ABSTRACT
McDonald's introduced a memorable and shareable interactive campaign. More than 63 percent of marketers use data signals to develop target-relevant ad content. That applies to all media, including gamification. The challenge for brands is to set a clear strategy based on the objectives they wish to achieve. Gamification has become another vehicle to execute a brand's marketing and creative strategy. It engages consumers, develops fun interactions among individuals and groups, reinforces the brand's message and drives product sales. More and more brands are finding ways to create a brand-specific strategy that can work in myriad social media settings. In addition, they're using videos as a way to engage their audiences in interactivity. Finally, they're utilizing consumer data to mold their strategic direction. Creative consumer-brand interaction was the heart of the Zumobi experience. In looking at the digital campaigns, realize that consumer connectivity is the heart of the strategy.
