28th April 2022, Mumbai: What does the future of engagement look like? QuoDeck’s one-of-a-kind gamified campaign #D2City may hold the answer! In this age of fleeting brand loyalty, enhancing customer engagement is the only way to sustain a business for the long term. Given the lack of a physical space where consumers can experience or see D2C brands, run-of-the-mill ideas of marketing are no longer enough. D2C brands need to adopt new innovative ways of customer engagement. Launched on 14th February 2022, the visionary new gamified campaign #D2City used hyper-casual games as an engagement strategy for more than 28 brands that enrolled on the platform. In just 14 days, the campaign received 5 million+ impressions across India, with over a million users engaged through videos, games, and other content.
In a world with unpredictable consumer behaviour, brands need to accentuate focus on being more relatable and human. With #D2City, QuoDeck, India’s leading SaaS Digital Learning and Engagement Platforms, set out to bridge the gap between brands and technology. “Innovative brand communication is the key to capturing customer attention in this age of transient loyalty, and with #D2City, we established a brand new high engagement marketing tactic for D2C brands across sectors to create brand affinity,” said Kamalika Bhattacharya, CEO, QuoDeck on the completion of the campaign.
The campaign was designed as an interactive digital city that allowed visitors to experience, explore, play and learn about their favourite D2C brands. For the campaign, Quodeck hosted 28+ big and small D2C brands from industries such as Cosmetics, Electronics, Personal Care, Food, Apparel, Baking Goods, amongst others, in a mobile-friendly gaming microsite designed as a city with buildings, with key buildings playing host to brands and their games.
The D2City campaign leveraged the growing popularity of gamification to help D2C brands capture consumer attention from far beyond just Tier 1 cities. During the duration of the #D2City campaign, the platform received more than 80 percent hits from Tier 2 & Tier 3 cities across the country, which also correlates with the rising demand for D2C in these areas.”Games have a universal appeal, and when used as a marketing strategy, they can even solve for the challenges that brands face when they are looking to engage customers from Tier 2 & Tier 3 Cities.” Kamalika added.
The #D2City campaign also demonstrated that gamified content could help brands gain valuable behavioural insights that, in turn, will help them optimise experiences across customer lifecycle stages while reducing overall marketing costs.
Established in 2017 by avid gamers, QuoDeck uses gaming principles to engage enterprise learners and provide data-based insights to improve user experience.