From VPs to moms, "gaming" has gotten a bad rap. However gaming theory already exists in our day-to-day life from sales incentives to loyalty clubs, and even the way our kids learn in school. Buy more, do more, do better and you will be rewarded.
It's a multi-billion-dollar industry that can influence business strategies, education and society itself. Marketers are slowly starting to use game theory as the heart of their campaigns, as actually drivers and not just as bells and whistles.
As always, MINI is leading the way with an innovative gaming campaign called MINI Getaway, developed by Jung von Matt Stockholm, an independent Stockholm-based ad agency. The latest version was launched in Japan, December 2011.
For nine days, everyone with an iPhone or Android that downloaded the game app, had the chance to hunt and keep a ‘virtual’ MINI Coupe. Participants had to keep the virtual car by running away from the location where they’d found it. The fastest and most strategic participant who had the virtual car on their phone at the end of game won a real MINI Coupe.
The company has already seen great success with the same game in Stockholm, launched in 2010. For those of you, who don’t read Swedish, check out the recap in English. http://www.minigetawaystockholm.com/
I think it is safe to say that more and more companies will be utilizing gaming as part of their marketing strategies to better engage with their consumers.
And really, who doesn’t like to play a game? It’s just fun!
This post was informed by: Ad Age Mobile, Miniusa.com, Popsop.com