{"id":6413,"date":"2019-09-17T17:42:02","date_gmt":"2019-09-17T12:12:02","guid":{"rendered":"https:\/\/vividreal.co.in\/vividreal\/?p=6413"},"modified":"2019-09-17T17:42:02","modified_gmt":"2019-09-17T12:12:02","slug":"gamification-in-digital-marketing","status":"publish","type":"post","link":"https:\/\/vividreal.co.in\/vividreal\/gamification-in-digital-marketing\/","title":{"rendered":"Gamification in Digital Marketing"},"content":{"rendered":"

Swiggy, on their 5th anniversary, decided to celebrate by giving away offers and promotional codes. As a part of their anniversary, they even conducted a \u201cgame\u201d on Instagram. They posted pictures of characters seated at a table, which when viewed from their main profile page, formed a collage of a larger picture of a long table around which characters were seated, enjoying a feast.<\/span><\/p>\n

The game was simple. The first person to comment \u201c<\/span>#hbdswiggy<\/b><\/span>\u201d on posts that show a character sitting on a chair would get a 1000Rs Amazon gift card. If the chair was orange, they\u2019d get a 10,000Rs Amazon gift card. The result? Swiggy\u2019s Instagram page had a huge increase in overall engagement. They were getting hundreds of comments in a matter of 2-3 seconds. Their average number of comments per post went from 30-100 to over 2000. Some of their posts even ended up getting over 6000 comments!<\/span><\/p>\n

This is one example of gamification in digital marketing. Gamification is the application of game mechanisms to non-game activities and contexts. Swiggy created a fun and innovative way of promoting its Instagram page by conducting a \u201cgame\u201d.<\/span><\/p>\n

Swiggy is no stranger when it comes to such fun and quirky Instagram games. Earlier they conducted another campaign where followers had to DM their Instagram page with voice notes. They had to make the waveform on the voice notes resemble food shapes!<\/span><\/p>\n

\"\"

Looks like a shawarma rotisserie to me!<\/p><\/div>\n

They ended up receiving more than 1,50,000 DMs and observed a 30 per cent increase in the number of followers.<\/span><\/p>\n

Another popular example of gamification is from a Coca-Cola ad campaign in Hong Kong. People of Hong Kong were asked to download an app on their phones. At night when Coca-Cola\u2019s ad ran on their television sets, they were asked to open the app and shake or \u201cchok\u201d the phone to win instant prizes. \u201cChok\u201d was a popular slang at that time in Hong Kong, which meant \u201crapid motion\u201d.<\/span><\/p>\n

Gamification was even used in the US army\u2019s promotional\/recruiting campaign. Candidates were asked to sign up with their personal details and were offered a free-to-download FPS (first-person shooter) game. Candidates would then get to play with other candidates online. According to their performance, they would be rewarded with Badges of Honour and other rewards, similar to actual medals and titles bestowed by the military. This proved to be an excellent promotional strategy for the US Army, helping spread awareness and increasing the number of army recruits.\u00a0<\/span><\/p>\n

Gamification puts a fun twist on your marketing. It\u2019s a creative way of getting people to interact with your brand. Since the audience is presented with something fun, more people will willingly participate. Instead of regular campaigns where you pay to get more people to look at what you have, in these campaigns, people actually want to be included in what you have to offer. Pair these campaigns with attractive prizes, and you get a campaign that might just go viral.\u00a0<\/span><\/p>\n

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There are many advantages and disadvantages to using this technique.<\/span><\/p>\n