Gamification of non-gaming products to drive engagement with brand.

      Аннотация: The development of internet and smartphones has greatly influenced the new trend to implement real-life (offline) strategies and techniques that are working in the real time, oriented to many users and communities. Generally, gamification is the concept, which comes from the digital media industry. This book proposes to be a practical input to investigate implementation of gamification as a marketing concept in various industries and via different channels through 22 implemented cases from brands. Additional idea was to identify the most frequently used drives inside of each gamified campaign based on Octalysis framework by Yu-kai Chou. It points out that gaming environment is really powerful and can be implemented in different fields of life not only as a marketing concept for business or virtual gaming world.

Ключевые слова: Advertisement, B2C, Branding, digital marketing, Gamification, marketing, marketing strategy, SMM