Play meets a business goal

How brands turn play into action

Choose a goal for your campaign. Each story includes sources and a game example you can adapt for a small business.

Editorial analysis with sources. The featured brands are not presented as Tapmello customers.

Start with the business task

Turn an idea you like into your own campaign

Choose a prepared campaign first, try the game mechanics, then customize a free draft.

Choose a goal and template Try every game Build a free draft

Help customers choose your product

Turn a useful feature, ingredient or choice into something people can try.

Conceptual illustration of a pizza assembly game on a tablet beside a freshly baked pizza.

Product discovery

Domino’s Pizza Hero: when the product becomes the game

Domino’s turned pizza assembly into play and let the finished creation continue toward an order.

Make your product part of the play.

Tapmello exampleassemble an order while waiting for a pizza.

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Conceptual illustration of an unbranded white knit shoe on a miniature track with clouds, hills and a finish arch; not the original Reactland installation.

Product discovery

Nike Reactland: make the product trial worth doing

Customers ran in the shoes while their avatar moved through a game world.

Connect play with a real product trial.

Tapmello examplea coffee-machine quiz and a request for a demonstration.

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Concept illustration of a garden on a smartphone, with vegetables leading toward a kitchen and a small straw figure.

Brand storytelling

Chipotle’s The Scarecrow: a brand story the player can act on

An animated story and game made choices about ingredients part of the experience.

Turn a product fact into a useful choice.

Tapmello examplethree coffee questions and a link to your menu.

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Conceptual exhibition scene with a black phone on a plinth beneath a paper arch shaped like an eye.

Product understanding

Samsung All eyes on S4: turn a product feature into a challenge

A public challenge asked people to keep their eyes on the phone despite distractions.

Build a challenge around one product feature.

Tapmello examplea pouch-sealer quiz and a packaging-sample review.

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Turn interest into an order

Give the player one clear offer and a practical way to use it.

Concept illustration of a shrimp game on a phone beside a blank coupon and a takeaway box.

New-product trial

KFC Shrimp Attack: the coupon is part of the game

A short shrimp-themed game led to a voucher that could be used at the restaurant counter.

Give interest in a new product a clear offer.

Tapmello exampleassemble snack orders to try a new dip, without a purchase.

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Conceptual illustration of a paper city map with a blue route from a phone to a burger kiosk and a blank ticket; not Burger King’s app.

Offers and purchase actions

Burger King Whopper Detour: an offer with a route to an order

A one-cent Whopper offer unlocked near a competing restaurant and continued to an in-app order.

Plan the route from offer to order.

Tapmello examplea bag-insert QR and an offer for the next purchase.

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Give customers a reason to return

Use a clear, limited reward to support the next eligible visit.

Conceptual illustration of a phone with a miniature football pitch, ball and goal beside a bowl of plain gold tokens; not the original adidas game.

Reward use and return visits

adidas adiClub: the useful result comes after earning the reward

Football fans took virtual penalties; winners received adiClub points whose later use was measured.

Plan how the reward gets used after play.

Tapmello examplereveal an accessory offer for the next purchase.

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Concept illustration of a burger on a running-game path with mushroom obstacles and a stack of reward tickets.

Reward design

Wendy’s Smoky ’Shroom Sprint: a big invitation with a small prize pool

A burger-themed runner introduced a menu item alongside a limited pool of skateboard prizes.

Make the reward rule clear before play.

Tapmello examplea runner with a fixed bonus for the next food-truck visit.

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Get more people to start

Make the invitation, setting and game action work as one branded experience.

Conceptual retro television and phone, with red bottle-cap shapes flying toward the phone and an unbranded red can.

From attention to participation

Coca-Cola CHOK!: when the television advert became the game

Viewers shook their phones during a television commercial to catch digital bottle caps.

Make the first action clear in the invitation.

Tapmello examplea QR at an exhibition stand, a short game and a gift.

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Conceptual chocolate path through three abstract browser-window frames, with an ice-cream bar in the foreground.

Brand experience

Magnum Pleasure Hunt: make the whole game feel like your brand

People followed a chocolate hunt through participating websites across the internet.

Connect the game’s objects with your product.

Tapmello examplematch flowers and gift details while the bouquet is finished.

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