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Using gamification to incentivise Ring’s professional community

Client

Using gamification _extra_1.pngThe challenge

Ring wanted to create an interactive incentive for tradespeople across the UK to sign up to its Ring Professional Programme and complete its comprehensive training course. It needed to be fun, engaging and shareable for busy people who do not usually spend a lot of time online, appealing to both new and existing members.

Using gamification_extra_2.pngThe solution

Enter Beacon’s team of gamification marketing experts. We recommended to our client that a gamification approach would incentivise sign ups and inject fun at the heart of the incentive, so could be just the solution they were looking for. And they agreed.

We developed a digital marketing strategy that included a Mastermind-style game with a mixture of Ring-focused and seasonal questions (as we were approaching the holidays), giving participants the chance to flex their trivia and Ring product knowledge muscles. Recognising the competitive spirit of this particular audience group, we integrated a central leaderboard where quiz scores were shared. 

Using gamification _extra_4.pngTo sweeten the deal and add as much incentive as possible, we also designed a pair of limited-edition seasonal socks, facilitating their delivery to every participant. And as an extra bonus, we proposed that everyone who took part be entered into a prize draw to win a suite of Ring products. 

In order to effectively communicate this digital experience with Ring’s intended audience, we created a comprehensive digital marketing strategy to promote the quiz and secure maximum conversion rates. This included advertisements via media partners in the trades industry, social media content creation to generate social buzz, and an email nurture campaign to non-members and existing members of Ring Professional Programme.

Using gamification _extra_3.pngThe Outcome 

  • Over 250 new sign ups to the programme during the digital marketing campaign

  • Increased engagement with existing members, with more training completions than an equivalent normal time period.

  • An easily repeated quiz functionality, future proofing a potential tool for the future.