Inspired by the book 100 Days of Growth, Plinq is using games in 100 different ways to grow their business. Find out more about the 100 Days of Games for Growth campaign here.
Here are the highlights from week 2.
Tip #6 The Promise not the Features Headline
Tip # 6 is to use a website headline based on your brand promise, not your product features. Games can be used to explain your brand promises through play and engagement. To demonstrate this, Plinq made a game that explains one of Plinq’s brand promises; that you can reach more customers using games. The game is called Advolution and you can play it here.
It’s still a prototype and they would love your feedback. You can also read more about how games explain brand promises in the full post.
Tip #7 The Lean Landing Page A/B Test
A/B testing has been a cornerstone of direct and digital marketing for years. Because games can be modified programmatically, it is possible to do A/B tests not just on the structure of the game, but also on its contents and game design. For a video ad, to change the demographics of a character to do A/B testing, you need to record several versions of the ad, making it very expensive. In a game, characters can be replaced relatively cheaply.
In this post, Plinq explores how to use A/B testing in advergames.
Tip #8 The Quick Feedback Request
To implement this tip, Plinq asked players of Circle K’s “Spin & Win” to give them feedback in 100 words or less inside the game.
Although in-app feedback is common nowadays, it is not used often in games. One reason is that players are usually asked to leave a review on the game’s store page. This boosts the game’s number of ratings and therefore serves a double purpose: feedback, and signaling popularity. So while in-game feedback does not have direct promotional value, Plinq learned that the response is extremely high. More than 15% of players responded; this is far higher than the percentage of players who left reviews in the app store. Of the 7,000 responses, the vast majority were positive and it was packed full of valuable feedback.
If you are serious about collecting feedback, in-game feedback gives you way more results.
Tip #9 The Personalized Call to Action
In this post, Plinq talks about using CTA’s in games and the unique incentives that games provide.
Tip #10 The Handwritten Thank You Letter
To say thank you to their client, Plinq developed a custom game for each of the people on their team. It’s a word search game with words that describe the qualities of the people they worked with. And of course, it says thank you! They also wrote more about personalization in games on their blog.