Brand Strategy Gamification Gaming

From scrolling to clicking: How brands are using interactive social posts for engagement

By Erika Naud



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June 9, 2023 | 14 min read

Interactive posts are revolutionizing social media marketing, says Erika Naud (marketing content manager, Playable), with brands using quizzes, games and more to engage users and achieve success. Here she looks at 10 brands who have achieved success with this exciting form of marketing.

Interactive social media post (collecting coins)

In today's digital age, social media has become an integral part of our lives, both personally and professionally. With millions of posts being shared every minute, brands and marketers face the constant challenge of standing out and capturing users' attention. Enter playable marketing and interactive posts – a dynamic and engaging form of content that is revolutionizing social media marketing success.

In this article, we explore the impact of interactive posts on social media and showcase real-life examples of brands that have achieved remarkable success by sharing engaging playable campaigns through interactive posts. From organic to sponsored content, we delve into how these interactive strategies have elevated brand visibility and audience interaction. Get ready to uncover the exciting world of interactive posts and witness firsthand how brands are making their mark in the digital space.

What are interactive posts?

Interactive posts are social media posts that incorporate engaging content elements like quizzes, polls, games, and surveys, allowing users to actively participate and interact with the social media content rather than passively scrolling over it. These posts go beyond static images or text, creating a more immersive and personalized experience for the audience.

Social media platforms like Facebook, Instagram, and LinkedIn do have limitations in creating highly interactive posts. While features like polls and user actions through likes, comments, and shares are available, the interaction scope within the platforms is often limited. To overcome this, interactive posts extend beyond social media boundaries.

They aim to drive viewers to dedicated landing pages for more extensive and interactive content, including games, personality tests, and quizzes, providing a richer experience. By directing users to these engaging landing pages, brands maximize the potential of playable marketing and foster meaningful interactions with their audience.

10 examples of interactive posts from real brands

Many brands have found remarkable success by leveraging interactive posts that lead to playable campaigns. By harnessing game mechanics and appealing to our innate drive for competition, challenges, fun, rewards, and mirroring, these brands captivate social media audiences and significantly boost click rates.

1. Podimo

Podimo, the podcast and audiobook platform, created an engaging interactive post that left a lasting impact on their audience. In an Instagram story titled "Can you guess the Podcast?" they sparked curiosity and generated awareness around their brand. This clever quiz campaign not only educated the audience about their wide range of podcasts but also offered a compelling incentive: 45 days of free access to the platform for quiz winners.

This playable campaign demonstrates the power of interactive posts in not only generating awareness but also in educating and incentivizing users to explore and engage with the brand's offerings.

Podimo - The Drum from Playable on Vimeo.

2. Aqua D’Or Mineral Water

Aqua D'Or also leveraged interactive posts to generate awareness for their Bobli Vitamins water. They introduced a personality test entitled "Which Bobli are you?" through sponsored and organic interactive posts on Facebook and Instagram. To amplify their reach, they also collaborated with influencers who shared the personality test with their followers.

By participating in the test, users had a chance to win a year's supply of free Bobli Vitamins & Minerals. This comprehensive approach of utilizing interactive posts, influencers, and enticing rewards allowed Aqua D'Or to generate heightened awareness for the Bobli water while engaging their audience in a fun and interactive way.

Aqua D’Or Mineral Water interactive posts

3. Ditur

Ditur, a Danish retailer specializing in watches, designed a Tour de France drop game with the chance to win a special Tour de France watch. In this visually appealing playable campaign, participants played cyclists attempting to catch green watches while avoiding red ones.

Ditur simply showcased the game in an interactive story on Instagram, among other places, to generate results. At the end of the story, they revealed the prize and included a call to action inviting users to play the game.

This exemplifies how a truly exceptional playable campaign can attract visitors and generate engagement by simply being showcased on social media platforms.

DitUr - The Drum from Playable on Vimeo.

4. Simply Chocolate

Simply Chocolate, the Danish producer of gourmet chocolates, embraced the holiday spirit with a captivating drop game. Players helped a Christmas elf fill out calendars by collecting chocolates and avoiding obstacles. With an enticing prize of 893kg worth of chocolates, Simply Chocolate simply shared a sponsored Facebook post showcasing the game, inviting viewers to join in the fun.

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By leveraging social media platforms and the power of play, Simply Chocolate successfully captured attention during the bustling holiday season, a time known for its heightened competition among marketers.

Simply Chocolate - The Drum from Playable on Vimeo.

5. Unicef

Unicef, the renowned global children's aid agency, took their playable campaign to new heights with engaging branded puzzles. Participants had the chance to win board games for their entire family, making it an enticing endeavor. Unicef shared sponsored interactive posts on Instagram, maximizing their outreach.

But this campaign went beyond just puzzles. Unicef educated participants on the power of play and singing in children's development, while also inspiring participants to donate. By collecting participants' names and phone numbers, Unicef gained valuable data insights. This multifaceted approach made their campaign a standout success.

Unicef interactive social post

6. Q8 and Too Good To Go

Q8, a prominent Danish energy supplier, embarked on a mission to combat food waste while also engaging customers and promoting their sustainability goals. In collaboration with Too Good To Go, they organized an exciting Playable campaign where lucky winners received Too Good To Go food bags.

To spread the word, Q8 introduced an interactive drop game they shared through interactive posts on Facebook. Participants aimed to catch delicious treats while avoiding obstacles. With a simple yet compelling call to action, "Play & Win," Q8 successfully showcased their commitment to sustainability and enticed customers to spend time with their brands.

DitUr - The Drum from Playable on Vimeo.

7. SofaCompany

SofaCompany, a Danish retailer renowned for its range of couches and other furniture, employed a clever approach to promote their advent calendar by embracing game mechanics and competition. They leveraged interactive posts on Instagram to showcase the prizes won duringthe previous week with their advent calendar.

By inviting people to check if their name appeared on the list of winners, SofaCompany created a sense of excitement and anticipation. Furthermore, they strategically included a call to action in another story, urging users to sign up for their advent calendar to stand a chance to win the prizes for the upcoming week. This ingenious strategy effectively encouraged more individuals to participate and sign up for the advent calendar.

Sofacompany - The Drum from Playable on Vimeo.

8. Kämp Hotels

Kämp Collect Hotels, a distinguished group of hotels in Finland, introduced an engaging personality test to help users discover the hotel that best suited their personality. Participants who completed the test were rewarded with a special stay offer, starting from €95 per night. To maximize engagement, Kämp Collect Hotels shared animated and interactive posts on Facebook, which they sponsored to reach a broader audience.

After completing the personality test, participants received an automated email containing a unique offer valid for the hotel that aligned with their personality. However, the offer could also be utilized at other hotels within the group.

This approach not only provided valuable insights into the preferences of their audience but also allowed Kämp Collect Hotels to gather market permissions and data, enabling them to deliver personalized and targeted offers to their leads.

Kämp Hotels interactive post

9. Nordisk Film Biografer

Nordisk Film Biografer, a prominent Danish cinema chain, created an exciting shoot-it game based on the new Batman movie. Players aimed to shoot Batman Oreos while avoiding hits to win a year of free cinema tickets and Oreos.

Using Instagram, they shared the game, attracting players and boosting engagement. By emphasizing that only the best players could win the prize, they motivated participation and sparked excitement through interactive posts.

Nordisk Film Biografer - The Drum from Playable on Vimeo.

10. Meny

Meny, a renowned Danish grocery chain, launched a compelling playable campaign for their new diaper brand, Grøn Balance. Through a Wheel of Fortune game, participants had the chance to win a year's supply of diapers. Meny shared the campaign on Instagram, reaching a wider audience through sponsored interactive posts and stories.

By requiring users to download their app to play the game, Meny achieved their goals of promoting the eco-friendly diapers and boosting app engagement in one strategic playable campaign.

Meny interactive social post

Ready to create your own interactive posts?

We hope you've found inspiration in the innovative ways brands have utilized interactive posts to drive engagement, raise awareness, and achieve their marketing goals.

If you're looking to create your own impactful playable campaigns, Playable provides the marketing gamification platform and expertise to bring your interactive ideas to life. Whether it's quizzes, games, surveys, or more, Playable empowers you to create immersive experiences that leave a lasting impression on your audience. Take the next step and explore the possibilities with Playable today.

Take a demo here.

Brand Strategy Gamification Gaming

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Playable is the gamification platform for marketers. Combining the power of play with the fundamentals of gamification, we unlock playable marketing; using interactivity...

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