FMCG: Maks ja Moorits’ Gamified Approach to Promoting New Grilled Meats
In today’s competitive marketplace, companies strive to captivate consumers’ attention and foster deeper connections with their brand. Gamification marketing, a powerful strategy that leverages interactive elements and game mechanics, has emerged as a game-changer in the realm of customer engagement. By infusing fun and excitement into marketing campaigns, businesses can influence consumers’ purchase behaviour while simultaneously building stronger brand affinity. This case study explores how Maks ja Moorits, a prominent meat manufacturer, harnessed the potential of gamification marketing to promote their new summer special products. Through a meticulously designed gamified campaign, Maks ja Moorits aimed to introduce their offerings, enhance product memorability, and ultimately elevate customer engagement and affinity with their brand.
Objective: Driving customer awareness and changing their purchase behaviour
Maks ja Moorits, a renowned meat manufacturer, launched a gamified marketing campaign to promote their new summer special grilled meats. The primary objectives of the campaign were to introduce the new products and enhance their memorability among consumers.
Working in collaboration with the creative agency Imageine, Maks ja Moorits selected the game of Memory as the core gamification element for their campaign. The choice was driven by the desire to encourage players to remember the packaging of the new Maks ja Moorits products. The game challenged participants to recall which product was hidden behind each box or to match related products together.
Channels and Platforms: Reaching the Target Audience
The gamified campaign was predominantly conducted online. Maks ja Moorits utilized Facebook and Instagram as the primary channel to reach their target audience. They launched a well-crafted Meta advertising campaign and also shared posts on their official social meda pages, inviting followers to participate in the game. To ensure clarity and ease of participation, an image file was shared, providing explicit instructions on how to engage with the game effectively.
Positive Response: Engaging Campaign
During the gamification campaign, Maks ja Moorits received valuable feedback from their customers. Participants expressed enthusiasm for the engaging and interactive nature of the Memory game. The customers appreciated the challenge of remembering the different product packaging and expressed that it increased their familiarity with Maks ja Moorits’ new grilled meat offerings.
Results: Cost-effectively Engaging Thousands
The gamification marketing campaign by Maks ja Moorits delivered exceptional results, surpassing the initial expectations. Key metrics were used to measure the campaign’s success, including the number of started gameplays, unique reach, and bounce rate. The campaign achieved a remarkable 230% increase in visits to the landing page compared to the projected numbers. Furthermore, the cost per game start was an impressive 0.03€, which was three times lower than the anticipated cost. Though not the primary goal, the campaign garnered 9,226 unique email addresses at a cost of €0.23 per address, demonstrating a 230% cost reduction compared to the expected value. The campaign successfully engaged 12,675 unique users who began playing the Memory game.
Lessons Learned: Insights for Success
Maks ja Moorits’ gamification marketing campaign yielded several valuable insights. Firstly, incorporating gamification elements, such as Memory, proved to be an effective strategy for enhancing product memorability among consumers. The interactive nature of the game fostered a more memorable and engaging experience. Secondly, leveraging Facebook as the primary platform enabled Maks ja Moorits to effectively reach their target audience and drive participation in the campaign. Lastly, providing clear instructions and visuals significantly improved the user experience and resulted in higher engagement rates.
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