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Phygital Marketing using Gamification

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In the understanding of the need to keep customers intimately involved in their buying decisions, BrandSixty advocates the need for “physical” involvement in a “digitally” enabled purchasing process. BrandSixty presents this as “Phygital Marketing.”

 

In our view, physical involvement in a digital process keeps personal emotions customers enjoy when deciding to buy something. These emotions stimulate enjoyment, loyalty, and ownership.

 

Remove these emotions and the buying experience becomes cold and clinical.

 

It is on this basis that BrandSixty collaborates with Companies to set up Marketing and Selling Strategies which are phygital in nature to involve and reward customers, but also aimed at delivering sales and market share growth. These plans are mutually beneficial to the customer and business to drive long-term sustainability of brands and businesses.

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Formulating a Gamification Strategy

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The following graphic sets out an example of a high-level process to create a Gamification Plan.

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Sustainability

The campaigns we propose to customers will be mostly (>95%) sustainable to the environment. 

Consumers will engage with the brand/product digitally using their own smart phones or computers. There will be no physical below the line advertising material other than QR/Barcodes where they are needed.

Prizes will be won and redeemed digitally on the consumers smart phone or computer. There will be no requirement to send physical prizes to winners as this will all be concluded on-line. 

The “moment of truth” – where to position this in a campaign

The campaigns we propose will be interactive to keep the customer interested, engaged, and intrigued. 

We aim to position this interaction on either side of the payment process. 

Leading up to the actual purchase will be an awareness campaign promoting products and the opportunity to take part in a process to win a prize. The interest.

After payment for the product, a process will be presented to the customer for them to take part for an opportunity to win a prize. This process will vary from campaign to campaign but will always be digital. The customers engage the process and will at once be advised on their device if they are a winner, or not. The engagement.

To redeem their prize, the customer will be asked to supply necessary personal information for the prize to be sent to their device. The process will be fun and will keep the customer intrigued and excited to receive it. For losing participants, campaigns can be designed to allow losers to take part again. This way you keep the customer positive and loyal to the brand or product. The intrigue.

Phygital versatility

Phygital marketing is versatile and can be used across industries and functions.
 
  • An organization has conceptualised how to use phygital marketing in rewarding employees for completing their online IT security training on time.
  • A Conference Organiser made a phygital marketing campaign available to their exhibitors to ask for engagement, prize redemption and the collection of limited data.
  • A restaurant used a QR code campaign to reward customers who spent >R750 in their restaurant. The prizes required the customer to return to the restaurant.
  • A bicycle shop offered a 100%-win ratio to customers who spent >R500. The winning prize was a free “wash and lube” on their next visit to the store.
  • A real estate company presented prospective seller with a QR code to win a discount off their commission payable.
  • A beer company is considering a gaming campaign to distribute rugby jerseys at the upcoming World Cup Rugby tournament.
 
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