[Posted by James Burr
Senior Presales Consultant, Neolane]

As you read in last week’s post, we explained what game-based marketing was and why it’s important. Now, we will dive a bit deeper into what’s needed to develop a successful, game changing (pun intended) campaign.

So how do you start to bring these playful elements into your marketing campaigns? The first thing you’ll want to do is define the goal of your marketing campaign as well as the target audience. It’s also important to understand the goals of your target audience and how this game will help them achieve those goals. Then, you need to think about which channels you should use to promote the campaign and entice your targets to participate. Clearly defining the game and the necessary steps the players needs to take in order to achieve the goal will also be important to convey. And don’t forget about what the players will win, or how they’ll be rewarded along the way.

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[Posted by James Burr
Senior Presales Consultant, Neolane]

There has been a lot of buzz around the concept of  ”Game-Based Marketing” or the “Gamification” of marketing programs recently. In this two-part blog post, we will explore what game-based marketing is all about and why you may want to consider incorporating it into your marketing programs.

What is game-based marketing?

Game-based marketing is the term used to describe the strategy of adding playful elements to a marketing campaign to increase brand engagement and motivate your target audience to discuss and promote your campaign. The advantage of using games as a motivator is evident when looking at how people introduce these elements into their everyday lives. As human beings, we seek out friendly competition and social bonds, and we often emit positive emotions when we succeed over our peers. By introducing gaming elements into a creative campaign, marketers can take advantage of the innate need to engage in play and the positive feelings that result from it.

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