How Gamification Marketing Helped ZooRoyal, AEG, and SPAR Elevate their Advent Campaigns
Founded in Buchs in Aargau, Switzerland, in 1887, Chocolat Frey has a rich heritage and takes pride in using only the finest ingredients for its various chocolate products. Chocolat Frey is widely known in Switzerland and belongs to the country’s leading chocolate brands. The company also sells its products to various destinations abroad and is the official partner and supplier of Swiss International Airlines’ chocolate squares, which many travelers continue to look forward to during their flights.
While Chocolat Frey is a household name in Switzerland, the brand lacked the same recognition and popularity across the national border. The German market for chocolate is highly competitive, dominated by well-established local, several popular Swiss and other international brands. As a result, being able to stand out among competitors and creating a strong name for its brand posed a challenge for Chocolat Frey.
To address the challenge of increasing brand awareness in Germany, Chocolat Frey wanted to leverage the holiday season, which, traditionally is is a crucial time for chocolate sales, with many brands competing for consumers’ attention through various promotional campaigns. However, to stand out from the competition, they needed an innovative approach that would capture consumers’ interest and encourage active participation. Therefore, Chocolat Frey decided to make use of an innovative and interactive solution suitable for the Christmas season: an Advent Calendar that through Gamification Marketing is brought to life in a new way.
For the gamified Advent Calendar, Chocolat Frey took a special approach and created an “indulgence calendar”. In this special advent calendar, users could participate and potentially win a specially curated “indulgence box” filled with various delicious Chocolat Frey products. The indulgence box presented a perfect opportunity for consumers to try a selection of Chocolat Frey’s different offerings, encouraging them to explore and appreciate the brand further and eventually buy the products they most liked.
To maximize the campaign’s reach, it was heavily promoted on Chocolat Frey Germany’s social media channels. This strategic approach aimed to engage with a broader audience and capture the interest of potential customers since social media has proven to be a powerful platform for brand awareness campaigns by enabling direct interaction with the target audience, and fostering a sense of community and loyalty.
The results of the Advent Calendar campaign were impressive. The campaign attracted over 49,000 total visits to the website, and players enjoyed the indulgence calendar so much that, on average, they returned five times. Notably, webpage impressions increased by almost 60%, demonstrating strong engagement and interest from German customers.
These results indicate that multi-day campaigns like Advent Calendars allow for prolonged engagement and foster repeated customer visits, translating into increased loyalty. Moreover, the repeated visits generate significant website traffic over several days or weeks, depending on the campaign’s length.
Overall, by leveraging Gamification Marketing for their Advent campaign, Chocolat Frey effectively elevated their brand presence and reputation, establishing themselves as a more recognized and beloved chocolate brand in the German market.
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