Retail
Mattel
Mattel, a renowned toy company based in the United States and the second-largest toy manufacturer globally, has consistently captivated young minds and brought immense joy to children worldwide. With an unwavering dedication to delivering exceptional products, Mattel not only aims to engage and educate parents about their diverse range of toys and the invaluable benefits they offer to children but also extends their focus to encompass all matters related to babies.
49 Sec
80%
11k+
The Result
The Challenge
Mattel faced the challenge of effectively reaching qualified leads and delivering comprehensive product information to potential customers. Recognizing the pivotal role parents play in the toy-buying process, Mattel aimed to ensure that parents were well-informed about their products while also providing valuable and engaging information about babies. To address this, Mattel devised a strategic plan that harnessed the power of Gamification Marketing.
Focus: Engaging Parents with Interactive Product Education
Mattel understood the potential of Gamification Marketing in empowering parents with the right information and establishing a deeper connection with their brand. By incorporating gamified experiences into their marketing strategy, Mattel aimed to engage parents on a more personal level, allowing them to explore the diverse product range in a fun and interactive way while experiencing the benefits firsthand.
The Solution
To address this challenge, Mattel developed three captivating games, leveraging the power of Gamification Marketing to educate and engage parents effectively.
- A new Barbie Test:
Mattel unveiled an exciting game called the “Barbie Test,” featuring a Quiz format with three questions that revealed several facts about Barbie and children at the same time. This interactive experience was designed to showcase Mattel’s new “My First Barbie” collection. By infusing Gamification Marketing into the exploration, parents, and children were entertained and got valuable insights into the latest Barbie products. The Quiz format created a sense of discovery and enjoyment, capturing the interest and engagement of participants.
- Promotional Spin The Wheel:
In addition to the Swipe Quiz, Mattel created an exciting “Spin The Wheel” game. This gamified experience offered participants the chance to win enticing rewards, including free shipping, complimentary gift wrapping, and exclusive discounts. By incorporating elements of chance and surprise, Mattel generated a sense of anticipation and excitement, further engaging parents and encouraging them to explore the product range.
- Fisher-Price Swipe Quiz:
Mattel introduced the Fisher-Price “Swipe Quiz”, a game designed to educate parents about important baby facts. Through its engaging format, parents were able to expand their knowledge and gain a deeper understanding of their child’s needs and developmental milestones in an interactive and enjoyable way. As a reward, participants had the opportunity to win a 12-month subscription to Mattel’s Fisher-Price Magazine, providing valuable information and helpful tips for their baby.
The Results
Mattel’s strategic implementation of Gamification Marketing yielded remarkable results. With an average engagement time of 49 seconds and an impressive game completion rate of 80%, parents and their children actively participated and immersed themselves in the gamified experiences. The total number of visits to the games exceeded 21,000 , demonstrating a high level of interest and participation.
By utilizing Gamification Marketing, Mattel effectively educated parents about its product range, showcasing the unique features and benefits of its toys while engaging them in a playful way. The interactive and enjoyable gameplay experiences fostered a deeper connection, building trust and loyalty among parents.
Gamification Marketing increased engagement and provided a platform for parents to make well-informed choices, empowering them to select the most suitable toys for their children’s playtime. Mattel’s commitment to harnessing the power of Gamification Marketing solidified its position as a trusted and innovative leader in the toy industry.
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"We became more cost-efficient and the drag and drop Builder is just awesome!"
See what Marc Marti from Tchibo and other leading marketers had to say about BRAME.
Marc Marti
Elena Abeltshauser
Luca Cadlini
Through Gamification, we reach customers on a different level and can surprise, inspire, and reward them. We are seeing an increase in frequency and revenue as well as enhanced engagement from users of our digital channels.
I can highly recommend BRAME's Gamification tool to anyone looking for a cost-effective and simple solution to collect email addresses or increase sales
The real-time performance analytics are very important to us, as they allow us to take our learnings and refine our strategy for upcoming campaigns.
In an A/B test, we displayed a Gamification banner to half of our website visitors, while the other half saw no banner. The group with the Gamification banner achieved an 18% higher sales conversion compared to the group without it. This was an outstanding result for us, as only very few tools or methods can boost sales conversion by 18%
With BRAME’s user-friendly software, we have been able to successfully implement a variety of campaigns and now see Gamification Marketing as a key component in our marketing mix.
What I appreciate most about working with BRAME is the drag-and-drop Gamification Builder, which made it easy for us to implement Gamification Marketing, along with the expert advice and support based on industry-specific best practices. This enabled us to launch a successful Gamification campaign and implement game mechanics perfectly suited to our industry and goals.
All the games have worked well so far. The Advent calendar is a yearly highlight, and customers are already anticipating it. The cost is much lower compared to the agencies MPREIS previously used to create a gamified Advent calendar.
In the last 20 months, we’ve collected over 35,000 unique leads and achieved a double opt-in rate of over 70%, which is more than double the industry average.
We had previously worked with agencies in the Gamification field, but with BRAME, we’ve become much more flexible. [...] We need much less time to set up campaigns, have excellent support that we can rely on, and are incredibly fast in execution.
The drag-and-drop functionality allows for quick game creation without technical expertise, which is especially valuable for day-to-day operations and to save time.
The diverse selection of game types and fully customizable templates provided by BRAME's tool allow us to create new experiences every time.
Users were motivated to repeatedly participate in games through gamified marketing campaigns, increasing the digital engagement and driving more frequent purchases.
Through our gamified campaigns with BRAME, we were able to generate numerous new app downloads and welcome new SPAR Friends members to our community. BRAME has made a lasting impression on us, and we are looking forward to various other campaigns.
During the European Championship, the Hit-the-Target Gamification Marketing mechanic increased sales conversions by 44% between June and July compared to January to May 2024. Additionally, the average card size grew by 11%, and transactions increased by 21% during the same period.
Compared to previous third-party providers, BRAME offers us a more flexible tool and the ability to independently create campaigns at a considerably lower cost.
Through a social media campaign with gamified content, we generated 14,000 leads, with 25% signing up for our newsletter via double opt-in. We were amazed at how easy it was to generate high-quality leads with Gamification Marketing in just four weeks. Simply perfect!
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