offers. Instead of listing the requirements and tasks of the position to be filled, companies can use gamification to create immersive offers that highlight their internal culture and values.

By offering a personality test, recruiters can share their expectations in an original way and filter more effectively the profiles that do and don’t suit them. As well as simply standing out from the crowd, gamification is also a profitable strategy for optimising the candidate selection process. Companies can use interactive and fun formats to more effectively identify profiles that match their needs, for example through gamified assessments.

Rather than relying solely on traditional methods (such as tests or job interviews), the organisation can also offer immersive experiences (role-playing, interactive investigations such as escape games). Combined with traditional assessment tools, these enable us to measure candidates’ potential in action more accurately. But they can also be used to assess less tangible skills (such as soft skills like teamwork, empathy, creativity, etc.).

Example: The Bizzbee video competition

The Bizzbee brand proposed a simple challenge: submit your application on video, as originally as possible, and post it on the social networks to gather as many votes as possible from the Bizzbee community. The prize was a CM internship in the social media team and a great atmosphere guaranteed.

3. Games as a means of engaging and motivating employees

Gamification is also a particularly effective way of engaging employees and building loyalty. In this way, employers can gamify their internal development processes, along the lines of their loyalty programmes. This system, which can include elements such as points and levels, will make it possible to offer teams greater recognition, reward them for their achievements and give them a transparent view of their career development possibilities.

Edutainment, or learning by playing, also shows the relevance of integrating gamification into vocational training.Employees gain skills while having fun, and have the feeling that they are growing with the company. But games can also be used to celebrate the organisation’s high points (anniversaries, new product launches) and to unite teams around fun experiences ( sports games, creative competitions, solidarity challenges, etc.

Example: DPD’s Catch All for the Davis Cup

DPD has set up a ‘Catch-all’ game
to engage and motivate its employees during the Davis Cup. It was a great success, with over 6,000 games played. The operation was a resounding success, with over 6,000 games played, reinforcing internal cohesion and enthusiasm around this sporting event.

Conclusion

Gamifying your employer brand is an excellent way of boosting your company’s appeal and better engaging your candidates and employees. Discover
our catalogue of playful mechanisms to optimise your employer value proposition and consolidate your internal culture!

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

Request a demo

Our advice for a successful interactive campaign

by Agnes Constant | Feb 27, 2023 | Audience engagement, Engagement

Every marketing plan, whatever the sector, begins by defining its objectives. These can be many and varied: raising awareness of your offer, increasing sales, etc. To achieve theses objectives, it is customary to plan several marketing campaigns of various kinds throughout the year. here, we’re going to take a look at marketing gamification.

Interactive advertising campaigns stand the best of time, thanks to their many advantages: variety of mechanics, great capacity for personalization according to objectives, and ease of distribution. But to achieve ten times the performance of more standard campaigns, it’s important to be aware of a few essential best practices.

Here are 8 tips for a successful interactive campaign, from conception to delivery to audiences.

SUMMARY

Take the time to choose the right game mechanics
Optimise the entry form
Adapt the look of the operation to your world
Choose attractive prizes
Spread your campaign using outbound marketing
Highlight the campaign on your website
Boost your performance through media coverage
Capitalise on data activation to increase your ROI tenfold

1. Choose the right game mechanics

Marketing gamification brings together a number of techniques, which can be adapted to suit your needs. From simple forms to more elaborate scenarios, the possibilities are endless! Here are a few examples of concepts:

Animation, qualification: to capture the attention and spend time with your audience while standing out from the crowd, you can offer a score-based competition. The aim is to achieve the best possible result to enter a prize draw. It is also possible to offer a quiz to raise awareness and qualify participants.
Lead generation and conversion : to maximise conversions, it’s possible to offer an animation that lets audiences find out immediately if they’ve won a coupon. The game mechanics that work best are the wheel of chance, scratch cards and the one-armed bandit.
Product preference, data collection (first-party, behavioral): there’s nothing like a shopping list (the participant chooses their favorite product form a gallery) to gather valuable information about potential customers. They are then redirected to the product page on the website.

Each mechanism must be adapted to the brand’s universe and image.

2. Optimize the entry form

The entry form is at the heart of the system. In today’s context (cookieless world), it makes it possible to collect first-party data while rewarding visitors for their participation.

To ensure qualified data collection, there are certain principles that need to be respected if you are to achieve your objectives, particularly in terms of volume. A visitor’s attention span depends on the balance between the information you are prepared to provide and the result (gain) you hope to achieve. The form must therefore be sufficiently complete, but care must be taken not to overload it.

A few practical tips:

1 field (email): better transformation, but no qualification
2 to 3 fields: the form is optimised, with a conversion rate of around 70% and a good level of qualification
More than 5 fields: the form is poorly optimised and has a 50% chance of converting. Visitors will leave before taking part. To gather more information, it is advisable to add a 2nd qualification form a little further down the site.

3. Adapt the look of the operation to its universe

The packaging of the operation is also central to its success. Graphic designs must be adapted to the brand universeThe main elements highlighted on the first screen should be the prizes you can expect to win if you take part.

Different platforms offer different levels of customization, depending on the ressources and knowledge available. Some platforms offer time-saving graphic design and configuration services. Others also offer pre-configured templates taht you simply need to adapt.

4. Choose attractive endowments

Endowments to attract visitorsand encourage them to get involved. It is very important to choose these and to highlight them in the communications surrounding the operation.

High-tech prizes always work very well with target groups, but depending on the context, you may want to opt for gifts that are consistent with the brand’s universe (offering a product range for a launch, for example).

In the case of instant wins, it is preferable to offer smaller prizes that will boost conversion, such as discount vouchers, gift vouchers, free delivery, etc.

The interactive campaign is ready. But in reality, only part of the work is finished. Most of the effort has to be devoted to the dissemination part, to be able to hope for a high-performance ROI. This has an impact on costs, which are higher for distribution than for configuration. We take a look at the best practices for each of the following areas mode of distribution.

A quick reminder before we start: an interactive campaign can be cross-channel. Cela veut dire qu’elle peut techniquement être diffusée partout, soit via une url (partagée ou cliquable), soit intégrée à une page web par exemple.

5. Spreading your interactive campaign with outbound marketing

The operation can be announced in advance of its launch (teasing) to maximise traffic the day it starts. It’s very important to maintain regular communication throughout the campaign. At the end of the game, it’s important to keep in touch with the new leads collected, thanking them for their participation and congratulating the winners.

The outbound marketing of a campaign differs accorindg to the objectives pursued. To generate traffic to a website or in-store (drive to sotre), for example, we communicate via emailing sequences and/or posts on social networks. Vouchers can also be added, to be won and redeemed online or in-store. Resulst in terms of generating qualified leads is even more effective via social networks such as Facebook and Instagram.

6. Showcase your campaign on your website

The inbound marketing is all about offering visitors content that allows them to engage freely (by sharing their data or buying a product, for example).

In the field of gamification, the home page banner of a website is a format that works very well. It catches the eye and makes people want to take part. The visitor attention span on a site is lengthened, which is a key factor in capturing leads. It also helps to shed light on a particular offer or product.

7. Boost performance through media coverage

In order to achieve satisfactory results from a campaign, the choice of media coverage is inevitable. The first step is to give visibility, then the possibility to better control the volume of impressions, clicks and leads expected. As a result, media coverage accounts for a large proportion of the total budget for the operation.

Here are a few best practices for optimised, high-performance media creatives:

Highlighting the name of the operation, the prizes and the swipe up for stories.
Light background
Text elements smaller than the visuals, and above all lighter (no more than 20% of the ad)
Do not display endowment amounts or your advertisement will be rejected

Here are some good media practices in general:

Customise targeting according to criteria such as age, interests, fans, subscribers, lookalike audiences, etc. You can exclude lists from your database if necessary.
AB testing on targeting, graphics, content and creative
Daily analysis of campaigns to optimise them and boost performance in line with results
Place a tracking pixel via the solution chosen to set up the campaign. This identifies the transactions made on a website via the campaign participants. This is a highly effective way of measuring the sales generated by the campaign and calculating ROI.

8. Capitalize on data activation to boost ROI tenfold

By capitalizing on the data collected, it is possible to send personalized promotional offers all year round during future targeted actions. Capitalizing on collected proprietary data boosts campaign ROI tenfold. Solutions generally include CRM tools integrated in a 100% personalized way with your own CRM tools, for immediate, automated reactivation (targeted advertising based on product preferences).

To conclude, it is important to remember that 80% of the work on your interactive campaign lies in preparing the distribution plan. In a nutshell: without a distribution plan, there’s no data, and therefore no results. Would you like to find out more about our solutions for creating and distributing interactive marketing campaigns?

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

Request a demo