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Play and be entertained in the right context

Social experiences of your brand

Branding excels through social experiences including gamification, context marketing and branded entertainment.

Game principles in non-game context

Gamification is when you use game design and game principles in non-game contexts. Gamification is used to improve user engagement, productivity, learning and employee engagement. Additionally, gamification has been widely applied in marketing and as a tool for customer engagement and is often used in customer loyalty programmes.

Gamification introduces, transforms and operates a service system that allows participants to have a playful experience that supports value creation for the players. Gamification techniques use people's natural desires for being social to learn, master, compete, express themselves and achieve something.

“People take actions that make them feel the smartest.” ? Yu-kai Chou

Gamification allows students to become more active learners by putting themselves into different situations and using learning material on their own, rather than just passively listening to teachers. Gamification can also be used to encourage users to exercise more and improve their health.

Marketing in the right context

The definition of context marketing is when the marketing considers the circumstances and facts that surround a situation. Context is the way you reproduce, spread and enhance your content. If you're trying to market in the wrong context, you can forget about the quality of your content, it’s not going to be experienced or shared.

The best content in the world doesn’t stand alone; the key to relevance, quality and profit is when your context is right. People want brands to understand them. As a brand owner, you need to enthuse your “audience” and switch from collecting conversions to using the right context to earn attention, engage and build relationships.

“Deliver the right content to the right audience at the right time” – Simon Swan

Context marketing enables your online marketing strategy to be a more personalized experience. Your existing advertising efforts will perform more effectively because you’re giving prospects more relevant information.

You need to direct your marketing towards a situation rather than to a segment of an audience. For example, a pizza restaurant needs to find people who are hungry rather than locating people between 25 and 35 years old. With social media, you get to know more about users and you can market to them contextually.

Branded entertainment

Branded entertainment, also known as branded content, is a form of advertising that generates content as a way to promote a brand which funds the production. Branded entertainment is a mixture of product placement, media integration deals and digital entities on web and mobile. Unlike conventional forms of entertainment, branded entertainment is funded by a brand or corporation, rather than by a studio or group of artistic producers. Branded entertainment can be used in films, videos, games, music, web, events and television.

We live in an era when people don’t want to be interrupted from what they want to see and they want rich media experiences that engage. With unlimited choices for users, brands alone have less of an impact. Entertainment brands are what producers of entertainment want. It is also what advertising agencies want — content is what drives revenue and makes the client’s brand stronger in the process.

“Brands should produce entertainment content that people will want to see!” – Panos Sambrakos

Branded entertainment usually presents itself as something other than marketing and connects with its audience in an engaging way. There has been a shift in perspective from making branded entertainment to the making of entertainment brands. Red Bull, for example, does not run traditional advertising but have become an entertainment company that happens to sell products too.
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.