6 successful examples of marketing games from real brands

Before we present the 6 examples of Marketing Games, let’s start by defining what Marketing Games are. Marketing Games are mini-games used by companies to, amongst other things, attract new customers, engage their audience, promote their products, and boost their email list. 

They are different types of Marketing Games. Some require almost no involvement from participants, while others are more difficult to play and require more time and skills. Depending on their goal, companies would decide on a game with a certain level of involvement. 

6 examples of marketing games

In the following blog post, we will present 6 examples of marketing games that companies worldwide used to fulfill their marketing goals. Check them out. 

1. Callebaut’s Scratch & Win Game

Their main goal: Attract new customers

Callebaut decided to create a Scratch & Win Game to build excitement at their booth during a big food fair. During the fair, customers were invited to try their luck at scratching 3 matching chocolate bags for a chance to win a sample of the product right away. The mix of gamification and instant win successfully helped Callebaut attract lots of potential customers to their booth.

“Callebaut Scratch & Win Game was a campaign we did for the biggest Food fair in the Nordics. We had more than 1.000 interactions with our brand, which was much more than we had expected! Easy and great way of interacting with customers at a fair.” 

Callebaut’s Marketing Manager, Nordics & Baltics
Examples of Marketing Games: Callebaut's Scratch & Win Game
Click on the image to try this Customer Example.

N.B. This interactive experience is not live by Callebaut anymore. Any lead forms or prices were removed so that the only thing you can experience is the game itself. 

2. Brequet’s Assembly Game

Their main goal: Engage their audience

Breguet created a mini-puzzle to be used at an event and shown on iPads. The puzzle required participants to assemble a tourbillion as fast as possible with their time being tracked. The purpose of the project was to engage participants in the Breguet brand at the event. It was a great way to engage with the participants and educate them on the complexity of a tourbillon at the same time. 

Examples of Marketing Games: Brequet's Assembly Game
Click on the image to try this Customer Example.

N.B. This interactive experience is not live by Breguet anymore. Any lead forms or prices were removed so that the only thing you can experience is the game itself. 

3. Mona Lisa’s Spot the Difference Game

Their main goal: Grow their email list

Mona Lisa, a chocolate decoration brand, was being released in Scandinavia. So, the marketing team created a Spot the Difference game to create awareness around the brand while also growing their email list to better target potential customers later on through a newsletter. By spotting the differences in two product images, customers would get a chance to scratch and win a price instantly. Of course, to win the prize, they had to fill out the gating lead form. 

We were launching a whole new decoration brand to the market, and to create brand awareness on Social Media and online, we made a game where the customer interacted with the brand in a fun and memorable way. One of the KPI’s was to build our newsletter database for the Mona Lisa segment alone, which, together with the campaign activation, was a huge success! 

Mona Lisa’s Marketing Manager, Nordics & Baltics
Examples of Marketing Games: Mona Lisa's Spot the Difference Game
Click on the image to try this Customer Example

N.B. This interactive experience is not live by Mona Lisa anymore. Any lead forms or prices were removed so that the only thing you can experience is the game itself. 

4. Hummel’s Quiz

Their main goal: Promote their new product launch

Hummel was launching the new Aerocharge 2.0 shoes. To promote their new product, Hummel created an interactive video quiz around handball stars from different countries. The handball stars quizzed visitors on their knowledge about handball and the career of the featured handball stars. The football stars would react to the answers given, depending on whether the answers given were correct or not. By answering all 6 questions correctly, the participants could enter a draw to win a signed handball and a new Aerocharge 2.0 shoe pair. With this interactive video quiz, Hummel succeeded in creating quite a fuzz around their new shoes and boost their sales.

Examples of Marketing Games: Hummel's Quiz
Click on the image to try this Customer Example.

N.B. This interactive experience is not live by Hummel anymore. Any lead forms or prices were removed so that the only thing you can experience is the game itself.

5. The Perfume Shop’s Valentines Game

Their main goal: Entertain customers & Educate them

The Perfume Shop created a fun marketing game to entertain customers on Valentine’s Day while also boosting sales. The game is quite easy; each turn, for a total of 4 turns, customers will see a bottle of perfume behind one of the three hearts. Then, the three hearts will be moved around multiple times in a fast-paced to confuse the participants. The participants’ goal would be to keep following the heart with the bottle under and to identify it at the end. Between each turn, The Perfume Shop would use the opportunity to educate participants on their services and best features. This is a great way of educating their customers. 

“Dot.vu has been an excellent partner and advisor in helping us implement interactive content into our customer journey. Interactive content is a perfect way for us to engage with our customers and has helped us achieve great results.”

The Perfume Shop’s UX Design Manager, E-Commerce
Examples of Marketing Games: The Perfume Shop's Valentines Game
Click on the image to try this Customer Example.

N.B. This interactive experience is not live by The Perfume Shop anymore. Any lead forms or prices were removed so that the only thing you can experience is the game itself.

6. Benefit San Francisco’s Advent Calendar with Daily Games 

Their main goal: Grow their email list 

Benefit San Francisco created a fun Advent Calendar where customers could come back every day for 24 days to unlock different games, quizzes, personality tests, and so on. This campaign only took one week to create, and it was published in 11 countries across Europe. Participants would have to sign in to play the daily games and quizzes. Therefore Benefit succeeded in their goal of growing their email list – they got over 75k subscribers!!! 

“We launched our branded interactive experience in 11 countries across Europe, with fun interactive activations. Our followers enjoyed it, and we got over half a million hits and over 75K subscribers. All in all, it was a very successful campaign for us!”

Benefit’s Digital Media Associate, Mailand Europe

Unfortunately, you can’t try this experience, but you can have a glimpse in the following short gif. 

Voilà. It was 6 real examples of Marketing Games!

I hope you found this article insightful. Using Marketing Games is unquestionably a great and creative addition to your Content Strategy. All of these examples of Marketing Games showed really impressive results, so you should definitely try it for your own brand and see how it goes. 

But remember, you have to think about how you’ll incentivize participation. You can incentivize participation with a leaderboard, great prizes, instant gratification, etc. 

Learn more about creating your own Marketing Game here!


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