October was diversified in terms of formats used: quiz, contest, puzzle, hidden object, shell game, personality test, and our brand new format, the promotional pop-ups. Our users have once again relied on gamification and interactive content to promote their brands and collect data. Focus on the best interactive marketing campaigns in October.
1. Courrier International’s quiz
The French weekly newspaper, gathering articles from more than 900 international newspapers, published its first interactive campaign this October!
For the release of the Joker movie, the newspaper wrote an article in which it integrated a quiz via an iframe. The quiz invited readers to guess the names of comics heroes in other languages. For each wrong answer, participants were provided with an explanatory box. At the end of the quiz, they had the opportunity to share their score on their social networks or invite friends to participate. An easy-to-set-up campaign that makes an article more dynamic and interactive.
2. Lidl Belgium’s hidden object
The supermarket created a “hidden object” campaign published simultaneously on its website and Facebook page. Lidl invited its consumers to find, as soon as possible, the forgotten items left by Santa Claus in its virtual store, to win tickets for The Santa Claus Show for the whole family. Participants had to fill out a form with their contact details to validate their participation. They were also offered an opt-in to subscribe to Lidl’s newsletter.
3. Lays’ shell game
In partnership with Mastercard and the Champions League, Lays organised a shell game contest. Every day for a month, users could play online and guess which goal the footballer would score in. Every day, a prepaid Mastercard worth €100 could be won, but only one family ticket for a Champions League match was offered. The losers still received a discount coupon valid on all Lays products.
The campaign was promoted through different channels:
- Instagram Story;
- Paid ad on Instagram;
4. Ducray’s diagnosis
The dermo-cosmetic skincare brand offered its visitors a diagnosis to discover their facial care routine adapted to their skin. The dynamic test was adapted according to the participants’ answers. The end of the test displayed the participants’ results as well as a call to action, redirecting them to all Ducray’s care routines.
To attract more participants, the brand promoted its diagnosis through various promotional pop-ups on specific pages of its website. The campaign was duplicated in different languages: English, German, Italian and Spanish.
5. Nutella’s contest
With the help of its creative agency Strategie, Nutella launched a campaign “And you, how do you hold up in the morning?” on Facebook. The campaign invited users to share their tips to try to win a brunch in a unique place.
To validate their participations, users had to fill out a form with their contact details, including their last name, first name, email address, date of birth, telephone, address, postal code and city. They were then invited to share the campaign on their Facebook profile if they wanted.
6. ELLE Sweden’s quiz
“Which Kardashian/Jenner sister are you?” is the quiz offered by ELLE Sweden to its readers and promoted on the homepage of its magazine. After answering a few questions, participants discover their profile and have the opportunity to share it on their social networks or invite their friends to participate.
7. Betevé’s puzzle
During the Asian Film Festival in Barcelona, the TV channel Betevé created a puzzle based on the festival’s poster. Users were invited to rebuild the poster as quickly as possible to be counted into the draw and win one of the 12 double tickets.
Want to discover other examples of original and inspiring digital interactive campaigns?
Take a look at the best campaigns of September.