This document discusses how marketing gamification can help consumer brands cut through noise and engage customers. It provides examples of how brands like ASDA, Coop, ALDI, Costcutter and SPORT24 have successfully used gamification campaigns. Gamification allows brands to acquire more customer data, understand preferences rather than make assumptions, and personalize marketing. Frequency of campaigns and using data to target messaging more precisely can improve engagement and drive business results like increased footfall and spending.

1. Engage & Activate Consumers
With Gamification
How Game-Based Lifecycle Marketing
Helps FMCG and Retail Brands to
Cut Through The NOISE.

2. LeadFamly provides accessible marketing gamification software that
enables companies to cut through the noise.

3. Agenda.
The power behind marketing gamification
How ASDA approaches gamification in a
data-driven way
Inspiration station: great FMCG examples of
gamification campaigns
Q & A

4. Meet Jacqui and Adam.
Jacqui Maclean
Jacqui is a Customer Success
Manager at LeadFamly.
Jacqui works alongside some of
the UK's biggest brands from
brainstorming campaigns, sharing
insights on gamification, through
to campaign delivery.
Adam Higgins
Adam is the CRM New Channels
and Retention Manager at ASDA.
As CRM Manager, Adam focuses
on customer lifecycle/retention
management, new channel
development, and data
enrichment and acquisition.

5. About LeadFamly.

6. LeadFamly empowers you to connect with and activate your target audience
with marketing gamification. Our software platform is easy to use, and it allows
you to design and promote your own online marketing games. With 25 different
game concepts to choose from, you can find just the right concept to reach
your marketing goals.
Founded in 2017 in Aarhus, Denmark
400 customers in Finland, Germany, the Netherlands, Scandinavia, and the UK including
Coca Cola NL, Grundfos, McDonald’s, Neste Oyj, Pfizer, Vero Moda, Volvo, and many more
Platform 4.0 and the new campaign builder recently launched. Recent game launches include
Shoot The Duck, Snake, and Video Quiz
LeadFamly

7. Agenda.
The power behind marketing gamification
How ASDA approaches gamification
in a data-driven way
Inspiration station: great examples
of gamification campaigns
Q & A

8. What LeadFamly
does for brands.

9. What we do
We’re the missing link that enables you to
gamify marketing anywhere in the lifecycle
We’re building the future, the industry,
the platform with endless possibilities
We’re ambitious for our clients
and ourselves
We’re passionate and here to help from
onboarding to questions in the chat support

10. Fun facts
In 2019, our clients saw:
55 million game plays (more
than double 2018’s
number, 23 million) 🥳
1.2M game plays on
the busiest day
4 million game plays =
a single client’s traffic
2 billion seconds played
in 2019

11. Why gamification?
The future of retail is personalisation
It will include aligning new tech, new strategies and omnichannel
to provide an individualised experience
Data of the future > more than age, name, gender, location
Access to ‘Lift Off’ data

12. Death of the third-party cookie
’Ask and ye shall receive’
Transparency matters
Third-party data needs to be
relied on less
Find new ways to gather info

13. Data you buy
Lack of data-proven personas
(for your business)
Someone else’s first-party data
Lack of transparency
Examples:
Psychographics
Preferred communication
Broad demographic pools
Marketing lags
Source: Hubspot

14. Data you collect
Personas are defined
Status quo
Retargeting ads
Examples:
Actions or behaviours based
on product or app
Customer feedback
Data from social media
or email marketing
Marketing idles
Source: Hubspot

15. Data that consumers share
with a brand they trust
Your personas reinforced by data
Most accurate
Examples:
Exercise habits
How soon they’ll be ready to
buy a house
What type of car you drive
Whether your business registration
number is valid
Marketing lifts off

16. Agenda.
The power behind marketing gamification
How ASDA approaches gamification
in a data-driven way
Inspiration station: great FMCG examples
of gamification campaigns
Q & A

17. ASDA.
Gamifying the customer experience

18. Hit or Myth
Quiz
Purpose
Healthy living campaign targeted
at existing customer base
Collaborated closely with Asda
nutrition team
Results:
On average, people played 2x
01:24 minutes average engagement
10,000 unique players

19. New Year, New Who?
Purpose
Gather insights into customers’ fitness regime
Increase relevance of email marketing
Results
12,000 unique game plays
53% indicated not interested in a fitness
regime = removed from active wear
campaign emails
Enriched database with data points like
gender, style, preference, purchases for whom
Quiz

20. Key takeaway for CRM
& data managers
Gamification helps acquire more ‘Lift Off’ data, to
learn preferences rather than make assumptions
Great integration options for ESPs like Klaviyo,
Salesforce and Mailchimp
Allows Asda to instantly engage sign-up = vastly
improves the customer experience
Enables even better content and
customer management

21. Agenda.
The power behind marketing gamification
How ASDA approaches gamification
in a data-driven way
Inspiration station: great FMCG examples
of gamification campaigns
Q & A

22. Gamification
in the FMCG industry

23. Gamification
in the FMCG industry
Opportunities
gamification creates:
Create awareness of products
Drive footfall to stores
Create loyalty campaigns to
retain customers

24. Coop
Purpose
Use game campaigns to engage
their audience twice a week
through the Coop app
Drive footfall to stores
Results
200,000 daily app visitors
10 million game plays in app
in 2018
1 million samples picked up

25. ALDI
Purpose
Summer campaign to re-engage
customers
Sent only to current customer
base through email marketing
Results
15,000 visitors
01:30 minutes engagement rate
74.2% conversion

26. Costcutter
Purpose
Create engagement
Increase email permissions
Results
24,463 unique visitors played an
average of 2 times
01:30 minutes engagement rate
79% conversion

27. SPORT24
Purpose
Engage a younger demographic
with a visual campaign
Grow Instagram following
Results
23,000 visitors
01:12 minutes engagement rate
33%+ campaign ROI succeeded by

28. KeyTakeaways.
Frequency matters. Think of Coop — if a customer collects a prize, the
numbers show that the average customer spends up to 39% more than
those not participating in the game campaigns.
Use data to personalize better. Think of Asda’s New Year, New Who?
campaign that helped the CRM team target better by removing subscribers
from the active wear campaign emails.
Be timely. ALDI created their beach-themed Spot The Difference game to
engage their customers during the summer.
Determine preference, not assumption by collecting ‘Lift Off’ data.

29. Q&A
Please type your
question into
the chat window

30. Keep an 👀 out for
our follow-up email…
We’ll send you:
• Today’s slides
• Webinar recording
• A free e-guide about
gamification

31. Got inspired?
Schedule a live demo
on leadfamly.com
Have a question or
comment?
Email us at
hello@leadfamly.com