Warc, 4 June 2014
SINGAPORE: Gamified brand interactions are set to move off
mobile devices and desktops and into stores, offering another dataset for
marketers to consider.
Brands have long been aware of the role that gamification
can play in branding by driving interactive relationships with customers but a
Singapore start-up claims that installing touchscreen devices with branded
games near the point of sale is a step forward in engaging consumers digitally
at store level.
"Media space on location is of vital importance and is
a game changer for brands," said Julian Corbett, founder of PlayTMN.
He told Campaign Asia-Pacific that few media interactions
were able to deliver the level of engagement, affinity and purchase intent that
he was claiming: engagements, for example, lasted on average 57 seconds and
completion rates were running at 75%.
"The fact that it [the touchscreen device] happens to
be five metres away from their product is a big win for brands," he added.
This approach has attracted the interest of some major
players, including Unilever which used it as part of a promotion for Lifebuoy
soap. This employed the device's camera to encourage shoppers to swipe away at
germs in an in-store version of a parallel TV campaign.
Suzanne Arfelt, Unilever director of marketing, was
effusive, describing this interactive media space as "a truly scalable
solution for engaging customers at point of purchase in exciting new
ways".
Brands already have a number of options open to them in
gamification, as Sarah Ortman, senior group manager of national shopper
marketing at Clorox, outlined to a conference last year.
"There's no reason why you can't gamify shopping,"
she declared. "Shopping for lots of people, especially in the digital
world now where we're pre-shopping – it's all about that treasure hunt and
discovery."
She identified three approaches – building your own game,
buying it off the shelf and customising it or renting it – all of which had
their benefits and drawbacks.
Data sourced from Campaign Asia-Pacific; additional content
by Warc staff
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