The past year has been full of such events, in which many brands often wondered whether to play or not to play with their subscribers. On the one hand, there are customers who are tired of the news agenda. On the other hand, the opportunity to “catch” a large amount of negativity from the series “Now is not the time for games!”. In this article, we will talk about game mechanics, their implementation and features.
Already in November last year, game mechanics returned to the digital world in full. Contributed to this, of course, “Black Friday”, and then the New Year, February 23 and March 8.
Buying behavior began to change, and so did public sentiment. All this is a great base to take advantage of the good old gamifications in any format and scale.
Let’s deal with the terms first. Many agencies share competitions and gamification among themselves. This is not entirely correct, since the term “gamification” implies the introduction of game mechanics to achieve the goal. It doesn’t matter how complex these mechanics are.
Competition is one of the types of gamification; chatbot is one of the types of gamification, etc.
In this article, we’ll look at three ideas you can apply to your communities.
1. Competition with a chatbot within social networks
There are services that have ready-made chat bots for holding contests. You just have to choose the necessary mechanics, set up the bot and pay for its work. Prices for ready-made scenarios vary from 150 rubles to several thousand and depend on the duration of the competition and the chosen mechanics.
You don’t have to win big prizes. You can give, for example, promotional codes for a discount.
If you think that this type of gamification is not suitable for your audience, then we hasten to assure you that it all depends on the approach. Here is such a contest that received a large number of comments in the construction brand community, which is conducted for the B2B segment:
2. Communication online and offline
It’s always interesting when real and virtual lives intersect. So: if your community is very active, you have a large loyal audience and a lot of brand advocates, try holding a contest on social networks with offline links.
For example, you can hide your prize somewhere and give a hint to subscribers where to find it.
That’s what Adidas marketers did. They hid several pairs of sneakers from the new collection in the city, and posted photos on social networks with tips on where to find them.
If you are promoting a local business, then hide your business cards with discounts around the city. Let your future clients do their research.
3. Go beyond social media but stay online
Catch a ready idea from the InComm team. You don’t need a reason to tell your loved ones how much you love them. If your brand in its positioning reflects the ideas of warmth, comfort and family tranquility, then the following option is suitable for your audience.
We suggest launching a postcard maker with your brand identity. With the help of posts on social networks, you can announce the landing page, as well as drive traffic to it.
Further, everything is simple: users create postcards for loved ones in a couple of clicks and send them. When creating, indicate your mail in order to receive a participant number and take part in the drawing. You get not just coverage, but a database of potential customers to whom you can send your offers in the future.
This idea is quite easy to implement, while it is viral and involves not only the current audience, but also those to whom the postcards will be sent.
Now you can implement almost any idea, as technology does not stand still. And what seemed “wow” five years ago has already become familiar and everyday for us. And this means that it’s time to look for a new “wow”, and we will be happy to help with this.
