Maxim, an online service provider, recently launched “A Journey around the World with Maximka,” a quiz that helps people learn about the unique features of countries around the world, including the Philippines, through a series of fun questions.
Maxim’s specialists shared the details of why the company decided to use game mechanics and how their clients’ loyalty has changed since the launch of the quiz.
“Gamification is a popular method of interaction between companies and their users that utilizes game mechanics. It helps create a positive image of the company and promotes its services among various social groups in an entertaining way. Besides that, gamification helps Maxim build communication and strong relationships with its clients and also cheer them up,” says Raneil Tanggol, a Maxim Cebu customer service officer.
While taking the quiz, players are accompanied by Maximka, the service’s cartoon mascot. He helps the participants move around the world and discover new facts about the culture, history, and geography of different countries.
“During the game, not only do the players test their knowledge of country facts and learn some new ones, but they also get a coherent image of the Maxim service, subconsciously associating it with the mascot. In the future, it’s this guy the players will automatically think of when they hear or see the brand name,” explains Bren Sim Bigbig, head of the Maxim unit in Koronadal.
After answering all the questions, the users can view their results. The game also prompts the players to submit their contact information to receive Maxim promotional messages.
According to the service analysts, about 82% of the quiz participants took an interest in it, began communicating with the brand, and started answering the questions. What’s more, almost everyone who completed the quiz proceeded to fill out the form with their contact information. This indicates a high level of the users’ loyalty. Only 18% of the customers immediately closed the quiz. In addition, people spent about 1 minute playing the game, showing a high interest in the game mechanics used by the Maxim service.
“Currently, there are millions of brands in the world: advertising surrounds us on every website, flyer, and banner, and we get hundreds of push notifications on our phones every single day. All of this makes it very difficult to win users’ attention. We managed to keep it for one minute. For a whole minute, the user was engaged with our brand only, focusing on our logo, mascot, and brand elements. This is a big win for marketing. It became possible thanks to the unconventional form of interaction,” says Ahiddan Mali Maldisa, head of the Maxim unit in Zamboanga.
You can try out this game by following this link: https://worldtourph.maximquiz.com/