A story on how you can market everything through gamification

We are always talking about how gamification marketing is a new and upcoming trend in modern-day marketing. Some might not believe it, but the more we collaborate with our clients, the more mind-blowing results they achieve.

Just recently an egg producer in Estonia called Eggo launched a gamification marketing campaign that achieved mind-blowing results. When they shared the results with us even we, the experienced gamification wizards didn’t believe these results. Nevertheless, they were very true.

So… How in earth did they achieve these results? Firstly, let’s take a look at the gamification marketing principles they used in their campaign.

The principles of gamification marketing

Gamification marketing uses game elements like leaderboards, scores, time and many others to connect with the participants at their subconscious level. These elements tap into humans’ natural desire for competitiveness and a sense of achievement. They bring out emotions like joy, excitement, and moreover – anticipation.

Now, combining every little piece together with the branded content, it is guaranteed to create a positive everlasting memory of the brand. These positive memories create a long impact that can benefit peoples’ purchasing behaviour for years to come. This is what Eggo did. 

Now let’s take a look at their campaign itself.

Why did Eggo decide to use Match3 game type?

Eggo was looking for a way to maximize the potential of digital and social media advertising and keep players in the “Eggo world” for as long as possible. What better way to do that than gamify your marketing efforts?

To keep the potential clients engaged in the “Eggo world” and create connections between eggs and Eggo in their minds, we recommended a competitive game type. A game type called “Match 3” or in other words, a branded candy crush game. And surprise, surprise… It worked! This competitive game type made people return to the campaign game numerous times. And for the easter season, they saw from the sales numbers that people picked Eggo eggs for their celebrations.

Let’s talk numbers

Of course… what is success without numbers? We’ve always shared how gamification marketing campaigns have thousands of players, a very high average engagement time and a low bounce rate. Eggo’s easter campaign is just a perfect example of it.

Keeping in mind that one of Eggo’s goals was to engage their customers for a long period of time, we have to look at the average engagement time. Within 3 weeks they engaged around 5000 people. It might not sound like a lot, but wait until we get to the other metrics.

These 4500 people played the same campaign game a total of 190 000+ times over the course of 3 weeks. The most active player participated in the game a whopping 4900+ times. With a game length of 60s, it is 80 hours of being engaged with the Eggo brand. Even TOP2 played for 3300+ and TOP3 for 2800 times. It leaves us thinking that how is it even possible? And trust us… they are real people, not bots. We checked.

Fun fact! An average player played Eggo’s game 38 times. This is equal to 38 minutes of being engaged.

Benefits of gamification marketing

From the clients and their players’ feedback, we can say that the game was a success. Some people even said that the game was a bit too addictive. They just couldn’t stop interacting with it. Isn’t it like music to a marketing specialist’s ears?

The goal of the campaign was to increase brand awareness and loyalty. Analyzing the results we can conclude that they achieved their goal and even more.

How to start with gamification marketing?

It might seem that gamification marketing is a big job. That you need to have a developer, a designer, a copywriter and also a project manager to coordinate everything. Well… That’s a lie. Adact is a drag’n’drop based software that is equipped with prebuilt templates and games for you to redesign. You can literally create your own gamification marketing campaign in 30 minutes without writing a single line of code. Now, all there is left to do is create your Adact account and create your very own campaign!