SINGAPORE, Aug. 24, 2015 /PRNewswire/ -- Gamification and loyalty technology solutions provider Gimmie has introduced a revolutionary platform that has helped HardwareZone, a SPH Magazines Private (SPHMag) Limited-owned forum for computing, enhance its audience engagement and sustained its participant interactivity during a one-month promotion contest featuring Samsung Asia Pte Limited.
These capabilities are the first of its kind in the industry and are a boon for media companies wanting to extend their repertoire of innovative promotional features to their clients, particularly those who would like to see more engagement and interactivity offered.
With Gimmie's solution in place, the HardwareZone contest participants were not only paying attention to developments about the contest but were also logging in daily to participate interactively on the forum thereby making the entire contest fun and engaging.
"Through use of our innovative technology, the HardwareZone gamified contest featuring Samsung was able to sustain interest throughout the promotional campaign in such a way as to garner over 69,000 page views and 6,225 unique posts in only a month," says Liyana Sulaiman, Managing Director of Gimmie.
Contest details
The South Korean consumer electronics giant organised a promotional campaign on HardwareZone aimed at boosting its fan engagement between July 27 and August 27, 2015, in conjunction with the launch of Samsung's new solid-state storage device (SSD).
A series of pictures -- a new one each week -- were shown throughout the contest period to which participants were to guess what features the new Samsung SSD T1 had. For every right guess, participants racked up points, which upon reaching a certain threshold, can be used to redeem the top prize -- a brand new 1 terabyte (TB) Samsung SSD T1 worth S$899. Secondary prizes await those who don't get enough points.
Participants are also given extra chances to earn points if they are able to guess certain mystery words, which were refreshed weekly, every time a new picture is introduced. This way, participants came back to HardwareZone daily and the contest was able to elicit consistent engagement rate as the higher the interaction by the participants, the higher the chances of them winning.
Besides being able to obtain over 6,225 unique posts from users, campaign participants on the HardwareZone forum were very active, discussing a variety of topics on different forum threads involving the campaign. The forum was so active that it was able to generate a total of 438 unique actions on average daily so far, which translates to 3 types of unique actions -- namely posting, keywords and voting -- a day by participants.
What this means in practice is that Samsung gets more visibility with fans and is able to create user advocates who can speak honestly about the value of the products promoted, while increasing the amount of online information about their products from real users. As a client too, Samsung received reports covering all of the campaign details including listing of users and engagement so that they can track the campaign's progress.
A sense of achievement is fostered among participants, as expressed by their responses on the forum, with some stating that they felt empowered because they have not relied on pure luck to win but was able to increase their chances by logging in daily and commenting on the forum. Some also felt that they gained new knowledge by participating in the forum.
Meanwhile, SPH Magazines (SPHMag) also benefits as they are now able to attract new advertisers and content partners to their vast stable of publications and give them the advantage other media companies aren't able to.
"As a leading publisher in Asia, SPH Magazines is constantly offering new and innovative features to our partners to design exciting campaigns for their customers. Through our collaboration with Gimmie and the new innovative offerings, our clients will be able to develop real-time and sustained engagement in their campaigns. We are looking forward to more clients using our products to engage with their fans," says Ivan Chew, Senior Operations Manager for New Media of SPH Magazines.
Other benefits
Besides increased and sustained engagement, another plus point for media companies such as SPHMag is that is they can easily package and resell different campaigns to different advertising partners.
With Gimmie's adaptable and highly customisable APIs (application programming interface) and plugins, clients can now easily engineer different campaigns based on different criteria without having to worry about being locked in or strapped with the inability to alter parameters of their campaign. Put simply, the same-type campaigns or something entirely different can easily be adapted and managed online by clients.
"This fundamentally revolutionises how promotional campaigns are done as large media companies and brands, such as SPH Magazines, can package and resell these capabilities to different advertisers easily," concludes Liyana.
About Gimmie
Gimmie is a global gamification and loyalty technology solutions provider based in Singapore. We help our enterprise and agency clients overcome technology limitations to grow their businesses by enabling them to create fun, innovative loyalty programs that add value. We provide gamification consulting, campaign management software, as well as developer tools such as APIs and SDKs for integrating with any web-based application.
Clients include SingTel, SMART, SPHMag, National Bookstore Philippines and Tiger Beer among others. For more info, visit www.gimmie.io.
