Gamification can be defined as the creation of a game out of social media or a mobile app with the purpose of developing loyalty to the brand and participation to get the consumer engaged. The key to a successful gamification strategy is to provide the right reward at the right time, as positive reinforcement.
Social sharing is also a big component of gamification. Although many times this type of strategy doesn’t affect directly the purchase intention, it can serve to put real customers as influencers of your brand. Potential customers want to hear from their group of family and friends how great a brand is and providing another touchpoint to your brand can make a difference when talking and sharing their experiences.
A good gamification strategy is the one that can combine fun and competition to your marketing efforts. At the end, good marketers are those that apply the right techniques to create an emotional connection between customers and brands that will last forever.