How important is gamification?

Gamification is a huge social media trend for brands right now. It’s definitely something that has been identified in recent issues of FIR. Gamification is basically applying gaming techniques to PR, therefore many brands are releasing games as a promotional tool

Topshop

Topshop released a game called SCVNGR (scavenger). You had to download the game in the form of an app. Then there were different challenges to play for different prizes such a £50 to spend in store etc. there were also tasks inside the store to encourage footfall.

Lookbook

Lookbook is a site where people can upload pictures of their outfits. Lookbook hasn’t actually released a game for PR or promotion it’s used gaming techniques as part of the uniqueness of the website. The more that you like an outfit you are encouraged to ‘hype’ the look. The more hypes a look gets then the higher it gets featured on the homepage. The more hypes it receives then the average of ‘karma’ becomes higher which gives the user more exposure. So basically the reward of having a good outfit is social status.

Gamification is very important as it's a great PR tool simply because it's a really fun way of getting people involved in a brand.

Want to know more?

I recommend reading these articles:

5 Brands using gamification well

Gamification and the Fashion industry