Promotion based on the principle

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Gamify promotions

That is, connect elements of the game and, using emotions, involve the audience in the process.

This idea is great for social networks. For example, in VKontakte you can award a certain number of points for likes and comments, and then give gifts to those who have shown the greatest activity.

A specific example of a gamified advertising campaign is the online game "Spasibomania" conducted by Sberbank. Participants register, perform certain actions, earn "thank you" bonuses insurance leads for seniors during the game and accumulate them in a special account.

Please note that to implement such an advertising campaign you will need an independent web platform.

Another version of the online game: participants throw a virtual dice. One throw gives a guaranteed 500 rubles, and for the next three, provided that a given number of points are rolled, you can get a serious prize (but you may not get it if you don't have enough points).

There are quite a few gamified ways to conduct promotions. These are special online surveys, various exciting quests (with entry into the tournament table), where winners receive discounts on purchases and other pleasant bonuses.


Let everyone who brings a new customer get a discount (give it to this new client too, so you can “befriend” him faster).

Offer promotional terms that fit well with the specifics of your business. A simple example: the Forsage driving school launched a three-month project called “Bring a Friend,” in which each participant gets 1,000 rubles less for training. This is a great maneuver, because the client receives a clearly agreed amount as savings, rather than vague bonuses.

The online aggregator for booking accommodations, Booking, operates on the same principle, transferring 1,000 rubles to everyone who invites a new client.

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All kinds of gifts

That is, within the framework of the advertising campaign, gifts are given out upon fulfillment of certain conditions. This is the well-known "two products for the price of one" move. Or, for example, every seventh visit to a fitness club is free. The client is marked with the number of classes on a special card, and when he comes for the seventh time, he does not pay.

Another option: a visitor receives a cup of coffee as a gift if he subscribes to the coffee shop page on a social network, takes a photo in it and posts it, adding the necessary hashtag. Such promotions are very useful and at the same time require minimal expenses.

Competition events

Promotions held in the form of a competition make a company or brand more recognizable. These can be events not related to a specific product (or service), or, on the contrary, those where a purchase must be made to participate.

Competition events

Source: Gorodenkoff / shutterstock.com

For example, to popularize its own brand and increase loyalty to it, the company "PikhtinAvto" came up with the following move: to become a participant in the competition drawing, the client must post a photo against the background of one of the "PikhtinAvto" auto complexes (a selfie is allowed) and add the necessary hashtag.

Or an example from the online store "Rive Gauche": the owners announced a photo contest on the topic "My best vacation". The winner received a beautiful suitcase as a prize.

Promotional giveaway

In essence, it is the same contest, but simpler and faster. To become a participant, you just need to like or comment on a certain publication or share it. The reward is a discount on the purchase or a small gift.

An example of an offline advertising campaign is a drawing announced by AEG POWERTOOLS (specializing in the production of power tools). All customers who purchased goods for a specified amount became participants. They were given coupons, the drawing of which (with the distribution of prizes) took place later at one of the company's retail facilities.

Events like "Bring in an old product - get a new one in return"

The point is that people hand in their old, unwanted things and get the opportunity to buy new ones at a very attractive discount. This "trick" is suitable for many areas of activity. Clients are happy to get rid of a non-working microwave, boring gold items, fur coats, cars, etc. The organizing company also wins, because the number of buyers and profits are constantly growing.

An example is the Eldorado chain of stores. They accept household appliances (used) from the population, and in exchange give the opportunity to buy something new cheaper by 2-15 thousand rubles. Of course, the company does not lose anything, but only attracts the attention of a wide audience, ensures a loyal attitude towards itself. In addition, it simultaneously participates in the recycling program for broken equipment, earning money on this too.