Everyone can agree that we are all motivated by something. We go to the gym to get fit and be healthy. We go to work to make money and receive a paycheck. Motivation is what makes the world go round. But what happens when implement that concept digitally? You get gamification.
Gamificition is the idea of applying gaming concepts to non-entertaining environments in order to motivate a behavior and achieve business objectives. It applies game-like characteristics, such as challenge, competition and reward, to real-world experiences which will then encourage and promote user engagement. Due to its popularity within the last year, many brands and businesses are jumping on the bandwagon. And though many people think this is just a fleeting trend, the gamification market is projected to reach $2.8 billion in 2016.
Here are 2 brands that have successfully implemented gamification in their marketing strategy:
- Starbucks: Starbucks is a company that has capitalized on this concept effortlessly. Their gamification design is clean and easy to follow. Each time you buy coffee using a Starbucks card, you get a gold star in your cup. Once a user reaches 12 stars, they are eligible for a free coffee or pastry. Not only does a user get the satisfaction of collecting stars and “leveling” up, but it encourages consumer loyalty. It has been so popular that 1 in 3 customers pay for their Starbucks using this app, which also makes up for $3 billion in sales per year.
Nike+: Nike+ is one of the most popular fitness gamification apps out there. The app allows users to record, share and compare physical activity while earning “fuel points.” Fuel points unlock different trophies and awards, which can then be shared on social media, creating competition among users. However in order to effectively track the correct distance, the user must buy the Nike+ sensor. Through this new app and the additional accessories, Nike+ was able to increase their market share in the running shoe industry by 14% in just 4 years.
Courtesy of Nike+
Do you think other brands and businesses should start implementing gamification in their marketing plans?
