Is Your Brand Ready To Play?

The idea of linking email list marketing messages to a game isnt new; after all

, game shows and contests have been around since the days of Duz. The latest iteration of this approach draws from the proliferation of social media, which has created new platforms for email list marketers to drive consumer participation. Digital games can attract consumers in a manner not previously possible. Whether played on smartphones, Twitter or Facebook, the gamification of marketing can build brand loyalty through repetitive interactions that foster the ultimate degree of consumer engagement.

How is this possible? More than 100 million U.S. and U.K. consumers play social games and 55% of all social gamers are female according to a February survey from the social game maker PopCap Games. When an email marketing campaign includes an opportunity to participate in a virtual game, consumers engage. Achievement levels such as points, badges and other incentives create an experience whereby the email list consumer feels good about their association with a brand. On Facebook and Twitter, game participants have the opportunity to race towards a goal, see their name on the leaderboard, and post status updates to their friends and followers. The added halo effect for the email marketing messages is that more often like-minded gamers are reading these updates so messaging is reaching additional consumers.

An additional benefit of gamification is that it provides some crucial insight into the customer base that cant be garnered otherwise. While customers play the games, they are providing key data about who they are and where they are located. This data can then be used by email list marketers to tailor their messaging to further engage the audience, based on location-specific information. Data is also collected on how much time participants spend on gaming. This information can be used to measure customers engagement level and take the appropriate measures to ensure customers stay involved.

Gamification can reward customer loyalty and accelerate consumer feedback while providing a viable email list marketing platform for communicating multi-faceted messages. Industry analysts also agree that gamification can achieve higher levels of brand engagement and foster crowdsourcing. When designing your next email marketing campaign, consider how gamification can help create stronger brand linkage.

by: Cindy Lanzendoen

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