As I’ve mentioned in my previous articles, gamification marketing isn’t a game of chance. B2B marketers devise strategic marketing tactics to generate multi-funnel leads. Check out the real world gamification examples below and the lessons you can learn from them.
NVIDIA Video Gamification
One of the best examples of video gamification that I have collaborated with NVIDIA to create a video quiz with my company, ThinkLogic Media Group. NVIDIA is an accelerated computing pioneer and global technology corporation that manufactures computer components and builds applications on an AI platform. ThinkLogic helped NVIDIA generate more leads by launching a video quiz gamification lead generation campaign.
NVIDIA possesses a rich library of Youtube videos, which ThinkLogic saw as a great content infrastructure for an interactive video quiz. A critical consideration for this gamification setup is to determine what is likely the user’s estimated attention span based on successful gamification campaigns and A/B testing of the video playback quiz insertion.
Players were asked to watch a two-minute video to obtain answers to NVIDIA’s AI data center readiness questions. And concluding with a newsletter subscription checkbox on the last page for lead capturing. By doing so, game participants could assess their knowledge of AI business applications and received targeted free resources directly via email and follow-up from NVIDIA’s team.
Lesson: Any brand or company can create a powerful gamification campaign using videos. Choosing the right video content involves considering important factors, especially the target game participants’ profile and needs.
Tenable Crossword Puzzle Gamification
I’m also impressed by the Tenable crossword puzzle gamification campaign. Tenable provides security solutions and research insights to help clients discover their cybersecurity weaknesses. Tenable collaborated with ThinkLogic through its media portal, CybersecAsia, and developed a crossword puzzle to test game participants’ knowledge of ransomware defense management.
The Tenable crossword puzzle can be played in less than 10 minutes, which assesses the participant’s knowledge in mitigating vulnerabilities against bad actor exploitations. The last page includes key resources to help game participants disrupt cyber attack paths.
Each game participant needs to complete the crossword puzzle in a quick turnaround time. Hence, the game has straight-to-the-point hints. ThinkLogic met and even exceeded the required number of leads of Tenable with this gamification campaign.
Lesson: Hints can help players answer crossword puzzle questions quickly, motivating them to finish the game. These little victories are excellent drivers for pushing prospects further down the sales funnel.
ForgeRock Quiz Gamification
ThinkLogic also helped ForgeRock, a tech company providing modern identity and access management platforms and other related cybersecurity solutions, to help clients innovate digital identity. The set of quiz questions helps game participants assess their understanding and ability to protect their organizations against digital identity fraud.
ThinkLogic provided a link with each question. Game participants can click on the link to increase their knowledge about flexible advanced cloud architecture deployment involving zero trust. At the end of the quiz, participants can check the scores to assess their knowledge and skill level about this cybersecurity topic.
Lesson: Adding links to each quiz question is part of the awareness stage of the buyer’s journey. As more information game participants acquire through the links, their curiosity increases. They ask more questions and become more responsive to sales and marketing approaches.
How do you find the above B2B gamification examples? Hopefully, you’ve gained great insights that you can apply on your B2B marketing campaigns. I can’t wait to share with you other B2B gamification marketing concepts and applications in my next articles.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of ThinkLogic Media Group or any company and their associates.
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