When people play games, they spend time interacting with the brand and create long-term engagement with the brand. 75% of the smartphone owners have played a game on their device, and 46% play games on a daily basis according to Kamakshi S., Oct 16, 2014, Forbes. Companies add elements such as progress bar, rewards, challenges, points, rating, virtual currency, leaderboards, virtual present, physical products to make sure the game triggers the competitive nature of the user. Most importantly, it makes customers feel like they are doing something meaningful for using the product.

Here are some questions to consider when starting a marketing campaign using gamification:

1.Who is your audience and what motivates them?

2.How can game mechanics tell your message? What elements should be implemented in your game? For example, do you have a character in your brand? or any core value in your business can become a game?

3.What is the goal of the campaign and how can it be measured?

Here are some successful gamification campaigns:

1. M&M’s Eye Spy pretzel: M&M’s Brand launched the pretzel M&M’s in 2010. To promote the new product, M&M’s posted to their Facebook an image and challenged their followers to spot the pretzel among the M&M’s. This simple, low-budget marketing strategy resulted in an explosion of engagement, over 10K comments, and 6K shares....