Seasonal marketing doesn’t have to be only about Christmas campaigns, Valentine’s Day campaigns, or other holidays. It can also simply be themed toward a season rather than a holiday. One of the most impactful seasons for marketing is winter, offering unique opportunities for both creative and effective winter marketing campaigns. 

In this article, we will explore great, inspiring winter campaigns that use gamification to achieve their marketing goals, and differentiate them from other, less engaging campaigns. 

But first, why you should do winter campaigns?

Understanding the importance of seasonal marketing 

Aligning your campaigns with the seasons can benefit your business in several ways, but let’s highlight 3 important ones. 

• Create a sense on relevance & timeliness
• Increase the chance of your message resonating with your audience
• Create a sense of urgency, as consumers perceive seasonal promotions as limited-time opportunity 

Want to learn more about the benefits of seasonal marketing? Check out our handbook!

How winter affects consumer behaviour 

Winter brings with it a distinct set of wants and needs. As the weather gets colder, people look for ways to keep warm, find comfort and coziness. They seek products and services for relaxation and a break from the ‘winter blues’. By understanding these underlying motivations, you can tailor your campaigns to address these needs and capture the attention of potential customers.

Winter is a time when people seek out activities and products that bring joy and happiness. Whether it’s building a snowman, going ice skating, or curling up with a good book by the fire, individuals are looking for ways to embrace the season and create lasting memories. By aligning your campaigns with these desires, you can position your brand as a provider of winter experiences and capture the attention of your target audience.

Key elements of successful winter campaigns 

Now that we understand the importance of winter marketing campaigns, let’s explore the three elements that contribute to their success.

1. Incorporating winter themes and imagery 

One of the most effective ways to create a winter campaign is by incorporating winter themes and imagery. This could include snowy landscapes, cozy fireplaces, or anything that makes sense in your region or to your customer base. By visually representing the winter season, you can evoke emotions associated with wintertime and leverage them to promote your products or services. Remember to align your visuals with your brand identity and maintain consistency in your messaging.

2. Utilizing gamification 

Consider integrating winter-themed games, contests, or challenges into your winter campaign to capture the attention of your audience. Whether it’s a winter-themed drop game, a winter sport trivia quiz, or a product recommender for your winter product line or services – gamification encourages active participation and enhances the overall user experience. This not only keeps your audience entertained but also creates memorable interactions with your brand.

3. Using prizes/rewards that are winter-related

Enhance your winter campaigns by aligning your prizes and rewards for relevance with the season. Consider prizes that resonate with the winter atmosphere, such as cozy blankets, stylish winter apparel, holiday-inspired activities or holidays, etc. By associating your rewards with the season, you not only tap into the current emotional state and needs of your audience but also make your campaign more relevant and appealing. Additionally, highlight the exclusivity of these winter-themed prizes to instill a sense of urgency and drive participation.

6 great gamified winter marketing campaigns to inspire you! 

Let’s draw inspiration from six exceptional winter campaign example:

1. Deutsche Hospitality – winter puzzle 

Deutsche Hospitality is a hospitality company with a portfolio of around 150 hotels on three continents. They executed a straightforward, yet effective winter campaign by incorporating winter themes and imagery.

Campaign highlights:

• Goal of the campaign: Gain new marketing permissions 
• Type of game: Puzzle
• Game description: A simple, gated winter-themed puzzle that requires participants to enter their name, email, and subscribe to the Deutsche Hospitality newsletter to participate.
• Incentive(s) to participate: The chance of winning vouchers to participating hotels
• CTA: You are now in the competition to win [..]. In the meantime, you can explore our great Christmas and New Year’s Eve offers. 

2. Ruka! Ski Resort – Chair lift drop game

Ruka! Ski Resort promoted a drop game to engage their audience in a fun but challenging way, while also encouraging skiers to keep the mountain clean when they visit. 

Campaign highlights:

• Goal of the campaign: Engage their audience, and gather marketing permissions
• Type of game: Drop game 
• Game description: Participants play the role of a monster with the goal is to eat the items falling from the chair lifts (e.g., gloves, ski boots, etc.), but must avoid eating the snow s. After playing the game, participants decide if they want to register to be included in the monthly draw. 
• Incentive(s) to participate: Two one-day tickets for the ski resorts
• CTA: Tip a friend about the game, as well as a button to get to know the new slope area leading to Ruka’s website. 

3. Techonomy (KNSB – Unox) – Quiz 

Techonomy, a Playable partners, conducted a campaign for Unox in collaboration with KNSB, the Royal Dutch Ice Skating Association, to introduce a fun winter quiz related to ice skating in the Netherlands.

Campaign highlights:

• Goal of the campaign: Gain new marketing permissions 
• Type of game: Quiz
• Game description: To participate in the quiz, users fill out a registration form asking for their first name, last name, email address, as well as accepting the promotion conditions and to receive email promotions. Then, they can access 5 quiz questions including questions such as “Does the meteorological winter fall on the same date every year?”
• Incentive(s) to participate: The chance of winning various winter prizes from Unox as well as skates and tickets to winter sport events. 
• CTA: Check www.skaten.nl/skakoorts regularly for the latest “Skating with Unox” and to keep an eye on when new quizzes come online. 

4. Kuusamon Juusto – winter scratchcard

Kuusamon Juusto, a Finnish cheese producer, used winter-theme scratchcards to gather marketing permissions. They know cheese can be associated with winter and the holidays, for example with cheese fondue, or a cheese board. 

Campaign highlights:

• Goal of the campaign: Gain new marketing permissions
• Type of game: Scratchcard
• Game description: By filling out a simple registration form, asking for name and email address, participants can scratch an 8 fields scratchcard and see if they won a prize. 
• Incentive(s) to participate: Possibility to win a gift card to Rukalle, a ski resort in Finland
• CTA: Share this game with your friends

5. FOMO – winter driving best practices quiz

FOMO, an insurance association, wanted to highlight the danger of driving in the winter as well as promote their car insurance. They did an educational quiz, “Do you know the best practices for safe driving in the winter months?”. 

Campaign highlights:

• Goal of the campaign: Gain new marketing permissions
• Type of game: Quiz
• Game description: To participate in the quiz, users have to fill out a registration form asking for their name, age, home address, email address, phone number, what insurance they are using currently, as well as accepting the promotion conditions and to receive email promotions. Then, they can access the 4 quiz questions, which includ questions such as “When is it recommended to change your winter tires?”
• Incentive(s) to participate: One year of free car insurance 
• CTA: A simple button to visit Fomo.dk

6. Kärkkäinen – winter products swipe It

Kärkkäinen, a chain of department stores in Finland, wanted to help customers browse through their winter products in an engaging and interactive way using a swipe it game. 

Campaign highlights:

• Goal of the campaign: Gathering valuable preferences data, as well as marketing permissions.
• Type of game: Swipe it
• Game description: To play the swipe it game, participants first have to fill out a registration form which included first name, last name, zip code, and email address as well as granting marketing permissions. Then, they have to swipe through 6 different products and say if they like it or not by swiping left for no, and right for yes.  
• Incentive(s) to participate: Possibility to enter a draw to win the winter equipment package, which included a jacket, a snowmobile helmet, as well as goggles and gloves (value of €826). 
• CTA: A “Shop now” button 

Ready, set, snow, let’s build gamified winter campaigns!

Explore engaging and interactive experiences this winter marketing season. winter is more than just a time for colder weather—it presents a unique opportunity for brands to connect with their audience and achieve remarkable marketing outcomes. Whether it’s boosting sales, gaining valuable customer insights, or creating memorable interactions, harnessing the spirit of the season can set your brand apart. 

Using Playable, the gamification platform behind the success of the highlighted campaigns in this article, you can easily craft captivating winter marketing campaigns that leave a lasting impression on your audience and drive success.