Gamification: How to develop a brand experience in the B2B environment
A Swiss-based leading international logistics company, would like to explore the use of gamification as a marketing communication discipline. As an innovative, smart, technology-driven provider, the gamification solution should provide significant user potential and added value.
Marvin Bapst & Melissa Zürcher & Dario Trovatelli & Janko Singh & Sandro Nohl, 2021
Betreuende Dozierende: Pieter Jan Perrett
Keywords: Gamification, Business-To-Business, marketing communications, brand awareness, logistics automation, Switzerland, South-East Asia
The client wished to differentiate itself in the logistics and warehouse automation industry by implementing gamification as part of their marketing communication strategy which already included brand awareness and user involvement. The overarching objective of this project was for the client to be perceived by its target audience as a smart, innovative and technology-driven provider. To achieve this the project was expected to develop a use case or application specifically tailored to the client's target audience and based on current academic and practice-relevant findings.
To deliver fundamental results and present solid gamification solutions to our client, we used two procedures in the research phase. One was to collect primary data via interviews and personal communication that we conducted, and the second one was to read literature and make use of existing data mainly qualitative but also to some extent quantitively.
To present solutions, we collected all the findings and tried to apply them on practical implementation possibilities in a gamified way. The results were presented as five gamification solutions for the client.
In this study, we claim that gamification may be utilized to promote brand awareness in a business-to-business (B2B) context. As a result, we provided mobile gaming apps that seek to raise brand awareness among all stakeholders in their work environment. The "infinity run" and "builder game" mobile game modes were then customized with the client’s themes to provide mock-ups and showcase the advantages of such game modes.
The research conducted has shown that gamification has been a trending topic in a few areas only, most prominently in academic learning environments and e-commerce. However, there is no formal research on gamification in B2B environments for any industry. In contrast the research has shown that gamification mechanics are applicable also in the B2B environment and especially for marketing among businesses. We claim therefore, that our client can benefit from assuming a pioneering role through the adoption of a video game in their marketing communications. We claim this solution for raising brand awareness in the industry to be simple to develop while requiring only a moderate budget.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation