Gamification in Marketing: A Case Study of KFC Finland’s Successful Match & Hatch Campaign

The promotional campaign by KFC Finland, which utilized Brand Metaverse’s Match & Hatch game template, ran from 27 November 2023 to 14 January 2024 on its website, accessible on both PC and mobile platforms. This innovative campaign proved cost-efficient and engaging, yielding significant digital marketing results by attracting 1,644,429 plays of the KFC-branded game during the 7-week campaign period.

Here’s a breakdown of how it worked:

1. Registration: Users could register for the game using their email address and a chosen nickname. This step also involved agreeing to the terms and conditions of the campaign.

2. Gameplay: The Match & Hatch game by Brand Metaverse allowed players to collect points. The nature of the game likely involved matching certain elements or icons, a popular format in casual gaming. Players were able to play multiple times a day, which encouraged repeated engagement with the brand.

3. Leaderboard and Ranking: Players’ scores were ranked on a leaderboard. This competitive element added an extra layer of excitement and engagement, as players could improve their rankings by playing more.

4. Prizes for Top Players: The top 200 players on the leaderboard were rewarded with prizes. These prizes included KFC gift cards, special benefits, and free treats from the KFC menu.

5. Special Raffles: Among the top 200 players, there were special raffles for high-value items like a PlayStation 5 and an iPhone. This significantly increased the attractiveness of participating and reaching the top ranks.

The success of this campaign, with over 1.6 million plays, highlights the effectiveness of gamification in marketing. By combining the appeal of casual gaming powered by Brand Metaverse with the incentive of tangible rewards, KFC Finland was able to significantly engage with its target audience, increasing brand interaction and loyalty in a cost-effective manner.