The Hottest Trend in Social Media Marketing to Millennials in South Florida
Gamification just sounds like a perfect word for the world that we now live in, even if you don’t know what it means.
Let’s start today’s reflection by defining our terms. The word “gamification” refers to the incorporation of elements of a game into other areas of life.
In marketing, gamification creates reward incentives for consumers to feel more engaged with, and excited by a product or service.
Today, we will explore why gamification is one of the hottest trends in social media marketing to millennials.
Thanks to social media the average person has a voice that is amplified far further than has ever previously been the case. In a world where a single social media message can easily reach hundreds of people, marketing has new opportunities and new challenges.
On the one hand, if you as a marketer can get the average person to discuss a product or service on social media, you will enjoy distinct benefits from their advocacy.
On the other hand, it isn’t easy earning people’s affection in that way. The solution? Gamification. The essence of the idea is to create a reward-based system that resembles the rules of a game.
Customers are rewarded for sharing product information with their friends and family.
We saw Uber do this in a small way by offering a free ride to customers that referred friends. We see companies embrace the strategy more and more as social media campaigns invoke sweepstakes that can only be entered through a share or a retweet.
The influence that social media has is obvious but critically powerful. As consumers, we have heard from the manufacturers for decades. But a marketing message is so much more impactful when it comes from someone that is close to us.
Gamification can be subtle and simple. The idea is simply to stay in the mind of the consumer, and some companies are finding ways to do this in ways that are as unobtrusive as possible.
A recent ad campaign from Papa Johns over in the UK is a good example of this. The idea behind this effort was pretty simple. Soccer fans could submit their favorite team to the Papa Johns website. Anytime their team scored two or more goals, the customer would receive an emailed coupon.
The campaign created an exciting event that soccer fans could enthusiastically share with their friends. It also kept the company in the minds of fans while they watched their favorite sport and had the backdoor benefit of helping Papa Johns effortlessly grow their email list.
With subtle gamification techniques, clever companies can accomplish a lot with a little.
The world of marketing has known about the benefits of gamification for decades. This stuff isn’t new. For example, think back to McDonald’s Monopoly rewards campaign that first debuted in the eighties.
When people feel like they are engaged with the consumer experience, the benefit to both the customer and the company are proven and immense.
Social media has not invented anything new with gamification. It has created a gargantuan platform upon which this powerful technique can perform the way that it was meant to.
Ready to add gamification to your social media strategy? Socially Handled offers social media and digital marketing to businesses in West Palm Beach, Wellington, Delray Beach and surrounding South Florida. For the best social media advice, request a free consultation.