February 8

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Gamification and Brand Marketing Playful Communication

They are immersive experiences, which serve to create a light-hearted and relaxing aura around a specific moment. Those of the modern ‘gamification’ strategy are in fact parentheses of a day where colors and sounds are the masters, together with the widespread sense of the challenge linked to the consequent reward that guides the individual behaviors.

This is, in short, the meaning of ‘gamification’: people participate in a real game, which is equivalent to a part of the journey of a typical consumer around a product. With the playful aspect that is emphasized to maximize involvement.

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A strategy also adopted by companies, for example with the challenge to elect the employee of the month, with the aim of improving both the working environment and the spirit of the team and employees.

The decision to take advantage of “game” marketing

The brand that decides to focus on a gamification marketing strategy will have to start by identifying a specific target of users, as well as a final goal that people will be invited to achieve. To understand if and to what extent the gamification action is having success, however, the latter must be constantly monitored.

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Among the examples of gamification that of Coca Cola is emblematic. In a successful advertising campaign, the user who had installed a specific smartphone application could interact with a TV commercial: a gesture that made it possible to win prizes instantly and from the armchair at home. In the name, only, of the speed of reflections. Why is it a winning strategy? Once the player-user learns how to get that reward for any given action, he will always act that way. With a direct loyalty towards that brand (brand awareness).

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Another example of gamification is that of M & M’s, with its wall of chocolate beans filling the computer screen in the game. Users, in that advertising campaign, had to literally go hunting for the only pretzel hidden among the colored balls. Triggering, in a chain reaction, thousands of Facebook likes, comments and shares.

The keywords of the strategy

Among the keywords of a correct gamification strategy there are undoubtedly creativity and simplicity. First of all, because the modern consumer has now developed a great laziness, even mental, increasingly difficult to scratch. So the ‘rules of the game’ must be clear and immediately arouse attention, as well as curiosity, as well as intuitive must also be the mechanism that will unlock the prize and guarantee a success.

And then, above all, the experience must be captivating: involvement, in other words, must also be stimulated on a visual and reading level. This always highlighting the brand, perhaps with the creation of a specific app that can be downloaded on a smartphone to improve the experience itself.

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The ideal moment to use the gamification strategy is undoubtedly that of the presentation of a new service or product. Familiarity with the latter can be stimulated precisely by the game, since now the advantages that the user seeks are no longer only and only of a purely economic type but also involve the galaxy of personal entertainment (emotional marketing and storytelling).

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