A few years ago, when everything about geolocation and mobile phones was still something more or less experimental, Jimmy Choo starred in one of those campaigns that usually appear in manuals on what to do and in the texts in which they recover success stories. The shoe brand (one of those that is often associated with aspirational shopping and specifically with a specific type of shoes) promoted its line of sneakers (not exactly what you expect when you think of Jimmy Choo) with a treasure hunt of almost epic proportions all over London. The company was releasing clues through social networks. The shoes had their own Twitter and Foursquare account and I was checking in here and there. Consumers just had to look at where the shoes were and go hunting. The first to actually find them beyond cyberspace, the first to literally lay a hand on them, would get them.

The campaign was a success. Jimmy Choo, his sneakers and the treasure hunt that occupied all of London became the material for countless news stories, as well as countless reflections on the power of the new social networks to attract consumers and the starting point for a wave of actions that followed in its wake. Because the action of Jimmy Choo, that pioneering treasure hunt in 2010, was not only a success in generating conversation about it, but it was also a success with direct  Ghana phone number list   audiences (maybe launching a treasure hunt in a City is not something hilarious?) and a demonstration of the power of something that was beginning to be talked about and that was quickly incorporated into the language of trends that no one should lose sight of. Jimmy Choo had been a pioneer in gamification.

What exactly is gamification, or gamification, as some experts in Spanish call it? As the example of the sneakers that consumers had to capture while on the run shows, gamification uses the resources of the game to mark the interaction with the customer. As explained from Madison, gamification consists of the “introduction of game dynamics in areas where their use is not, or has not been common outside of the merely playful aspect”.

The brand decides to use these types of tools to get a message, give information, help the consumer to solve a problem or simply improve the customer experience. In the end, what companies are doing is applying the same principle that our teachers applied when we were Primary students. Things come in much better in a fun way and stay much easier in our minds if they are shown to us in a playful way. And furthermore, sometimes the game manages to push us to do things that we might not otherwise do. Teachers know it, and companies are picking up the same principle, only in a cooler way, so to speak.

In 2014, 45.3% of Spanish brands were already using gamification for their communication tasks, according to data from Gamkt.com, and they used it to attract and retain consumers. A statistic of more or less the same dates from M2 Research pointed out that the gamification market moved about 200 million dollars and predicted that the market would grow to 2,800 million in 2016. This growth was due to the increasing interest of the big companies. companies in these techniques, especially since the conversion of making an effort in gamification is to create a loyal brand community. Using gamification is almost a guaranteed guarantee that the loyalty of the consumer who is caught in the gambling networks will be achieved.

Some examples of gamification

Gamification has, in fact, been among the emerging techniques that are often mentioned in the lists of trends that will mark the year in marketing in recent years and will continue to be so in the coming years. Using gaming techniques has a lot of potential (and a lot of potential yet to be exploited) and it also manages to engage consumers in a way that very few systems have managed to achieve. The examples also show the versatility of this tool.

Thus, Commonwealth Bank created a virtual world and a gamification experience to teach children the value of money and explain in the process how banks work or reduce the negative impact that the process of acquiring a property can have by applying gamification techniques to the process. . The example is an example that gamification has no barriers and that the sectors that seem grayer or with less potential to do fun things are not in reality. To give another example from the banking world, BBVA created a game a few years ago with which they wanted to solve a problem (its users did not use their online platform as much as they could

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