Emily Stonham
13th February 2019 - 9 mins read
G

amification is defined by the dictionary as ‘the process of adding games or game-like elements to something (such as a task) so as to encourage participation’. Using games in marketing can therefore be taken literally, with interactive games or apps to promote a service, or in a more abstract way, through gamification.  

Using gaming in your marketing is a fantastic way to tap into people’s natural instincts to compete and win. Psychologically speaking, most humans have an innate desire to compete. Of course, there’s plenty of people who like to just hug it out, but competition seems to be firmly rooted in our brains.

In this blog, we’re looking at everything from alternate reality games to YouTube gaming channels. I’ve collected four of my favourite examples of marketing games and gamified marketing campaigns to help inspire your next marketing move, take a look.

 

Halo 2- I love bees

The first thing that I thought of when researching for this blog post is Halo’s fantastic alternate reality game I Love Bees. This revolutionary game was not the first ARG, but it opened up a new path for creative marketing, and has led to many other innovative games since.

 

 

This game was designed to promote Halo 2, and started off with two key pieces of content. A website link to ilovebees.co was hidden in the Halo 2 cinematic trailer, and some previous ARG players received jars of honey in the post. These two events weren’t connected publicly for a while, but curiosity eventually got the better of players, who started exploring the website listed.

The website, which appeared to have originally been a beekeeping website, was covered in confusing snippets of text and code- almost as if it had been hacked (hint hint). The apparent owner of the site, Dana, posted a blog stating that her website had been compromised. Fans started to realise that this was something that could be solved, and began to work on unravelling the clues.

The premise of the game involved global co-operation between players, with practically no guidance. The players received times and GPS codes, which eventually led them to work out that they needed to go to specific payphones across the world at particular times to answer calls. Some calls were pre-recorded, others were ran by live operators which added another level to the immense detail of this ARG.

Other players worked on the website code, deciphering hidden messages that led to audio files being found that revealed a complete audio drama with the story of the game. The game increased in complexity as time went on, with players being emailed, phoned and invited to real character meetings. It all ended up with players being invited to one of four cinemas, where they could play Halo 2 before the release and get a collectible DVD.

The incredible detail and complexity of this game led to dedicated fans going above and beyond to win. One fan stayed to receive a phone call at one of the payphones whilst Hurricane Frances was merely minutes away from reaching them. I would call it a successful marketing game if players are willing to brave a hurricane, wouldn’t you?

The main thing to take away from this example is that people love games. Obviously, hosting a full scale ARG may not be the best business move, depending on your company. They require a ridiculous amount of planning and funding, and a customer base who’s going to actively engage with an interactive piece of content.

If you do have all of these things, though? Go for it. ARGs are amazing. I’d recommend listening to the podcast Rabbits- it’s one of the best pieces of fiction that I’ve ever listened to, and actually what kick-started my personal interest in ARGs in the first place.

 

UpUpDownDown

This next example is less about gamification, and more about actual video games being used for marketing. Arguably, this isn’t even a deliberate marketing move- but it’s had an amazing impact from a business perspective regardless.

UpUpDownDown is a gaming YouTube channel, run by Austin Creed. Austin Creed, more commonly known as Xavier Woods, is a member of the WWE tag team The New Day. This channel is hosted by Austin, and features a whole host of other WWE stars in every video. The channel is very successful (1.7M subscribers, at the time of writing) and I’m personally a big fan of the content that they produce.

The thing that intrigues me with this is how easily it slots into WWE’s marketing strategy. There’s the obvious benefits of it being a successful channel with a large audience- merchandise, brand deals and brand awareness for WWE. It also provides a more unique form of content for WWE fans, and can subtly encourage more hype around upcoming events, simply by mentioning it in a video.

The channel even has an impact on the TV show itself- The New Day have a set of ring gear (wrestling clothes) which is themed around UpUpDownDown.

When the channel was first created, it didn’t seem to fit WWE’s image so much. Obviously, it’s a project of Austin’s, but I believe the channel does benefit WWE in quite a few ways. There’s been collaborations with one of WWE’s own side channels, for example. Did it really match the theme of a wrestling company to be associated with a video gaming channel? Apparently so.

The lesson to learn from this marketing move is it’s important  to step outside of your comfort zone, every once in a while. Obviously, consider your actions and consider how your audience will perceive them (maybe don’t work with a pizza company if you’re a health food promoter). But do experiment with new platforms and forms of content, to keep your audience on their toes.

 

McDonald’s Monopoly

This is one of the most well-known examples of gamification in marketing, and it’s been around since 1987.The premise is simple- it’s basically fast food monopoly. Players collect tokens with their food purchases, and trade them in for prizes. These prizes can range from free food, all the way up to huge cash prizes.

The prizes for this game are so good, in fact, that there was a huge scandal involving fraud back in 2001. An employee figured out how to cheat the system, and ended up scamming ridiculous amounts of money out of McDonald’s. He ended up with a three year jail sentence, and 50 other people were convicted. Personally, I think I’d rather stick with the free dessert as a prize rather than a jail sentence, but each to their own.

In all seriousness, the longevity of this campaign shows how successful it is. The game encourages repeat business in a short amount of time, and successfully uses both print and digital to drive up hype around the campaign. I’ve even been sucked into this game before at my previous job, where the staff would band together and collect tokens as an entire team. I don’t even eat at McDonald’s regularly, I just wanted to play the game.

That’s the key takeaway from this campaign. If you’re going to use games or gamification, it needs to be simple and fun. If you can’t give a 30 second elevator pitch for the game you want your customers to play, it may be too complex and time consuming to drive any good levels of engagement. Keep it simple and fun, and try to avoid getting scammed for $24 million too.

 

Volkswagen Fun Theory

This final example is iconic in the gamification industry. Volkswagen created the Fun Theory campaign, to show how people’s behaviour could be influenced by adding an element of fun to a mundane task. This is one of my absolute favourites, as all the projects had a great impact on the environment, as well as being interesting from a psychological point of view.

There were numerous projects in the Fun Theory- my favourites being the piano stairs, the 50 foot drop bin and the bottle bin arcade. These were simple yet brilliant ideas, turning boring acts like walking up the stairs or recycling into something fun.

 

 

 

By turning the stairs into a working piano, a large majority of people took the stairs over using the escalator. The 50 foot drop bin and the arcade bin encouraged more people to recycle and pick up their rubbish. The positive effects of this campaign were amazing, and just go to show that gamification can have real impacts on the world.

The main lesson to learn from this campaign is that, generally speaking, people like to play. Gamification offers excitement and competition where there might not originally be any. If you’ve got a product that could stereotypically be considered quite dry or dull, using games in your marketing strategy could be a wonderful way to create excitement about your brand.

 

Overall

Overall, it’s worth your while adding an element of gaming into your marketing strategy. But how should you go about doing this?

If you’ve got the resources to do an ARG- go for it. They’re brilliant for engagement and brand loyalty, and are a great way to attract media coverage too. 

Try to step out of your comfort zone, too. If you always do the same thing over and over, people won’t keep coming back to your content as they’ll know what’s going to happen next. Surprise them. Launch a scavenger hunt, or release a mobile app. Maybe try using an online quiz, if you’re not sure about how to get started with gaming.

Remember to keep it simple and entertaining. If you have to spend more than 30 seconds explaining it, the novelty is gone and you won’t get very high levels of engagement. Add a points system to your game so people don’t have to track it themselves, or only ask people five questions instead of 50 in a quiz. Loyalty cards are another simple and popular way to add gamification into your marketing content as well.

If you’re still not sure about using games in your marketing content, or don’t know where to get started, get in touch with Thirty Seven today. We offer interactive game design services, and also other useful content creation services for gamification like contest or survey design. We’d be delighted to help with your marketing strategy and content creation, get in touch today at hello@thirtyseven.agency or 0118 380 0975.

 

Marketing

Why it’s time to take a hammer to your marketing funnel

James White 14th February 2020 — 6 mins read
S

ounds great, doesn’t it?

But the reality is, it is simplistic, outdated, rigid and even wrong and that’s why I think it is time to take a hammer to the funnel.

The big problem with the funnel is it doesn’t reflect the modern consumer’s experience or the way they interact with brands. And it is also prescriptive about where different content formats sit in the process, whereas it should be the content within each format that is the decisive factor – not the delivery method.

Just because someone is at the start of a process to buy a product doesn’t mean they need the same form of marketing content to take them further along that journey.

Everyone is different. When I have gone out to buy software, like Communigator, I have tended to go on YouTube and looked at ‘how to’ videos. I wanted to find out more about how you import data and how you create dashboards.

Most marketeers would argue that is the back end of the funnel, where you are really deciding what you are going to buy, but I used it right at the top.

The top of the funnel for me is about peer review and word of mouth. I am more likely to talk to people and ask how they do things.  Yet this doesn’t get a look-in in marketing funnels.

The other top of the funnel – the awareness piece - for me is people picking up the phone and calling me or going to a conference and seeing a good speaker.

And, I’m sure I’m not alone – different types of content appeal to different people at different times.

You simply cannot afford to put everyone in the same pot and say that just because they are at a particular stage of the process, they need that type of content, delivered in a particular type of way.

Let’s take podcasts as an example. These are typically placed in the ‘awareness’ section at the top of the funnel. But why do they need to sit there? Surely, they could also play a role in other stages, such as research and comparison.

You could have a podcast talking about the different types of automated marketing software and that would sit in the comparison section. Or you could have a podcast talking about pricing or ROI which could sit in the ‘purchase’ section of the funnel.

As I say, it is the content within each format that decides where it should be used in the process, not the delivery method.

So, if you are not going to base your marketing on the funnel, what should you do?

Well, you still need a process in place that gives thought to where different parts of content should be. And you still need a method or process for identifying buying intent.

Ultimately it is all about having good quality content that engages, convinces and compels your audience, regardless of whether they come to it at the start of the buying process or when they are about to make a buying decision.

You need to offer them something that adds value; that showcases your expertise and highlights what makes your brand different.

That is why at Thirty Seven, and our sister company Media First, we put journalistic principles at the heart of every bit of content we produce.

And that means we aim to tell the TRUTH.

By that I mean our content is:

 

T topical, of the moment, and something people are talking about

R relevant to a specific audience

U unusual. Not what people already know or expect

T trouble. Show how you are solving a problem. Or, if your story is not strong enough, a journalist will look for their own trouble angle

H human interest. What is in it for people? What impact will it have on your customers and the journalist’s audience?

 

The aim is for the content to include at least four of the five elements of TRUTH to create something meaningful.

But the human aspect is crucial.

The most common phrase you will hear in a newsroom is ‘so what?’ Journalists will look at a potential news item and ask ‘so what does this mean for my audience?’

At the very least they will want to know who the people are behind the story. Take a look at any newspaper, news website or news programme and you will find all the stories have a human angle.

The reason is simple – people are fascinated by stories about people, not policies, procedures initiatives and protocols.

As well as telling the TRUTH you need to say AMEN (no, this blog hasn’t taken a strange turn towards religious preaching). This means you need to ensure the content you produce is suitable for the target ‘Audience’; that you are clear on the ‘Message’ you want to get across to that audience; that you have ‘Examples’ (ideally human ones) to support and explain that message; and that you have considered any potential ‘Negatives’ that could be raised.

Unless you are working for a company with a huge marketing budget, and lots of people producing the content, the ‘topical’ element of what makes quality content is tricky.

The key is to balance timely content with content that is evergreen (not time-sensitive) and that can also be sliced and diced in different ways. At Media First, we have recently taken a number of blogs and used them as the basis of downloadable eBooks aimed at specific sectors.

Similarly, there is no reason why videos can’t be turned in to podcasts or why parts of a Whitepaper can’t be turned into an Infographic. Not only does this ensure your carefully crafted content is working harder, but you are also providing more ways for consumers to access content in the ways they are most comfortable.

The other key journalistic principle you need to use in your content is proof reading. You should ensure that your content is seen by three sets of eyes before it leaves your office. This helps to ensure your content meets its aims and objective and that those typos and errors that can undermine content are eradicated.

I mentioned earlier the importance of still having a process behind your content once you have moved away from the funnel.

That process needs to be flexible and it also needs to be something you are prepared to interrupt. At Media First, we would normally see someone downloading our content as a sign of a hot lead.

But recently we decided to interrupt that and call people before they reached that stage.  We called 135 people – identified by the pages they had visited on the website. 90 people got dropped, two were not the right contact and one was international, but we generated 34 proposals and eight hot leads – that is a ridiculous conversion rate for new business development.

 

It’s time to take a hammer to the funnel – or at least throw it out. There is a better way, and quality content lies at its core.

 

At Thirty Seven, we offer content and design services to ensure your campaigns reach the right audiences at the right times. Our journalist led approach ensures your content is interesting, engaging and informative so you gain brand awareness and engagement whether it is a podcast or email marketing.

Adam Fisher
6th July 2018 - 3 mins read

Every company wants to be an authority in their sector - those that engage the media usually are

Media First designs and delivers bespoke media and communications courses that use current working journalists, along with PR and communications professionals, to help you get the most from your communications plan.