Play The Game

Jan 03 2013, 15:47 IST
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SummaryA leading fast moving consumer goods company wanted to engage consumers in its new product offering.

Advergaming and gamification are helping brands reach tech-savvy, young customers in a non-intrusive way and even motivating the end user to adopt new behavioural patterns, creating ample buzz in the bargain

A leading fast moving consumer goods (FMCG) company wanted to engage consumers in its new product offering. To create awareness about the product and to drive sales, the brand created a social media campaign and launched a game. And if you are wondering why a brand needs a game, then look at Microsoft Ribbon Hero 2. It’s a training game to learn how to use all Microsoft Office products.

A brand’s effectiveness is judged by the number of loyalists it has. To ensure loyal consumers, a brand conceives strategies that will strike a connection with the consumers. Today, brands are focusing much on retention of customers rather than acquisition, and there are fewer tools available for retention, the usual ones being email, contests and campaigns. At the same time, there are nearly 50 million casual personal computer and mobile gamers in India. Therefore, brands can leverage the popularity of their products on these highly active, tech savvy, new age consumers. Brands that incorporate concepts such as advergaming in their strategy can reach their end users in a non-intrusive way where the end-user gets the brand’s message in a fun and interesting way.

One brand that has leveraged its popularity on the concept of advergaming is PepsiCo. They created a complete digital package which included a mobile game and live screening via Facebook to drive Pepsi’s ‘Change the Game’ campaign. The game, just like the Pepsi ad campaign, is an amalgamation of soccer and cricket. The game was based on augmented reality where in the user can actually kick the ball towards a player, the game increased user engagement and created ample amount of buzz for the campaign.

Just like advergaming, gamification is also used by brands to engage and interact with their consumers. Zapak created a ‘Gaming Olympiad’ for Hero Moto Corp during the Olympics this year, which was a virtual gaming experience of London Olympics 2012. Social media platforms such as like Facebook and Twitter were used to engage gamers by feeding live updates and making exclusive content accessible to them.

When you talk about gamification, it is not just a mere loyalty programme; it is a strategy that works across platforms (web, social, mobile), processes and devices. In recent

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