Gamification in PR: How Beeline's Tariff Constructor Influenced Brand Perception
Posted: Sun Feb 16, 2025 10:40 am
Gamification has been used in PR for a long time, but recently it has confidently moved from the category of PR exotics to a trendy working tool. In this article, we will tell you why turning to game mechanics has become so popular and how to understand that it is time for your brand to evaluate its potential. We will analyze the case of Beeline, which surprised its audience by introducing game elements into the user's interaction with the product.
Why game mechanics have taken root in the new reality
According to Olga Bakina, Marketing Director of the digital special projects agency MilonAsk, two factors are now forcing PR specialists and marketers to rethink the interaction of business with the audience:
Emotional fatigue of the audience . People are tired of news, making difficult decisions and global changes and are looking to switch off, breathe out, relax.
Unavailability of communication channels that just jamaica mobile database yesterday provided the highest conversion.
Together, these two factors have made gamification the “hit of the season.” Gamification processes and methods help to meet the needs of the audience, are easily adapted to available communication channels, and at the same time can bring tangible benefits to business.
1. Increase brand loyalty
The user invests his time in the game and gradually begins to trust the company that launched it.
Examples of the use of gamification from the agency’s practice:
Quiz games for a non-profit brand showed an 89.4% conversion rate into active users.
66% of users who played a game launched by a retail chain were interested in the product and went to the subscription page.
For an online quest by a cosmetics company, the share of new customers following the event was >53%.
2. Affect the sales structure
Gifts and bonuses in games unobtrusively stimulate sales and promote certain product categories.
The webinar covered examples:
An online detective quest in messengers helped exceed sales KPI by 2.4 times.
The cosmetics company's online expedition achieved a sales conversion rate of 16%.
3. Increase brand awareness
Bright newsbreaks and non-standard communications attract attention to the brand. As a measure of brand recognition, MilonAsk cites the volume of UCG content in social networks, that is, the number of messages about the brand with special hashtags created by the game participants themselves.
Why game mechanics have taken root in the new reality
According to Olga Bakina, Marketing Director of the digital special projects agency MilonAsk, two factors are now forcing PR specialists and marketers to rethink the interaction of business with the audience:
Emotional fatigue of the audience . People are tired of news, making difficult decisions and global changes and are looking to switch off, breathe out, relax.
Unavailability of communication channels that just jamaica mobile database yesterday provided the highest conversion.
Together, these two factors have made gamification the “hit of the season.” Gamification processes and methods help to meet the needs of the audience, are easily adapted to available communication channels, and at the same time can bring tangible benefits to business.
1. Increase brand loyalty
The user invests his time in the game and gradually begins to trust the company that launched it.
Examples of the use of gamification from the agency’s practice:
Quiz games for a non-profit brand showed an 89.4% conversion rate into active users.
66% of users who played a game launched by a retail chain were interested in the product and went to the subscription page.
For an online quest by a cosmetics company, the share of new customers following the event was >53%.
2. Affect the sales structure
Gifts and bonuses in games unobtrusively stimulate sales and promote certain product categories.
The webinar covered examples:
An online detective quest in messengers helped exceed sales KPI by 2.4 times.
The cosmetics company's online expedition achieved a sales conversion rate of 16%.
3. Increase brand awareness
Bright newsbreaks and non-standard communications attract attention to the brand. As a measure of brand recognition, MilonAsk cites the volume of UCG content in social networks, that is, the number of messages about the brand with special hashtags created by the game participants themselves.