publicite21

Letter from the Chief Editor

The industry has evolved drastically since the Covid-19
pandemic hit in the world. The impact of pandemic can be seen
in every sector and business. Marketers started scrambling for
innovative ideas to reach out to targeted customers and grow
their brand and customer base.
This is where gamification comes in. Gamification appeals to
people’s natural need to “play” and has proved to be an effective
method for brands to give actual value to customers and a good
digital experience while increasing brand exposure, customer
loyalty, and profitability. What gamification does is:

Increases website session time
Engages audience
Social sharing
Email gamification, unlike other marketing techniques, does not
need complicated designs or algorithms. A basic email template
may be used to design a simple quiz or a challenge to discover a
hidden link. It helps in the collection of customer information.
Gamification employs various techniques to make consumers
insert personal information (contact information, product
preferences) in return for rewards (points, prizes, starts,
achievements, badges, percent off, etc.). People are more inclined
to contribute data if they receive something in return, and more
importantly, they receive it quickly.
Gamification has emerged as an efficient technique that has
offered a new dimension to approaching a customer and win
them over with creativity. Whatever task (quiz, puzzle) you offer
to solve should not be complicated; otherwise, it will make
customers end it right away.

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The element of gamification can be anything, but should have
simple rules and appeal to the customers. For example,
supporting a quiz question with a corresponding image/GIF.
Brands incentivize their games with attractive price drops,
coupons, discounts on offer for customers to grab and use them.

Gamification marketing also involves incorporating gaming
elements into a non-gaming context to improve engagement levels
and encourage users to take specific actions.
Consider, Starbucks’ “My Starbucks Rewards” program. As
customers increase their spending, they’ll be rewarded with points
that they can put towards future purchases. This gamification
example shows off how the purchasing process encourages
customers to keep coming back to earn more points that they can
put towards future rewards.
Currently brands are integrating gamification into their website,
and social media handles to drive customer engagement. Tie-ups
with top online gaming platforms are a masterstroke. It enables a
feeling of competitiveness and achievement for the customers who
play the games and reap amazing rewards.
I am pleased that the students of Marketing Management are tuned
to current topics and have spared no effort in bringing out this
year’s thematic journal on the theme of Gamification Marketing. My
appreciation to all the teachers and students of the department
behind this effort. I wish them all the best for the 16th edition of
Kotlez Klan.
Best wishes !!!

Dr. Lalitha Balakrishnan

Principal

M.O.P .Vaishnav College For Women

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ooouuurrr VVViiiccceee PPPrrriiinnnccciiipppaaalll

The Department of Marketing Management has always
brought out very interesting aspects through their thematic
journals. Yet another addition to their knowledge sharing exercise
is this year’s theme-Gamification Marketing. In the context of
fierce competition among brands that are vying with each other to
capture the market, Gamification Marketing is certainly going to
be the next big wave of innovative marketing strategies. Many
companies have started using Gamification methods to improve
marketing efficacy to understand user behaviours and create
positive experiences for customers that build brand awareness and
drive loyalty and conversions.

I am sure the process of publishing this thematic journal
would have made students understand the buzz behind how
Gamification Marketing would be a game-changer to bridge the
gap between consumers and brands in an engaging way by tapping
into the human instinct of playing especially to target specific
segments of consumers. Kudos to the Faculty and students for
having thought of such a stimulating concept.

Dr. Uthira D

Vice Principal

M.O.P. Vaishnav College For Women

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Publicite was initiated in the year 2009 to equip the
students of the Department of Marketing Management with the
opportunity to gain in-depth insights into specialized sub-themes and
topics in the field. Marketing is an ever-evolving field of study and
expertise. With each passing day, the field has proven its immense
potential to turn fortunes around for a product or business and alter
status quos. In light of this, the study of emerging marketing
techniques such as Gamification is crucial.

An increasing number of brands have started incorporating
gamification techniques into their outreach, across sectors ranging
from retail, services, to education, healthcare, etc. The market for
Gamification services and specialization is predicted to grow to USD
30.7 billion by 2025 (Markets and Markets, 2020), at a compounded
annual growth rate of ~24.5%.

The edition of Publicite seeks to address some of the questions
surrounding gamification – what it entails, how it has been adapted to
different industries and brands, what the effects are. We also learn
about the edge gamification has over other marketing techniques and
gain in-depth insight through case studies into how brands
incorporated the strategy into their business models.
I congratulate team Publicite for always being proactive in their
approach towards learning and dissemination. This journal is a one-
stop read and will give the readers a holistic introduction to the
strategy of Gamification in marketing.

Ms. Kiran Varma

Associate Professor and Head

Department Of Economics

M.O.P. Vaishnav College For Women

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RRReeedddeeefffiiinnniiinnngggTTThhheeefffuuutttuuurrreeeooofffMMMaaarrrkkkeeetttiiinnnggg

We live in an age dictated by screens – exposed to a
world of branded content that extends far beyond the concept of

traditional ‘marketing’. Marketing in 2022 and beyond will be all
about integrating traditional storytelling concepts with virtual
experiential spaces that will introduce consumers to the ultimate

brand experience.




Creatives are increasingly leaning on the principles and processes
of gamification to deliver heightened brand experiences and new

ways of producing work. This is because the technology behind
gaming provides ultimate creative flexibility, and enables the

production of live visuals that viewers can play and interact with.
Interactivity and gamification are here to stay, and i am extremely
happy that this year the Kotlerz Klan and Publicite team have

chosen gamification marketing to be the theme of the year.



This year being the 30th anniversary of the college, the department
of commerce (marketing management) is proud to be part of this

incredible journey of educational excellence. Kudos to the student
editorial board and journal contributors for putting together this

wonderful piece of literary work in this milestone year as we seek
to ideate, innovate and inspire.
My best wishes to all

Dr. Nisha U

Head
Department of Commerce( Marketing Management)
M.O.P. Vaishnav College For Women

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Gamification marketing is the most engaging techniques
of promoting a brand. Especially post the covid-19
outbreak, the strategy has been incorporated by various
brands and the brands have witnessed a significant
increase in their sales. The major advantage of
Gamification is it's suitability to all demographics.

It's suitability to all demographics, makes it easier for
brands to work on Gamification Marketing. Using this
kind of a strategy, collaborative strategies for two or
more different brands can be easily devised.
Gamification marketing is widely used by FMCG brands,
Online shpping apps, fitness brands, M&M, Starbucks. It
is also used to promote movies, shows, and influencers.

The most recent and a popular example of brand
incorporating Gamification Marketing is Netflix. In order
to promote it's recent show- "The Squid Game" Netflix
had used gamification techniques. This type of
marketing, understands the psychology of the customer
and enables them in taking action towards consuming
their product or servicce.
It gives me immense pleasure in curating a magazine
based on this theme.

Thank you! Aninditha
Sridharan
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Student Editor

Publicité

FACULTY EDITORS

Dr.Nisha U Nisha M

Associate Professor Assistant Professor

CMA Dr.Kamakshi
Vaishnavi CSD Preethi V

Assistant Professor Assistant Professor

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STUDENT EDITORS

Aninditha Sridharan Harshini J

Editor Sub- Editor

Nidhi B Sruthi Ramanathan

Sub- Editor Sub- Editor

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MEET THE
KK+ENGAGE+
PUBLICITE+CREATIVE

TEAM

Aditi M Sananda G

President (KK) Secretary (KK)

Amirtha TK

Treasurer (KK)

Praveetha V Eesha Goyal

Joint Secretary Vice President
(KK) (KK)

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Diviya lakshmi MP Diyaa D
Logistics head Logistics team member

Himansh Sethia Aishwarya M

Logistics team member Engage Team lead

Yukta Goel Keerthana G

Engage executive Engage executive

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Aninditha S Harshini J

Editor Sub-editor

Sruthi R Nidhi B

Sub-editor Sub-editor

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Nirmala Kumari P Hirthika D

Creative head Creative executive

Zahabiyah H Himansh Sethia

Creative executive Creative executive

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The paragons of

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our department

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CONTENTS PAGE

Segment 1-
Let's learn about
gamification

19 INTRODUCTION TO 32 DIGITAL BADGES AND
GAMIFICATION MARKETING IT'S BUYING IMPACT ON
Akshaya MSR, CONSUMERS
II BCOM MM Githikka N
II BCOM MM
21 PSYCHOLOGY BEHIND
GAMIFICATION 34 LEADERBOARD
MARKETING TECHNIQUES USED BY
Jyotsana and Niketana BRANDS
I BCOM MM Ninathitha A
III BCOM MM
LOYALTY REWARDS USED BY
38 SPIN AND WHEEL
26 BRANDS TO INCREASE TECHNIQUES THAT ARE
CUSTOMER BASE DIFFICULT TO FORGET.
Dipali Punmia
Srinidhi and Gayathri III BCOM MM
I BCOM MM
GAMIFICATION
THE REFER A FRIEND AND
EARN REWARDS 41 MARKETING USED
BY INFLUENCERS
30 TECHNIQUE Nithyasri S
I BCOM MM
Mridula Anand Raman
II BCOM MM

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CONTENTS PAGE

Segment 1-
Let's learn about
gamification

43 WHAT ATTRACTS MORE? 57 GAMIFICATION OR
POP-UP OR INSTALLATION DISCOUNT SALES?
APPLICATIONS
Prathista D,
Sakshi III BCOM MM
III BCOM MM

45 VIDEO GAME ORIENTED 60 ICONIC ADVERTISEMENT
GAMIFICATION MARKETING SHOWCASING
INCORPORATED BY VARIOUS GAMIFICATION
BRANDS. MARKETING
Sai Divya Manivanan Praveetha V
II BCOM MM II BCOM MM

50 GAMIFICATION 63 CONTRIBUTION BY
MARKETING USED BY THE CREATIVE
FITNESS BRANDS HEAD
Diviya Lakshmi Nirmala Kumari P
III BCOM MM III BCOM MM

53 GAMIFICATION
MARKETING USED BY
ONLINE SHOPPING
PORTALS
Aninditha Sridharan,
III BCOM MM

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CONTENTS PAGE

Segment 2-
Gamification and
brands

64 BRAND ANALYSIS- ADIDAS 77 BYJU'S SMART MOVES
Harini THAT LED TO GREAT
I BCOM MM HEIGHTS
Sananda Murthy
WHAT MAKES AJIO A III BCOM MM

67 SUCCESSFUL GAMIFICATION 80 I SPY WITH MY LITTLE
EYE- A REMARKABLE
MARKETER- A CONSUMER'S GAMIFICATION
POINT OF VIEW. CAMPAIGN
Cherisha Aditi M
III BCOM MM III BCOM MM
CRACKERJACK AND HOW
GAMIFICATION
83 THEY CRACKED THE
69 METHODS USED BY USAGE OF GAMIFICATION
MOVIES TO PROMOTE MARKETING
THE FILM Nisha Parekh
Diviya Lakshmi M.P III BCOM MM
III BCom MM
86 SAMSUNG - A
BRAND ANALYSIS- GAMIFIED WEBSITE

73 NIKE Harshini. J
Swetha Parthasarathy II BCOM MM
III BCOM MM

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89 100ZOMATO'S PREMIER LEAGUE OR MCDONALD'S AND THE IDEA
HOTSTAR'S WATCH AND PLAY- OF OFFLINE GAMIFICATION
CUSTOMER'S VIEWPOINT MARKETING!

Usha Akshila Murari Sruthi Ramanathan

II BCOM MM II BCOM MM

94 GAMIFICATION MARKETING LONG STORY

USED BY GOOGLE 103 SHORT

Nidhi B Megha Pathak
III BCOM MM
II BCOM MM

Segment 3-
The magazine in short

GAMIFICATION AT IT'S 116 TIPS TO ATTRACT TARGET
AUDIENCE USING
104 BEST- THE MOST GAMIFICATION
MARKETING- CONSUMER'S
BENEFITTED INDUSTRY POINT OF VIEW.
FROM THIS TECHNIQUE. Chethna and Avishi
III BCOM MM
Tamanna S Lalen
III BCOM MM 120 BATCH PHOTOS

108 GAMIFICATION 126 CROSSWORD
MARKETING
– A BOON OR BANE? B Priyadharshini
Eesha Goyal I BCom MM
II BCOM MM
128 SPONSORSHIP LOGO
114 GAMIFICATION AND HOW IT
HELPED SAVE THE WORLD
IN MANY WAYS
Amirtha T K
III BCOM MM

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INTRODUCTION TO
GAMIFICATION
MARKETING

Akshaya MSR- II BCOM MM

GAamKSifHicAaYtAioMnSiRs one parallel
a IsItBraCtOegMyMthMat's homed out by
investigators. The notion of gamification
and its systems in non-gaming settings is
a fast-cropping practice in business.
Gamification originates from the
computer game’s sedulity and is the use
of game thinking and game mechanics in
an in-game setting to engage freaks,
unriddle problems, and drive demeanor.

Gamification enhances the consumer
experience and increases the brand’s
engagement. Another advantage of
gamification is that the brand’s following
will be more inclined to interact with and
participate in the brand’s activities.

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The usage of gamification grammar
in business is catching on swiftly.

How gamification can help the
brand in marketing?
Gamification can help in marketing
by enabling fun elements into the
brand, by getting meaningful
feedback. generating commitment,
by personalizing experience,
providing client empowerment,
driving engagement, increasing
reach, and building better brand
advertency.

This marketing strategy can be used
by any business, across any
assiduity, and it’s one of the most
effective ways for brands to deliver
their communication in a creative
way to their target audience.

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Psychology Behind Gamification
- Niketanaa Venkatesh &
Jyotsna Gandavadi- I BCOM MM

Hello readers! See if you recognize this song

“Multiplex Loni Audience
Laga,

Mounangunna Gani Ammu
Lona Dandanaka darigindhe

Nammu
Dhimmu Dhirigindhe Mind

Sin-Mu”

The answer is posted in the end of the article, so continue reading!

“Gamification is 75% Psychology and 25% Technology”, according to Gave
Zichermann, the world’s foremost expert and public and public speaker on
the subject of gamification, user engagement, and behavioural design and

the Co-Founder of the behaviour change software startup, Onward.

But what IS Gamification? Gamification is the application of game-

design elements and game principles in NON-GAME contexts. It can be

designed as a set of activities or progress to solve problems by using or

applying characteristics of various game elements.

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Games and game-like elements have been used to educate, entertain, and
engage thousands of viewers. Some classic game elements are; Points,
Badges, and Leader boards.
According to BJ Fogg’s behaviors model, three factors explain
any human behavior:

(i)Motivation: the person wants desperately to perform the behaviour
and is highly motivated to do so
(ii)Ability: the person can easily carry out the behaviour
(iii)Trigger: the person is triggered to do the behaviour.
For gamification to be successful, all three factors (motivation, ability, and
trigger) must coverage at the same time.

When Gamification is successful, Players enter into a gameful state or
experience.
Gameful experience is the state a person is in when dealing gameful
system, now defined as an interactive state. Gameful experience occurs
when a person is engaged in fun and meaningful achievable goals that in
turn motivate them for learning and working.

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Let us now see some instances where brands have successfully introduced
gamification into their marketing strategy.

Zomato & Swiggy

“Hungry? Just go to the food app, choose the food item of your choice, pay,
and within minutes (almost!), the food is at your doorstep! And what’s
more! One even get discounts, cashback, points, coupons just by doing
this!”

Swiggy and Zomato use the incentive theory of psychology which states
that “your actions are directed toward gaining rewards”. Incentives can be

used to get people to stop performing certain actions.

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IPL season is one of the opportunities times of the
year for Indian companies, and Zomato cleverly
figured a way to cash in on the hype. The company
introduced a new feature in the app, asking users to
predict specific elements of the matches, in return for
cashback. The idea allowed Zomato to increase user
engagement, inspiring swiggy, its rival to add
something similar to its offering.

Amazon

Amazon has incorporated Gamification through its segment called “Fun
Zone” where users can play games and earn rewards in money or kind.

There is a special set of games for prime users as well.

Users are very motivated and in high spirits, as they play the game for the
chance of winning the reward. This can be explained with Richard Ryan and

Edward Deci’s Theory of self-determination, which talks of how much
individuals often find themselves immersed in experiences, both as an
individual or as a group, driven to tackle the situation out of expectation of

a good end result.

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Competency, Autonomy, and Relatedness are key to this theory which
is all used well in the American multinational conglomerate Amazon’s
marketing strategy. An engaged consumer is much more likely to stay

loyal and buy more products and services, and even repeatedly. By
introducing games, businesses motivate shoppers to dive into their

competitive instincts to drive engagement.

And that is how Gamification sustains.

To conclude, Psychology is present in any activity that requires thought,
behavioural patterns, and motivation, so just about everything. That
means that gamification which is deeply entrenched in all three of these
ideals is a concept that is fueled by psychological principles.



Human beings have ambitions, insecurities, feelings, and reasons for
wanting to do specific things...Gamification being structured around
Human-Focused Design makes way for these feelings, motivations, and
engagements to motivate a user to complete a task, whether that can be

in the context of gamified marketing, business, eLearning, or even
gamified health.

Wondering about the answer to the song question? One might
probably read the whole article for this one answer or might go
through the article viewing the answer. That is what Gamification

does!

The song is “Buttabomma” of the
Movie “Ala Vaikuntapuramlo”

Now readers, Did you get that right?

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LOYALTY PROGRAMS USED BY BRANDS TO
INCREASE CUSTOMER BASE:
PANTALOONS AND AMAZON

BY SRINIDHI SRINIVASAN AND GAYATRI.S - I BCOM MM

Customer loyalty increases profits improve sales
and allows for sustainable growth. Loyalty
programs offer rewards, discounts, and other
special incentives as a way to retain customers.
Loyalty programs create emotional connections
and commitments to customers (brand affinity).
“In love with Life, In love with Fashion “- that’s
Pantaloons for you! Pantaloons is also known as
Aditya Birla Fashion and Retail Limited.

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Pantaloons is one of India’s largest retailers
having a network of 3000+stores. Pantaloons
houses a repertoire (collections) of brands for
multiple occasions.
Catering to the discerning and trendy consumer,
pantaloons are the powerhouse of fashion brands
combined with unparalleled elegance and freshness.
The collections cover a wide range of ready-to-wear
- Ethnic and Western wear for Men, Women, and Kids
in addition to the phenomenal range of accessories
for Women and Men
Pantaloons provide highly fashionable brands in
affordable price. Pantaloons loyalty program
“GREENCARD – welcome to a World of Privileges”.
This GREENCARD program is based on collect star
points and avail great benefits, as follows:
1 Star rating customers can avail 0.5%cashback, 90
days easy exchange policy, instant redemption on
next
bill.
3 Star rating customers can avail of 3 % cashback, 90
days easy exchange policy, convenient mobile based
the program, instant redemption on the next bill
.
5 Star rating customers can avail of 5 % cashback,
exclusive billing counters,90 days easy exchange
policy,
instant redemption on the next bill.
7 Star rating customers can avail of 7 %cashback,
exclusive VIP sale preview, reward points on returning
paper bags.

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Have you ever noticed the logo of Amazon?
The logo reveals a secret! The site provides the
audience with all products
from A to Z!
Amazon .com is an American multinational
conglomerate that provides everything from
products of household use, Electronics, to services
like OTT platforms, digital platforms, and
computing services.
It has been one of the many influential platforms
which provide both products and services.

AMAZON PRIME LOYALTY PROGRAMME
Amazon Prime is one of the most influential
platforms ever to exist among viewers in India.
Amazon launched a loyalty reward program for its
customers existing in regions spread across India.

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The customers subscribed to Prime
are intended to get a free one-day or two-day
delivery service with no limits or order size.
The members of the Prime Community are also
beneficiaries of some early deals that Amazon
introduces in the future.
Amazon also revealed that they were availing a
sixty-day free trial for their customers to
experience the Prime Platform.

AMAZON GIFT CARD REWARDS
Amazon provides the audience with reasons for
customers to convert their points into Amazon gift
cards. Some of the rewards are:
The customers are free to purchase more than
15000 products on Amazon.
The customers could pay their bills and other
utilities and essential payments using Amazon Pay
Balance.
The beneficiaries can buy more than 125 brand
vouchers using Amazon Pay Balance.

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The "Refer a Friend and Earn Rewards"

Technique

- MRIDULA ANAND RAMAN II BCOM MM

The refer a friend and earn rewards

technique is one of the most

ingenious marketing ideas that both

benefits the consumers as well as

the corporations that use this

technique. The whole idea of

referring a friend and earning

rewards means to ask the consumers

to spread the word about their

particular app or service and earn

rewards based on getting cash back

or having coupons etc.

These types of strategies are

known as customer referral

programs where the customer

takes the initiative to market the

product or service. This strategy

has been proven to be very

successful. Google, Dropbox,

Uber, ReadyTalk, Evernote,

FreeAgent, Verafin, Tesla. Etc

Are just some of the best

companies that have very

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According to statistics 90%
of people trust brand

recommendations from

other people that is their
friends, family, and peers.
This makes a great market

strategy as if the company

can convince at least 1 out
of 10 customers to refer a

friend then many new

customers would join
without the company lifting

Another point to note is about even a finger.
20-50% of sales are done

through word of mouth alone.
This shows the way through
which word-of-mouth affects the
business that if word-of-mouth is
not implemented, then companies
such as swiggy and dunzo etc.
would not be as popular as it is
today.
The refer a friend and earn
reward has a great impact and is
also a very wonderful marketing
strategy that has little to no
effort.




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Digital badges and its impact on
consumers

- N.Githikka -II BCom MM

In the era of gaming and
technology, they said Instead of
interrupting, work on attracting.
Considering the "attracting" part,
it is games that attract everyone
in the digital world from 5 years
old kids to 50 years old people.
No one wants to settle for less if
we have something we will want
more and more of it.

The same applies in gaming as well, if we complete a
particular level we’ll want to go to the next level. This
particular technique is what is followed in digital badges.
In essence, digital badges are gamification elements in the
form of rewards that symbolize the achievements or
advantages of customers. Even in digital badges, the
marketers have set different levels with different prices
to differentiate their customers just like in gaming.

Gaming-The more played, the more levels are reached.
Digital badges- The more paid, the more advantages are
received.
Digital badges have a great impact on customers as these
digital badges

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give benefit to the customer holding it such as early
delivery in Amazon Prime, free delivery in Swiggy and
Zomato, advertisement-free music in Spotify, expanded
network with LinkedIn premium, etc. These badges give
advantages to customers and it differentiates these
customers from other customers which makes them feel
special in many ways.

It’s basic knowledge that badges make the audience feel
special i.e. class monitor badges in school make the child
feel special and also differentiated him/her from other
students. The basic motto of these digital badges is also just
the same, to make the exclusive customers feel special and
different from others. And yes, this motto is achieved and
the impact of digital badges on customers is also positive
and great.

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LEADERBOARD TECHNIQUES USED
BY BRANDS

-Ninanthitha Ananthakrishnan - III BCom MM





Consumer behaviour has become an important step
for products to set up their marketing strategy.

Gamification encourages participation and enhances
interest in something by including game components

to a work that is not a game. These promotions
encourage participation through external motivation

which means external reward. Originated in 2003,
gamification is in its full state these days. They began
to be introduced to the general public where pinball

machines were popular. Since then it has been a
mechanic to measure players according to their
success. This marketing strategy can be used by any
business, in any industry, and is one of the most
effective ways for a product to deliver its message in
a creative way to its users. Brands can use a variety of
products made with their marketing strategies.

Innovations have been made in this space with other leading brands
like Amazon, Flipkart, and many more. A loyalty program needs to use

a marketing strategy to keep its existing loyalty plan engaging with
customers in a fun and collaborative way. This is where we need to

use the leaderboard process that is widely used in gamified
marketing. Leaderboards or high scores are used in many modern

game systems. The main purpose of the board of directors is to
increase the loyalty and engagement system.

Leaderboards are an element of gamification. Leaderboards offer a
forum for building and managing points, ratings, levels, prizes and
offering tangible rewards and prizes.
Users can use their position on leaderboards to evaluate their
performance by respecting others. In addition, leaderboards
facilitate social communication by building a community, driven by
social exchange and competition.

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In a very simple way, the leaderboard is a list of top listings. Top
listings have been around for a long time. To understand this, let's

look at some real-life examples:
# 1: Nike + Fuelband

Nike + Fuelband includes a special technology that enables us to
watch over the user movement. Participants must download the Nike

+ App. From this point on, they can track their performance.
Statistics (such as the number of calories burned) are displayed to

answer. The smart game developers of this brand also added a
social dimension to the game that will no doubt help raise

awareness and demand for Nike's Fuelband. Participants have the
opportunity to challenge friends. And this gives a great incentive to
use this app. Next, it furthers a huge boost to user engagement. As
the points accumulated based on the distance travelled, the public
knows who is placed at the top of the leaderboard. These are going

to be more trained people, and they are getting a much more
developed body.

# 2: My Starbucks reward

The brand has used promotional techniques to improve

Starbucks knowledge and improve reselling. Players sign up

for My Reward via the app. Every time they buy a Starbucks

product, they collect stars (actually looking like clear-filled

cups).

But the game does not stop here. There are three “levels”

depending on the level of user loyalty. Frequent visits to the

Starbucks store are offered at an improved rate. Examples

of benefits include: an additional cup of coffee, a birthday

present, or a gift made especially for the customer

.

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#3: All eyes are on S4
“Prankvertising” is a growing trend in promotions as a large
business. A major example of this is the “All eyes on the S4”.
As you can see in the video, players are challenged to win a
new phone by keeping their eyes on it for a while. They are
challenged to avoid all sorts of distractions such as barking
dogs, quarrelsome couples, and motorcycles as the crowd
gather for the race. Here Samsung tests the will and strength
of the players, challenging them to win the "standards" of the
game. Samsung has developed an experience that increases

awareness of their product on more than one level. This
includes not only the participants but also the second
audience on the scene and online.

# 4: SeatPG Game Network
The brand has introduced a
treasure hunt set in Italy. Players
are divided into three to five teams
to compete for the 1,000 Euro prize
awarded by the company. Users
solve queries depending on the
product throughout the game.
Each player is initially given a test
to determine if he or she wants to
participate and want to continue
playing. The visible leaderboard
speeds up these drives as players
receive endless feedback. Shortly
after its launch, the Seat PG site
visited 15,000 visitors. The game
itself selected more than 400
teams, all of whom participated in

the production.

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# 5: Duolingo's salary plan
Duolingo's language education platform has more than 200 million
subscribers worldwide and puts much of that global success under the
company's growth strategy designed to keep those users wanting more.
Duolingo has used promotional techniques that are commonly seen in
mobile games such as Candy Crush and Clash of Clans rather than the
educational setting to make Duolingo the most downloaded and widely

used educational app in the world.
"The real key to keeping users engaged is to encourage them to spend
their time in that learning process," said the app creator. The key, and

the only use of platforms like Instagram, is to keep users engaged by
'The Streak'. "

Streak is a very powerful tool in shaping the daily process as it rewards
and encourages them on the platform at some point every day in the
same way people keep the leaderboard in the app and their social

media on Instagram for example. As soon as they start a streak people
hate to lose it.

Leader boards are a great way to promote brands, products,
and services. Finally, they can be used as a competitive

indicator of progress, relating to the user's performance and
the performance of others. Leaderboards have been used by

several companies to increase the engagement and loyalty
of users towards the brand. The use of gamified strategies is
a powerful strategy for companies to fund the marketing of

their products. Care should be taken in the installation of
gamification in one’s brand. Strengthening strategies should
be in line with business objectives. Thinking of the right game
elements that will fit the needs of the product or company is

important in order to get a return on investment.

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Spin and win strategies that are
difficult to forget.

- Dipali Punmia, III B.Com MM

Branded coupon wheels are a great way to collect names and email addresses from
customers who are already familiar with your brand as well as those who have
never heard of it. The ease with which consumers can participate in prize wheel
contests convinces them that they have nothing to lose. So why don't they just take
a chance?
Dive into this list of some best coupon wheel techniques used by brands that
attracted an engaged audience and helped the brands to create brand loyalty and a
huge customer base.
Brightsun Travel is a British travel agency that was looking for a different
approach to promote itself online because discounts in January are so popular in
the United Kingdom, that, the travel agency owners decided to target their
audience as well.
In an attempt to convert website visitors into leads, Brightsun Travel placed a
prominent banner next to the search widget. As you might expect, the conversion
rate was extremely high, as visitors couldn't pass up the chance to win airline and
vacation discounts, as well as popular products. What did the organizers get out of
it? In addition to turning visits into quality leads, the company increased sales,
improved brand positioning, and increased customer loyalty and satisfaction.

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Another British travel agency that wanted to reconnect with its
customers for Black Friday was TravelUp. They established a customer-
driven campaign that allowed them to engage with their target audience,
reward them, and thereby reinforce existing connections. Participants
who registered and spun the wheel received discounts on flights and
vacation packages. In addition to engaging existing clients, the roulette
attracted a large number of new consumers who were wanting to book
their next vacation. As you can see, prize wheels can help you not only
develop your mailing list but also increase revenue.

Not only brands but IPL teams are also
engaging with their fans and audiences. Delhi
Capitals are providing Spin and win goodies
like DC mugs, replicas of match jerseys,
accessories boxes, etc. This is a great strategy
to engage the audience during the pandemic.
Masterfoods sought to come up with a
campaign that went beyond the typical "buy
this, get that" deal while also limiting their
financial risk. An element of interest was
introduced by incorporating a gamification
component of a spinning wheel. The wheel
offers a mix of immediate win e-vouchers in
various amounts, as well as a chance to win
$1,000 in a weekly draw. Incremental was in
charge of the promotion from start to finish,
including website and collateral design,
voucher fulfilment, prize draws and
reporting.
Every day, at Cred, one can spin and win rewards. Get a chance to win a Harley
Davidson Fatboy by earning 1,000 Cred points. Two Harley Davidson FatBoy 107
motorcycles are up for grabs in the latest CRED jackpot. To win the prize, the
customers must hit 777 on the jackpot machine. They were given a total of ten
chances per day, and they could try again the following day till May 1, 2021. If
they won they had to copy the code and redeem it using the provided link.

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Another exciting spin wheel contest was Engagement is popular
done by Swiggy – Matchday mania. Swiggy among online users,
offered 2 games and 1 spin and win wheel therefore no matter how
and the contestants had to play all three big or little one’s company
games to win Swiggy coupons and money. is, utilizing interactive
MakeMyTrip is driving up the excitement by promotions to engage
throwing a sale with incredible discounts to their audience is
be won every day! Simply ‘Spin the Wheel' to essential.
unlock assured and never-before-seen offers Raro Tattoo, a tiny Canadian
every time one goes for spinning. They are tattoo and piercing studio, has
providing MakeMyTrip's 'Wheel Gold' deals. an excellent example. The
One can win INR 1,000 off certificates for organizers sought to attract
buses and domestic flights, as well as 25% customers, so they provided all
instant discount vouchers for high-end participants discounts and
hotels. There are also flat 25% discount store credit! What a fantastic
coupons available at select locations for strategy to boost sales and
anyone planning foreign travel in the coming visitors!
months. MakeMyTrip also provides a chance The examples above show not
to win a flat 20% discount on villas and only inventive game design but
independent stays if you're searching for also the end consequences of
something more unique. There is something happy, engaged users who, in
for everyone, as promised. Spin the wheel for many cases, were eager to tell
a chance to receive a 10% discount on luxury their friends and family about
domestic hotels. You might potentially win their adventures.
up to a 25% discount on vacation packages
or a flat 10% discount on overseas hotel
vouchers. Bus tickets and domestic flights
are also on sale.

Paytm has provided they spin and win Paytm
cash and on every spin earn Rs 20. On the
Play and Win App, you can spin for Paytm
cash. The audience will receive one spin
every day if they go to the daily reward
section and then click on “Bonus.” Users can
also earn real Paytm cash by playing quiz
games such as technology, sports, and movie
quizzes.

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- Ni-thNyaitshryi.aSs- rIi.BSC-OIBMCOMMMM

“Where words fall, music speaks” is a
famous quote about music and it states
how every human in the world loves
music. People love music and listen to
various artists from different parts of the
world. We all follow our favourite artists
on Instagram and YouTube.

Moreover, we all know instantly
when they drop a new album or a song.
But how does this gain the attention of
millions of people across the world? What
do they do to grab all this attention?

The artists that we love use various methods to market their songs through
which people get to know about their songs. One of the most effective
marketing tools used by these artists in recent times is gamification.
Gamification refers to including gaming elements to increase the sales and
profit of a business.

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In July 2020, a very famous American singer
Taylor Swift dropped a new album called
“Folklore” and it managed to get all the

attention of the people, but what could be the
reason for such a huge positive response? On
one hand, she is highly talented and is a good
singer but on the other hand, she was able to
do it with an adequate amount of marketing.

She custom-created the face filters (an effect
that is based on augmented reality
technology, that helps to create a 3D

experience) and uploaded it on Instagram

where any Instagram user could try it on. Other examples include,

This impressed a huge chunk of people on A Korean pop band named Blackpink
Instagram. It helped her to spread awareness managed to win the hearts of many
and engage people at the launch of her new people around the world by singing and
rapping songs that go way beyond the
album.
language barrier. They were able to do

this with the help of various marketing
Around the month of April 2021, a filter
techniques including gamification on
called the “Runaway Aurora filter” Instagram. Black pink’s members Rose
became viral on Instagram. The trend and Lisa released their solo debut songs

included a song called Runaway by “On The Ground” and “Lalisa” for which

Aurora and it enabled the users to they released these creative Instagram

change their backgrounds into aesthetic filters which enabled the fans and

pictures. “Runaway Aurora is that rare people to recognize their songs.

filter that not only got wildly popular on

Indian social media it also led to an

unusual breakthrough for many

creators,” says The Economic Times.

This filter promoted the song, and

therefore it was featured on the

Billboard charts too.

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WHAT ATTRACTS MORE

Pop-up Or Installation Applications?
- Sakshi - III B.Com MM

HELLO!

POPUP is said to be online advertising and part of a digital
marketing strategy that promotes content and products on the

world wide web. Marketers use it to generate leads
Offering purchase and sale discount codes while
shopping is provided
Collecting each customer's feedback with survey pop-up
Promoting webinars or new products and advertising

Pop up apps manage call to action (CTAs) on your website

A few examples or could be said benefits of pop-ups are :
They can create awareness of a current sale and promotion
that is going on
They also encourage on-site communication so that they
have personal contact with the customers
They also provide visitor's feedback so that they can
understand their target market better
This could lead to the growth of your email list

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An install-on-demand is an installation

In a minimal installation scenario, the done on the requirement of the customer
game is installed at only a bare or if they must do so. The game initially
installs in the hard drive only in those main
minimum set of content to the hard files necessary to start the game. The
drive. The content is accessible directly game installs each piece of content in the
from the source media. This instantly hard drive as it is needed for the first
reduces the time which is required to time, and then accesses it from the local
install. The drawback is that the game
takes longer to load content during the hard drive on each subsequent use.
The time required at the first installment
game since it must load it from the
slower source media. It consists of only could be more but the subsequent
installment takes less time. Even this is
games.
also accessible by the source media.




To put it simply, e-commerce businesses grow if the popups are
designed well. The installation can be said as an act or process of
making a machine or a service that is ready to be used in a certain
npelaxcaem.ple of the installation could be an act of putting something in a
evice that stays in one place. One of the best examples is, getting your new
r conditioner installed. The other kind of installations are as follows

Minimal Installation
Install On Demand

According to the information, people's needs are different and each

requirement is also different so the popups and installation games

and their applications are quite similar as the popup attracts the

customer and it benefits the user as well as the owner of the

applications.

Whereas, in the case of the installation application it is just people

installing the app as and when they require.

One can check tdhoewgnalmoaeduapdtSeaxuttenfbilyieluthsiantgstpheeciwfieesb server and by URL
if required, and the version number

of the latest available installation along with a URL.

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Video Game oriented
gamification marketing
incorporated by various
brands.

- Sai Divya, II BCOM MM

“Video game-oriented gamification marketing” as the
name suggests is developing video games related to the

main product or service that is to be advertised.
Here are a few examples of video game-oriented

gamification marketing.

K

KFC’s Shrimp Attack-
KFC Japan collaborated with Gamify to create a new
and attractive marketing campaign that encouraged

the customers to try the new line of shrimp menu
items.



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The experience took the form of a mobile
game that allowed users to strike at the
shrimps that fell onto the screen (similar to

Fruit Ninja). The player will have to
protect the KFC headquarters by flicking
away shrimps that fall from all directions,

trying to attack.



There are various levels of difficuKlty as the
player passes each one. KFC's new

marketing campaign was a huge hit and
the new product line had sold out for all
coupon redemptions. KFC found that the
campaign time had to be cut in half so as to
stabilize the supply and demand for KFC.

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With this gamification
strategy, 22% of the players
who played redeemed their

reward bonus at a store.
Branch sales increased by 106%

compared to the prior year.



NaUnBiSfnnAUaAotdetepornrqpempptodruhwldedoaiAerpeuyuenarmovcArmrCeef,creflaouomosnsp.ulprstloUoruraecuyrrbron-trpoRmcsd,rereIaiEpannsrntDaetcedArnTdiiIyrccsnrmwataaitsvhnpioeutiarpuaahAtalrgccSmmaactatpiolmaeevlplrnpeeleiadahuctrdbafoSeCauonltcr.rreuetsaUiprpulntKerhneorgyadedrIststtQeehwosrte.ihteh

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Interested users can play the trivia game
three minutes after Curry makes his first
triple in every playoff game he plays. Once

activated, the app asks a series of eight
multiple-choice questions, giving players just

10 seconds to answer. Those who answer
each question correctly have a chance to win

one of the 10 pairs of Curry “Pi Day”
sneakers and a $ 10,000 credit at the Under
Armour Store. If the answer turns out to be
wrong, the player is eliminated. The app also
offers a free pass that allows players tKo skip

another question in addition to the last
question.

One can earn a free pass by signing up for the
app through a user's recommendation. The
NBA's viewership and Under Armour's sales
both grew as a result of this promotion, and

fans were given the opportunity to be
rewarded for their expertise.

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