How Gamification Marketing Helped ZooRoyal, AEG, and SPAR Elevate their Advent Campaigns
OXXO is Mexico’s premier convenience store chain, renowned for its widespread reach throughout the nation. Founded in 1976 in Monterrey, the chain opened its first store shortly afterward in 1979 and since then, has rapidly expanded, becoming an integral part of the everyday life of many Mexicans. Its iconic yellow and red logo is immediately recognizable, emblematic of its strong brand presence. Beyond offering typical convenience store goods like snacks and drinks, OXXO also provides various services such as bill payments. Its strategic locations and diverse product range make it a go-to for locals and visitors alike.
OXXO, a dominant force in the retail landscape of Latin America, found itself navigating the challenges of brand penetration when it expanded its footprint to Peru. Despite its extensive presence and recognized brand identity across other parts of Latin America, OXXO discovered that its brand awareness in Peru wasn’t as robust. This was primarily because their venture into the Peruvian market was relatively recent, and the brand needed to be established better.
Recognizing the need to solidify its standing and attract a more extensive local customer base in Peru, OXXO was looking for an innovative approach to generate awareness and launch a marketing campaign tailored specifically to the Peruvian audience
To address the challenge of building brand awareness in Peru, OXXO embraced the innovative concept of Gamification Marketing. They launched an interactive digital marketing campaign featuring a digital Scratch Card game where participants had to uncover three matching symbols to win a prize. This interactive element captivated the audience’s attention and offered them a chance to win a variety of different instant rewards, which served as a clear incentive to participate in the campaign.
The campaign’s crowning jewel was its grand prize—a thrilling 20-second challenge, allowing the winner to dash through a selected OXXO store and gather as many items as they could within the limited time frame. Such an exciting opportunity sparked significant interest and buzz, further amplifying the campaign’s reach.
To ensure widespread visibility and engagement, OXXO meticulously promoted this innovative campaign across its Peruvian social media channels, reinforcing its commitment to becoming a household name in Peru and engaging directly with the local audience.
OXXO’s innovative Gamification Marketing campaign turned out to be a resounding success, reflected in the outstanding metrics it achieved. A staggering 92% of participants completed the game, amounting to a collective playtime of over 190 hours. This level of engagement surpassed expectations and highlighted the campaign’s resonance with its audience.
Furthermore, the real triumph lay in the tangible outcomes, with nearly two-thirds of the participants visiting an OXXO store in person to redeem their spot prizes. Such magnificent results reinforced the campaign’s effectiveness in not just capturing attention, but also in translating that engagement into in-store foot traffic and brand loyalty.
As an added cherry on top, the grand prize winner’s 20-second store dash was captured on film and shared on OXXO’s social media. This video quickly gained traction, amplifying the campaign’s reach and generating significant buzz for future Gamification Marketing campaigns to come, further showcasing OXXO’s strategic engagement efforts.
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