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Achievement Unlocked, Boat Noodle Style


If you’re a slurp fan, or know what it means to be one, you are very familiar with the Boat Noodle restaurants that have invaded certain hotspots in Malaysia. There are scarcely any Boat Noodle adverts around, yet you will hear about it through the grapevine, or even come across it in your social networks. And when you do, you’ll know just how many customers are attracted to their concept. So what are the mechanics behind Boat Noodle’s brand experience that is so captivating?

Simple. The answer: Gamification.

Gamification is the application of typical elements of game playing (e.g., point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service; basically adding a gaming factor as a way to market your product.

And who doesn’t love a great game?

So how has gamification helped in creating the Boat Noodle brand experience? Here are some elements of gamification that can be seen being applied at Boat Noodle and how it can benefit your brand.

1. Competitiveness

At Boat Noodles, the competition is to see who can stack the most number of bowls, with each bowl being a small dish, similar to that of dim sum or sushi plates. It is always good to bring about healthy competition between people. It creates a sense of constant self-improvement. And with brands, like Boat Noodle, promoting a sense of competition will ensure their customers keep returning to the restaurant in order to achieve a higher score than before. This creates a loyal brand following, as consumers will be motivated to challenge each other to prove their mettle.

2. Engagement

With the influx in social media usage, consumers are able to share their Boat Noodle experience with the stack of bowls they have eaten. Recently, during the month of Ramadhan, they encouraged people to come around by giving out RM0.10 to charity organisations for each bowl they consume. Engagements through gamification can attract new customers to the fold, as they too will want to join in the excitement and share their stack of bowls to their social circles, thus creating a chain reaction which in turn helps to promote the brand further.

3. Achievement/Bragging Rights

To try your best to be the record holder of Boat Noodle! Or at least within your own social circle. The current record is held by a Mr. Adrian, who finished 50 bowls within the space of 2 hours and 24 minutes. By achieving glory, these individuals, ordinary like you and me, will become the brand’s very own spokesperson; telling people what phenomenal experience they have with the brand.

Consumers enjoy contributing as long as it has the fun factor that could pull you in. People of all ages enjoy playing games. In fact, an infographic called “The Gamification of Education” mentioned that, “as a planet, we spend 3 billion hours a week playing video and computer games.” And Boat Noodle has taken advantage of this fact by creating a brand experience that is interactive and captivating.

If your brand is relevant, employing some form of gamification into your brand experience can definitely prove worthwhile. Boat Noodle’s growing popularity proves that it will bring in more than just a few digital gold coins. So what are you waiting for?

How can your brand gamify?

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