Gamification and experiential are a match made in marketing heaven. Introducing a gaming element to your campaigns increases interactivity and lets you engage with prospects via their personal devices.
So What’s Up with Gamification?
There has been research published which suggests that gamification will have a huge influence on technology and marketing in the near future. Gamification leverages the traditional video gaming principle of completing tasks of increasing difficulty to receive a reward of some type. The millennial generation is the first to have been raised with this phenomenon entrenched in society, however thanks to mobile technology there are now one point eight billion gamers worldwide showing the infectious popularity of the medium when it is accessible by all.
Xbox and Human Cannonball Dave “The Bullet” Smith break a GUINNESS WORLD RECORDS title for Greatest Distance Travelled as a Human Cannonball
Gamification should be fun
Thinking about it as a method of delivering content, gamification can be fun, engaging and allows brands to feed the user information throughout the duration of the experience, without them feeling like they are being marketed to.
Check out this Gamified Angry Birds Live Activation!
So what are some ways that brands can use technology in order to allow gamification to come to life at experiential marketing events?
1.) Beacons
Blue Tooth Low Energy, and wifi can be used to push content to enabled devices, meaning that attendees are actually able to complete treasure hunts autonomously and simply.
2.) Choose the adventure
Special applications can be programmed to allow attendees to choose where they begin and end their adventure. Consecutive objectives can then be pushed, based on their choice and areas in which they have spent the most time.
3.) Continuous Data Feedback
The nature of games in experiential means that data is constantly being fed back to event planners, passively. Dwell times, and preferences based on industry, content, delivery method and more.
4.) Treasure Hunts
Allow guests to adventure throughout an event space by finding clues and checking in to secret areas that you can only find through one of your marketing channels.
5.) Product Introduction
Using gamification to introduce a particular product into the market is a great way to help consumers better understand what your product is and the purpose it serves.
Check out this fun 007 Gamified activation !