publicite21

M&M’s Eye Spy Pretzel



When M&M launched a pretzel-flavoured version
of their candy, they used gamification and social
media as a marketing strategy to promote their
new product. The simple and inexpensive strategy
involved an eye-catching game that was posted on
the brand's Facebook page. The goal of the game
was to find one pretzel piece in a field of M&M’s
in a series of changing visual fields. The screen
looks similar to that of candy crush, but in this
game, it is filled with colourful M&M chocolates.

Among these chocolates, a tiny Pretzel Kboy will
be present. The place where the pretzel boy

stays will keep changing so the player has to be
quick in finding it. They posted a graphic made
up of many colourful M&M candies and asked
their fans and consumers to find a little "pretzel

boy" among the candies. The game quickly
went viral. Over 25,000 people liked the game,

6,000 people shared it, and 10,000 people
commented on it.

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Gamification marketing
used by fitness brands

Diviya Lakshmi III BCOM MM

The Chase you, You chase your fitness goals.
Who would reach the finish line faster?

The beginning of a year brings a lot of happiness and
joy in everyone's life, anticipating a lot of good
changes and doing away with all miseries. Along with
this expectation, people propose new year resolutions
that could bring change in their habits, well-being,
and trim-fit, etc. One such resolution among
youngsters would be joining the gym for a better
physical and healthier outlook, but most of the time
many of us choose to prioritize our work or studies over
the resolution which is more important or rather easier.
From an early age, most of the population is trained to
work properly only when the right incentive is given.
Without the incentive, people often tend to deviate or
get distracted from their actual plan. For instance, in
Sweden, to motivate people to work out, designers
converted the staircase in a public place into a giant
working piano which enticed the people to choose the
staircase over the escalator. It did work. Around 66%
more people than normal chose the stairs over the
escalator as they enjoyed and had a lot of fun
creating music as they walked. This is one of the
examples where the power to play is used to motivate
people. This also gave the fitness applications
designers the idea to link workouts with games. Now
every other fitness application is using the
gamification method to influence people to work out.

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Humans have complicated emotions and these
emotions uniquely influence our decision-making.
People tend to underperform without
competitors, on the other hand, one tends to
perform more when compared with peers and
friends. Hence the fitness applications used
various reward and competing methods like
setting daily goals according to one's capacity,
providing rewards and badges to achieve the
goal, and comparing achievement with friends.
Have people ever wondered how fast would they
run if someone or something is chasing to kill or
attack them? That is, Zombies run. It is an
application that simulates a survival experience
where one is chased by a group of zombies. The
main theme of the story is an individual being
one of the few survivors of the zombie epidemic
and on their way to one of humanity’s last safe
places. On his way he needs to collect supplies,
rescue survivors that will help in rebuilding his
town, this is done automatically as he runs, jogs
or walks. To make it feel more real, the music he
is listening to gets interrupted with radio
transmissions of some random zombie events
that will force him to run faster. This application
has taken the workout process to a whole new
level. Storytelling techniques have helped in
marketing various products and services but this
application has used storytelling techniques to
inspire users to push themselves beyond their
usual speed. The gamification principle used by
this application is the loss aversion principle.

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When one thinks that he or she is on the
verge of losing something like streaks,
points, or scores, they will perform a lot
better than otherwise. This application
allows one to track their statistics, routes,
and progress online and share it with the
help of the Zombie link. The flexibility in
these applications helps one to work out
anywhere - indoors, outdoors, and in gyms.
This application caters to everyone’s needs
and necessities. Those who find running
difficult are given an option to jog or walk.

The fun experience with this application is
extraordinary for all ages and does not
depend on the points or capacity of the
individual. Customizing the mission
according to an individual's availability and
capacity is yet another flexible aspect of
this game. This application has 200 missions
and four seasons, which will constantly keep
them motivated. It is one of the biggest
smartphone fitness games with more than 1
million players. By infusing gamification into
fitness a person can achieve goals
consistently while enjoying the process that
is helping him or her to lead into a wealthy
future as health is the greatest wealth one
can achieve in his or her lifetime.

Reference-
https://www.youtube.com/watch?
v=JyKFt5QVEWQ&t=79s

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GAMIFICATION MARKETING USED

BY ONLINE SHOPPING PORTALS

DONE BY- Aninditha Sridharan, III B.Com MM

While talking about the term gamification, it is
essential to understand another term called E-
commerce gamification. E-commerce
gamification is designed in a way to motivate
the consumers by incorporating elements of
gamification. E-commerce is more with regards
to electronics and incorporating gamification
becomes slightly easier. E-Commerce
gamification is used by so many online
shopping websites. Brands that used
gamification marketing are below-

Udaan-

Udaan is an online shopping website used by
retailers to procure goods from the
manufacturer and to sell it to the ultimate
consumer. E-commerce gamification is used as
a motivating force by this app. It motivates the
user by focussing on the process of getting to
an end. In this app, the buyer will be given a
target. Upon achieving the target, 2% of the
target is given as cashback as Udaan coins.

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Udaan coins here, hold an important value
because using Udaan coins the consumer can
purchase anything. This can be profitable for
Udaan because the retailer will generally
purchase twice a week. The retailer does not
have the option of stocking up because of the
rapid sales in the shop. Regular participation
basically refers to more benefits. So, 2%
cashback here is more with regards to
purchasing for Rs. 5000 and paying Rs. 1000.
This is just an example. After every purchase,
the user will receive a message as to a certain
percentage of the target is completed, the
remaining percentage is yet to be
accomplished. Example- 15% percentage of
target completed, 85% yet to be completed.
Throughout this entire process, a feedback loop
is created. The user knows that he is a part of
the gamification loop. It will be in his
conscience and targets the psychological mind
of the user.

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Meesho-

Meesho is an online shopping portal that
enables businesses to start online stores
through social media channels like Facebook,
Whatsapp, Instagram.
The team had broken the process into different
heads.
Intention-
To instil motivation within their entrepreneurs.
Meesho is linked with a sense of identity and
empowerment.
Execution-
Meesho launched an ambitious project called
"Journeys" and identified a couple of building
blocks for the program:

Level system based on points: 5 levels and
milestones for that, in the app, were
created and associated with each other.
Actions win you points: Open, order, share,
this was the motto of this step.
Pyramid distribution- Based on their past
performances in the previous level, they
were sent to the next level.
Exclusive benefits for each level- Each level
had some exclusive benefits included in it.
Social recognition- Social recognition;
badges are displayed next to the name of
the entrepreneur.

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Impact-
The following response was recorded from
Mayank Gupta, the senior product manager of
Meesho. An increase in engagement, customer
retention and good quality was observed.

Reference-
https://tech.meesho.com/journey-
gamification-a-unique-approach-to-
keep-users-motivated-inspired-and-

engaged-54d0a9ed5c65

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GAMIFICATION
MARKETING OR
DISCOUNT SALES?

PRATHISTA D, III BCOM MM

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Every vendor is searching for new and innovative
ways that succeed in the target market however
with customers, additionally turned off than ever
before by ancient online advertising, this has
become progressively difficult. As the range of
digital selling techniques, methods and channels
have matured, therefore has the savviest of the
final public.

It is essential to understand after they
square measure being sold-out one thing,

and might simply find yourself feeling
ambivalent to any style of sales

communication. this is often unsurprisingly
a worrying scenario for marketers

searching for new ways that of reach

Publicité|57 their target market.

Gamification faucets into the essential instinct
for humans to “play” and has well-tried to be
some way for marketers to produce real price
to customers and positive digital expertise,

further as having the good thing about building
complete awareness, client loyalty, and profit.

On the opposite hand, discount
incorporates a varied impact on

customers

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One’s business is probably going to expertise
raised traffic online or in-store (or both), and a
lift in sales.
whereas the discounted things and services
square measure usually those which will garner
the best sales, the raised traffic to an individual's
store or website implies that different products
and services additionally enter customers’
awareness and become potential purchases.

The raised traffic for one item could result in
purchases of different things.





Targeted discounting (like seasonal or

locational discounts, or a certain set of

people) will greatly bolster a business’s

Publicité|58 name.

For example, if a business was to supply
discounts to senior voters or military personnel,

cancer survivors, that business demonstrates
compassion and aligns itself with specific
audiences (which in turn attracts however
additional attention).

To conclude in step with Maine discount selling
could be an additional appropriate style of
attracting the customers



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Another drawback is that gamification usually
introduces competition. The terrible nature of
competition implies that there square measure
winners and losers. Losers usually get overlooked
and should feel low or upset that they didn’t win.
This will cause a right away disconnect or
negative feeling towards the corporate,
complete, or product. For some, it also can cause
an even bigger determination to try and do
higher next time or to win the least bit prices.

This is often not just in case of discounts
it’s applicable for all and not just for the
winners or is detached from the looser

thence it’s a stronger thanks to increasing
the eye of the patron.

Thus depending upon the perception of the
consumer, the effectiveness of gamification

Publicité|59and discount sales can be decided.

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Publicité|60 epnchogirepataitxtunghiicldsceeawraptimersdeltDohaamnvoebusyteiecngit.ullvrmdevrthatteSa.iienastsboofrsW,ekgeebmeotgemwivlinetiieorienheotetnsnhtnirugan.ooe
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Few of the most iconic advertisements of gamification marketing would include, the
GoCash Fest of Goibibo and IPL Campaign in the year 2018, M&M’s Spy-Eye
Pretzels, Chipotle Love Story Game, Coca Cola’s Shake it!, etc.
These advertisements plucked down the eyes and ears of the viewers and got them
engaging at a high rate! Gaming in any form as we know is addicting and here
there’s the added advantage of winning real-time rewards! Who would say no? Who
wouldn’t do incredible India on contests? Who would deny Coca Cola which comes
by just shaking our phones?

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Publicité|61

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Publicité|62 Coca ColaspCaocceoTaTtn-hebhCleyeYeovCoaglaiauasopidvTinltpovacihudnienonbreggrCnetsteaccehtsiwC,imosiernconoemeawCirktivucmecefeohemaepiterAccediissancaveanpctche-rt3tpoatttciColkoi8oieeawvwaaoenx0s’eblnliscsapsa,te0adisreeha’nesets0nrnanhccfia0itednAlhntetaltii
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Nirmala Kumari P
III BCOM MM

Publicité|63

BRAND ANALYSIS-

ADIDAS

-Harini I B.Com MM
Today’s customers are not just
looking for quality products but
also want to enjoy a 360-degree
brand experience. One of the

brands that give multiple
experiences more than just
shopping their products is
Adidas. It is a recognized

German multinational
corporation, known for
sportswear, shoes, clothing and
accessories. The total net worth
of Adidas calculated as of 2021 is

around 40$ billion.

Their first and top-selling
product is footwear. The
more sales in Adidas is
comparatively contributed
by television and product
placements. The revenue

of India to Adidas is
around 805 crores INR and

they made famous
Bollywood actor Ranvir

Singh a brand
ambassador.

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The marketing strategies of Adidas:
“Impossible is nothing” is one

of the most famous taglines of the
brand. It motivates the customers to
engage more in fitness, healthy living
and sports. As per 2020 data, more

sales are contributed by digital
marketing more than retail

showrooms. The new strategy
adopted by Adidas is gamification
marketing. Many brands are picking
up this trend and Adidas is one of the
brands which has reached great

heights in gamification.

Gamification marketing by Adidas:



By leveraging popular gamification
elements, Adidas made “The Run For
The Oceans campaign” a real hit. The

app is a top-tier example of
gamification marketing which has
inventively used game-like elements to
boost mobile app engagement. It has
so many features like it lets app users
join a local group and organize events
to stay in touch. A reward system
motivates users to level up. The reward
program intimates the app users in
such a way that it increases users'

retention.

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Leaderboards instil a sense of Adidas is selling limited-edition cleats
competition. Adidas Running has a whose retro designs were inspired by
leaderboard for every community, 80’s home-run derby plays. This play
bringing them closer together. The has set a good example for promoting
Adidas app created a reward system products in e-commerce and allowed
using different motivational aspects customers to not just experience the

such as indicating progression, products but also have an
notification of timetable and so on. entertaining game experience. Adidas
ranks first in the most shared logo on


Adidas and dick sporting brand would social media. Accordingly, it placed
be the first to have launched a video the sportswear brand ahead of Nike,
game on Snapchat and let mobile users Puma and Under Armour. Adidas gets
buy products directly. "Baseball's Next an average of 154 unique images every
Level" is inspired by 80’s derby game.
minute, ranking first as a sporting

brand.

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What makes Ajio a successful
Agjiaom, a iffaimc.ation marketer- a

consumer's point of view.

- Cherisha III B.Com MM

Ajio is an online shopping website based on fashion
products, is owned by the famous business tycoon “Mr
Mukesh Ambani”. Ajio has effectively used the famous yet
simple gamification marketing strategies to promote his
brand effectively and engage his audience with the brand
and increase his sale and profit. The following are some
games ( contest live) that were played by the customers
through Ajio’s Instagram page.
BIG BOLD GAMES 1: GUESS THE TREND QUIZ
Customers were asked to solve the emoji equations and
were given a clue that all these outfits would be available
on AJIO online shopping website. There were 4 equations
given and were asked to send the answers by replying to
their stories.
BIG BOLD GAMES 2: PICK THE FESTIVE GIFT
The brand had hidden some names of outfits or some festive
essentials in a crossword. Customers were asked to find the
names and send them.

BIG BOLD GAMES 3 & 4: THE STYLISH MATCHMAKER
Customers were asked to match their favourite

brands with their taglines to make a perfect pair

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BIG BOLD GAMES 5: BIG BOLD TRIVIA
The customers were asked to answer 3
questions about India’s hottest fashion sale
which was starting on September 30. There was
a link attached for the clue which was helpful
to finding answers.

BIG BOLD GAMES 6: GUESS AND PREDICT
There were 4 pictures of their products and the
customers were asked to predict the rate after
the sale discount.

BIG BOLD GAMES7: BIG BOLD TRIVIA
The customers were asked to answer 3
questions about India’s hottest fashion sale
which was starting on September 30. There was
a link attached for the clue which was helpful
to finding answers.

BIG BOLD GAMES 8: THE FESTIVE FAM (Q &
A)
Customers of AJIO were asked a question
and they were asked to reply to that
question with a reason. The tagline for this
game was “ GO CRAZY AND CREATIVE”. The
questions were,

FESTIVALS ARE INCOMPLETE WITHOUT
MY ___ BECAUSE ____.
WHO ARE YOUR FESTIVE MAINS AND
WHY?

Publicité|68

- Diviya Lakshmi M.P
-III BCom MM

An excellent blockbuster movie during the year 2012
rocked the entire world in collecting a huge amount of
$2.970 billion dollars. This book-based movie ‘The
Hunger Games(THG) used a variety of marketing
techniques that influenced the audience to watch the
film by using various mediums and methods. The
production company was really at a vulnerable stage to
make this film a massive hit, as they already had a tough
time with quite a few underperforming movies. The
company underwent all the legal battles and a lost
financial deal with a reputed investment company.

Under these dire circumstances, they were ready to utilize a high
amount of resources to make it a box-office hit. The team was
smart enough to realize the high efficiency of digital marketing at
such an early age. They devised different digital strategies on
different platforms. The marketing team realized that even before
the film was released, they had an audience segment, consisting
of book lovers. This segment of the audience in general will have
expectations to watch and compare their imagined character in
visual form, and scenarios of the plot they had while reading the
book.

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The filmmakers capitalized on this aspect and created various
games and various ways that made the audience feel as though
they were a part of the Panem country, the futuristic society in
the film.

One of the special activities in this campaign was letting the
audience create their own Hogwarts letter. A whopping crowd
of 8,00,000 plus fans made their digital identification cards as if
they existed in Panem country. Further, the people with these
identification cards can compete for the position of the Mayor of
one of the twelve districts that take place in the book. Each
citizen of the country was given a video with a unique URL. The
more the video is shared, the greater the chance of winning the
Mayor position. The Mayors were acknowledged with exclusive
news, exciting prizes. The selected Mayors are given the
authority to recruit new citizens and the honour to keep the
district's Facebook page updated.

The poster was released uniquely, through an online
scavenger hunt, with the hashtag #HungerGames100. The
poster was broken into hundred puzzle pieces and was
hidden among different places on their Facebook page with
the help of one hundred partner sites. The fans had to shift
one social media page to another as the announcement of
the scavenger hunt was made on their Twitter page.

The fans had to put together the poster by either printing
the puzzle or using an application like Photoshop. This got
trending on Twitter within 83 minutes. This is one of the
perfect examples of infusing traditional marketing methods
with modern technology to increase engagement with the
consumers.

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Just before the movie was released they released a Facebook game,
creating a partnership with Microsoft known as “The Hunger
Games Adventure” for the audience to relish as a sneak peek. This
game gives a virtual tour of the Capitol, the ruling government of
Panem. This gave exactly what the target customers wanted, the
visual experience of the plot.

It also made sure not to give any spoilers about the film for those
who haven’t read the book. This game was appropriately released

to give the necessary buzz that will be required just before the
release. The ways to earn more credit scores and move to a higher

level in the game is linked with posting inquisitive questions
regarding the movie. They were always posted on the Facebook
page of the game, increasing the engagement with the consumer

even after the film was released.

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The promotion efforts of the production team were not partial to
the first movie but gave and made equal efforts to make the other
three parts a huge success with appropriate promotion techniques.
One of the efforts taken by the team during the release of the
second film was to release “The Hunger game Catching Fire
Panem Run”. This was the time when games like Subway Surfers
and Temple run were getting good feedback; therefore the team
introduced an almost similar game.

Although they customized the game according to
the features of the movie such as including archery in it, the main
lead of the film Katniss Everdeen was one of the best archers in
the country. Petty things in the game were also given due
importance. For instance, the things to be collected in the game
were not coins or gems but logs and food catering to the hunger
games. It also incorporated the competitive spirit by making the
players compete against their friends through the use of a
Facebook game, which again resulted in the free promotion of the
movie.




Eventually, the Hunger Games team utilized
gamification marketing and digital marketing
properly, way before most companies realized
their worth. This methodology of marketing
made a debut record to promote the required
amount of awareness and buzz among the
audience and made the film series a blockbuster

hit. Under a pile of issues, threats, and
problems, with the right marketing, you can

achieve your goal.

May the odds be ever in your favour something that was

believed and executed by the marketing team of The Hunger

Games

Publicité|72 REFERENCE-

https://www.diva-

portal.org/smash/get/diva2:732925/FULLTEXT01.pdf

BRAND ANALYSIS- NIKE
-SWETHA PARTHASARATHY I B.COM MM

Nike is one of the most popular brands selling sports
equipment. In September 2010, Nike introduced a

running app to be used in the latest iPhones. The app
used the phone's accelerometer and so there was no
need for a chip in the shoe. Since Nike launched this
gamification marketing campaign; it has developed

into a worldwide popular gamified sport. The idea
was to encourage lifestyle changes by helping the

customers to keep themselves fit.



In 2012 the campaign centred on
the Nike+ FuelBand, which is a

bracelet with technology that can
monitor user movements. In the
beginning, the app was called

Nike+ GPS and after that, it was
renamed Nike+ Running Club

(NRC). Nike launched the Nike+
app for iOS in 2010 and android in

2012. Since then, this product
received a brand new name. It

also has a lot of features that
changed the concept of running

entirely.

Publicité|73

The goals of this project are to increase the
engagement rate of customers and to collect

data about users’ chosen sports, activity
levels, and preferred styles. They also use this
information collected to keep a close update

on their physical activity and overall
performance. Ultimately the app converts the

users’ performance into points and rewards.
Runners also can challenge others or their
friends to increase their points. After
completing different levels
and winning the challenges customers are
rewarded with trophies and badges.

Also, the users can connect to the FREE AND SIMPLE
specially built Zombies Run! app. The app allows the
While using the app, runners get to customers to track their
hear radio messages about being records, physical activities
chased by zombies, when they hear and to even set timed
the warnings they may need to run challenges. And the users’
faster until they reach the safe zone, can do this in an easy way
or run to pick up the cure for the and for free. They need
zombie-creating virus. The app makes not pay any subscription
mundane running more interesting and amount for the services
creates a mission out of an everyday offered by the app. This
encourages the users to
run. use it anytime or all the
There are many features that attract
and interest the customers to use this time. Nike is more
concerned about building
app. The main ones are :
the brand and acquiring
Publicité|74 more customers and not
about the cost to develop

it.

PERSONALIZATION
The app also has certain features to give
a personalized experience to the
customers. Depending on the customer's
progress and strength the coaching plans
are revised regularly which makes the
running experience interesting. People
can customize the way and the perfect
timing to run using weather and location
features. To make the running more
entertaining a playlist is provided by
Spotify and Apple music.

CHALLENGES
Challenges and competition make any gamified app
more interesting. The timed challenges trigger the user
participants. It creates deadlines to complete certain

tasks which urges the customers to take action. For
example, the task could be to complete a 20 km run in

4 days. There is a leader board that tells them how
many runners are ahead of them. It encourages and
motivates them to challenge their family and friends.
This also enables interaction through the mechanism of
competing. The Nike Running Club rewards its users’
with badges and other prizes when they break their
personal records. The app allows users to compare and

compete with users from all over the world when
connected to social media.

Publicité|75 Nike Running Club is so successful that it
still exists for over more than 11 years. It
had 11 million Nike+ FuelBand players
within 2 years of launch. Last year, the
app saw download growth of over 45%,
compared to the average global
increase of 10%. People tend to delete
almost 30% of the apps they installed
within a month due to
lack of satisfaction, lack of attraction or
lack of personalized experience.

Nike overcomes these problems using
gamification. It is maintaining its position as
one of the best running apps. Nike’s customer
loyalty has increased greatly because of the
gamification marketing campaign. Nike has
collected lots of data during this campaign

which could be later used to market its
products and services directly. Nike introduced
a social element of challenging others to the

game as a part of a gamification marketing
campaign, which undoubtedly helped to
expand awareness and demand

Publicité|76

BYJU'S SMART MOVES THAT LED TO GREAT HEIGHTS



-SANANDA MURTHY III BCOM MM

Byju’s is an ed-tech company
providing an online tutoring
platform for students. Their main
idea was to reinvent how students
would learn and transform
learning into fun and creative
methods. The brand breaks all the
limits to make the students
understand the concepts of the
subjects rather than just mugging
them up.

Byjus is considered as one of the Byjus became one of the
highest budget educational famous brands after it
brands but at the same time, it is sponsored the National Indian
one of the brands that made Cricket Team, and gave a
education available for a higher chance for the brand to print
population at affordable costs, its logo on the jerseys of the
especially with the covid-19 cricketers. Another
outbreak situation, the brand advertisement's concept
connected so well with children included the cricketers initial
and imparted the knowledge at days with the jersey and
the convenience of children. about the continuity of
Byjus even provides education at learning in the present, and
the time of their comfort zones, the importance and teaching
that can be altered according to of failures.
the students' necessity.

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Byjus has been positioned as a When it had introduced the
top brand in the ed-tech Early Learn App, a major
industry. The app has been difference was noticed. This
designed in an interactive and app was suitable for the
friendly technique that allows early learners that were
the users to keep a record of much more creative and the
their tasks and goals in the kids were interested in
form of creative mappings and learning new things.
paths.
When new goals are achieved,
One of the biggest revolutionary and a user approaches the
changes is that the concepts are goal, the users would get
taught using 3D videos, fun different kinds of badges and
aspects, etc. Byjus has also stars which would be
associated itself with cricket and recognized as a key for
Disney to attain a wider audience. accomplishment.

Publicité|78

This encourages them to keep They have tied up with Disney to
learning and completing the create a completely different
tasks given to them. Byjus has style for teaching online for the
been considered one of the best younger age group children, the
examples of gamification. Byju’s brand had brought in different
had come up with Byju’s math stories from the world and they
which introduced puzzles, tried to teach the younger kids
quizzes, games, and many other in a much creative and fun way.
ways to teach every student out
there who think that learning They have also created a lot of
and doing mathematics would fun learning tutorials and also
be difficult. some fun questions and games.
Byjus had brought in the
essence of gamification by
adopting the concepts and
baking them right into the
learning experience.

The learning model of the brand
keeps increasing with its
growing base and with the
advent of distance learning the
brand is yet to witness the real
and defined outcome of this
concept.

In spite of being an educational
app, Byju ensured that it
promotes the brand in a more
engaging manner using
gamification marketing.

Publicité|79 Parents are now becoming their study partners and
are learning at the same time with them
#fromparenttopartner.

I SPY WITH MY LITTLE EYE- A

REMARKABLE GAMIFICATION

CAMPAIGN

Aditi M, III BCOM MM




The KPIs of any Marketing Campaign would
be to get the audience to interact and

assimilate the information being conveyed,
while actively engaging with the brand. M&M

has brilliantly leveraged Gamification
Marketing to achieve this in their EYE SPY
PRETZEL Campaign. M&M as a brand has
never shied away from avant-garde, guerrilla
marketing strategies. Their most popular and
recurring association in the world of politics is
the Presidential M&Ms in blue and white that
are given as souvenirs to the guests at the
White House. They are also well known for
their promotional ties in the world of cinema.

Their notable associations include the
campaign for The Addams Family, Indiana

Jones, Star Wars series and Shrek 2.




Publicité|80

How M&M propelled itself as the prime player in the

candy market was through the introduction of its

anthropomorphic mascot ensemble. In 1995, the brand

was in desperate need of a breakthrough to get out of its

marketing slump. The momentum of their previous

campaigns had flatlined and they called upon BBDO Ad

agency to revitalize their brand image. With a modest

budget of $30 million dollars to plan and execute new

brand positioning strategies, Susan Credle (Creative

Director, BBDO) brought to life, “the spokes candies”.

The spokes candies are the mascots of M&M with distinct

and memorable characteristics. Each flavour embodies a

different personality - the sardonic and cynical RED, the

paranoid ORANGE, gullible and happy YELLOW, the

seductive GREEN, “cool guy” BLUE, and the aloof and

uptight BROWN. These “spokes candies” made the brand

more relatable to the customers. In 2010, when the brand

launched their new line of pretzel flavoured candy, they

were presented with the task of creating a corresponding

spoke candy. This brought to life the second spoke candy

that wasn’t shaped like an M&M but like a pretzel.

PRETZEL GUY was often spotted accompanying

ORANGE to support his paranoid friend. What aided the

campaign was the complementing personalities of the

characters, ORANGE, being neurotic and timid, and the

deadpan, satirical nature of PRETZEL GUY.

Publicité|81

The debut of PRETZEL GUY had to be iconic. M&M rose to
the challenge and leveraged an innovative gamification
strategy that appealed to the masses.
The ubiquitous children’s game of Eye Spy was adopted
and the brand published an image where the pretzel guy
was hidden amongst a thousand M&Ms and the audience
had to find the hidden character.

The simple game garnered a lot of attention online; it went
viral, fostering user engagement with 25,000 new likes on

the brand’s Facebook page as well as 6,000 shares and
10,000 comments. The game provided an innovative way
for fans to engage with the brand and spread the word on

social media. It was simple, engaging, and rewarding.
Contrary to popular belief, Gamification does not require
high-end game development and state-of-the-art UX/UI
design. M&M has established that the best ideas can be
simple and don’t require a billion-dollar budget to execute

effectively.
The Eye Spy Pretzel campaign revolutionized digital
marketing strategies at a time where Content Marketing
was key and marketers were looking for new solutions to
create fun and engaging content. They made a powerful
case highlighting the benefits of Digital Gamification to
other brands with its instant validation and wide reach.

Reference-
https://corp.gametize.com/2017/01/22/gamification-of-

product-advertising-mms/

Publicité|82

Crackerjack and how they
cracked the usage of

gamification marketing

-Nisha Parekh
III BCOM MM

CRACKER JACK, a snack But all this were replaced by
with a blend of peanuts and a massive change, with the
caramel-coated popcorn is advancement of technology
the longest-running and many other brands
placement of a product in providing such prizes in
U.S History and this has their food packets CRACKER
become possible because it JACK turned digital in 2013,
provides an extra added they used gamification as an
value in every packet. Yes, important part of their
that's right they promised a packets where instead of
'PRIZE IN EVERY BOX' from prizes codes were provided
1912. This marketing tool has were consumers could play
made it relevant to the games on the Cracker Jack
existing market. Prizes app by downloading it in
included baseball card their play store providing
issues, rings, booklets, them to experience four
temporary tattoos. different baseballs themed
games.

Publicité|83

An app named Blippar, had to
be downloaded for playing
these games the players can
play along with all these
baseball sites and step into
different baseball sites using a
template by attaching their
photos to baseball players,
and they were provided with a
feature where the
autographed photos could be
shared in social media
account that can help them
encourage others to do the
same that will indirectly make
them buy the packets and post
photos on different mediums. As Gary Vaynerchuk said, 'To
get consumers you need to go
from the heart to the brain to
the wallet and Cracker Jack with
this marketing tool has built the
journey from their hearts to the
brains and since this was
something new and involved
consumer engagement amongst
baseball fans, as well as other
consumers were excited about
this new upcoming activity.
They tried to bring the ballpark
experience in a digital way to
every consumer that made their
sales grow up to $51 million in
2014 ( and these sales does not
include ballpark sales )

Publicité|84

Baseball is one of the most
favourite past times in the US
and the relevance of
CRACKERJACK with the game
is just loved by baseball fans
which itself is more than 26
million.
Their taglines changed from
Popcorn and Peanuts a toy
and everything to Crackerjack
is getting rid of the best thing
about crackerjacks ' the day
they introduced the most
surprising news they received
a lot of criticism from their
fans even through tweets but this change was necessary to
as they say N problem stays be relevant in the digital
world and amaze the
solved in a dynamic consumers and bring up
environment,

something new and that's the

reason we say crackerjack in
every form as a jingle, quote,
it even included in a song,
and just how popcorn is to
movie crackerjack is to
baseball and this shows the
power of marketing and to
survive in a dynamic
environment and the
nostalgic memories the
brand provides us always
stays with us!


Publicité|85

SAMSUNG - A GAMIFIED WEBSITE

HARSHINI.J II BCOM MM

In the present-day scenario, every What is
brand’s marketing strategy customer
revolves around the objective of interaction?
increasing engagement in their
social media handles, corporate
website, and other internet
platforms. Companies are willing
to pay millions of dollars for social
media collaborations,
sponsorships, and celebrity
campaigns to increase customer
flow. Korean electronics giant
Samsung leveraged this strategy
by incorporating gamification
elements into their marketing
campaign.

How does it Samsung was the first company in
work? the electronics industry to launch a

Publicité|86 social loyalty program known as
Samsung nation to reward the
customers who are actively
engaging on the company’s

corporate website. The members
registered on Samsung nation can

get themselves featured on the
leaderboard, earn points, or

unlock virtual badges by engaging
in activities like commenting on

blogs, reviewing products, liking,
and tweeting about Samsung’s

products, or participating in user-
generated quizzes.

A very notable aspect of this The ethical
campaign is the fact that the side of
company rewarded the members
for any form of participation gamification
regardless of their sentiments
expressed towards the brand. For
example, a product review that
has a five-star rating will
generate the same rewards as a
review that has a relatively lower
rating. This also highlights
Samsung’s efforts towards
appreciating the different opinions
of its customers rather than just
focusing on generating positive
publicity for its brand.

Objectives The objective of this campaign
of the was to appreciate and empower

campaign the online community of loyal
customers and to enhance

customer engagement using a
medium such as gamification

which appeals to every group of
consumers. It also helps the

company to establish a channel
where they can directly connect
with their customers and engage
with them on a real-time basis.
This ultimately helps in improving
brand loyalty and attracting more
organic traffic to their website.

Publicité|87

While most brands tend to focus Key
on attracting a new audience in a takeaways
more explicit way, Samsung
identified the customers who are
already engaging with the brand
to establish a more genuine form
of brand image and brand
awareness. This not only helped
them to increase the engagement
on their website but also
highlighted the value that they
place on their existing customers.
This initiative was and always will
be seen as a call for businesses to
learn about their customers and
provide for them in the best
possible way.

REFERENCES
https://www.businesswire.com/news/home/20111102007238/en/Samsung-
Launches-the-Industry%E2%80%99s-First-Gamified-Corporate-Website
https://ivypanda.com/essays/samsung-groups-gamification-in-marketing/
https://www.researchgate.net/figure/Model-of-a-gamified-customer-
engagement-experience-environment_fig1_282908623
https://jdmdigital.co/news/gamified-corporate-website/

Publicité|88

-Usha
Ahkila Murari II BCOM MM

Gamification marketing is an
innovative and strategic type of

marketing as there is always a
fun element included and also

helps to reach out to the
customers online. The main

objective of gamification
marketing is to boost sales and
increase profits. They also help
in collecting customer data and

also to promote repeat
business. .

Publicité|89 The Zomato premier league was a
gamification marketing strategy that

was successful and reached many
customers and also this led to an
increase in sales. This was a very
unique idea as getting offers by
predicting the winner was interesting
while the audience aren't aware of
the individual winning the table and
turning the same. There were almost

more than 4million people who
played the game and won the

rewards.

The ZPL was introduced in 2019 during the IPL season.
While ordering food in the Zomato app the audience

can predict the team that will win and if the
prediction was right then the audience will receive
cashback from them. Customers thought that this was
a great marketing strategy and also were happy that
they also benefited from playing the game. And this
led to an increase in sales during that season. The

app had announced that the winners will receive
40%+30% cashback. Where 40% is a coupon every
time you order and 30% is rewarded whenever the
prediction is right. And many restaurants have joined

hands with them and there was a wide choice of
restaurants and the customers enjoyed the offers. And
especially for Indians food and cricket are two things

that the population love and along with that the
predicting added a fun element.

A match had received more than 60,000
predictions during the event. Zomato also used
social media to promote gamification and also

to promote their business and also attracted
many customers.



Even though this was a success and also the
customers were happy with it, the downsides
included a lot of allegations on Zomato and a
few other food apps from google stating that
the activities of these apps have been unfair and
were also violating google’ s policy as these
were like betting. And also Zomato responded to

google and replaced their Zomato premier
league with another program.

Publicité|90

Another app that also used the IPL
season as a platform to introduce their

gamification marketing strategy was
Disney Hotstar where it had introduced
the watch and play. One can watch the

match and also predict what the next
ball will be simultaneous. This was

introduced in 2019. Many played the
game as it was interesting to predict
every ball played and there were also
general cricket related questions (trivia)
that were asked during the breaks and
kept the watchers always occupied.

And all the cricket lovers loved this game
as predicting what the next move was

going to be in the app and getting a few
rewards were better than discussing it

with our family or friends. The points for
correct answers for each ball’s guess was

150 points for a wicket,10 points for 0
runs,15 points for 1/2/3 runs and 40 points
for 4/6 and finally 30 points for trivia, and

was also continued for the t20’s also but
with a slight change in the points

Publicité|91

The advertisements played a
very important part in leading

the customers towards the
game as the ads were relatable

to everyone. After everyone
started to play the game users
had perceived that the rewards

for the correct guess were
confusing because the

audience was unaware of the
venue and the medium through
which the gifts will be received.

Post the introduction of
the Hotstar subscription
concept, the audience
had to pay for watching
the game live, and this
was one of the reasons
why they had lost many
users during that period.

Publicité|92

But when compared with
Zomato, Hotstar was not as

interesting in the later
stages as it was at the
beginning or the initial
stages when the game was
introduced and this was the
major drawbacks that they
faced and also with the
time going customers or the
users got bored of it.

And even though the Zomato
premier league was taken down

within a few days after it was
introduced, customer satisfaction

was more when compared to
Hotstar, and also in these fields,

customer satisfaction and
customer loyalty is more

important. Many customers or
users thought that the ZPL was
better than Hotstar's watch and

play.

Publicité|93

Gamification Marketing

USED BY GOOGLE

-B.NIDHI II BCOM MM
Gamification marketing is a huge boon to the entire industry. One
may ask why gamification marketing holds so much importance,
and to them, we can tell “IT ATTRACTS MORE CONSUMERS THAN
EVER”. This tool has not only helped attract a huge number of
consumers but has also helped brands retain them, now another
question may arise as to the methodology of getting done with it,
then again, the answer is simple, brands think of ways in which
they can employ small games in their operations. The focus may
not be specifically on games, it can also be in the form of quizzes,
points, scores, scratch cards, doodles and maintaining leader
boards. These kinds of activities not only retain youngsters but also
adults. This kind of marketing is a new arena in total as the basis of
this medium was laid out only in 2005. Many many brands are
achieving great success in this field but there is one unsung mighty
hero, that is none other than GOOGLE. Google has employed this
in one of the best ways possible.

They have been able to maintain a huge number of loyal
customers, and they always check Google in search of finding
something interesting. Now, readers, you may wonder how they
can do this, well, we do have an answer for that too. Google

uses spectacular ways to retain the user’s attention through
games, quizzes and most importantly its DOODLES. Google’s

search page is always attractive due to its doodles.

Publicité|94

They conduct a doodle4google competition
where the best doodles are incorporated in
Google’s Logo in its search page. Not only this
but Google also uses this medium to celebrate
the Birthdays of iconic stars, politicians,
artists, scientists, musicians, dancers etc. So,
when a user opens the search page this will
grab their attention and as an immediate
response, they click the doodle to find out why
he/she is being celebrated or remembered.
This not only increases profits for Google but
also helps to gain the attention of the
customer being appreciative of the
information provided by Google. They not
only use doodles but also incorporate videos
(which in other words, looks like a GIF) and
playable games.

Publicité|95

It was found that people were engaged the highest
when the PAC-MAN doodle was created into a
playable game. People went to Google so that they
could play this game and have fun. This game was put
as a part of the logo on the 30th Anniversary of PAC-
MAN. A similar high engagement was seen when they
had created a summable logo of a guitar to honour LES
PAUL. Research showed that people around the world
went to Google just to toy around with the guitar logo.
From this, it is very evident that a useful innovation,
however small it might be, may bring about a Great
change. These doodles are not only converting one-
time users to regular users but it has been found out
that the time spent on the search page has also
increased. In other words means that they spend time
to see and understand what these doodles are. This
scenario also proves that the users are very impressed
by this technique.

Publicité|96

Google has never been scared to try something new
or to drop the plan without further thought if it
proves to be a failure and a few amongst these
innovations is the GOOGLE NEWS BADGES!!!
Something the other search engines wouldn’t have
thought of, eh?
This is a simple yet highly engaging way to keep
your readers retained. Google News feature not only
provides news but also provides entertainment in
the form of Badges. It works in the following way
when a person reads an article say, about Tennis,
then Google provides more articles of the same type
and if users keep reading the same type of articles
(as per the example, Tennis) then they gain a
BADGE! This not only encourages them to read
more but they can even share the article they read to
their social circle. This not only helps them interact
but also helps them feel proud when their social
circle sees their Badge level. There are 5 levels of
badges namely: Bronze, Silver, Gold, Platinum and
ULTIMATE!

Publicité|97

Google also has been very proud of
its GOOGLE+. This feature has 2
parts one is GOOGLE+ CIRCLES.
This helps create a huge social
circle as well as it helps the users
know the number of times they
have been added to many other
social circles. The second part is
GOOGLE+1 Feature, this appears
next to the links in the searches and
when it is clicked it helps build a
“BUZZ” about the page around the
world. But that depends on how
many +1 ‘s it gets to become the talk
of the world!
Another Simple yet Spectacular
way in which Google engages its
users is GOOGLE WORD COACH!!!
Google Word Coach is a really fun
way through which users can
expand their vocabulary. Google
Word Coach works like this:
When a user searches for a word’s
meaning or types “GOOGLE WORD
COACH” in the search bar, the word
coach pop-up quiz appears.
Wherein users will have to choose
words that are similar, opposite or
match the picture shown by them.
This is an entertaining way of
keeping the users engaged. With
each correct answer, they will get
points added. In this way, the users
don’t leave the page for long, which
again is profitable to GOOGLE.

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