LEVEL UP IRL: WHY GAMIFICATION IS TAKING OVER BRAND EXPERIENCE
THE GAME IS ON
For Gen Z, participation isn’t optional; it’s the main draw.
They don’t just want to attend an event. They want to play with the brand.
Whether it’s a quest, a countdown, or a surprise unlock, gamified experiences transform brand touch points into moments of anticipation, agency, and reward. And they’re not just fun; they’re sticky.
“Campaign of the Week: Doritos Creates Triangle Hunt Contest to Win Over Gen Z.” Contagious, 2 Mar. 2023. https://www.contagious.com/en/news-and-views/Campaign-of-the-week-doritos-creates-triangle-hunt-contest-to-win-over-gen-z.
THE SIGNAL
Gamification has moved from digital dashboards to the real world.
From drops to quests to skill-based surprises, today’s best brand activations are tapping into game mechanics to turn passive audiences into passionate players.
Why it works:
It’s participatory: Everyone gets to play.
It’s modular: One idea, infinite executions.
It’s measurable: Track engagement by touch, not just traffic.
THE OPPORTUNITY
Gamification is no longer a side quest. It’s a main mechanic.
Brands that use game logic (goals, choices, surprise, stakes, reward schedules) create memories that don’t just entertain; they convert.
Whether it’s a public challenge, an in-store timer, or a limited-supply unlock, games bring people into your brand emotionally, not just transactionally.
Donaldson, Ali. “Vita Coco Claps Back at Poppi’s Super Bowl Vending Machine Stunt with a Low-Rent Pop-Up Event.” Inc., 6 Feb. 2024, https://www.inc.com/ali-donaldson/vita-coco-claps-back-at-poppis-super-bowl-vending-machine-stunt-with-a-low-rent-pop-up-event/91150975.
IRL SIGNALS: WHERE IT’S HAPPENING NOW
Doritos’ Triangle Tracker turned everyday objects into a social media scavenger hunt, inviting fans to find triangle shapes in their surroundings. Participants shared content to “track triangles” and unlock prizes, blending creativity, play, and participation across physical and digital spaces.
Vita Coco’s NYC Vending Machine Pop-Up invited guests to “choose their own refreshment.” Instead of a static giveaway, it became a micro-quest: show up, follow clues, and receive surprise coconut water gifts. It wasn’t just sampling, it was playful, purposeful presence.
Footpatrol’s Campus Dash transformed its London retail space into an arcade-style challenge. Guests competed on a custom game, climbing a live leaderboard and winning prizes through in-store play. It didn’t push product; it pulled people into the brand through fun, frictionless interaction.
“Footpatrol Campus Dash.” Peek & Poke, https://peekandpoke.com/case-studies/footpatrol-campus-dash/.
THE XO MOVE: MAKE IT A GAME
Here’s how brands are winning with gamification:
Design with stakes: Countdowns, leaderboards, and surprise unlocks create urgency and emotional buy-in.
Add a loop: Give people a reason to revisit by completing quests, collecting points, or unlocking new layers.
Incentivize co-creation: Let fans win by creating content, bringing friends, or completing challenges.
Bridge IRL and URL: Use mobile or wearable tech to blur physical and digital play.
You’re not just hosting an activation. You’re hosting a game worth playing.
Want to build an experience that hits the emotional high score?
Let’s design something unforgettable and repeat-worthy.
Reach out. We’re ready to play.