Success Secrets Behind Advergames: What Brands Should Know
WHAT ARE ADVERGAMES?
Advergames are online games made to promote a brand or product. They can be found on websites, social media, or mobile apps. These games turn an advertisement into a fun and interactive experience for users. Advergames use gamification to make an immersive mix of entertainment and advertising.
But what are the advantages of using advergames for promotional purposes? And how advergames affect customer behavior? Let’s look at some examples of how advergames boost customer loyalty, engagement and interest in a brand.
THE IMPACT OF REWARDS ON USER ENGAGEMENT AND MOTIVATION
Rewards play a crucial role in keeping users engaged in gamified advertising campaigns. They generate excitement, fueling a desire for more rewards and inspiring users to stay involved. Thoughtfully crafted reward systems can maintain interest, boost interaction frequency, and drive desired actions like sharing, purchasing, or exploring various campaign elements.
Upon the deployment of the Starbucks Rewards app, Starbucks posted a revenue increase of $2.65 billion while its membership program drew in 25% more loyal customers (Gamify, 2021).
Mixing up rewards with surprises, like random bonuses, keeps people more interested in gamified ads. It’s like a pleasant surprise that makes users curious and excited, making them stay engaged longer.
One of the examples is the spin-to-win discount wheel. It transforms lead generation into an enjoyable game that captures the interest of visitors. By providing contact information, they get the opportunity to earn rewards, enhancing their experience.
A study by OptinMonster found that spin-to-win discount wheels can increase conversion rates by up to 30%.
THE IMPACT OF COGNITIVE ENGAGEMENT ON USER EXPERIENCE
Getting people involved in solving problems and making decisions not only makes them feel accomplished but also improves their overall experience. It’s like adding a personal touch that makes the whole thing more satisfying.
For example, Verizon Wireless incorporated the Gigya Social Gamification Platform into their website, offering users badges as rewards for active engagement. This strategy aimed to encourage actions like commenting on articles and sharing content, which in turn brought valuable referral traffic to the Verizon Insider site. The outcome was impressive, with over 50 percent of site users participating in the gamified environment. Users who utilized Social Login spent an average of 30 percent more time on the site compared to the previous method, and these Social Login users generated 15 percent more page views than other users.
TAILORING EMOTIONS TO BRAND VALUES AND OBJECTIVES
Advertisers can align emotional experiences in gamification with their brand values and objectives. When aiming to evoke specific emotions, different brands employ strategies tailored to their desired feelings.
For example, In 2015, Volkswagen launched an interactive video ad campaign to promote their Golf GTI. The ads allowed viewers to race a virtual Golf GTI against a professional race car driver, Tanner Foust. The ads were designed to evoke feelings of excitement and adrenaline.
The ads were very successful, generating over 10 million views. They were also praised by critics for being innovative and engaging. The ads helped to boost awareness of the Golf GTI and its performance capabilities.
BUILDING BRAND LOYALTY
Emotional connection in gamified advertising goes beyond immediate interaction. It builds long-term brand affinity and loyalty, leading to repeat interactions, positive word-of-mouth, and, ultimately, brand advocacy.
In 2012, Lay’s launched a global campaign, “Do Us a Flavor,” in the United States, which allows customers to submit their unique potato chip flavor ideas. The winning flavor, chosen from millions of suggestions, was manufactured and sold in stores, with the creator receiving a substantial prize of $1 million. Even though it didn’t have a standard advergame approach, it used such crucial elements of advergaming as interaction and customer involvement. The results were impressive:
- Ad Awareness has increased by 2 percent;
- The champion chip created by that first campaign, Cheesy Garlic Bread, contributed to an 8 percent sales increase for Lay’s in the three months following its launch last year;
- Purchase Intent has risen by 4 percent.
To learn more about advergames, playable ads, and interactive video games (IVA), please visit gamified.marketing
Maria Bondarenko, Business Intelligence Specialist @Multiplayer
maria@multiplayer.com.tr
