Did you hear about how Kellogg’s used an online Facebook fun game to help give them better engagement? How do they use this digital marketing strategy across the board in other social media domains to get more Facebook fans? Let me share how to use fun Facebook games for better engagement.
Before we get into that…
Have you ever stopped everything you’re doing, because you wanted to know what your preference of eyebrow shape says about your personality traits?
Don’t lie…
Of course, you have!
We all have…
That is just one example of how online gamification can turn a simple game, into an effective Facebook marketing strategy. This not only improves your Facebook audience’s engagement but also brings in more leads and customers.
What is Facebook gamification?
Gamification is the practice of adding game-like essentials such as point scoring, competition and rules to reward behaviour, but in turn, you get a reward too. Thus, you get a higher Facebook engagement rate and more customers.
Although there are many different online platforms you could use to benefit from gamification. Facebook has been one of the biggest social media streams to invest in gamification features lately.
Why use Facebook gamification?
Gamification provides a massive opportunity to help engage your Facebook users!
The unlimited potential of social media has opened many doorways for digital marketers to not only take advantage of but also to reach those markets which used to be pretty much impossible to reach.
Facebook gamification not only helps your digital marketing strategy to increase leads, and convert those leads into prospects and customers, but it also helps to get your Facebook followers more engaged on your business page. This, in turn, gives you the chance to join the conversation and get more involved.
Facebook gamification theory
The theory behind Facebook gamification or gaming is that it helps create more addictive products or services and builds customer loyalty at the same time.
It works so well because the game triggers actual human emotion, which then adds to positive user experiences, which in turn helps the player (client), to associate those positive feelings with your business’s product or service.
In the long run, it makes them come back for more.
So, let’s look at how Kellogg’s did it…
This case study is focused on how Kellogg’s drove engagement with a new product through Facebook gamification and mobile phones.
The game
Kellogg’s Krave Krusader.
The challenge
In 2010, the leading multinational cereal manufacturer, Kellogg’s, hired a digital marketing agency to develop a social media game on Facebook, for the launch of their new cereal brand, called Krave.
The design of Krave was aimed at growing their Facebook followers as well as increasing their audience and customers’ Facebook engagement on the social media platform.
The Facebook gamification targeted an audience of young adults, between the ages of 16 – 25.
The Facebook game
Krave-Krusader was created, as part of their job, by the digital agency. This is a 2D side-scrolling platform game, available as a Facebook game app. It is also available as a mobile app for iPhone and Android users.
The game was designed with the aim of engaging Krave’s core audience. Thus getting attention, and reaping in new followers, with the aim of turning them into customers.
This game portrayed the character’s personality, behaviour, and mannerisms of the Krave character, who would basically stop at nothing to satisfy his sweet appetite for chocolate.
I have to admit…
This character is starting to sound a lot like my own mother, as kids, we had to hide our chocolates from her, otherwise, it would all be gone in the morning.
And when I say all gone…
I mean like a truckload’s worth of Easter eggs is kind of all gone!
Like my mother, the Krave character would basically stop at nothing to get her hands on chocolate.
How was Facebook gamification used?
The mobile apps incorporated additional features, including a real-world chocolate hunt.
Players checked in at these virtual locations. Hence, achievement bonuses and rewards would be earned. As this could then “capture” the chocolate and add it to their virtual Facebook tally.
Initially, the online game combined leading multiple chains, with the idea of adding independent retailers as the campaign evolved.
How the Facebook game was promoted
The game was promoted on packs of Krave, with a QR code. This code allowed users to download the Facebook game directly to their mobile phones with a single click.
Kellogg’s also promoted the Facebook game another way, via a series of summer festivals across the UK…
Festival attendees who visited Kellogg’s “Tunes and Spoons” area, could get a discount on their breakfast when they checked in using their mobile phones.
Results
Both of these helped promote and increase customer Facebook engagement. Thus, also helped create general engagement with the public. Who would be so excited about the game? They too would join in on the Facebook game fun and become customers and supporters of the brand.
Please share if you found this blog interesting and might know of other people who could learn from it.
So, here is your challenge…
If you are serious about growing your business, then, don’t wait any longer. Start today, prepare and introduce online games by using Facebook gamification to get more leads and customers!
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