Shopping 1 Genk gathers customer data with gamification.

What is the problem?

Shopping 1 Genk, one of the shopping locations hosted by our client Wereldhave, was looking for a simple and enjoyable way to collect personal data from visitors for future marketing purposes. They wanted to set up a campaign that was not only effective in capturing data but also provided a fun experience for visitors without being intrusive.

How did we address and solve the problem:

In collaboration with Shopping 1 Genk, we developed a custom digital Memory Game that served as an effective tool for collecting personal data. The game was designed with the players' skills in mind, making it not only luck-based but also skill-based, ensuring an enjoyable and engaging experience for all participants.

Campaign setup

1. Design of the memory game: We designed a custom digital memory game for Shopping 1 Genk and managed the entire visitor registration flow.

Visitors had to register on a tablet before they could play the game, collecting personal details such as name, email address, and postal code.

2. Game mechanics: The memory game consisted of 16 cards for adults and 12 cards for children, featuring images of the logos of major brands in the shopping center.

Players had to match all the logos within the shortest possible time to win a shopping gift card. Even those who didn’t finish in the top 5 received a consolation prize, ensuring everyone felt like a winner.

Why this approach?

Choosing a digital memory game as a campaign approach provided an attractive and accessible way to collect data. The game was skill-based and enjoyable for everyone, especially during the holidays. By ensuring that everyone felt like a winner and there were no losers, a positive atmosphere was created, increasing engagement and improving the experience for all participants.

Campaign flow:

Visitors registered on a tablet and then chose between the memory game for children or adults.

After successful registration, their name appeared on the large screens where the game was played.

Players had to select their name to start the game and complete it as quickly as possible to be in the top 5.

The top 5 winners received a gift card for Shopping 1 at the end of the day.

Results:

The campaign not only resulted in the collection of valuable customer data for future marketing efforts but also provided an enjoyable and interactive experience for visitors to Shopping 1 Genk.

By combining gamification with data collection, the campaign succeeded in increasing engagement and leaving a positive impression on all participants.