In 2010, Volkswagen unveiled a driving game called Real Racing GTI to promote their new car. It was “the first time someone launched a car on mobile,” according to Daniel Rosen, the head of AKQA Mobile. The game was downloaded over 6 million times and was the #1 free app in 36 countries. But did it move the needle? AKQA reports that Real Racing GTI led to “over 80% increase in sales leads, test drives and quote requests.” They, and Volkswagen, attributed more than 200 car sales to the campaign.
So there’s one example of mobile gaming increasing sales; here’s another. Jason wrote about RadioShack’s Holiday Hero campaign, in which players could unlock a 20% discount by checking in on Foursquare at locations connected to superheroes, such as a gym. The campaign was backed by funny commercials and videos of holiday shoppers in capes and tights. When the promotion was over, RadioShack found that Foursquare users spent 350% more than the average RadioShack customer during the Christmas season.
Mobile gaming can work for cars and consumer electronics. How about shoes? Fresh Networks ran a Foursquare campaign in London for Jimmy Choo, calledthe Trainer Hunt. Foursquare allowed a pair of Jimmy Choo trainer shoes to check in at trendy spots around the city. Any Foursquare user who checked in at the same location before the trainers left received a pair of shoes in any style or size. The mobile game became a real-time treasure hunt. The result? During the campaign, daily trainer sales increased 33%.