Summer 2022 is here and after two years of uncertainty consumers are more ready for a little holiday respite than ever. This can be a ray of sunshine for you, and time to consider your summer campaigns.
Maybe your marketing campaigns may be on pause, you’re taking a break yourself, or using the time to plan a marketing blitz for their return. Aren’t your consumers too busy enjoying the sun or taking a holiday to notice your marketing efforts?
Any marketer that takes this approach is likely missing out. Summer is more important than ever for engaging target consumers.
And, during the summer months especially, playable experiences offer the perfect opportunity to do just that. They offer easy engagement that also entertains – whether your potential customer is viewing them at their desk, in their garden, or while lazing on the beach.
The reality is that seasonal campaigns are a powerful tool at any point in the year. Centering marketing around a particular date or season allows you to more closely focus the buying action of potential customers.
And it works whether such campaigns are centered around single day events such as Valentine’s Day, longer-lead events such as Easter, or those, like the summer, which provide a full season of opportunity to engage. Indeed there is a wide range of sub-campaigns that can be run in the summer – from holiday campaigns to back to school, from 4th of July (in the U.S.) to summer activities such as BBQs and garden parties.
But this opportunity can lead to more noise at a time when the customer might be a little less engaged, busy sunning themselves, or juggling work and childcare, for example.
We believe the best way to cut through that noise is by incorporating game mechanics within your marketing. Game mechanics allow you to reach the customer more effectively and can be used throughout your entire customer journey. We offer more than 30 game concepts that are grouped into skill, knowledge, or luck games that will enable you to create playable engagements when it makes the most sense for your brand.
The intricacies of each type of game mechanic— competition, challenge, fun, reward, and mirror (to compare yourself to others) — and advantage – is the same whatever the game type. They are fun and engaging – capturing the spirit of summer perfectly.
They appeal to the consumer’s innate desire to play and so capture attention and engagement even when the consumer may be distracted elsewhere. So a potential customer scrolling through their phone while lazing on the beach might be more inclined to take part in a marketing game simply because it’s a fun thing to do and they’ve time to spare.
Summer is the time to get creative, and perhaps even try something new. We’ve seen customers use their imagination in a number of ways to create engaging games that embrace the opportunities of the summer marketing season.
Food manufacturer Danish Crown Foods wanted to spend time with their customers with an engaging game made for the summer holidays that would help to promote a new pulled pork taco product for its Tulip sub-brand.
The company worked with the platform to create a drop game that featured the ingredients required to make tacos. As well as the intrinsic reward of playing for fun, consumers were entered into a draw for a barbecue grill. The campaign saw an average engagement time of 4 minutes and 46 seconds, more than double the KPI that had been set. It also saw more than 7,000 unique participants take part in the game.
Beer brewer Carlsberg launched a lucky number game campaign to support the Euro 2020 football championship, held over the summer of 2021. The code on-pack campaign encouraged customers to buy a limited-edition Carlsberg can and check the code once opened to see if they had won Denmark fan merchandise.
More than 2 million codes were generated for the campaign. Once again, the engagement metrics proved the value of marketers engaging with customers during the summer. The campaign saw a redemption rate twice as high as other code on pack campaigns and consumers spent 2.5 times more time on the website per visit. The website also saw a 1,500% spike in traffic.
Playable experiences belongs throughout the entire customer journey. Rather than a quiet period, marketers have realized the value of summer campaigns, which means it’s more important than ever that you look for ways to stand out. Embracing games in marketing can help set you apart from your competition and win consumer attention. Now, where’s that bucket and spade and suncream gone….
Read about how to use gamification throughout the seasons and the customer journey.