Grubhub's 'Food's Here' Game Offers Incentives and Discounts on Orders
Laura McQuarrie — November 10, 2017 — Tech
As a large part of Grubhub's business is driven by college students, the food-ordering service launched an interactive video game advertisement called 'Food's Here.'
The game was shared on Snapchat, as well as the brand's desktop and mobile site, offering consumers the chance to score discounts. Those who were successful in completing all three levels of the game were able to get $10 off their first order of $15 or more when they download the Grubhub app. Naturally, each level becomes more difficult, but the challenge is a welcome one to many young players.
To really play up the college theme, Food's Here was styled as a retro-inspired game with stereotypical characters that one might encounter on a school campus, including the sorority girl, jocks and students focused on reading books.
The game was shared on Snapchat, as well as the brand's desktop and mobile site, offering consumers the chance to score discounts. Those who were successful in completing all three levels of the game were able to get $10 off their first order of $15 or more when they download the Grubhub app. Naturally, each level becomes more difficult, but the challenge is a welcome one to many young players.
To really play up the college theme, Food's Here was styled as a retro-inspired game with stereotypical characters that one might encounter on a school campus, including the sorority girl, jocks and students focused on reading books.
Trend Themes
1. Interactive Advertisement Games - Explore the opportunity of creating interactive video games as a form of advertisement to engage consumers and offer incentives or discounts.
2. Gamification in Marketing - Utilize gamification strategies to attract and incentivize target audiences, creating an immersive and enjoyable experience that encourages customer loyalty.
3. Targeted Advertising for College Students - Target the college student demographic by incorporating relatable themes and characters into advertising campaigns, increasing brand recognition and engagement.
Industry Implications
1. Food Delivery Services - Food delivery services can adopt interactive advertisement games to drive customer acquisition and retention, offering discounts or incentives to increase the user base.
2. Marketing and Advertising - The marketing and advertising industry can incorporate gamification techniques to create interactive campaigns that capture consumer attention and drive brand engagement.
3. Mobile App Development - Mobile app development companies can explore opportunities to create interactive game experiences within their apps, partnering with businesses to offer rewards and incentives for completing levels.
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