The example I have chosen about gamification is Coca-Cola’s Shake It game launched on Hong- Kong on 2012. We have seen throughout the years how the brand always accomplishes to turn simple acts of drinking carbonized sugar water into an epic meaning and calling experience through happiness.
The reason I have picked this campaign, is because it is a great example of generating on the audience unpredictability and curiosity, which are exactly the main features for a game to be hard to resist. On the other hand, it is aligned with their mission which is bringing joy and optimism to the world, by interacting actively with the brand.
The strategy is basically to offer a free and branded app for young people’s phone. Besides, a television ad ran during the evening and at this moment, fans are asked to run the app and shake their phones in front of the TV, in order to win discounts and prizes from allies like McDonald’s. it is very easy and the only limitations are the time since it occurs only at one precise moment of the day. I consider it to be right since it is simple and does not require much effort from the players (which usually brings disengagement) and since it is also about luck it creates more excitement and competition, which is a way of encouraging new participants.
Nevertheless, it is true that the game does not provide information or a message regarding the product, but since it is about reinforcing Coca-Cola’s values through experiences, is a way of positioning at people’s top of mind brands when thinking about having a good time. There is not any further informational message than this, but the game achieves efficiently its objective. They even used the latest slang word used by Hong Kong teens “CHOK”, which means rapid motion, as a way of getting their attention.
As a result, the app became the number one on the local app store, and after one month it had already been downloaded over 380.000 times. Never before had a branded promotion app gained such a high ranking. And the ad’s viewing figures were even more outstanding, it was watch over 9 million times on TV and YouTube.
