Want to Do Better Integrated Campaigns? Try Game-Based Marketing


Are your consumers giving your marketing campaign the cold shoulder?

Just straight up ignoring it?

If that’s the case, you’re not alone.

Marketers tend to buy a ton of media and push it to consumers. In fact, social media advertising budgets grew to $31 billion in 2016. And despite the growing investment in social advertising, 46% of B2B marketers aren’t even sure if their channels generated revenue for their business.

Traditional media is even more difficult to track and doesn’t drive email opt-ins, increase loyalty memberships or educate consumers. In turn, consumers ignore the majority of media that marketers are putting out, or they try to avoid it entirely. In fact, 26% of U.S. consumers are using some sort of ad-blocking software, for that reason.

So how do you get people to actually engage with your marketing?

Make it valuable.


Game-Based Marketing as the Centrepiece for Integrated Campaigns

Game-based marketing turns otherwise un-engaging (read: boring) brand messaging into a fun experience. Here are two reasons game-based marketing increases engagement:

#1 — It’s empathetic. It shows that you understand that consumers don’t enjoy the traditional push marketing campaigns and you’ve made an effort to offer value in exchange for consumers’ attention.

#2 — It’s fun. Game-based marketing makes engaging with your stuff addictive, who doesn’t want more consumer engagement?


Why Does this Matter for Integrated Campaigns?

1. Increase Brand Engagement

Making game-based marketing the centrepiece of your campaign will increase response rates for all of your media assets. Those assets will now drive consumers to your game-based marketing program where you don’t compete with a gazillion other brands for their attention. Engagement will be much deeper and you can actually drive consideration and sales.


2. You Can Track the Results

Since you’re driving consumers to a central hub, you’re able to track behaviour.

A game-based campaign allows you to track behaviour from engagement, to intent, to purchase. As a bonus, you can also start to profile consumers. For example, if your campaign is a build-your-own grand prize promotion, you would get data about what individual consumers are interested in.

Profiles are marketing’s high octane fuel. Armed with deep insight about individual consumers, you can create personalized retargeting offers to convert at a much higher rate. That’s the stuff CMOs like to see, right?!


3. Nurture as they Play

On top of increased engagement and exposure, using game-based campaigns as the centrepiece for a larger marketing push allows you to nurture consumers as they play.

Encourage them to opt in to your email list, join your loyalty program, or check out your special offers to earn in-game rewards. Now you can keep them engaged long after your campaign’s over. Not too many TV ads can make that claim, can they?!

Plus, an open line of communication allows you to continue educating consumers and encourage sales long after your campaign has ended.


The Bottom Line

Instead of putting time and money into campaigns that force themselves on consumers, create a campaign that offers something of value in exchange for their attention. Pursuing game-based marketing will:

  • Drive engagement

  • Increase memberships in your programs

  • Move more product

Even if you don’t make an immediate sale using this strategy, you’ll drive opt-ins and loyalty registrations while educating your consumers about your offering. Ultimately this’ll lead to more sales than your TV ad they never watched!