New Delhi: DViO Digital, a global integrated mar-tech organization headquartered in India and serving over 30 countries, curated a one-of-its-kind gamification intervention for one of the Middle East’s largest retailers – Sharaf DG. The AR filter game for Sharaf DG’s latest campaign was to drive footfall through digital activations. Sharaf DG, a leading electronics retailer in the MEA region, is also one of the first in the industry to use gamification for customer engagement in that geography. The organically run campaign went viral and received an overwhelming response with over 10,000 impressions and a 20% increase in traffic in just 48 hours of going live.
Aimed at driving omnichannel customer engagement, the game was also promoted in stores with users getting added discounts that assisted them in their purchase journey. The AR filter was an engaging game where the player had to collect as many dropping items as they could in a bag that moved as per head movements. Each player was given some reward which helped amplify the campaign and drove sales for Sharaf DG.
Talking about the campaign’s success, Nilesh Khalkho, CEO, Sharaf DG said, “We are moving towards a tech-first approach with an omnichannel marketing ecosystem. AR filters are not only engaging but experiential for consumers; giving them an opportunity to interact with brands online and at the stores. Our objective is to progress on an omnichannel roadmap which is aimed through most of these digital initiatives.”
Adding on to it, Sowmya Iyer, Founder & CEO, DViO Digital commented, “Curating gamification led campaigns accurately drives DViO Digital’s vision of working at the intersection of creativity, technology and digital media. Our latest campaign for Sharaf DG enabled them to create an omnichannel communication journey and brand recall for their customers. It also shows the power of digital-first and organic engagement. Backed by our proprietary Design For Action model, the campaign was able to deliver exceptional engagement statistics.”