There’s a lot of yadda-yadda in the promotion world right now about gamification in marketing. While much of it is talk about rewards, badges, levels, etc.… at NEXT/NOW, we don’t just add game mechanics to our brand activations, we go the distance by creating original and fully playable game installations that connect brands to both customers and employees.
Here’s why we do it, and why you should too:
- Play is the spoonful of sugar that helps the medicine go down. We worked with Audi during their A3 launch to turn the “necessary evil” of training into an opportunity for employees to have fun and connect more deeply with the brand. We developed an original interactive trivia game that pitted users against each other in a 3-D car race based on their abilities to learn and demonstrate knowledge.
- Don’t just tell them… immerse them. For Glade’s “Gift of Feeling” campaign, we didn’t just tell customers how to feel, we used the power of virtual reality to place them in a glider suit and send them sailing through glorious and cinematic mountain scenes while the wind blew in their face and the natural scent of Glade wafted over them. Visitors experienced the brand from the inside out.
- Making it fun makes it personal. Rather than simply walk patrons past moments in sports history, we built life-sized, Kinect driven games for the Chicago Sport Museum so that patrons could jump into the skins of famous athletes and make the winning shot. It may seem obvious, but the best way to learn about Scotty Pippen is to actually be Scotty Pippen.
Don’t let your brand become dry and stale; gamification is an excellent way to be disruptive, keep people engaged, and impart positive affect. Stop by our showroom and take a tour of all the ways we make games work for brands. Write us at firstname.lastname@example.org or visit explore our website at nextnowagency.com.
Written by: Mark Matthews