Brand Gamification – the Rules of a Good Prize Competition

Dalibor Šumiga Behavioral marketing/Neuromarketing, Marketing

The Swiss hockey club Davos is one of the best examples of the right use of gamification in marketing and in sales.

Creatives in charge of the club’s marketing used the fact that the players hit the court’s rink panels about a 100 times during the match so they divided them into cells and equipped them with sensors.

Each cell received its number and so Rink Bingo was created –  a prize competition in which the numbers are not drawn but generated through players’ accidental hits into a specific sensor.

Check out the video of this original idea:

https://www.youtube.com/watch?v=pHYYhQB_0QA&feature=youtu.be

With this idea Davos gained:

01) an audience that’s even more engaged during the games

02) an increase in spending on fan merchandise and food and drinks

UNLIKE CAMPAIGN – INTERACTION IN A DIFFERENT WAY

A couple of years ago Promosapiens created a Facebook prize competition for the company JUB which was called “Do it Yourself” in which the fans were tasked with publishing photos of their greatest home repair failures .

But, there was a “catch” to the competition – the winner will be the photo with the least likes.

Your first thought is probably: “What kind of stupid game has the least likes as its goal? It’s completely contradictory to the logic of social media marketing, the goal is to have as much interaction as possible.”

Think about it – what would you do if you knew that your photo would win only if it had the least likes…??

….

…..

…….

Have you figured out the “catch”?

In order to witn, you would like other people’s posted failures. :-)
Therefore, we gained interaction, far greater than the one we would have gained through the standard mechanic of a creative competition because everyone liked all posts apart from their own.

A PRODUCT TOO CAN BE AN INSPIRATION…

Another example of gamification we did for PBZ a few years back, on the 20th anniversary of the introduction of the 20 kuna bill.

In this case, the challenge was somewhat greater because it was about a money prize, the product is not a typical product (a banknote), however it still needed to be in focus.

If you don’t live in Croatia, you’ve probably never seen a 20 kn bill before; here’s how it looks like:

On the back of the bill is the Eltz castle which served as an inspiration for the prize competition as the fans’ task was to count how many windows did the Eltz castle have on this bill.

If you start counting, you’ll notice that a part of the castle is covered by a dove statue, that some windows are located on the roof and on the side of the castle; all in all, a lot of challenges with counting.

This simple, but “product” relevant mechanic, generated significant interest and brought a high percentage of interaction.

THE RULES OF A GOOD PRIZE COMPETITION

The gamification of a brand is not a novelty on social networks, but recently it comes down exclusively to one mechanic: “Write in the comment section why you should win the prize” and similar variations on the subject (write a poem, take a photo of yourself with our product…).

There are three reasons why this mechanic isn’t good:

01) everyone uses it, you didn’t distinguish your brand in any way

02) you are discriminating your buyers because they aren’t all equally creative

03) you’re not using the full power of gamefication

The examples above demonstrate that gamification can be used in a way that it’s fun, creative, different and most importantly – simple for each of your (potential) buyers.