Engagement and brand experience
Give regulars a branded moment they remember, when new contacts aren't the main goal.
A fun, well-timed game gives people a reason to come back, and a better feeling about your centre. At Lindenhall, the Winter Games Arcade gives shoppers several games to play through the winter.
Plan the moment
- Tie it to a real date: summer, back to school, a shop opening, the centre's anniversary, an event.
- Choose the feeling: surprise, fun or pride in belonging to your community.
- Know who it's for: loyalty members, event visitors or social followers.
- Keep each game short and simple. It should feel like play, not work.
- Gather your brand colours, hero image and logo.
- Set your success target. Judge the campaign on depth of play: Avg. Collectibles Per Active Participant, against the number of games you offer. Agree the figure with your team before launch.
Build it in Studio
| Part | Choose | Guide |
|---|---|---|
| Surprise | A Wheel of Fortune | Wheel of Fortune |
| Fun and replay | A Memory Game or a Catcher Game | Memory, Catcher |
| Your story | A Quiz about the centre or the season | Quiz |
| A daily ritual | The Advent Calendar page layout, one game per door | Advent Calendar |
| A bespoke world | Premium 3D, built with the OmniLab team | Premium 3D games |
| Landing page | One front page that presents your games together | About landing pages |
| Look and voice | Your colours, images and copy, in the Appearance tab | Configure appearance & branding |
| Reward | A seasonal offer, a badge, or early access to something new | Badges vs. rewards |
Premium 3D is a project with review rounds, so plan it well before the launch date.
Launch it
Your games share one link and QR code: the landing page's. Find both in the Landing Page editor: see The campaign link.
- Loyalty members: send the link in a dedicated email or push notification, as a members-only treat.
- In the centre or at an event: show the QR code where people gather.
- Social media: post the link in a post or story, and invite people to share it.
If members sign in to your app, and customer accounts are connected, your app can pass them in: see Foreign contact identifier.
Measure it
Here, how deeply people play matters more than how many come. Run the campaign's Analytics, then read:
| Number | Block | Tells you |
|---|---|---|
| Active Participants by Touchpoint | Engagement | The active participants of each game: people who played it and unlocked its collectible |
| Avg. Collectibles Per Active Participant | Engagement | Collectibles unlocked per active participant: how many games each one played, on average |
| Returning Visitors | Acquisition | Players who signed up in another campaign |
For what each number counts, see What OmniLab measures. To run the dashboard, see Game participation metrics.
Improve the next one
- Check Avg. Collectibles Per Active Participant against your target. Below it, people stop after one game: make the others shorter, or reward finishing more.
- Find the weakest game in Active Participants by Touchpoint. The shortest bar is the one to shorten, move up the page or replace.
- Check reward use, if the reward has codes: Redeemed in its Coupon Summary. Few redemptions mean it didn't feel special.
- Track Returning Visitors across your seasonal campaigns. A rising count means people expect your next moment.
A big prize isn't required: a leaderboard or a members-only reward can carry the moment. Carry the visuals and copy that worked into the next one.