How CULT used gamification to increase their brand awareness
The energy drink CULT started back in 1998 because the founder Brian Sørensen wanted so badly for the guests at his nightclub to stay a little longer! At that time, CULT Energy tasted cherry cola and came in a soda bottle with a paper wrap. The taste of CULT Energy has been adjusted over the years, and today it is one of the best-tasting energy drinks in the Danish and Baltic markets. CULT energy drink decided to use gamification marketing and the help of a marketing agency called MBD to increase their brand awareness with the endless runner game.
MBD’s Social Media specialist shared their thoughts about using gamification in their brand awareness strategy
Since CULT is quite new in Estonia, we were looking for a way to increase its brand awareness. We figured, that a simple social media campaign wouldn’t do the job so we gave a chance to gamification marketing.
The goal of the campaign was to increase brand awareness. It was important for us to easily create a game with CULT brand visuals and keep players engaged in the branded content. To make it work and deliver our message, the game had to be easily connected with the brand (for example collecting products as points). It also had to be accessible via computer or a smartphone.
With such a long campaign period (3 months) we made sure that there were enough gameplays coming every month. So we added social media advertising accordingly. Of course, there was higher interest at the beginning of the campaign. Looking back at the campaign, I think it would have performed better if it was about a 1-month long. But due to the high level of demand from players in general, the campaign still worked out well since many were able to get their hands on some fresh new content before anyone else!
So… As mentioned before, a simple social media campaign wouldn’t do the job. Thanks to the game people spent 6x more time inside the branded content environment. One gameplay was approximately 30 seconds (much more compared to the time spend on social media posts). To emphasize the effectiveness, many people played the game multiple times. Another mind-blowing statistic was the 14% bounce rate!
With such a long campaign period (3 months) we made sure that there were enough gameplays coming every month, so we added advertising accordingly. Of course, there was higher interest at the beginning of the campaign. Looking back at the campaign, I think it would have performed better if it was about a 1-month long. But due to the high level of demand from players in general, the campaign still worked out well since many were able to get their hands on some fresh new content before anyone else!
How CULT used the Endless Runner campaign
MBD was looking for a way to increase CULT brand awareness in Estonia. It seems that the Endless Runner Campaign worked well for them. With the help of their graphic designer, they were able to create a stunning game that the players enjoyed very much. MBD’s social media specialist said, that the simplicity of ADACT platform was very helpful for a first-time user.
The key to their success was making people compete with each other and keeping the game simple. By raffling out 3 cases of CULT for 3 players, they were able to keep people engaged for a longer period of time. The game was also designed to look like CULT’s very own game. So every interaction made in the game was connected to the CULT brand.
How you can start with gamification
There’s never been a better time to start your campaign. You can create an account and build your gamification campaign in minutes with our drag-and-drop-based software! All you need are some ideas of what kind of campaigns work best for you, 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.
If you need any additional help on getting started, you can book a private demo with our Chief Sales Officer Vladimir Jelov
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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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