Is Gamification a good channel to reach your audience?
When expertly executed, gamified content heightens audience engagement, nothing beats a high-quality concept paired with a user-friendly, immersive experience.
The content has changed since years ago the face of marketing, telling to your audience about your brand is no longer enough, the sharpest brands engage and enthral modern audiences through compelling content and uniquely immersive user experiences.
Gamification always carries a sense of competition, triggers excitement and gambling which encouraging people to get eager for achievements and rewards. And surely, people would interact more actively witth those brands they have previously enjoyed interacting with.
Gamification keeps users in touch with the brand longer, generates positive signals, leads to higher ranking on search engines and compels users to share branded content with friends, the best gamified content provides a simple and compelling user experience, allowing the user to be in control.
We can summarize the main principle of gamificaction in 5 key levers:
1. Achievable task:
Quizz, wheel spinning, puzzle, matching – whatever the task you offer to solve, it shouldn’t be too complicated so that anyone, or at leas the most, can solve it.
2. Clear goal:
The rules and conditions should be simple and understandable for everyone. If the challenge is complicated and takes too much time, people would quit without completing it.
3. Engaging design:
Whatever element of gamification you use, it should have a distinguishable design and differ from the same solutions by competitors.
4. Fun process:
Nobody likes boring games. Of course, people would spend their time expecting some incentive at the end, but the gaming routine should be fun as well.
Don’t unlock the exact prize, it would kill the excitement. However, people should know there is something for them at the end.
A popular fast food brand has taken those levers to the top and has made an amazing sponsorship plan with a middling english soccer club, the case of Burger King and Stevenage FC, a huge gamification campaign:
As part of its sponsorship of 4th división UK football team Stevenage FC, Burger King launches the #StevenageChallenge, a global campaign to FIFA players to take The Boro from the worst professional team in England to the best.
The ploy from Burger King was simple, by becoming a jersey sponsor they would have their logo displayed on the popular video game, FIFA 20 alongside the biggest football clubs in the world. Of course, this was simply just pase one of the marketing tactic that would send social media and footballs fans wild.
BK tasked FIFA 20 players to play with Stevenage and complete a host on in-game challenges shared by Burger King, such as scoring a goal from a free kick, a chip shot goal or putting one in the back of the net from past the half-way line.
Players could also bring in high profile, non Stevenage players such as Neymar and Messi, to play for the team, and every player appeared in Burger King’s branded jerseys.
Those who shared their successful challenges on Twitter including the hashtag #StevenageChallenge and mentioning @BurgerKing were rewarded with free Burger King delivery via Uber Eats, a free whopper meal, or even win free Whoopers for a whole year.
The idea is fun on a number of levels. First of all, it blurs the line so convincingly between online and offline. It’s conceivable BK even started the offline sponsorship with Stevenage in order to activate the online idea.
Also, it taps the advantage of an existing user behaviour: lots of gamers enjoy playing the smaller clubs in FIFA. And this has been taken as an opportunity to strengthen the campaign.
Finally, as with many BK stunts lately, this one is designed to encourage a specific consumer action, in this specific case, getting people to try BK delivery through Uber Eats, a new partnership. The free food comes in the form of delivery codes through that service.
The results were staggering. Stevenage FC became the most-used team in FIFA 20’s career mode and over 25,000 goals were shared online.
Of course it wans’t just in the game where the club reached the stratosphere, the popularity leaked into the real world where the jerseys sold out for the very first time in the club’s history.
Burger King turn Stevenage FC from relative unknown on a global scale into a FIFA sensation. Let this be a reminder that the King always accomplishes his goals, and reach their audience in their environment of preference, enjoying one of the online first class games. Of course, this gamification initiative has been the best channel to reach the youngest audiences.
#gamification #playstation #fifa20 #marketing #creativity #designthinking #innovation #inspiration #uxdesign