OPA! OF GREECE
INCREASING ENGAGEMENT WITH POST GAMIFICATION
THE CHALLENGE
OPA! needed to create awareness and engagement among social existing and prospective customers but were limited in what they could offer as a basic giveaway to encourage people to engage.
14961
Quiz completions.
2570
Email adresses collected.
Gamification increases post engagement, positive brand attitude and social media marketing impact.
WHAT WE DID
INTERACTIVE AWARENESS CAMPAIGNS
Hook + Ladder created two campaigns that relied on a “call to engage”. We gamified the basic awareness campaign and created a series of quiz based campaigns. The campaigns didn’t offer any material incentive but it was clear by the amount of engagement that people were willing to play the “game”.
MEAL VS MEAL CAMPAIGN
We pit menu items against one another in a head to head bracketed competition where users would vote for their favorite of two menu items. The winner of that round would move onto the semi-finals and the finals. The winner was announced on social channels and the amount of engagement was very positive.
PLANT VS MEAT QUIZ CAMPAIGN
This campaign was to support OPA!’s Feel Good Falafel menu feature. Once again we wanted to create awareness in an engaging and measurable way. We put together a 5 question quiz that was all about plant-based food trivia. This is a topic a lot of people are interested in which was made clear by the exceptional results we saw.
THE TRANSFORMATION
In the QSR industry brand awareness and staying top of mind is key. Through gamifying the awareness strategy we were able to not only see strong impressions but also engage with the audience in an impactful way that will surely leave OPA! Top of mind for those who completed the quizzes. This strategy also allowed OPA! to be inserted into relevant topics of conversation which are much more likely to resonate with the audience on an organic level as well.
THE RESULTS
Meal vs Meal
$1.50
Cost per quiz completion.
2700
Quiz completions.
1400
Emails collected.
300
Comments
Feel Good Falafel
$0.31
Cost per quiz completion.
12261
Quiz completions.
1170
Emails collected.
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