Let’s get phygital – supercharge prize promotions and brand activation
Recent technological advancements have revolutionised how brands can engage with the public. The emergence of augmented reality (AR), the metaverse, and mainstream cryptocurrencies have provided brands with a whole new toolkit to build prize promotions and consumer experiences
.Whilst industry-wide adoption of these tools remains in a surprising state of infancy, over the past few years the results have spoken for themselves. Earlier this month, after Amplified Intelligence measured the impact of Snapchat’s AR lenses on brand uplift, it was even reported that AR advertising increased the likelihood of consumers buying by 53%.
As each day passes, brands that do not push the boundaries risk dropping off this wave of innovation.
At the front of the pack
Looking back at one of the earliest pioneers that adopted AR in its promotional marketing, Vodafone found unparalleled success in its Find Unlimited game in 2020.
By offering people the chance to win free Samsung merchandise through an exciting AR treasure hunt, the campaign aimed to create buzz for the launch of the Samsung S20 and Vodafone’s Unlimited Plans. Entrants had the opportunity to win over 12,000 prizes, including 25 Samsung Galaxy S20 Ultra 5G phones, smartwatches, and Google vouchers.
Using a map on their smartphone to set a pin, players had to find five ‘V-Atoms’, Vodafone logos, which would appear in AR. Players could then use their cameras to search for the V-Atoms and see if they were winners.
Vodafone Find Unlimited AR Game – Vodafone UK News Centre
Thanks to its interactivity, the campaign saw 166,000 users take part over half a million times, raising awareness and brand engagement with the key audience of tech-savvy 25-55s.
This translated into significant results – the campaign increased Vodafone’s spontaneous brand awareness by 16% and more significantly, brought its overall market share of Samsung sales from 15% to 20%.
Pushing the boundaries
Experiential marketing and gamification can provide an unparalleled level of interactivity that holds consumer attention, and it is not just limited to AR.
Just last year, digital wallet and crypto trading platform, Uphold, ran a prize promotion at King’s Cross, which pushed Bitcoin into the mainstream with a live experiential activation. The campaign saw individuals sign up for an RFID card that opened a corresponding locker at the station – containing prizes that ranged from an entire Bitcoin to branded Uphold card wallets.
This highlights another key facet of merging the digital and real worlds; the ability to use geolocation to draw people to desired places at specific times. Geolocation can boost the impact of pop-up experiences or draw people into stores, increasing footfall and thereby driving sales. It also offers individuals the excitement of a prize-winning moment, such as being the first to arrive or discover the prize. The worldwide craze for Pokémon Go underscores how powerful a tool it can be when executed well.
Planning a campaign
All this being said, it is not simply enough to innovate. Don’t jump on the bandwagon without asking the right questions. Is it the right audience? Will they find the experience of participating fun? Will they find the prizes offered suitably rewarding? Sometimes regular prize draws and instant wins provide a better return on investment than something cutting-edge.
It is also critically important that the promotion is properly defined in its scope, that all terms and risks are considered, and that it is executed properly. Without tightly and expertly drafted legal conditions, companies can end up on the hook for far more than they anticipated or leave their customers feeling cheated, which can lead to a reputational catastrophe. If in doubt, it is best to consult with experts who can ensure that the campaign is watertight.
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