Engaging the audience is essential for any promotional or launch campaign. There is no one size fits all way to achieve this: strategies change with society. Numerous studies have shown that the average attention span has been significantly reduced in recent years – thanks to the bombardment of online media that constantly draws our attention to a variety of different stimuli – and a good marketing strategy cannot fail to take this into account. For this reason, more and more brands are resorting to gamification as a tool to engage and maintain the audience’s interest, creating a challenge that opens up a channel of communication between brand and user. This is exactly what Audi asked us to do for the launch of its new electric car model.
How do you find the right “game”?
We have all, to some extent, devoted a few minutes or hours of our lives to playing simple online games. From the free ones that you can download onto your smartphone and use to kill time on public transport to the ones that occasionally become popular on social media. However, this does not mean that any game, even a very addictive one, is suitable to become a brand promotion tool. It is important to find a formula that helps generate quality leads, creating a relationship with the type of user you want to reach. That’s why, in the search for a suitable game for the launch of Audi’s new electric car model, we first asked ourselves: who is our target audience?
The electric community
Our ideal user was obviously already interested in renewable energies and electric cars, concerned about sustainability and the environment, with a tendency to be well informed and buy responsibly. So we created a game inspired by the popular TV show “Who Wants to Be a Millionaire”, with ten questions designed to test the user’s understanding of electric cars and sustainability issues. Like in the TV game, it was also possible to get help to reach the end of the game. At the end of the course, the user was awarded a ‘green license’, which identified him or her as suitable to drive an electric car. At that point, the player was taken to Audi’s page, where they could ask for information about the new E-Tron and receive an invitation to test it in person.
Conclusions: engaging the audience generates leads
Creating an interactive and entertaining experience is a great way to generate qualified leads. For instance, in this case, to get to the end, you had to get through some tough questions that required specific knowledge. This is a great way to target and filter only customers who are actually committed to buying an electric vehicle.