Why innerwear giant Jockey took the gamification route?
Jockey India collaborates with creative tech studio AliveNow to launch a Newsfeed SmartApp Game to promote its range of versatile bras.
Gamification Marketing offers unique benefits to both the brand and its consumers, alike. It creates an exciting space for consumers to proactively engage with and learn from their favourite brands online, while marketers can do a lot more with their consumers’ limited attention span.
Jockey India worked with creative tech studio AliveNow to build & deploy an engaging newsfeed smartapp gaming experience with the objective of increasing awareness and trials for its refreshed range of versatile bras. The game is fun and makes for a creative platform for the brand to meet its audience & to subtly create awareness about its different category of bras — while demonstrating exactly what outfit each bra can perfectly be paired with.
That’s not all, players are incentivized to top the leaderboard, to stand a chance to be featured on the brands social media handles, driving repeat plays and higher brand recall.
Karthik Yathindra, AVP — Marketing & Product Management, Jockey India, shared, “The JOCKEY Woman Knows Me campaign focuses on increasing awareness about the versatile range of bras that our brand offers. #BrasAsVersatileAsIAm being the central thought for the campaign; we wanted to bring this alive to consumers in an engaging and memorable way. In addition to many creative engagement pieces on social and digital platforms, we are leveraging gamification that is popular with our target group and helps them engage with the brand seamlessly.”
Rushali Rastogi, Account Manager at AliveNow said: “The game is fun and visually stimulating — both great factors when the brand’s objective is to create stickiness and increase awareness about its inner-wear line. Consumers can interact with all the bras from the range as they learn about the perfect outfit pairings — all while having a ton of fun!”
With thousands of participants already the game is very successful and has been launched across Jockey’s social platforms and existing digital assets. Want to give it a shot? Click here to play The Perfect Match Game — https://bit.ly/JockeyWomanPerfectMatch
