How Euronics’ Candy Crush engaged customers for over 15 minutes
We all know that games are popular. They’re a great way to keep people engaged and entertained. In fact, studies have shown that games can be up to 80% more effective at getting people to engage with your brand than traditional advertising methods. Our client Euronics got inspired by Candy Crush and decided to use the opportunity to change candies into headphones.
How gamification marketing works
Gamification is the use of game elements in non-game contexts. When used correctly, it can be an extremely powerful tool for marketing and engagement. Games are designed to be fun and addictive, so when you use gamification in your marketing campaigns, you’re tapping into those same principles to make your campaign more successful.
There are a few key elements that make up a successful gamified campaign. First, you need a clear goal or objectives. What do you want your campaign to achieve? Second, you need engaging content that will actually get people to play your game. And lastly, you need a way to measure success so you can determine whether or not your campaign was successful.
Creating a masterpiece
Euronics‘ campaign had all of these key ingredients for success. The goal of Euronics’ campaign was to generate buzz and awareness about the JBL Live Pro 2 headphones. Through gamification they engaged people and drove them to the Euronics store that considered buying JBL headphones for themselves.
Euronics created a highly engaging game that was very similar to Candy Crush. The only difference was that instead of matching candies, you had to match JBL Live Pro 2 headphones. The more headphones you matched, the more points you got. It actually matched really well with our goal, because the product JBL Live Pro 2 was in 4 different colors which they could show in the game.
What were the results?
Taking everything into account, Euronics’ campaign was very successful. The content was engaging, and people actually wanted to play the game. The prize was just a little motivation. And finally, there was a clear way to measure success—the number of people who played the game and entered the contest.
Let’s take a look at the numbers. Euronics observed unique page visitors, games started, unique leads mainly in this campaign, and of course, also the Traffic out, which led users to their product landing page. They got over 6100 unique page visitors, over 54 000 games started and over 3300 unique leads.
Another statistic worth mentioning is the average customer engagement time. Average gameplay lasted for 1 minute. A single player played the campaign game approximately 16.2 times. This makes the average customer engagement time an astonishing 16.2 minutes! Talk about a game being addictive…
They couldn’t believe their eyes one user played the game over 326 times, which is about 5.5 hours spent in the game!
All in all, the JBL Live Pro 2 campaign was a smashing success. The results we saw were amazing and showed just how powerful gamification marketing can be when it comes to driving awareness and sales for your product. When done correctly, it can be highly successful, as demonstrated by Euronics’ recent campaign. If you’re thinking about using gamification in your next marketing campaign, keep these key ingredients in mind for success!
How to get started with gamification?
There’s never been a better time to start your campaign. Match 3 is a highly engaging action-based game which allows you to engage people for a long period of time. You can create an account and build your own Match 3 campaign in a couple of hours with our drag-and-drop-based software! All you need are some ideas of what kind of pictures to use in the game and then launch away. You’ll be able to turn those first players into loyal fans before long enough that they will tell all their friends just how awesome this game is.
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In the meeting, we will take a look at ADACT, discuss different game ideas and how gamification can help reach your marketing goals.
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