The current pandemic has forced shopping centres to get more creative and find new ways of reaching out to customers, pivoting towards more real time engagement to re-ignite their customer experience in a virtual environment. One of the most effective tactics has been Gamification - the application of typical game elements, such as points, rules, and competition, in non-game contexts.
Gamification can deliver impressive results to shopping centres. Whether it’s increasing loyalty, engaging new customers, or driving sales, don’t underestimate the power of fun. Gamified shopping experiences can also allow shopping centres gain insights into their customers and provide an elevated shopping experience.
Placewise worked with one of our Norwegian clients, Scala Eiendom to create a highly engaging Easter game and promotional campaign.
The Wheel of Fortune game was in the games module of the centre’s loyalty app. Registered loyalty members could spin the wheel and win a variety of prizes from various shops at the shopping centre and gift vouchers. The campaign communication plan consisted of SMS/Push notifications to existing loyalty members, as well as a recruitment campaigns on Facebook.
The impressive 14-day campaign results were driven using “earned” media for the most part, with 11 of the 19 participating centres also including Facebook Ads:
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