If engagement is a measure of how much people love your brand, then gaming is the hack that gives you infinite likes.
Strategies based around "gamification" have been accessible for quite a while but the platforms that should allow you to explore this in your digital marketing are usually too limiting, generally based on minimal features.
A few new companies are trying to change this but fundamentally it requires a shift in the campaign narrative and execution, not just the tech. At KRPT we’ve developed a new process that integrates a number of partners and helps brands create more engaging “ads” that can build loyal fans that become part of a real community.
Gaming: The Emerging Opportunity
An average consumer sees tons of ads each day. In this environment, it’s crucial for brands to cut through the noise. One of the best ways to do this is by making interactive ads that include video, audio and other multimedia elements; but one area that is still relatively untouched is gaming.
Here are 2 key mediums that will shape the future of advertising through “playable advertising strategies".
In-Game Mobile Ads
From Angry Bird to Candy Crush it’s very likely that you have engaged with the mobile-game ecosystem at some point. The worst games aren’t necessarily terrible but the intrusive advertising (usually a pop-up video) is what breaks the whole experience apart and becomes unbearable. As a result, premium developers have moved towards a model of in-app purchases to drive revenue. But what if there was a more integrated approach that could scale?
Case Study: Burger King
Burger King were looking for a new way to engage with their audience and get some additional traffic to restaurants. The solution was a fast and casual game that was integrated into Burger King’s existing mobile app.
The principle of the game is simple yet addictive: the player is challenged to collect 20 Jalapeños in under 20 seconds in order to unlock an exclusive discount coupon redeemable at the Burger King restaurants.
Results after just 14 days of the campaign were very impressive:
- 336,700 Games Played
- 7,866,146 Jalapeños Collected
- 40.25% Average CTR
- 135,883 Coupons Won
- 0 (Zero) Media Budget Spent
That’s a lot of Jalapeños...
The key problem is everyone assumes developing a mini game for an ad campaign is a huge task. Generally speaking, they are not wrong.
This is where new platforms like Gamewheel come to the rescue. The Gamewheel Content Creation Platform gives anyone the chance to personalise a "game template", brand it and integrate their own playable ad easily to any type of mobile ad campaign without any coding.
A number of other platforms are also developing their own solutions and we're making sure we're partnering with the ones that have a real long-term vision.
Virtual Reality/Augmented Reality as the next frontier for playable ads
Some of the most hyped trends in the media industry for the past few years revolve around immersive experiences that can be created through virtual/augmented reality, but unfortunately we haven’t reached that point of mass usage yet.
Predictions suggest that over 200 million virtual reality (VR) headsets will be sold by 2020. Additionally a 2015 study discovered that 75% of the Forbes’ World's Most Valuable Brands have created some kind of virtual or augmented reality experience, a number that will surely skyrocket.
If mobile games are providing a unique space for brands to create playable ads then it’s very easy to imagine how VR & AR could provide similarly engaging spaces for branded levels or playable ads.
Additionally, console games also have huge potential for some level of integration however that challenge is arguably much more long-term. Companies like Virtual Sky are taking a lead here but the opportunity is still open for any platform to dominate and forward-thinking brands might even start working with developers in a more intimate fashion.
Let’s get a bit more physical...
One of most important challenges is how to integrate these digital experiences into the physical realm to create a more wholesome campaign that has longevity across key touch-points.
Instead of just one playable ad or a branded level, companies could create a whole ecosystem of experiences that span across all mediums and link back to a centralised leaderboard or social network for example.
We believe this is where experiential comes in; more specifically it’s where community management and experiential merge.
Brands like Nike and Fitbit have sparked a revolution with their respective wearable tech and underlying software. The idea of “leaderboards” has been a much more effective way of building a real community than the traditional ideas based around social media management. How will this evolve?
Companies like Thuzi have developed their own platforms that let brands create physical experiences that seamlessly connect with digital by letting users easily share pictures, compete on global leaderboards and engage with the campaign in new ways.
We see an exciting space when brands are able to create a complete gamified experience that spans mobile, desktop and outdoor strategies.
So here is why should you be speaking to us...
KRPT is a global movement; our network includes leading musicians, startups, labels and creators that are interested in pushing society forward.
Our aim is to explore new ideas that merge technology with exciting opportunities from our network.
An Example from the KRPT Network: The Complex
The Complex is a mind-blowing new project setup by a team in Russia. They are part of the KRPT Network and our aim is to help scale the experience around the world. Using affordable tech such as projection mapping and motion detection, they have created a fully immersive space/game that can be toured across the globe.
We're looking for the right brand who wants to collaborate on this experience; either developing their own branded level or exploring deeper synergies.
The Future of Advertising: Branded Levels & Playable Ads?
(Most) advertising has no real place of value in society. Brands have started to understand this and trendy phrases like "facilitators" are more likely to define an organisations evolving ambitions.
We believe there is a very exciting opportunity that is completely untouched and one of our latest services aims to solve this. It takes a brand from being a facilitator to being a character, level or a game; integrating them directly into unique apps and experiences.
If engagement is the measure of how much people love your brand, then gaming is the hack that gives you infinite likes.
Find out more about by contacting firstname.lastname@example.org or check out our website.
What are your thoughts about the future of advertising?
Tweet us at @krptldn and #JoinTheMovement by evolving the advertising paradigm.
KRPT GROUP IS A GLOBAL MOVEMENT AIMED AT HELPING BRANDS ADD VALUE TO CULTURE INSTEAD OF EXPLOITING IT.