As a consumer goods brand, how do you stand out? Valuable marketing gamification best practices to help you become the go-to choice in your category.
Think back to the last time you walked into a supermarket to do your grocery shopping. Were you overwhelmed by the endless choices lining the shelves? You’re not alone—this is something we all experience! With so many products to choose from, making a decision is difficult. This huge variety poses a big challenge for FMCG brands trying to stand out and become the go-to choice in their category.
When your products are often displayed alongside direct competitors, it takes more than just a good product to stay top of mind—you need a strategy that sets you apart. That’s where gamification comes in. We’ll explore how gamification can transform your FMCG marketing strategy, and we’ll share 5 standout examples from leading brands to inspire you.
The fast-paced FMCG sector presents unique challenges when it comes to driving customer loyalty and retention, unlike many other industries. Food, beverages, and cleaning products purchases are often driven by impulse or current prices and immediate need.
So, how can your brand become the default choice in this competitive environment? And how can you reach other marketing goals, like understanding your customer deeper, promoting your products, driving repeat purchases, and growing revenue?
One innovative solution is marketing gamification. Did you know that businesses with gamified loyalty programs such as virtual badges, points, or exclusive perks witness an impressive 22% increase in customer retention?
These initiatives lead to repeat purchases, ultimately driving customer loyalty.
Incorporating gamification into your marketing strategy has several powerful benefits, such as:
In this guide, you can see how popular FMCG brands use gamification to become top-of-mind brands.
Loyalty programs have become a staple for consumer brands—and for good reason. These programs are more than just tools for rewarding customers; they are a strategic and core part of a marketing toolkit. When executed well, a loyalty program can become a powerful driver of repeat purchases, customer engagement, and long-term brand loyalty.
Research shows that companies with robust loyalty programs grow revenues 2.5 times faster than those without. For FMCG brands, where margins are often tight and competition fierce, loyalty programs are essential for creating lasting connections with consumers. They do more than incentivize repeat purchases—they foster emotional bonds, improve brand perception, and position your products as the go-to choice.
A well-designed loyalty program can:
Gamification takes loyalty programs to the next level by making interactions fun and interactive. By incorporating game mechanics, FMCG brands can encourage consistent participation, build positive associations with the brand, and stand out. Below are some effective game types to consider:
Knowledge games like quizzes can help educate consumers. For instance, you might want to highlight the environmental impact, ethical sourcing, vegan ingredients, or cruelty-free practices of your products. A quiz can do all that while also:
Launching new products in the FMCG industry is difficult. Especially in the food & beverage markets where competition is fierce. However, an engaging game featuring your new product can help you raise awareness and make your brand a top-of-mind- choice. Here are a few game types to highlight your products:
Many brands capitalize on seasons, holidays, or popular events like Christmas, sporting events, or summer promotions. Consumer goods brands are no exception, making seasonal games like an advent calendar an excellent way to promote products, offer exclusive discounts, and boost sales.
Each day’s reveal can offer exclusive discounts, special rewards, or surprise product samples, driving both sales and engagement.An advent calendar can:
Instant gratification is a key driver of consumer behavior, making instant-win games an excellent addition to FMCG loyalty programs. Games like scratchcards, wheels of fortune, or slice-it provide immediate rewards such as discount codes, free shipping, or free product samples. These games are particularly effective for:
SPAR UK, the convenience store chain, showcases a great use of seasonal-focused gamification. Several times a year, the brand creates immersive landing pages for special occasions like Easter or Pancake Day. Each page features an exciting game with tempting prizes, as well as themed recipes. Additionally, SPAR UK highlights in-store deals to increase foot traffic.
One standout campaign is the “Grate the Cheese” promotion for Pancake Day 2023. SPAR UK partnered with Cathedral City, a well-known cheese brand, aiming to boost online engagement, gather marketing permissions, and drive more foot traffic. The scratch-card game, paired with savory pancake recipes, successfully increased newsletter subscriptions and store visits, encouraging consumers to try the cheese and pancake recipes.
Costcutter, part of Costcutter Supermarkets Group, crafts gamification campaigns around different holidays to create engaging experiences that not only resonate with their audience but also inspire increased participation and customer loyalty. Costcutter often collaborates with FMCG brands for their campaigns.
For example, they executed a highly effective Easter marketing campaign that engaged their audiences and significantly boosted sales. They created a central landing page featuring an enticing mix of elements, including a fun “shoot the eggs” game, Easter-themed recipes, and suggestions for holiday activities at home. The campaign encouraged local in-store shopping for Easter, effectively driving foot traffic and promoting specific Easter-themed product ranges available in-store, strategically boosting brand awareness around their items.
Carlsberg also capitalized on a major event as an active sponsor of the Danish national football team. During Euro2020, they ran a large gamification campaign inviting customers to buy a limited-edition beer can and check the code on the can for a chance to win Denmark fan merchandise.
This engaging campaign was not only easy to integrate, but it also delivered impressive results.
Read the full case study about Carlsberg.
Arla Sweden has been using a knowledge game to educate consumers on its commitment to sustainability as a dairy company. The brand’s quiz keeps participants engaged for longer by 30 questions, which encourages deeper interaction with their message.
This always-on campaign has been running since 2020, successfully positioning Arla as a well-known daily products brand among consumers.
Read the full case study about Arla Sweden.
Gamification also helps FMCG brands boost awareness around new products. An excellent example is Tulip, a part of Danish Crown Foods, which launched a game to promote its new ready-made pulled pork for tacos. Motivated by the chance to win a lucrative grill barbecue prize, players participated in a drop game featuring the new product.
The campaign exceeded expectations, with higher-than-anticipated average engagement time and thousands of participants who became aware of Tulip’s new product.
Read the full case study about Tulip.
If you’re looking to achieve the same success as the brands we’ve discussed, gamification is your next step. We’ve seen how a fun and engaging game with exciting rewards can encourage consumers to buy products, visit physical stores, and start associating a brand with positive experiences.
By integrating gamification into your strategy, you can strengthen your brand, boost product awareness, enhance your retail media strategy, drive demand, and foster long-term customer loyalty—just to name a few benefits.
Do you want to get started with gamification? Book a demo!