Online sales: how to boost sales through gamification

by Audrey Edart | Apr 14, 2025 | Audience engagement, Conversion

Online sales are a constantly evolving sector, particularly when it comes to the most effective conversion strategies. Brands are constantly looking for new, more effective and affordable ways of raising brand awareness, boosting sales and building customer loyalty.

One strategy that has always been tried and tested (and proven to be effective at every stage of the conversion funnel) is gamification.. Cette dernière joue en effet sur deux ressorts émotionnels très puissants chez le consommateur : le divertissement et l’opportunité de décrocher une récompense.

To help brands boost sales through gamification.In this article, we present the main advantages of game marketing in e-commerce. You’ll also find a simple, effective strategy for integrating game marketing into your sales funnel.

SUMMARY

What is gamification?
What online sales challenges can gamification address?
3 steps to boost your conversion strategy with gamification

What is gamification?

Gamification is a marketing concept that involves applying the mechanisms of games (competition, accumulation of points and the hope of a reward) to engage and convert consumers.

Gamification can take the form of a loyalty program offering rewards (such as discount vouchers) in exchange for points accumulated. But also that of an interactive game generating traffic to its online shop.

In short, it’s a multi-faceted approach that aims not only to improve the performance of sales teams, but above all to increase company revenues through innovative interactive strategies.

And it works! A recent study by Gigy shows that gamification boosts consumer engagement by 30%.

One of the pioneers in this field is the Chinese marketplace AliExpress. It offers a gamified model with its ‘Coins and Coupons’ feature. Users can earn coins by completing basic tasks on the platform. They then convert these tokens into discount vouchers for use on the site. The result: a substantial increase in the engagement of AliExpres users, better retention and a record repeat rate.

What online sales challenges can gamification address?

For a brand that wants to increase its online sales, the best strategy will be one that removes the disincentives for potential customers at each stage of the conversion funnel. This is is why gamification is so effective in terms of awareness, consideration, conversion and retention.

Increase brand awareness before launching a new collection

Above all, gamification is an excellent way of increasing visibility and reach a greater number of qualified leads. Thanks to gamification, brands are better able to attract the attention of consumers, offering them a more entertaining and rewarding experience overall.

Many gamified applications incorporate social elements such as ranking, challenges and the ability to share achievements on social networks. This not only encourages users to become brand ambassadors within their own network, while fostering a sense of belonging and community around the company.

By adopting a fun game mechanic such as the piñata (and attractive prizes such as a trip to Parc Astérix), the Tape à l’Oeil brand has increased its visibility and brand awareness. Used as a data collection lever, TAO has succeeded in attracting qualified leads that it can target and retarget, while promoting its spring-summer collection ahead of the holiday period.

Generate more traffic and boost sales during the sales period

When a brand’s customers are regularly involved in marketing games, they are more likely to be loyal and to make new purchases.. Les éléments gamifiés tels que les points de fidélité, les niveaux ou les badges peuvent être liés à des incitations telles que des remises, motivant les utilisateurs à racheter.

According to recent statistics, companies using gamification have seen an increase in their conversion rate of between 15% and 50%.. Pour la marque TAO, l’introduction d’un jeu interactif a engendré une hausse de 27 % des taux de clics vers son site.

Retarget qualified leads with the right product suggestions

The interactive nature of gamification enables companies to collect valuable data on the behaviour and preferences of their target audience. This first-party data can be used to optimise the customer experience, personalise marketing efforts… and ultimately to stimulate business growth.

For example, the brand can trigger a segmented emailing sequence after participation in a marketing game. The participation form or the data collected as part of the game (via a personality test, a swipper or a shopping list) will enable them to better target the buying preferences of their leads. They will then be able to send them tailored content that is more likely to trigger a purchase.

Reduce shopping basket abandonment

One of the biggest problems facing e-tailers is shopping basket abandonment. According to recent research, the average rate of basket abandonment in the e-commerce sector is 75%, which represents a huge loss of revenue.

Gamification helps to overcome this by creating a sense of urgency, which encourages customers to complete their order. This could be a discount coupon with a time limit.

3 steps to boost your conversion strategy with gamification

The results offered by gamification for online retailers will depend on their ability to choose the right game mechanics depending on their objective. Here’s our advice on how to optimise your gamified customer experience.

Step 1: Define your objectives (conversion, lead generation)

The first step in a gamification-fuelled conversion strategy is to identify the behaviour the brand wants to encourage. Do they want users to buy more products, share content about the brand, leave a review after receiving their order?

By defining these objectives, the company can build a relevant gamification system. For example, Amazon encourages its users to rate its products by offering them the opportunity to become a ‘best reviewer’. This leads to a 58% increase in the number of reviews left and boosts the reassurance of new prospects arriving on a product sheet.

Step 2: Choose the right game mechanics

Depending on the objectives defined, the brand can then choose the right gamification mechanics. Games that are fun and clearly present the possibility of winning a reward are very effective for generating leads and increasing visits to an online shop.

Brands will be able to opt for the winning instant with an e-mail address capture form. Thanks to a tracking pixel set up on the game, it is easy to track sales made by participants in the instant win, and thus calculate the ROI of the marketing campaign.

The same applies to a mechanical device such as the Gatecode which implies an obligation to buy. This type of interactive game is perfect for boosting online sales, as you need to be able to show proof of purchase in order to play. This effectively increases the chances of conversion and loyalty.

The choice of rewards is also crucial. To make sure you get it right, read our guide to offering the right gifts.

Step 3: Test, iterate and improve to maximise conversions

As with any online sales strategy, it is essential to test your gamification elements to evaluate their effectiveness, brands will be able to integrate a form into their interactive games to gather feedback from users. This will enable them to identify areas for improvement to enhance their experience.

Conclusion

In an increasingly competitive e-commerce landscape, gamification is an excellent vector for differentiation. It will enable brands to facilitate the progression of their leads through their conversion funnel and boost their growth. Find out how to get started with an effective gamification strategy, discover all the Adictiz game mechanics!

How to organise in-store competitions?

by Audrey Edart | Apr 14, 2025 | Audience engagement, Conversion

Despite the growing popularity of e-commerce, consumers continue to visit shops. Au cours du deuxième trimestre 2022, they were 71% to have made their purchases in physical shops. As with digital channels, point-of-sale marketing, and in particular the organisation of in-store competitions, is therefore an essential lever for attracting buyers, offering them a unique shopping experience and building loyalty.

If you’re thinking of organising an in-store competition, here’s everything you need to know to boost results and some ideas to inspire you.

Summary

In-store competitions: definition and benefits
The different types of in-store competitions

Why offer in-store competitions

A competition is a form of entertainment organised by a company or organisation. with the aim of attracting people’s attention to your products or services. We’ve already talked a lot about online competitions, which take place on digital communication channels. But interactive animation can also be adapted to retail and organised at physical points of sale.

Grab customers’ attention with an in-store competition

In an increasingly competitive environment and in the face of more demanding consumers, shops need to redouble their inventiveness to stand out from the crowd and win consumer loyalty.

When a chain sets up an in-store competition, it has a better chance of attracting customers and prospects, if only because consumers rarely say no to the chance to win a free gift or take advantage of discounts on their purchases. This is especially true in times of inflation, when buyers are more careful about what they spend.

Organising an in-store competition is also an excellent way to stand out from the crowd and create excitement in its points of sale. Passers-by who haven’t necessarily heard of the brand will be curious to find out what’s going on and will be more likely to push open the doors of the boutique.

Boosting buyer engagement and retention through point-of-sale marketing

There’s nothing more frustrating than a prospect walking into your shop, browsing the shelves and leaving without having bought anything. For salespeople, however it’s difficult to interact with consumers without falling into ineffective commercial tricks such as asking them if they need help or advice.

In-store competitions are a simple and effective way of creating positive interactions with customers. Shoppers do not feel that the brand’s staff are trying to make them consume, since the aim of a marketing game is to win them gifts or other rewards. The link that is created between the brand and the buyer is therefore not a transactional one, but one that establishes a more authentic and lasting relationship.

By using game-based mechanisms (such as collecting points with every purchase, searching for a mystery item in shop or discovering a surprise discount on their till receipt), retail competitions also encourage customers to return to the shop or to continue interacting with the brand on its digital channels.

The competition can be launched online (on social networks, for example), but participants can also be invited to visit the shop to claim their price. This marketing leverage enables you to consolidate your customers’ multi-channel purchasing journey and to strengthen the relationship between consumer and brand over the long term.

Getting to know your customers better

A brand’s growth and performance depend to a large extent on its ability to meet its customers’ expectations. And that means gathering first-party data on its core target in order to better understand its desires, consumer trends, budget, etc. In-store competitions are an excellent way of gathering this data.

Motivate your sales teams with an internal competition

In-store workplace competitions can also be part of a company’s internal strategy, helping to motivate its sales force. Some brands organise them for their employees in order to create healthy competition between their different sales outlets. The shop with the best sales figures, for example, will be rewarded with bonuses or gifts.

The different types of in-store competitions

Depending on the brand universe, target audience and budget, companies wishing to organise an in-store competition can choose from a range of different approaches.

Here are some ideas for in-store competitions to inspire you.

Random drawing at the checkout or at the point of purchase

The best-known in-store competition is undoubtedly a random drawing in-store. The principle is simple. Once they have made an in-store purchase, the brand’s customers will automatically be entered into a random drawing and will find out if they have won directly on their till receipt.

The brand can also integrate a marketing game application (such as a wheel of fortune or a one-armed bandit) directly into its shopping terminals.

Not only is this mechanism very simple to put in place. It also naturally encourages consumers to return to the shop to maximise their chances of winning.

In-store interactive games

In-store interactive marketing is an even more effective way of engaging customers, as it directly invites them to take part in a game based around the brand’s products or services.

The conditions for participation are no longer limited to making a purchase in the shop, but rather to taking part in a contest (makeover, drawing, etc.), searching for a mystery item on the shelves or correctly answering the questions in a quiz on the history of the brand.

Omnichannel competitions

The whole point of the marketing game is that it makes it easy to build bridges between your different communication and distribution channels. It’s easy to attract your online community or e-commerce site customers to your shop with a competition.

The principle is simple: the brand shares the rules of its competition via a publication on social networks, but the conditions for taking part or collecting the prizes on offer are to visit the shop.

Conversely, an in-store interactive game (such as a photo competition using the brand’s products) can enable the company to grow its online audience and generate UGC. To do this, simply invite participants to share their photos on social networks using a hashtag created specifically for the occasion.

In-store competitions are an effective way of attracting, engaging and retaining shoppers. Discover all the Adictiz interactive formats that can be easily integrated into your in-store shopping experience!

Why install an interactive terminal in your shop?

by Audrey Edart | Apr 14, 2025 | Audience engagement, Conversion

A shopper’s experience in a physical shop is very different from that in an online shop. This is precisely why consumers, who are increasingly familiar with e-commerce, expect more from their visit to a physical shop. And in particular more interaction with the brand. That’s where the interactive terminal comes in!

Another growing demand from consumers is the possibility of enjoying a hybrid, phygital shopping experience (one foot in the physical store, the other in the digital world). For example, many want to be able to order an item online and collect it in-store, or to combine loyalty points from online purchases with those earned in physical.

Interactive terminals are certainly one of the most effective tools for meeting all these expectations. Elles s’inscrivent plus globalement dans une tendance de This is a key factor in the digitalisation of retail, enabling the creation of an interactive, omnichannel experience that appeals to new generations of consumers.

Let’s explore how they work and the advantages that digital terminals can offer businesses in their drive to store strategy.

What is an interactive terminal?

An interactive terminal is a digital medium that facilitates the exchange of information between a shop and its customers. To be more precise, this is generally a compputer terminal with a touch screen and management software that enables brands to offer a “self-service” type of in-store experience.

One example is the digital terminals present in some fast-food restaurants, where customers can order their meal before collecting it (and sometimes paying for it) at the checkout.

Thanks to a user-friendly interface, thse digital terminals provide access to information and/or applications dedicated to retail. Interactive terminals can be wall-mounted or freestanding.. Elles sont même parfois autonomes, comme c’est le cas par exemple des tablettes présentes en caisse. Leur usage peut aussi varier. On fait ainsi la différence entre les bornes pour payer, les bornes de jeu, ou encore les bornes d’informations.

Technically, digital terminals can be connected to the Internet via a wi-fi or LAN connection. This makes it easier to customise the display, update it remotely, or integrate new sales media such as marketing games. All of these levers make it possible to make the kiosk more eye-catching and engaging, and so encourage customers to interact with it.

What are the advantages of an in-store interactive terminal?

Interactive terminals are part of a more general trend towards digitising points of sale, in the same way as digital checkout systems. These tools are very interesting for brands, as they enable them to improve their in-store experience and respond to a wide variety of their commercial challenges.

Here are the top 5 reasons why businesses should consider installing an interactive terminal at their physical points of sale.

1. Stand out from the competition with an in-store interactive terminal

First impressions count for a lot in retail. Installing interactive terminals in-store can intrigue passers-by and make them want to discover the world of your brand. It’s a great way to increase traffic at its points of sale. It will also give the company a more modern image and encourage customers to familiarise themselves with its products, services, etc.

Interactive terminals also provide a link between the physical and digital experience. Consistency between these different communication and distribution channels will anchor the brand (its logo, its messages) in the minds of consumers. Consumers will find it easier to remember their experience with the company, which will encourage them to return to its shops or e-commerce site.

2. An interactive terminal for collecting customer data

When they interact with a digital terminal, a shop’s customers provide it with crucial information about themselves and their purchasing habits. This is particularly the case with interactive terminals that invite consumers to fill in a form before they are invited to take part in a survey or competition.

Brands can collect first-party data in this way such as the demographic profile of their customers or their contact details. Data collection also includes invaluable information about their expectations, budget, preferences, etc.

Thanks to this data, brands can better understand their customers. They will be able to adjust their offering and their customer experience to better meet their customers’ needs.

3. Maximising conversions with in-store digital terminals

Although they can be expensive to purchase, digital terminals are a worthwhile investment for brands. They have a positive impact on shop sales because digital signage is much more effective than static displays for presenting your offer and advertising. The multimedia content displayed on interactive terminals is more dynamic than a simple poster, and therefore more engaging.

The digital terminals also provide a comprehensive overview of the product catalogue If a product is no longer available in shop, customers can order it directly from the terminal and have it delivered to their home. In this way, the brand can also offer to customise your items or even recommend complementary products. This will significantly increase their average shopping basket, and therefore their revenue.

Given that it is now possible to hire temporary kiosks for a commercial operation, this marketing tool is becoming increasingly accessible. And its Return On Investment (ROI) is even more attractive.

4. Offering an interactive in-store experience thanks to a phygital device

Another way of maximising revenue from physical shops and building customer loyalty is to offer an exceptional customer experience. Interactive terminals help to achieve these commercial objectives in a number of ways.

First and foremost, the digital terminals will help visitors to find their way around more effectively. They can, for example, tell them which department a product is in or what stocks are available. The terminals also share more precise information than a simple label or even a gondola. This will enable customers to make better decisions, which will increase their satisfaction while limiting returns.

Above all, an interactive terminal can make the in-store experience more entertaining and profitable for customers. For example, it will give them the opportunity to benefit from advantages (such as free goodies or discount vouchers) by taking part in a survey or a scratch card game. Là encore, gamification and interactivity of the in-store experience are powerful drivers of satisfaction, conversion and retention.

5. Save your sales staff time with interactive terminals

Interactive terminals take self-service to the next level. They are ideal for improving the efficiency of sales teams and saving employees time.

The sales team will spend less time providing information to customers, taking orders and processing payments. This will enable them to devote more time to consulting and to creating a genuine human relationship between the company and its customers.

An interactive terminal is an excellent way of increasing shop traffic and generating more sales. Combine the benefits of a phygital device with those of gamification by integrating interactive games into your kiosk. Adictiz offers a new service, the Playable Instore, to liven up your points of sale. Contact us to find out more.

Black Friday marketing: 6 tips for better conversion

by Audrey Edart | Apr 14, 2025 | Audience engagement, Conversion

Black Friday, that long-awaited meeting with your customers, is just around the corner. Are you looking to attract more visitors to your digital ecosystem? Do you want to boost your sales in the run-up to Christmas? In this article, we’ll explore how to incorporate gamification into Black Friday marketing campaigns.

We’ll also give you seven essential tips for successful Black Friday marketing actions. Find out how to turn this time of year into an exceptional growth opportunity.

SUMMARY

Why set up a Black Friday marketing campaign?
Gamification
Data collection
Personalise your offers
Partnerships and sponsors
The art of teasing
Social networks
Conclusion

Why set up a Black Friday marketing campaign?

To begin with, let’s take a brief look at the history of Black Friday. Born in the United States, this day marks the start of the end-of-year shopping season. It takes place the day after Thanksgiving, with massive offers and discounts. Black Friday is a massive phenomenon in its native country, with 9 billion spent in the United States today.

However, over the years, Black Friday has evolved far beyond being just a day of sales for our American neighbours. It has become a global event, a date that consumers mark in capital letters in their diaries. It’s more than just a tradition; it’s become an institution.

Black Friday marketing is a must. It’s a time when consumers are keen to spend, look for deals and explore new brands. It’s the perfect time for businesses to stand out from the crowd and build strong relationships with their customers in the run-up to the festive season.

What are the objectives of Black Friday marketing?

Black Friday can be an opportunity to :

Develop brand awareness: Taking advantage of the increased attention generated by Black Friday can be an opportunity for businesses to raise their profile. Whether you’re a small start-up or a large retailer, this period offers invaluable visibility.
Increase sales: Consumers are on the lookout for exceptional offers. By offering attractive discounts, sales can be significantly boosted.
Building customer loyalty: Offering exclusive benefits to loyal customers during this period can strengthen their attachment to your brand. They’ll feel privileged and be more likely to come back.
Collect valuable first-party data: It’s also a good time to collect customer data. The information obtained can be used in future marketing campaigns.

Tip 1: Black Friday marketing: the gamification option?

Gamification involves integrating fun elements into marketing strategies and making the customer experience more interactive. This can take the form of online games, competitions or challenges.

For example, it is possible to launch a competition where customers can win discounts or products by sharing their shopping experiences.. Cette approche ludique permet d’augmenter l’engagement des clients et les incite à revenir pour en savoir plus sur les offres proposées.

Tip 2: Strategic data collection

Data collection is a key element of any successful marketing campaign. Take advantage of Black Friday to obtain valuable information about your customers. Ask them to sign up to your newsletter or fill in questionnaires in exchange for exclusive benefits.

The Quizzes and personality tests are relevant examples of data collection strategies. They encourage the collection of first-party data without making the form too cumbersome. Not only do they allow you to get to know your customer base better, but they also direct you towards products that correspond to each individual’s needs.

Tip 3: Personalise your offers

Personalisation remains crucial to increasing conversions. It is interesting to use the data collected to propose tailor-made offers. Send targeted e-mails based on past purchasing preferences, recently consulted products, or behaviour on your site, makes customers feel valued. They’ll be happy to come back again.

Tip 4: Harness the power of partnerships and sponsorships

Collaborating with other companies or brands can be a powerful way of increasing the visibility of Black Friday marketing campaigns. When considering partnerships, it’s important to look for companies or brands whose target customers are a good match. Together, it is possible to propose joint offers that include special promotions for the Black Friday period. This approach also opens the door to a wider customer base without significantly increasing advertising costs.

In addition, partnerships with influencers, including micro-influencers, including micro-influencers, is a strategy that should be seriously considered. They offer increased visibility for products or services, while reaching an audience that is already interested in the brand universe. By creating partnerships with influencers, you open the door to a whole new base of leads, which can greatly enrich your data collection during Black Friday.

Tip 5: Master the art of teasing

The event is no longer limited to a single day. Consumers are looking for offers in advance, planning their purchases. To make the most of this trend, master the art of teasing.

The art of teasing is to play on anticipation by sharing glimpses of future products. It’s also about launching social networking accounts. By offering exclusive benefits to subscribers, such as early access to promotions, to encourage the public to become more involved.

By adopting this approach, a buzz is created around the brand, generating enthusiasm among customers and prospects even before the start of Black Friday.

Tip 6: Capitalise on social networks

To maximise your ROI, it’s vital to have an optimal distribution strategy on social networks. During Black Friday, leveraging the sharing and virality of the networks can be a powerful way of boosting brand awareness and increasing conversion rates. On Facebook or Tiktok, content needs to be carefully crafted and consistent with the brand. A media coverage system can be put in place to give campaigns every chance of achieving their objectives.

Conclusion

In conclusion, Black Friday offers countless opportunities to achieve your marketing objectives. Gamification allows you to engage your audience and collect first-party data. And by personalising offers, customer relations can be strengthened. Finally, social networks and the media coverage of Black Friday marketing campaigns offer the opportunity to maximise conversion even more effectively.

Planning a Black Friday campaign? Discover our different game mechanics and customise your marketing campaign!

Live Shopping et gamification : boostez vos performances marketing !

by Audrey Edart | Apr 14, 2025 | Audience engagement, Conversion

Live shopping has really taken off over the last two years, and the popularity of the practice continues unabated. It has become commonplace for brands to go live to showcase products and generate sales.

But this sales channel can be optimised to meet more than one objective. By introducing gamification before and after the live event, brands and chains can engage consumers, collect preferential data and generate qualified leads. Let’s take a look together at the benefits of this Swiss Army knife, which you can incorporate into your marketing strategy straight away.

SUMMARY

The reinvention of live shopping
Gamification and Live Shopping: the duo of sales promotion
How do you set up a gamification campaign for Live Shopping?
Conclusion

The reinvention of live shopping

The figures don’t lie: live shopping is an enduring trend in our consumer habits.

But what exactly is live shopping? Live shopping is a way of buying products during the broadcast of a live video, through an influencer or a brand.

According to a McKinsey study, this practice is becoming increasingly popular, and will account for up to 20% of e-commerce by 2026.

Gamification and live shopping: the sales promotion duo

To build customer loyalty, it’s essential to understand their needs and expectations. To do this, you can use different tools such as data analysis, focus groups or feedback.

Surveys and e-mailing are also powerful tools in the quest for customer loyalty. By gathering information, you can improve your product or service offering by proposing solutions that are better adapted to your customers’ needs.

Online sales and commitment

Take surveys, for example. By questioning customers directly, valuable information can be gathered and then used by brands and chains.

The questionnaires can be distributed via different channels, such as e-mail campaigns, on the merchant’s website or on social networks. Customers then log in to their account to take part in the survey.

Once the responses have been collected, companies can analyse them to identify trends and customer preferences. On the basis of this information, product or service offers can be tailored to better meet the needs of their customers, and thus improve customer loyalty.

Live shopping: a tool for getting to know your customers

As well as analysing in-store behaviour, live shopping also makes it possible to observe trends that are popular with consumers. Through chat or surveys, it is possible to gather information that can then be activated.

With a post live game, ask participants for their opinions and collect qualified data. An email campaign including promotional offers will boost conversion.

Generate live leads

Live shopping allows you to talk to potential customers, but not to identify them! Although social networks can provide valuable information about participants, that’s where the data collection stops. In order to be RGPD compliant, it is essential that users voluntarily provide their data. Gamification is the ideal way of collecting first-party data.

How do you set up a gamification campaign for Live Shopping?

To be effective, your Live Shopping site must meet a number of criteria:

Benefit from a large audience and qualified subscribers with an affinity for the brand. They will be responsive to product demonstrations to ensure a good conversion rate

Be engaging and interactive to capture this audience from the beginning to the end of the Live Shopping session

Preparing for Live Shopping

Before the live event: collect qualified registrants who have an affinity with your brand thanks to a very simple game that allows users to register for a random drawing that will take place during the Live Shopping event.

Coupled with a social gauge, this system will ensure a high level of virality to boost Live registrations. The social gauge is a widget that gives participants extra chances in the random drawing every time one of their friends signs up.

Capturing attention during the live show

During the live event: engage to maximise attention and encourage memorisation. Offer live participants the chance to take part in an interactive game displayed directly on the live window. This type of feature allows instant-win discount offers to be won and encourages conversion.

Boost your online sales after the live show

After the live event: activate participants with targeted content to boost conversion. Invite live participants to take part in an exclusive game and distribute discount offers to trigger purchases. An opinion game mechanism can also help you detect purchase intentions and get to know your audience better so you can segment your CRM base.

Conclusion

Live Shopping combined with marketing games offers huge potential for brands and retailers looking to boost their engagement and conversion rates.

By offering consumers an interactive and entertaining experience, brands can create deeper emotional bonds, promote their products interactively, identify qualified prospects and boost sales. So don’t miss out on this new channel, which is increasingly becoming a sales channel in its own right.

Now it’s your turn!

10 reasons to launch marketing competitions

by Agnes Constant | Apr 14, 2025 | Animation, Branding, Conversion

Marketing competitions are an essential part of the panoply of advertising levers available to brands. Above all, this type of animation creates new opportunities to interact with audiences.

From the simplest scenario to the most immersive and entertaining, these interactive marketing experiences can provoke an emotion in participants, helping them to retain the information better. Visit gamification is a powerful process that firstly provokes amusement (through the game), but also more subtle emotions such as appreciation (with a scoring game) and pleasure (the fact of winning something). These emotions are more readily present thanks to the active nature of advertising, unlike traditional, passive advertising.

The marketing competition must be designed and organised around the brand’s key issues. Here’s 10 reasons to launch a marketing competition.

SUMMARY

Gain visibility
Creating virality
Getting a message across
Promoting a product in an original way
Mark an important event
Supporting a promotional period
Finding new customers
Get to know your audience better
Building customer loyalty
Leading your teams internally

1. Gain visibility

Marketing competitions are highly effective tools for enhancing a brand’s image, raising awareness or simply communicating about a product, service or event.

The operation dissemination stage is crucial, as it is here that companies will be able to reach the widest possible target audience. The main advantage of a competition is that it can be broadcast very simply via any channel, thanks to a simple URL. It can also be integrated directly into a web page, for an even more immersive effect. By using several advertising channels at the same time, the process of promoting the operation is even more effective.

Here are the different channels through which a competition can be broadcast, with the aim of increasing its visibility:

Email campaigns (in a banner for example)
Media coverage on social networks (Facebook Ads, TikTok Ads, Instagram Ads etc.)
Via display advertising

2. Create virality

Widely-distributed competitions help to raise brand awareness via a wide, multi-channel distribution network. But it’s also interesting to bet on the target audience itself to spread the operation virally.

Certain types of marketing competitions allow for this, such as the Social Gauge.. Cette mécanique incite les participants à partager le jeu sur les réseaux sociaux. Plus il y a de nouveaux inscrits, plus les parrains ont de chance d’être tirés au sort pour gagner des récompenses.

3. Getting a message across

Organising and promoting a competition gives brands the opportunity to spread different types of message in a creative, original and effective way.

A variety of scenarios can be put in place to suit the audience and convey the specific message that the brand wants to share with its target audience.

Here are a few examples of marketing competitions to get a message across:

A fun quiz can be used to communicate interactively about a service or a new product, or even to educate people about the world of the brand and its history.

A Blindtest immerses participants in a world, the ideal way to get audiences going and leave a lasting impression.

4. Promoting a product in an original way

Brands can broadcast messages via each stage of a competition. The home page, for example, highlights a theme, prizes to be won or a new product. The gamified mechanics or the results page encourage people to visit the website or a product page to find out more about the offers.

To increase the chances of participants visiting the site at the end of the operation, it is possible to give away promotional codes via an instant prizes system. By taking part, players can immediately see if they have won something, and can use the promotional code directly by visiting the site.

Here are a few examples of competitions to promote a product:

The Gift Finder asks participants to fill in a personalised questionnaire. At the end of the operation, they find out which gift or product is ideal for them.

The voting mechanism makes it possible to highlight products while collecting product preferences from its audiences.

5. Mark an important event

Marketing competitions can support a communication campaign around a major brand event. To ensure that the operation performs well and achieves its marketing objectives (lead recruitment, engagement, conversion, etc.), the various stages of communication surrounding the operation must be respected.

First of all, it’s important to tease out the forthcoming operation to ensure that it attracts traffic at the time of launch.

Then it’s a question of animating your audiences during the event. There are several ways of doing this, depending on the type of event:

For an annual highlight (Christmas, Easter, etc.) or a sporting highlight, the brand can offer an Advent Calendar-type mechanism, or a scoring game such as Prediction during sporting competitions.

For a trade fair or festival, the company can offer tickets to be won beforehand by means of random drawing, but it can also offer prizes to be won on the spot with a Wheel of Fortune, for example.

Is a brand celebrating its birthday? Now’s the time to delight its customers and fans with a fun event that makes a lasting impression by offering prizes to be won over a given period.

6. Support a promotional period

Are the sales, Black Friday or exclusive private sales days for loyal customers just around the corner? This is the ideal time to launch an operation to boost sales and maximise conversions.

Marketing competitions can serve several purposes:

Attract customers to the website by offering them the opportunity to take part in a game on the theme of sales to win discount vouchers via their social networks.

Doing drive to store (in-store use of discount coupons won online)

Get even more sales by stimulating post-purchase (participants can earn additional discounts by uploading their proof of purchase).

7. Finding new customers

Marketing competitions and lead generation go hand in hand. In fact, this objective, which has been widely pursued by brands throughout the year, is now a sensitive one, against a backdrop of the end of third-party cookies and the protection of personal data.

Marketing competitions are an effective way of recruiting qualified leads and attract new customers. By offering attractive prizes, the brand encourages prospects to get involved.

On the other hand, competitions increase brand visibility by encouraging participants to share the competition with their network, which can attract new prospects and potential customers.

8. Get to know your audience better

Marketing competitions are an effective way of collecting qualified data on participants.

By asking participants to fill in a registration form to take part in the competition, it is possible to obtain valuable information about their preferences and interests. By including optional questions, you can gather more specific data about their consumer habits. customer database is enriched. It is also possible to personalise future marketing campaigns and better understand the needs of your target audience.

Please ensure that you comply with data protection laws and clearly inform participants about the use of their data in accordance with the confidentiality policy.

9. Building customer loyalty

Marketing competitions can also be an effective tool for building customer loyalty. By offering exclusive competitions to loyal customers, the brand encourages them to stay involved and continue interacting with its products or services.

Competitions can be designed to reward loyalty by offering exclusive benefits or free products, for example. This can help to strengthen the relationship by creating a sense of belonging and mutual esteem.

Competitions can also encourage customers to share their experience with their network, which can lead to greater visibility for the brand and attract new customers.

10. Leading your teams internally

Marketing competitions are not just for brands and companies selling products or services. They are also very useful in internal communication. En effet, ils permettent de :

Training employees using quizzes
Boost group cohesion (like digital team building) through a participative game or team game
Encourage productivity by challenging people via an open poll, such as an idea box.

Taking the temperature of well-being at work via a survey

Conclusion

In conclusion, marketing competitions offer many advantages to brands. They can increase visibility, go viral, get a message across, promote a product or mark an important event. To find out more, discover 8 tips for a successful interactive campaign!

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