Yanmar marks milestone by sharing its story with 500k followers through a multilingual gamification experience
Success Stories
Yanmar is a Japanese machinery manufacturer with a global presence and multiple specialties. In addition to their construction and agricultural machinery lines, they manufacture and sell engines for various categories of sea-going vessels.
The challenges
🎯 Yanmar – founded in 1912 – were looking for a way to celebrate their business’s evolution over the years in a way that connects their products and their history to their global audience.
Their challenge broke down into distinct goals:
- Connect with audiences in different territories through a multilingual marketing campaign
- Highlight current products and solutions to potential customers
- Reward customers to create brand loyalty
📱 Games and gamification experiences “by Drimify”
Yanmar opted to use the Drimify gamification platform, due to the multilingual support option, and also the functionality of the Dynamic Path™ format – a powerful experience builder allowing users to combine games to deliver sustained audience engagement.
An experience was built combining Quizzes, games, and multimedia content making up different levels, with each level being available to play on a different day – essentially like a countdown calendar.
The nature of the levels gave the user experience variation, as they’d go from a Quiz, to some branded content with a call to action button (CTA) directing them to a strategic web page, to instant win games where they would get opportunities to win prizes along the way. This varied programming, regularly dosed with an opportunity to win a prize – keeps the audience coming back for more.
Multilingual support for global businesses 🌍
Drimify games can be duplicated, and then have the text of their basic user interface translated into up to 30 languages – meaning you only need to add translations of your additional content. This makes the process of customising a game in multiple languages incredibly efficient.
Yanmar ultimately published and distributed this game in English, French, German, and Italian – the languages of the territories the campaign was aimed at.
Digital experiences for interactive storytelling
As users played through the 24 levels of Yanmar’s Dynamic Path™, they simultaneously learned about Yanmar’s history and evolution, while also being directed to their latest and greatest innovations, and other strategic focuses of the business.
With the global leaderboard enabled, players accumulated points as they played through, with the highest scorer receiving a big mystery prize that’s teased throughout the experience – yet another mechanism to keep people coming back to play for more points, all to give themselves the best chance at the overall W.
Results and KPIs
Key figures 🚀
- Shared with over 500,000 people across different countries
Objectives achieved 😎
- 4 different language versions of a huge branded experience
- Big spikes in strategic web page traffic through intermittent CTA buttons
- Much greater global awareness of the Yanmar story
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