To transform the viewers of a Facebook Live broadcast into engaged participants, Canadian sporting goods retailer Sports Experts launched 'Grab-A-Gift.'
Grab-A-Gift was styled like a classic arcade crane game, controlled by Facebook Reactions rather than any other kind of physical mechanism. Quite simply, Likes and Hearts helped to move the crane to the left and to the right, while the use of Laughs and Wows indicated for the social media crane to be adjusted forwards and backwards. As such, users were required to work together for the chance to achieve a win; prizes were awarded to random Facebook Live viewers.
Recently, Sports Experts also launched another innovative web campaign called The Scrolling Marathon, which involved the creation of a website that challenged visitors to race through as quickly as possible in order to get to the finish line.
Social Media Claw Games
Sports Experts' Grab-A-Gift Turned Facebook Live into an Interactive Game
Trend Themes
1. Interactive Gaming Experience - The use of Facebook Reactions to control a virtual arcade game introduces a new level of interactivity for viewers.
2. Collaborative Online Engagement - Users working together to control the crane game highlights the potential for collaborative and cooperative experiences on social media platforms.
3. Gamified Marketing Campaigns - Innovative web campaigns like The Scrolling Marathon demonstrate the effectiveness of incorporating gamification elements to engage and captivate audiences.
Industry Implications
1. Retail - The concept of interactive social media claw games presents an opportunity for retailers to create immersive experiences for customers.
2. Social Media - Utilizing Facebook Live and Reactions to transform passive viewers into active participants opens up new possibilities for social media platforms.
3. Digital Marketing - The success of gamified marketing campaigns showcases the potential for brands to leverage interactive strategies to drive customer engagement and brand loyalty.