Luxury marketing in France continues to show remarkable growth. Last year, the global luxury market reached a record value of €1.5 trillion, with estimated growth of between 8% and 10%.

Traditionally associated with exclusivity and exceptional craftsmanship, luxury is undergoing a strategic transformation. High-end brands are seeking to broaden their audience and build closer relationships with their customers while preserving their premium image. This evolution is reflected in the adoption of digital tools and innovative approaches, such as gamification, to enrich the customer experience.

This article explores how luxury marketing is adapting to this era through digital and interactive strategies. Through examples , we will explore how to revitalise luxury marketing while retaining the elements that define its value and identity.

SUMMARY

• The specifics of luxury marketing
• How has digital technology revolutionised luxury marketing?

Luxury marketing differs from consumer logic. It is a tool for promoting a brand universe based on exceptionality, emotion and heritage.

Storytelling is at the heart of this model. Each luxury brand cultivates a unique narrative rooted in history, expertise or an artistic vision. This approach, centred on the figure of its creator, feeds the imagination. It also helps to build a relationship with the public and set the brand apart.

Exclusivity linked to product scarcity, limited access to content or ultra-personalised services reinforces perceived value. It is a pillar of luxury branding, which requires moving away from traditional communication codes.

The customer experience is designed with perfection in mind. Every point of contact – physical or digital – must reflect the brand’s excellence. This translates into attention to detail, impeccable service quality and a sense of belonging to an exclusive circle.

The rise of digital technology has transformed luxury marketing, prompting brands to rethink their strategies to meet the expectations of a young and connected clientele. Social media, influencer marketing, gamification and the metaverse offer opportunities to create proximity while preserving exclusivity and image.

1. Luxury marketing and social media

Social media is essential in luxury marketing, offering brands a space to tell their story, interact and make themselves accessible. These channels help strengthen branding by cultivating an aesthetic and showcasing the behind-the-scenes of a world.

Loewe used TikTok for a creative and bold content strategy. By adopting the cultural codes of the platform while maintaining its artistic direction, the Spanish brand has established itself with a young audience. This positioning has enabled it to strengthen its appeal without diluting its DNA.

For successful communication on social media, two levers have proven effective:

• Develop a consistent visual narrative: Each post should reflect the brand’s visual universe, both in terms of content and form. Visual consistency reinforces recognition and aspiration.
• Play on scarcity and immediacy: Utilise ephemeral formats (stories, live streams, drops) to reveal exclusive content or product launches, creating a sense of urgency. This approach reinforces perceived value, drawing on the principle of scarcity inherent in luxury advertising.

2. Gamification: an innovative way to engage audiences

In a world where every interaction is precise, gamification is a powerful tool for strengthening engagement without compromising image. By integrating playful mechanics into their communication, luxury brands create experiences that value interaction and customer relationships.

Moser & Cie, a luxury watchmaker, illustrated this strategy with a digital treasure hunt. Designed for enthusiasts, the campaign combined a quiz and exploration of the website, with clues hidden on the pages. This approach encouraged audience engagement and enabled the collection of qualitative data. It illustrates the power of gamification for customer loyalty.

To maximise the impact of this type of activation, two practices stand out:

• Align game mechanics with the brand universe: The game should never feel disconnected. It is most effective when it extends the narrative and aesthetic promise of the brand.
• Promote rewards through prestige: In the luxury sector, rewards are not measured in monetary terms. A VIP experience, exclusive access or a meeting with a craftsman can inspire loyalty. These rewards strengthen the sense of belonging and the emotional dimension.

3. Influencer marketing to humanise your brand image

In an environment where authenticity is becoming an expectation of new generations, influencer marketing is a strategic lever. Far from being limited to product placement, it humanises the brand, highlights its values and expertise, and establishes a sense of closeness with communities.

Dior illustrates this dynamic through its collaboration with Léna Situations. The content creator, who has a young and engaged community following, was invited behind the scenes at the fashion house to discover the expertise that has made Dior famous. By showcasing this encounter on Instagram, the brand has successfully combined heritage and accessibility, reinforcing its human dimension without compromising its image.

To integrate influence into a luxury marketing campaign, two key principles emerge:

• Collaborate with profiles aligned with the company’s values: Authentic collaboration is more important than audience size. It’s less about reaching the largest number of people and more about reaching the right communities.
• Create immersive content rather than promotional content: The formats that work best in the luxury sector are those that tell a story, reveal the behind-the-scenes of a creation, or convey an emotion.

4. The metaverse for an immersive customer experience

At the intersection of technological innovation and artistic expression, the metaverse opens up a new field of exploration for luxury marketing. These virtual worlds allow brands to offer unique, immersive and spectacular interactions without physical constraints.

Gucci is a pioneer in this field, with several initiatives in the metaverse. These include the creation of the Gucci Vault on The Sandbox and an immersive fashion show in Roblox via the ‘Gucci Garden’ experience. This virtual pop-up allowed visitors to explore themed pieces and purchase limited-edition items for their avatars.

To integrate the metaverse into a luxury marketing campaign, two best practices stand out:

• Design experiences aligned with brand aesthetics and storytelling: The metaverse should not be treated as a gimmick, but as a creative and coherent extension of the brand universe.
• Combine rarity and interactivity: Offering experiences that are accessible for a limited time or reserving certain content for a select community reinforces the exclusive nature of the experience. Interaction creates a strong memory, generating brand loyalty.

Conclusion

74% of consumers refer to social networks before making a purchase. And 72% of companies have increased their sales and generated more in-store traffic thanks to their Social Media strategy.

Investing in social networks is therefore absolutely essential for brands. Whether to raise brand awareness, reach a wider audience, boost sales or create a community of loyal, committed customers, social media marketing is an ultra-efficient communication channel.

All the more reason to create a relevant Social Media strategy, in which your company will detail the actions it intends to take on social networks. In this article, we’ll take you step-by-step through the process of drawing up this action plan.

SUMMARY

• What is social media marketing?
• Why do companies need a Social Media strategy?
• Steps to follow for an effective Social Media strategy?

Social network marketing involves using platforms like Instagram, X (formerly Twitter) Pinterest or even TikTok to promote your brand to potential customers and sell your products or services.

Social media marketing can take many forms: from the simple act of sharing content on these platforms, to (paid) advertising campaigns or partnerships with influencers (known as influencer marketing). Interaction with platform users (by reposting their publications, replying to their comments, etc.) is also a form of social media marketing.

By social media strategy, we mean the action plan a company creates to plan its efforts on social networks. This involves defining objectives, audience and expectations, as well as developing a content calendar and performance KPIs to measure the achievement of results.

What you need to remember is that social network marketing is a unique acquisition and sales channel. It therefore requires specific expertise, dedicated resources and in-depth tracking and continuous improvement.

This question may seem obvious when you consider that almost all brands have a presence on social networks. But it is nevertheless important to understand the benefits of a good Social Media strategy in order to identify the results that your company can reap from it.

• Increase brand awareness. 53% of consumers say their use of social media has increased over the past two years. It is therefore essential for brands wishing to raise their profile or federate a community of committed customers to communicate via this channel.
• Create a relationship of trust with your audience. Social networks also have a huge impact on the trust that consumers place in businesses, particularly among younger people.
• Increase sales. Beyond the reach of social networks, the content shared on them is extremely effective in converting new customers. The more authentic publications and social selling levers that are gradually being integrated into the platforms make them excellent tools for promoting products and boosting revenues.
• Make it easy to track performance. Social networks integrate tools that make it easier to track key performance indicators. This makes it easier to assess the return on investment of your social media strategy.

Now that we’ve proven the relevance of developing a Social Media strategy, it’s time to take action. To create a precise and effective action plan, it’s important to follow these steps.

1. Establish your brand’s objectives on social networks

As we’ve seen, social networks enable you to reach and engage your prospects at every stage of the sales funnel. But it’s also a complex marketing channel, requiring a great deal of time and resources from companies. So it’s important not to jump in blindly, but rather to target your strategic objectives precisely.

The idea is to focus on one or two objectives that are particularly crucial for the company. If it is just starting up, the main challenge will be to raise awareness and generate new leads. If it is already well established, social networks can be a lever for engagement and loyalty, etc.

Each objective must be linked to precise performance KPI’s, which will enable us to monitor their achievement and adjust the Social Media strategy if necessary.

2. Analyze your audience

To create impactful content on social networks, you need to understand who you’re talking to and what your audience’s expectations are. The best way to do this is to question your audience and collect zero-party customer data (through interactive mechanisms such as polls, for example).

Brands can also benchmark companies in their sector or content creators in their niche. By studying their publications and the interactions they generate with their audience, they’ll have a better understanding of the codes they need to respect to share their own content (the tone to use, the frequency of publication, the most popular formats, etc.).

3. Choose the best channels to invest in

The worst mistake a brand can make when drawing up its Social Media strategy is to be everywhere at once and simply duplicate its content across all these networks. Each platform has its own specific audience and codes. You therefore need to choose the channel that best reaches your target audience, and the content format that best matches your brand image.

4. Plan and diversify your content

With these last elements, the brand can start planning and sharing its content. The aim isn’t to publish as often as possible, even if regularity is crucial to cracking the social network algorithm. Rather, it’s to create truly differentiating content that generates strong emotions in its audience, resonates with their expectations and values, and captures their attention.

Gamification is an excellent lever for making content on social networks more original and engaging. Competitions, for example, are a very popular format on platforms, helping to capture users’ attention (particularly through the promise of an attractive prize).

These campaigns are all the more powerful when backed up by other levers of visibility and engagement specific to social networks. For example, they can be publicized via an advertising campaign or a partnership with an influencer to reach a wider audience.

5. Measure results and adjust your Social Media strategy

The most important KPIs to track on social networks are engagement KPIs. They enable brands to assess the relevance of their content to their audience and the interest it generates.

Depending on the results of its publications and advertising campaigns, the brand can refine its Social Media strategy. Many companies, for example, have learned from experience that the more authentic the content (i.e. the less elaborate and promotional it is), the more engagement it generates.

Conclusion

Boost your Social Media strategy by integrating gamification into your marketing campaigns. Marketing games are highly effective at capturing attention and engaging your audience. To create differentiating interactive experiences, you can choose from a catalog of playable mechanics the one best suited to your strategic objectives. Our team can also take charge of your campaign!

Think about the last time you went shopping, went to the doctor or took a plane…

Although these activities are very different, they have one thing in common : waiting. You’ve probably had to wait at the checkout to pay for your shopping, wait outside a concert hall to see your favourite artist or queue to scan your hand luggage before boarding a plane.

For users, this waiting time is often a test of patience and a waste of time. And yet.., the wait can be transformed into a much more qualitative experience and productive thanks to wait marketing. It can even turn an unpleasant moment into a fun, playful experience thanks to gamification.

In this article, we give you tips on how to improve your customer journey and engage users interactively using wait marketing.

SUMMARY

• What is wait marketing?
• The benefits of wait marketing
• Boost your wait marketing strategy with gamification
• Typical wait marketing scenario and inspiring examples

Wait marketing involves companies capitalising on consumers’ attention at this precise moment to engage them. It can therefore be defined as a non-intrusive communication strategy, and even a timely one, since it takes shape precisely at a time when any form of distraction is welcome.

According to a survey by Pew Research, 77% of people use their smartphone when they are waiting for a call.
53% use their smartphone when queuing, mainly to avoid boredom.

Broadcast a marketing animation in a queue
does not disturb the user by interrupting their activity (as when an advert is broadcast between two stories on social networks, for example). On the contrary, it allows them to distract themselves during a time that is traditionally perceived as boring or unproductive.

The benefits of expectation marketing

Waiting time, in itself, is the ideal time to capture consumers’ attention and make it easier to remember a commercial message. This is the case, for example, with posters in the metro or at bus stops. But by adding a touch of creativity and interactivity to these static formats, brands can turn waiting into an engaging brand experience, and even convert new prospects.

It’s also a way of making the most of areas where consumers spend a lot of time, but which are not traditionally used as communication channels. The queuing space in a physical shop, for example, can be used to highlight products and boost the cross-selling rate. But it does not generally convey an interactive experience with the brand, which would nevertheless be more engaging for the customer.

The non-intrusive aspect of this form of advertising also enables companies to create a closer relationship with consumers. The brand offers them a real experience and enables them to pass a time that was previously considered unpleasant or pointless more quickly. The brand becomes a source of entertainment as well as a commercial organisation promoting its products.

This waiting period is no longer a constraint, but an opportunity. To achieve this, companies can create an interactive experience based on insights customers. The challenge is therefore to understand your audience and how the brand can ensure that they have a good time.

Companies can take advantage of wait marketing to :

• Motivating customers to come to the point of sale;
• Keep customers entertained while they wait and prevent them from abandoning their purchase;
• Reward waiting time with instant wins;
• Collect data on purchasing intentions to personalise the customer journey
• Develop your sales.

Boost your wait marketing strategy with gamification

If the traditional waiting experience is generally considered to be unpleasant by individuals, it is because it is most often considered to be boring or a waste of time. The challenge for companies wishing to take advantage of this moment to engage consumers is mainly about entertaining them.

This is where gamification comes in. This marketing strategy involves offering users playful experiences, incorporating mechanisms traditionally used in the world of games.

Rather than taking advantage of consumers’ attention to broadcast an advertisement, companies can engage them via an interactive and entertaining animation such as :

• An instant win: this format allows the company to liven up a queue while rewarding its customers for their patience. In practical terms, it allows them to instantly win discount vouchers (or other prizes) by playing a game such as the wheel of fortune or the one-armed bandit, for example.
• Action games (like a quiz, a surveya vote or
  a swiper). Ce format interactif permet à l’entreprise de divertir ses clients pendant l’attente. Là encore, elle peut récompenser leur patience en mettant en jeu des lots ou autres avantages. Mais c’est aussi un moyen efficace de collecter des données sur les préférences de son audience et, par exemple, d’analyser leurs intentions d’achat.

With a Playable Marketing solution, companies can capitalise even more effectively on their customers’ expectations. For example, the geolocation function makes it possible to restrict access to the game to customers in the queue.

The CRM connection tool, for its part, makes it possible to exploit the data collected at a point of sale (particularly on purchase intentions) to offer personalised in-store or online support. The brand can then turn this data into a sales opportunity.

In practice, the typical scenario for a wait marketing event will take this form:

1. Drive to store. The customer goes to the shop and finds himself in a queue;
2. Access to the game. They can find out about the game using the posters in the queue and access it using the QR code or URL. The game can also be presented on an interactive terminal.
   
3. Registration. They register using a simplified form and can decide to become opt-in for the brand and its partners.
4. Participation. They can play a game and discover their prize more easily. What’s more, the brand can customise the game to suit a wide range of scenarios.
5. Revelation and gain. Dans le cas d’un instant gagnant, il gagne immédiatement un bon de réduction utilisable en point de vente. Si la marque choisit une mécanique de tirage au sort (qui permet de récompenser les participants après leur visite en magasin), le client peut recevoir sa dotation par email ou SMS. Il peut s’agir là aussi d’un bon d’achat qui l’encouragera à repurchase from the brand.

An example of a marketing campaign to keep people waiting

Auchan supermarkets, for example, have set up a wait marketing campaign in their outlets. To coincide with its end-of-year sales peak, the chain gave away the following for every purchase over €10 in shop a scratch card with a unique code as well as an additional card for loyalty card holders. The campaign attracted almost 183k registrations in 2 weeks and 325K codes were used.

Eurotunnel, the company that operates the Channel Tunnel, has capitalised on the expectations of its users to raise its profile and generate new leads. To do this, the company used a one-armed bandit with a registration form, accessible only to holders of a ticket number. This captivating format and the use of
attractive prizes (smartphones and earpods) boosted the participation rate, with a total of 29K games played.

Conclusion

Wait marketing is therefore a profitable strategy for capitalising on customer expectations and taking advantage of the opportunity to engage them through interactive activities. Take advantage of this opportunity to improve your customer experience and strengthen your brand image with
more than 60 gamified formats offered by Adictiz.

UGC (or User Generated Content) is not a new marketing trend in 2024. An increasing number of brands are in fact encouraging and reusing photos, videos and written testimonials shared by their customers to enrich their content marketing strategy.

But like any popular strategy, it is crucial for brands wishing to use UGC to stand out from the crowd. If you’re already capitalising on this authentic content to engage your audience but you want to take it a step further, this article will take you deeper into the subject of User Generated Content.

We take a closer look at the different ways in which UGC can enrich your content marketing. You’ll also find some practical advice on how to boost your UGC strategy, with a particular focus on gamification.

SUMMARY

• What is UGC (User Generated Content)?
• The different objectives of UGC
• How can you boost your UGC strategy?
  

User-generated content (or UGC) refers to any form of content created by users or consumers rather than by brands or companies. This can range from images, videos, written testimonials to blog posts (e.g. a product review) and much more.

The whole point of UGC is that, unlike content produced by companies, it offers a more authentic representation of products or services they offer. When a customer takes a photo of themselves wearing a piece of clothing or shares their opinion on a new beauty treatment, they are naturally doing so in a more objective way. Their experience or testimonial is not perceived by other users as marketing content designed to encourage them to buy.

This is why consumers trust UGC more than brand publications to guide their purchasing decisions;

• 85% of consumers say they turn to UGC-type content rather than branded content when making purchasing decisions.
• What’s more, 62% of consumers are more likely to buy a product if they can consult photos and videos of people buying the product in question.

As well as being a highly effective purchase driver, UGC (User Generated Content) also encourages exchanges between the brand and its customers.

Brands that decide to integrate UGC into their content marketing strategy can use it as a lever to :

• Gain subscribers and boost your visibility on social networks. Challenges launched by brands, particularly photo and video competitionsare an excellent way of growing your community and raising your profile. UGC allows companies to make themselves known to their customers’ friends and subscribers. And so naturally extend their visibility to affinity audiences.
• Increase buyer commitment, on social networks or on its online shop. Internet users spend 90% more time on a website that incorporates UGC content (on its product sheets, for example) than a site that does not. UGC acts as social proof that reassures them at the time of purchase.
• Collecting e-mails for reactivation. Les campagnes d’UGC peuvent également s’inscrire dans une stratégie d’enrichissement de données clients. Il suffira de lancer un concours d’UGC offrant de la valeur en échange d’une adresse email ou de réponses à un sondage. Par exemple, les participants peuvent partager des photos de plats cuisinés avec les produits commercialisés par l’entreprise en échange d’un ebook de recettes.
• Stimulating repeat purchases and building customer loyalty. L’UGC est un puissant levier de rétention des clients. Une fois la commande passée et le produit reçu, les marques peuvent encourager les utilisateurs à partager leur avis ou une photo illustrant leur expérience. En échange, ils recevront des coupons de réduction pour déclencher un nouvel achat ou d’autres avantages (programme VIP, etc.)

UGC (User Generated Content) is therefore a good way of capitalising on the authenticity and creativity of your community to strengthen your content marketing strategy. But you still need to encourage your audience to share content that is relevant to your brand, and know how to use it wisely.

Here are 3 tips for optimising your UGC strategy.

1. Create a brand experience worth sharing

The first step in encouraging your audience to produce UGC is to create a brand experience that makes you want to be immortalised and re-shared on your networks. That’s what restaurants are doing by coming up with highly Instagrammable dishes that customers will immediately want to take a photo of and post on their social media.

Unboxing, for example, can be a crucial part of the customer experience. Beautiful packaging naturally encourages consumers to create and distribute UGC. The use of the product or service itself can also be an excellent way of encouraging users to produce content.

For example, a beauty products brand can share with its customers (via a series of post-purchase emails) a routine to follow. Customers will be able to film themselves using the treatment or share a before-and-after picture. The UGC will then serve as social proof and will boost sales of the item.

2. Encourage or guide the creativity of your community with a competition

Gamification is a highly effective way of encouraging customers to generate UGC. For brands, it’s also a good technique for guiding the type of content they want their audience to share. The instructions of a marketing contest will, for example, provide information about the format or the benefits of the product to be promoted.

Calvin Klein, for example, has relied on UGC to democratise its brand image, perceived as too luxurious (and therefore inaccessible) by young consumers. CK created a landing page highlighting the campaign and actively encouraging users to share their publications under the hashtag #MyCalvins.

The emphasis was on the IRL (i.e. authentic) side of the content to break down the brand’s overly upmarket image. In 2024 , the hashtag #mycalvins had over 410 million views on TikTok! This UGC competition, whose main reward was to be shared on CK’s networks, enabled the company to boost its profile among GenZ.

3. Interacting with and rewarding brand ambassadors

As the CK example clearly shows, the main reward sought by users who share UGC is not necessarily a prize.. Ce type d’interactions est plutôt un moyen pour les consommateurs de create a link with their favourite brands. What they generally expect in return is recognition and privileged exchanges with the company.

The key to a viral UGC campaign is to interact as much as possible with your brand ambassadors. Cela passe évidemment par reposter en stories ou directement sur son compte les photos et vidéos partagées par sa communauté. Mais aussi de commenter ces publications, de les remercier pour leur soutien et d’encourager leur créativité.

The most original UGC can be included in the brand’s content strategy (with the agreement of their creators, of course). They can also give access to exclusive benefits (meeting the founders, access to the ambassador programme, etc.).

This approach not only makes it possible to gamify a UGC campaign by creating healthy competition between its customers. Above all, it increases audience loyalty by strengthening the emotional connection between the brand and its consumers.

Conclusion

UGC (User Generated Content) is marketing content that is as engaging as it is effective in triggering the act of buying. To encourage customers to share authentic content, gamification remains one of the most effective levers. Discover our interactive animations to boost your UGC strategy and improve your brand image!

Trade shows and conferences are excellent opportunities for companies to network and present their products/services to a wide audience. But taking part in these events also represents a major investment. That’s why organisations need to maximise their ROI by taking advantage of this opportunity to generate leads and sales.

In an environment where they are in direct competition with other exhibitors, how can we differentiate ourselves and achieve these objectives? Gamification is emerging as an effective lever for attracting and converting visitors.

In this article, we take a closer look at the links between gamification and trade shows. We also share our tips on how to host a trade show and win new customers.

SUMMARY

• Gamification and trade fairs: the obvious way forward
• The benefits of gamified trade show experiences
• How can gamified marketing be used to host a trade show?

Gamification is the process of turning any activity into a game. It’s a particularly popular tool in digital marketing, but one that companies are increasingly transposing to the physical world. We have already mentioned gamification in shops, but it has long been a central element of trade show experiences.

Exhibitors didn’t wait for gamification to collect business cards to generate leads and win prizes for participants. Physical games have always been incorporated into trade show stands to make them more attractive and encourage visitors to interact with the company.

But playable marketing has come a long way since thenand so are the technologies used on exhibition stands. The arrival of mobile screens and large-format displays (such as interactive kiosks) is opening up new possibilities for businesses. These phygital devices also help to bridge the gap between the digital and physical experience, boosting user engagement on their preferred channels.

Gamify your stand to host a trade show with interactive activities for visitors enables companies to achieve a number of strategic objectives. Here are some of them.

Gain visibility/awareness and engage visitors at a trade show

Trade shows are highly competitive events. Pour animer un salon professionnel, companies have to stand out from hundreds of other exhibitors. Their objective: to capture the attention of a public that no longer knows where to turn.

Gamification is an excellent way to stand out from the crowd. Exhibitors can attract visitors by creating an interactive and entertaining experience that will break the monotony of the other stands.

The public will be more inclined to engage in conversation with a company’s sales staff if they are directly invited to take part in a game. This will be all the more the case if this interactive activity can enable them to win attractive prizes (goodies in the company’s colors, a free trial period, etc.).

Mechanisms such as random drawing or the wheel of fortune are ideal for trade shows. They are clearly identifiable by visitors, who will be naturally drawn to the stand and the chance to win a prize.

Generate leads and collect data through gamification

To ensure that their efforts have an impact beyond the exhibition, companies need to put in place a lead follow-up strategy via personalised content. So one of the biggest challenges of this type of event is lead generation and data collection so that they can be reactivated with relevant information or offers.

Gamification is an excellent way of collecting data on prospects, such as their contact details. But an entry form for a marketing game or even the interactions resulting from the game itself (as with a swiper, for example), can give companies even more valuable information about their audience. This will give them more in-depth knowledge of their target audience’s preferences, buying behaviour and even direct feedback on their products.

At the French Salon International de l’Agriculture, Lidl invited visitors to take part in a one-armed bandit game. Players had to line up 3 identical symbols on the theme of the event in order to win 50 euro vouchers in the chain’s shops. Before launching the interactive game, each participant not only had to fill in a form to provide qualified information. They also had to choose whether or not to receive the company’s newsletter.

Result: Lidl used the game as an effective lever to capture qualified data and generate downloads of its Lidl Plus application. Hosting a trade show enabled Lidl to collect 152K entries and 7K shares on social networks, as well as recruiting 71K optins.

Converting through hosting a trade show

By boosting the visibility of its stand and facilitating lead generation, gamification is already a powerful conversion lever for companies taking part in a trade show. But it can also use its interactive animation to generate more sales, and so maximise its ROI.

In particular, the brand can reward visitor interaction with prizes in the form of purchase incentives. The prizes up for grabs in the Lidl one-armed bandit competition were vouchers to be redeemed directly in Lidl shops.

Similarly, promotional codes shared via an instant win can encourage visitors to complete a sale at the show. Simply adding a validity date (e.g. the duration of the event) can create a sense of urgency and boost the company’s conversion rate.

To maximise the impact of hosting a trade show, companies need to think through their strategy from A to Z. Here are the steps they can take to ensure that they leave no stone unturned in their conversion funnel:

• Define the objectives of your interactive marketing game. What results does the company want to achieve through gamification? For example, it may want to increase the number of visitors to its stand, generate leads or win new customers.
• Choosing the right gamification mechanics depending on its objectives and audience. The phygital device via which the game will be presented is also very important. Depending on its budget, the company may opt for an interactive terminalor tablets. It is also important to ensure that the game reflects the company’s identity and that it is clearly identifiable for participants.
• Defining attractive endowments to boost the participation rate. Depending on the audience’s expectations, the company can offer benefits to all participants (100% winner) or offer physical prizes to the big winners;
• Distribute your marketing game beyond the trade show. Companies can also use gamification to boost their visibility and their online message. The animation can also be made available via social networks or directly on the company website.
• Analyse the results and activate the data collected. Gamifying your exhibition stand can help you generate more leads. But this does not guarantee that they will convert into customers. To do that, it will need to follow up its prospects by sending them personalised content and progressively advance them along the sales funnel. Analysis of the data collected will also enable better segmentation of its customer base.

Conclusion

Trade shows are much more than just an event at which your company presents its products and services. It’s an opportunity to connect with your audience and build a loyal and engaged community. To increase the ROI of your exhibition stand, rely on our playable marketing mechanics!

With the depreciation of data and the end of third-party cookies, companies are constantly looking for new ways to collect customer opinion and feedback. Surveys have always been a very practical way of gathering data about your target audience. But its gamified format, the interactive survey, is proving even more effective.

In fact, 89% of consumers say that when a task is gamified, they are more motivated to complete it because of its competitive and playful nature.

In this article, we present the advantages of interactive surveys to better understand the expectations of your audience. We’ll also look at how to use gamification to boost engagement, obtain relevant responses and optimise your campaigns.

SUMMARY

• What is a survey?
• Why use surveys to improve your marketing campaigns?
• Why opt for interactive surveys?
• How to gamify your interactive surveys

A poll is a survey in which data is collected from a specific group of people. The aim is to acquire more in-depth knowledge about the various questions you ask yourself about your marketing target: what are its consumer habits, its budget, its preferred purchasing channel, and so on.

The different types of survey

Just as there are several reasons to share a survey with your audience, there are also different survey formats. On peut ainsi distinguer :

• Market research surveys These are used upstream of a project to gauge the needs and aspirations of the target audience. It is aimed at companies wishing to launch themselves with a new audience. It can also help them find out how they are positioned in relation to their competitors, or whether there is a demand for a new product.
• Satisfaction surveys (or NPS – for Net Promoter Score)). Ce type de sondage permet d’évaluer si les clients sont satisfaits de l’expérience ou de l’offre de l’entreprise. Concrètement, il consiste à indiquer, sur une échelle de 1 à 10, quelle est la probabilité que le consommateur recommande la marque à ses proches.
• Awareness surveys : They involve asking shoppers about their knowledge of the brand. This is a good way of measuring the success of an advertising campaign, for example, or identifying unexpected associations that consumers may make with the company.

The simple act of asking someone for their opinion is already an effective way of capturing their attention and increasing their commitment. However, responding to a survey can also be a tedious task, especially if the format is not adapted to the audience.

As we have already discussed in other articles, the trend is towards interactive marketing. Users are looking for entertaining formats that introduce game mechanisms to make content more engaging.

Gamification will motivate more people to take part in a survey, which is why it’s a good idea to opt for interactive surveys.

Fun surveys can serve several purposes:

• Increase the number of participants and the survey completion rate. The main reason why users rarely complete a survey is that when the format is not interactive or is too long, it loses interest. Incorporating a game element makes the survey more engaging and attractive. This will encourage participants to complete it in order to obtain the reward that has been promised.
• Obtain better quality data. The aim is not only to increase the response rate, but also to improve the quality of the data collected. If the survey is entertaining, participants will be more likely to give honest answers. This is particularly important if the survey includes more in-depth questions.
• Increase brand awareness and customer loyalty. By creating fun surveys, participants will associate the brand with this enjoyable experience. They will be more likely to click, comment or even visit the brand’s website afterwards.

Several interactive survey formats are available to make their feedback forms more engaging. Companies can :

1. Turning a survey into a battle

A company that wants to know the tastes and preferences of its audience can gamify its survey by presenting it in the form of a battle.. Par exemple, plutôt que de demander simplement quel est leur influenceur préféré (dans le but d’optimiser son influencer marketing, for example), it can create a battle of content creators by asking participants to choose a winner at each slide.

2. Replace the yes/no format with a swiper

Rather than sharing a survey with closed ‘Yes or No’ questions, brands can make the experience more interactive by opting for the swiper.. Ce format rappelle les applications de dating. Les participants font glisser une image vers la droite s’ils apprécient ou sont d’accord, et vers la gauche si ce n’est pas le cas.

3. Transforming an awareness survey into an interactive quiz

Instead of sending out a long form to test your audience’s knowledge, Trivia is an interactive alternative.. Ce format de sondage permet en effet engage participants, who can test their knowledge and even compare their results with other players.

4. Motivating participants with a personality test

Personality tests are another very popular format for interactive surveys. It allows companies to learn more about their customers and enrich their CRM. But it’s also a way of encouraging participants to complete the survey, since the reward is learning more about their personality. For Valentine’s Day, the personality test can reveal the user’s profile and make personalised recommendations.