case studies

How Brands Use Gamification To Boost Their Marketing Efforts

How Brands Use Gamification To Boost Their Marketing Efforts There’s one thing which is troubling the marketers all over the world – over exposure of traditional marketing. Fortunately, marketers have recognized this problem and they are looking at alternate innovative solutions for their marketing requirements. In such a scenario, the concept of Gamification has started creating ripples across the corporate world.

Gamification is an extremely powerful tool if used the right way. A lot of industry giants have attempted and succeeded in executing gamified marketing strategies. Below is a collection of the some of the best cases where brands have used gamification effectively to boost their marketing initiatives.

Campaign: My Coke Rewards

Coca-Cola was awarded ‘The Best Use of Gamification 2014’ for its marketing campaign ‘My Coke Rewards’. It’s a customer loyalty program which runs on the concept of rewarding loyal users of the brand. Customers are encouraged to enter codes found on specially marked Coca-Cola products, on a website where they can convert these codes into redeemable points. These points make the users eligible for a variety of prizes.

Campaign: Happiness Quest

Another example of Coca-Cola’s gamified strategy is its ‘Happiness’ campaign. As a part of this campaign, Coca-Cola personified the activity of using vending machines in Japan. With the help of QR codes, each customer is allotted a single machine referred as ‘My Machine’. Users are awarded points on the basis of the number of check-ins and interactions with the vending machine.

Campaign: Nike Plus

In 2012, Nike launched Nike Plus – an application that allows users to track and share their workout statistics; and earn ‘NikeFuel Points’ in return. NikeFuel is a unique way of measuring all kinds of activities. The campaign has been an instant hit, leading Nike to gain a pre-dominant hold over its market.

Campaign: StarPlayer

Heineken was the official sponsor of the Champions League. It launched a gaming app – StarPlayer to boost user engagement during the match. This app allowed users to share their predictions during critical match moments by downloading the Heineken app. They were awarded points on correct answers.

I guess these are enough to give you an idea about how gamification works. In case you have more such brand cases to share, do respond in the comments box below!

Using Case Studies To Make Your Elearning Course More Engaging

There is a big difference between a course that is engaging, and a course that is well-documented.

You may create a comprehensive course with interactive branch scenarios and detailed explanation, but, if it is not relevant to the learner, than it will just confuse or worst case, frustrate her. Such a pattern may be good and easy to build, but it is only good enough to share information. It lacks in creating engagement and results in poor retention in the mind of the learner. Such courses are ‘well-documented’, but not engaging.

Engagement requires an emotional connection between the content and the learner. It goes beyond presenting interactive content; it is about designing truly motivating learning experiences.

The biggest challenge in creating an elearning course is engaging the learner, and there is a very simple solution for this – Case Studies

So here’s how you can use case studies to make your course engaging and interesting.

  • It is after all, a Story: Humans have used the art of story-telling as a mode of communicating ideas and knowledge since the Stone Age, and there is a reason behind it. We tend to remember a story better than just facts, and it provides a very practical, firsthand account of events that happened, and the appropriate solutions to them.
  • It is Simple: The simpler your story, the clearer is the message and the easier it is for the learner to remember and use it when required. If you stuff your course with extra details, your course will end up being a clutter of abstract information, making it tougher for both – you and the learner.
  • A Relevant Perspective: If you tell your story from the perspective of the customer, or anyone other than the learner, she will receive insights on the situation from a different perspective too. Also, this will raise the interest of the person enrolled in your course. Instead of telling the learner what they need to know, show them how not knowing affects others.

Even as a trainer, this makes things simpler for you as well.

Case studies need lesser time to build, and they rarely result in an information dump. Thus, you waste lesser time and energy, thinking and pondering over your course, and tweaking it time and again by introducing gimmicks to make it more engaging.

A case study is still mostly linear, but I see it as a first step in an iterative process of moving away from the boring click and read style. What is your take on this?