If you're reading this article, you're curious about games. You know they're fun, but you're unsure how to use games to promote your brand. This in-depth article shall explain, in plain english how top brands are innovating in the games space.
Kia Plinko Game
Kia sells cars. Their sales representatives are incentivized to sell more cars. Knowing this fact, Kia built a promotional game designed to give priority test drives to visitors at car showrooms.
The game's premise is simple. While waiting to talk to a salesperson, showroom visitors sign up on the iPad with their name and contact info. They're then allowed to drop a digital chip into the Plinko board. The chip randomly falls to one of the 8 car models on display. The visitor is then awarded a prize giveaway. This ranges from small gifts such as keychains, to bigger prizes such as upgraded priority test drives. The instant gratification of winning a prize helps user connect emotionally to the brand.
By letting visitors play the game, they're able to emotionally connect with Kia even before talking to the salesperson. By the time the human interaction begins, the salesperson already has information about the visitor to begin a sales conversation. As we all know, leads like this are highly valuable. The salesperson can then follow up on this lead during, or even after the event.
Having the ability to capture user's information via game, is also extremely valuable to avoid lost leads. Often times, car showrooms can be crowded. The ratio of sales representatives to visitors can be very low, hence it's tough for sales reps to talk to every single visitor. By having the game easily accessible from a kiosk in the showroom, visitors can self-serve, connect with the brand via the game, and leave their contact details if they're interested in follow up conversations.
What does it cost to build a game like this? We estimate this at around $10k - $20k USD. The benefit to cost ratio of this game is huge. The game is built once, deployed across various kiosk tablets in the showroom. It can be reused at every car showroom in the United States, potentially generating millions of dollars of sales.