Companies, brands and individuals who implement transparent, two-way communication with their target audiences are often the most respected or trusted. What if there was a way to enhance that relationship and increase the engagement? New trends are showing gamification is one way. Playing on behavioral tendencies, gamification – or the act of turning mundane, routine activities into a task in which individuals can be rewarded – is offering new levels of tapping into people’s everyday lives thanks to the multiple screens they touch. No matter the industry – be it aviation, food or retail – companies are finding that users are continuing to come back and willingly “play” along with their brands. Take a look at what sources are saying. Be sure to vote for the listings you find most helpful!
Marketers strive to build lasting relationships with their target audiences. Social media gamification offers an excellent opportunity to strengthen these relationships thanks to the emotional connections it can create. Help turn engaged consumers into brand ambassadors.
Why does gamification work? Thanks to the sense of urgency users get when competing against others and the shareable statistics they receive when being rewarded, these gamification elements continue to draw people back. They motivate users to play more; thus, furthering their engagement with the sponsoring brand.
In today's society, people enjoy sharing status updates on social media. Businesses from all industries are beginning to tap into this behavioral tendency by developing apps with gamification elements. In the games, everyone is weighted equally - no matter their title in real life - and they are driven by competition to share their accomplishments on social media; thus, making them a brand advocate in a public space.
What if you could receive an award, or incentive, for completing everyday routines? That is exactly what gamification does as it incorporates game-like elements into areas where you would least expect. Why not strategically leverage fun, or the “ROI of social media” according to Robert Nissenbaum, to help build brand loyalty and retention?
Game elements, such as badges and point systems, are strategic motivation tools that many companies are beginning to embrace. Thanks to the proliferation of smartphones and mobile screens, the use of gaming apps is on the rise among children and adults. Instant gratification encourages consumers to keep playing - and thus engaging with the branded content - with the hopes of leveling up.
Gamification is not selective; it can apply in any industry from aerospace to food to retail. Learn how Delta, Dominos, Popchips and Moosejaw used social media to rally influencers to speak on behalf of their brands. Marketing meet authentic amplification.
What are the three key elements behind successful social media gamification? It largely has to do with a sense of achievement, time of day and people’s drive to compete. Instead of pushing messaging at target markets, gamification allows brands to mutually interact with consumers.
Chipotle successfully extended brand advocates' conversations offline through the creation of a mobile application that complemented a short-form video it had published. In addition to driving word of mouth promotion and heightening awareness of the brand's values, the game also lead to increased sales thanks to coupons players won through the game. Chipotle took advantage of a platform their consumers always had with them: their phones.
Image source (https://medium.com/branded-for/branded-for-chipotle-the-scarecrow-d65dd3470083)
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