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.
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.
To address this challenge, Mattel developed three captivating games, leveraging the power of Gamification Marketing to educate and engage parents effectively.
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.
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.
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.
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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No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
No boring sales talk. Individual consulting with proven best practices and industry-specific use cases for your unique gamified Advent campaign.
Schedule a live demo with one of our product specialists at your convenience.
We can learn about your requirements, answer questions, and review ways Brame can help your organization to achieve your goals and engage with your audience.
Please submit your information below and we will be in touch shortly to set up a live demo.
