Social Gamification Apps are a surprisingly little-known phenomenon. They naturally grow social communities, reach and engagement levels, and sales figures. The results also compare to a burst of TV, but without the hefty price tag!
FACT: Branded gamification apps are a massively underutilised social media strategy that we’ve consistently proven to enhance social media activity and in particular drive peer referral, and all without the slightest hint of a hard sell.
Housed on a brand’s own Facebook page, these branded social gamification apps motivate engagement through instant win opportunities and highly addictive game play, which often relates to subconscious messaging around product benefits or usage.
The ultimate goal for the brand is to increase engagement, reach, peer referral and product recall.
How is this effective?
We’re all familiar with analytics indicating that the longer you keep a potential purchaser on your website or social channels the greater the chance they will connect, buy and recommend your products and/or services.
Dwell time averages:
- Social gamification apps 90 seconds
- Website landing pages: 10 seconds
- TV ads: unknown, but 86% of viewers now skip ad breaks.
Not only do social gamification apps win hands down in terms of dwell time, but they are one of the only mediums to allow the viewer to engage and share. This is the sweet spot for every marketer when considering activity.
However, whilst these branded Facebook apps work incredibly well on their own, they work even better when supported by an integrated approach incorporating TV, billboards, social ads, email etc.
Recall and retention
By engaging potential customers in a physical engagement on your key social channels in this fun, relaxed environment, marketers can increase the likelihood of the user becoming advocates and/or purchasers.
It’s far subtler and can be compared to a burst of TV advertising in terms of reach.
In fact, it could be argued that gamification for positive recall is likely to be more effective in the long term as people are often more responsive to active interaction (gamification) than passive interaction (TV).
Take Christmas as an example
Competing for consumer attention is often at its peak leading up to Christmas. Social ads increase in cost and content reach levels hit rock bottom. For many consumer brands, the vast majority of annual sales will be accumulated in the eight-week period prior to the festive season. Throughout the year, but in particular, at this time, companies are often looking for ways to reach their audience base in a way that will set them apart from competitors.
And gamification promises that and a good deal more. We’ve proven Christmas themed games housed on brand’s Facebook cages to actually heighten consumer excitement around the festive period, increasing peer network referral and ending in a spike in sales.
Top brands have already bought into social gamification
Many top brands are creating gamification social media strategies to pull in new consumers and keep existing consumers happy. By adopting both a subtly commercial yet creative focus, these brands are creating a massive competitive advantage, engaging their target market on a social platform they trust and spend an increasing amount of time on.
Market leading pen brand, UniBall, has adopted gamification as a key element to their social media strategy, deploying around 3x interactive and addictive branded games each year. The brand claims these games have grown their market share extensively presenting a more innovative approach from competitor offerings. In fact, product recall is at its highest for the brand due to the amount of dwell time and direct interaction with ‘digital’ individual product types.
The importance of having fun in a branded environment
So much time is wasted on producing uninspiring content, giving the most creative brands a true opportunity to win the day. Take a look around and you’ll notice that most engaged brands are the ones that produce content that adds value, doesn’t necessarily take itself too seriously, and remains open to a conversation with the consumer on personal terms.
Social gamification apps go a step further in keeping the consumer entertained, increasing positive advocacy levels at the time of activation. This is often a massively overlooked facet to a brand’s social media activity, especially in relation to more playful brands.
Social gamification applications also go beyond commercial benefits. They are an effective way to deliver information on topics or methodologies that may assist with product education and recall. Brands can create a better learning experience, which in turn, improves communication and the retention of information – this has been proven.
Orbital Media are now one of the leading suppliers of social gamification apps in Europe, delivering bespoke, secure solutions to brands that offer results on a par with a burst of TV, but at a fraction of the price!
Get in touch
Contact us with any or all of your social media gamification questions and see how you can best implement a social media strategy that leverages this proven marketing method.