Coca-Cola, Nescafé tap gamification at point-of-purchase for supermarket shoppers - Mobile Commerce Daily - Gaming
Summary
Coca-Cola opted to use an Angry Bird-like mobile game that enabled users to throw virtual ice cubes into a glass to make the perfect fizzling Coke beverage. If a shopper was nearby a Coke display and was waffling about which brand of soda to purchase, he or she could play the game and receive a prize, which in turn could cement his or her decision to buy Coca-Cola. Customers are prone to making impulse buys in grocery stores, especially if a product near the cash register appears enticing, or if they receive a surprise mobile coupon while perusing the aisles. Chinese-American supermarket chain 99 Ranch Market is leveraging a beacon-powered mobile game that shoppers may play via the WeChat messaging application for a chance to win in-store prizes, proving that grocery stores are an ideal location for wide-scale beacon deployments (see story). We manage to stop 10 to 15 percent of footfall for 65 seconds and get them to fully engage and create memory structures that are unique to the power of play.” Final Take Alex Samuely, editorial assistant on Mobile Commerce Daily, New York