Gamification in business - a new direction in marketing on the example of case studies of companies
Gamification is a new business concept that helps attract and retain customers. It uses the best ideas from loyalty programs, game mechanics and behavioral economics. The task of the marketer is to attract the user's attention and make him spend as much time as possible on the site or in the application. Entrepreneurs are constantly looking for new ways to attract customers: the classic tricks are losing their popularity.
Also, gamification is suitable as a source of new income. The more time a person spends on the site, the more advertising he will see. Consequently, it is more likely to purchase a product or service. The use of new mechanics requires less cost than the classic. In addition, services for setting targeted advertising lose their effectiveness. One of the operating mechanisms is word of mouth and competitions of a competitive nature.
One of the new and increasingly popular ways to gamify businesses is quests. We remembered which quests created brands to grow our business.
MTS RED QUEST
According to the legend of the game, the future of the Earth is in danger. Performing tasks and earning points in the game, the participants. During the quest, the participants are immersed in its history and mythology. In addition, users will learn about special offers from MTS, and by connecting tariffs and using its options, they receive additional points in the game.
In less than two months, Red Quest visited more than 3.5 million unique users, and over 1 million participants registered in the game. The recognizability of the tariff plan has grown to 83%. In the period of the promotion, the sales of the tariff increased by 20%, and the level of the outflow from the tariff decreased by 15%.
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"Classmates"
At the end of 2014, before the New Year, the Odnoklassniki social network launched an Instagram game quest on Instagram. In the course of the virtual "tour" of the 27-storey office of the Mail.Ru Group holding, the player was looking for his companion. The game used a set of Instagram accounts and the photos and videos placed in them. The quest participant was moved using tags tags. A few hours after the launch of the project, the number of subscribers in the official account of Odnoklassniki on Instagram increased by 200 people.
MiniGetAway
In 2013, MINIMANIA advertising campaign was held in Moscow, St. Petersburg and Rostov-on-Don - a continuation of the Mini GetAway Stockholm advertising campaign. The player needed to find the MINI Paceman virtual car and keep it at home. The participant, who kept the car in more time, became the winner and received the MINI for six months.
For 1.5 months, the advertising campaign reached 26 million people, the promotional site was visited by 26 thousand people, the increase in the group was 2 thousand people. The game was attended by 6051 users, their contacts were transferred to MINI dealers in the participating cities. The cost of one contact was 487 rubles.
Tinkoff
In 2015, Tinkoff launched the real-time game Tinkoff Quest, where users completed tasks and received bonuses. The task involved the active use of bank cards. In total, the game had seven tasks. The first task was received by all owners of the cards selected by the bank. After completing the task, the client received an SMS with the description of the next task. The more difficult the task was, the more bonuses the client received. The last task: "Pay with your card in Sochi for 10,000 rubles or more."
More than 15 thousand bank customers took part in the quest, 444 participants completed all seven tasks. The players transferred to charity more than 5.6 million rubles, the turnover on the cards among users increased by 40%.
The prize fund of the action was 1 million rubles.
Lego
On the eve of September 1, the LEGO company launched the mobile quest “Get the hero to school” for the game in the Detsky Mir store of the Voentorg shopping center in Moscow. With the help of the application, the child searched and scanned the subjects necessary for the study on the quests of the quests in order to prepare the character for school. Having coped with the quest, the children received a mini-set of lines LEGO.
In the first days of the project, more than 200 children took part, more than a hundred participants completed the quest and received kits from LEGO. The participants actively shared photos with the characters, created videos and uploaded information about the action to social networks.
Online service for creating and passing quests
We also believe in this direction and therefore we continue to work on creating an online service Surprise Me , where anyone can create and complete quests: choose a ready-made script or create your own. We plan to develop in the direction of b2b, so that companies can easily and quickly create quests for large promotions and events.
Now the project is almost ready to start, we are at the testing stage. In honor of March 8, we created mass quests for St. Petersburg and Moscow, with the help of which we just test application functionality and get feedback, which is very important to us!
PS For all those who are not indifferent, I propose to write in the case studies and examples that you have encountered or read about them. Let's expand the list together!
PPS We invite everyone to test our quest builder for free. To gain access to testing, write here.
Also, gamification is suitable as a source of new income. The more time a person spends on the site, the more advertising he will see. Consequently, it is more likely to purchase a product or service. The use of new mechanics requires less cost than the classic. In addition, services for setting targeted advertising lose their effectiveness. One of the operating mechanisms is word of mouth and competitions of a competitive nature.
One of the new and increasingly popular ways to gamify businesses is quests. We remembered which quests created brands to grow our business.
MTS RED QUEST
According to the legend of the game, the future of the Earth is in danger. Performing tasks and earning points in the game, the participants. During the quest, the participants are immersed in its history and mythology. In addition, users will learn about special offers from MTS, and by connecting tariffs and using its options, they receive additional points in the game.
In less than two months, Red Quest visited more than 3.5 million unique users, and over 1 million participants registered in the game. The recognizability of the tariff plan has grown to 83%. In the period of the promotion, the sales of the tariff increased by 20%, and the level of the outflow from the tariff decreased by 15%.
')
"Classmates"
At the end of 2014, before the New Year, the Odnoklassniki social network launched an Instagram game quest on Instagram. In the course of the virtual "tour" of the 27-storey office of the Mail.Ru Group holding, the player was looking for his companion. The game used a set of Instagram accounts and the photos and videos placed in them. The quest participant was moved using tags tags. A few hours after the launch of the project, the number of subscribers in the official account of Odnoklassniki on Instagram increased by 200 people.
MiniGetAway
In 2013, MINIMANIA advertising campaign was held in Moscow, St. Petersburg and Rostov-on-Don - a continuation of the Mini GetAway Stockholm advertising campaign. The player needed to find the MINI Paceman virtual car and keep it at home. The participant, who kept the car in more time, became the winner and received the MINI for six months.
For 1.5 months, the advertising campaign reached 26 million people, the promotional site was visited by 26 thousand people, the increase in the group was 2 thousand people. The game was attended by 6051 users, their contacts were transferred to MINI dealers in the participating cities. The cost of one contact was 487 rubles.
Tinkoff
In 2015, Tinkoff launched the real-time game Tinkoff Quest, where users completed tasks and received bonuses. The task involved the active use of bank cards. In total, the game had seven tasks. The first task was received by all owners of the cards selected by the bank. After completing the task, the client received an SMS with the description of the next task. The more difficult the task was, the more bonuses the client received. The last task: "Pay with your card in Sochi for 10,000 rubles or more."
More than 15 thousand bank customers took part in the quest, 444 participants completed all seven tasks. The players transferred to charity more than 5.6 million rubles, the turnover on the cards among users increased by 40%.
The prize fund of the action was 1 million rubles.
Lego
On the eve of September 1, the LEGO company launched the mobile quest “Get the hero to school” for the game in the Detsky Mir store of the Voentorg shopping center in Moscow. With the help of the application, the child searched and scanned the subjects necessary for the study on the quests of the quests in order to prepare the character for school. Having coped with the quest, the children received a mini-set of lines LEGO.
In the first days of the project, more than 200 children took part, more than a hundred participants completed the quest and received kits from LEGO. The participants actively shared photos with the characters, created videos and uploaded information about the action to social networks.
Online service for creating and passing quests
We also believe in this direction and therefore we continue to work on creating an online service Surprise Me , where anyone can create and complete quests: choose a ready-made script or create your own. We plan to develop in the direction of b2b, so that companies can easily and quickly create quests for large promotions and events.
Now the project is almost ready to start, we are at the testing stage. In honor of March 8, we created mass quests for St. Petersburg and Moscow, with the help of which we just test application functionality and get feedback, which is very important to us!
PS For all those who are not indifferent, I propose to write in the case studies and examples that you have encountered or read about them. Let's expand the list together!
PPS We invite everyone to test our quest builder for free. To gain access to testing, write here.
Source: https://habr.com/ru/post/299114/
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