It’s game on for gamification


Revive your content strategy with fun and games.

Today’s consumers are active participants – they want to engage with your brand. That’s why savvy marketers are turning to gamification – the application of gaming elements in marketing – to create one-of-a-kind brand experiences.

Reality redefined

Thanks to the massive popularity of mobile apps, major brands in diverse industries are using games to capture attention and tap into our competitive nature. Gamification has the ability to engage customers in ways beyond what is possible in traditional marketing.

Ever the innovator, Nike is using gamification to redefine their customer experience. Harnessing the power of augmented reality (AR), Nike is giving loyal fans the opportunity to purchase coveted limited-edition sneakers through their mobile app, SNKRS.

The SNKRS Stash game gives customers exclusive access to product releases through a Pokémon Go-inspired journey. Mobile app users get hints to meet in certain locations around their city, and once they reach the virtual Stash Spot, they “unlock” the shoe on the app.1

Nike is also bringing AR to select retail stores overseas. In certain markets, customers who test out Nike’s running shoes become characters in a virtual world called Reactland. Game-playing elements transform an ordinary experience into an exciting adventure.2

Level up

Many industries, including the energy utility space, face challenges with low customer engagement. Gamification offers customers an experience beyond traditional interactions and inspires them to take action.

In a bold move for the banking industry, the European Central Bank introduced a Tetris-style online game to educate customers about a new 10 Euro note. Once customers completed a level, they learned a different fact about the new note’s security. To encourage customers to play all four levels, the top 20 scorers received a VIP banknote signed by the bank president.3

To encourage commuters to use public transportation during off-peak hours, the Bay Area Rapid Transit (BART) developed a rewards program. BART Perks was created with the intent to reduce rush-hour congestion by encouraging commuters to use public transportation during off-peak hours. Like a Fitbit tracks fitness activity, this mobile app rewards commuters for entering a train station during designated bonus hours (for example 6:30 to 7:30 a.m.). Nearly 18,000 commuters signed up during the program’s six-month run, and BART Perks was deemed successful with 10 percent of commuters changing their travel times.4

Gamification at play

Questline’s recent gamification work includes a retro “whack-a-mole”-style game to help customers better understand Distribution Automation Circuit Reconfiguration. We also created an interactive picture hunt game to entertain and engage customers in energy utility communications.

This year, Questline incorporated gamification into our own tradeshow marketing strategy to drive traffic to our conference booth. The online trivia game features a sampling of questions about ‘80s pop culture (with an energy spin, of course). Response to the game has been extremely positive.

Ready player one?

Don’t miss the chance to play our ’80s-inspired game at the EMACS Conference from Oct. 22-25 at booth 200 or take it for a test drive now!