In a world where people are increasingly time-limited and attention-poor, engaging with customers has never been quite such a task.
Whilst not a new phenomenon, gamified marketing campaigns provide endless opportunities for brands to engage with customers – interactively and inventively – with recent reports finding that using play in campaigns can increase customer engagement up to 47% and brand loyalty by 22%.
Whether it’s through a rewards scheme, points programme or a fun challenge, the game-like touchpoints of a gamified campaign make the customer feel involved. And if they’re involved, then they’re listening, which means you have their attention to communicate your brand, product or service. Without falling on deaf ears.
Using gamification to attract, engage and generate a great ROI
As a global distributor of technological products from brands like Dell, Fortinet, Microsoft, Sophos and more, Arrow’s campaigns are varied and complex to communicate.
We work with them to deliver marketing and enablement campaigns that simplify the products and pull out the key benefits that Arrow wants customers to understand.
Using play and gamification, these campaigns aren’t afraid to get creative, appealing to the customer’s sense of fun, gaining real interest and leading to tangible results.
Everyone loves LEGO, right?
Arguably the most obscure but exciting project we’ve worked on (mostly because, as designers, we can’t not love LEGO), the CRUSH team were delighted to work with Arrow on the ‘Arrow Smart City’ campaign.
A bespoke LEGO city, this project was developed to drive product knowledge on Fortinet’s cybersecurity solutions and support a more comprehensive education strategy.
Each area of the city was designed to represent different cyber risk scenarios, presenting a problem for the team to solve by understanding how Fortinet products mitigate such risks. As an interactive workshop, Arrow’s Smart City enables the Arrow team to spend time with Fortinet partners, working together to develop their understanding of Fortinet’s portfolio and how it can be applied in a real-world setting.
“No one enjoys sitting there, listening to someone deliver a PowerPoint, talking at great length about a product – and it certainly doesn’t motivate you. And yet, this is still somehow the way we do things in business, whether it’s when we’re trying to drive sales or share knowledge.
Arrow’s Smart City LEGO campaign completely throws that rule book out the window, and for all the right reasons.
As soon as they first used the city, Arrow found team conversations to be much more fruitful, complex and naturally inquisitive about Fortinet’s products. The interactive workshop gave people more opportunities to ask questions, because they were working through the problems presented by the Smart City and having to solve them in real-time, by learning about the products.
This is exactly what we were aiming for – creating opportunities that may otherwise have never occurred.”
– Natalie Burkinshaw, Founder and Creative Director, CRUSH
