{"id":1104,"date":"2022-08-01T15:50:03","date_gmt":"2022-08-01T12:50:03","guid":{"rendered":"https:\/\/2l-pr.ru\/en\/?post_type=cases&p=1104"},"modified":"2025-02-28T09:09:51","modified_gmt":"2025-02-28T06:09:51","slug":"kak-povysit-uroven-znaniya-brenda-pri-pomoshhi-gejmifikaczii-kreativnaya-kampaniya-kingston-vsegda-s-vami","status":"publish","type":"cases","link":"https:\/\/2l-pr.ru\/en\/cases\/kak-povysit-uroven-znaniya-brenda-pri-pomoshhi-gejmifikaczii-kreativnaya-kampaniya-kingston-vsegda-s-vami\/","title":{"rendered":"How to Build Brand Awareness Using Gamification: The «Kingston Is With You»"},"content":{"rendered":"\r\n
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Background<\/strong><\/h3>\r\n\r\n\r\n\r\n
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Kingston has existed for more than three decades, and over that time the company has acquired the reputation of a leader in the computer hardware market. Every fifth gamer in Russia is familiar with Kingston’s memory modules. According to DRAMeXchange, the company is the undisputed leader in the DRAM market with a market share of 78.02%.
However, not everyone knows that Kingston’s products are much closer to us and help us in our daily lives much more often than it might seem at first glance.<\/p>\r\n\r\n\r\n\r\n

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We were tasked to join in the global campaign Kingston Is With You<\/strong> and convey to a wide audience in Russia that Kingston’s product range is not limited to the flash drives and hardware components that everyone knows and uses every day, but also includes products for many other applications that we never even think about, including transport and household appliances, among other things.<\/p>\r\n\r\n\r\n\r\n

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The goal of the project was to reach a wide target audience \u2013 ordinary users aged 16 to 50 who live in Russia and have an interest in at least one of the following topics: IT, video games, computers, design, photo and video, and blogging.<\/p>\r\n<\/blockquote>\r\n<\/figure>\r\n\r\n\r\n\r\n

When developing the concept for the Russian version of the Kingston Is With You campaign, we studied the main trends both in Russia and around the world, paying particular attention to education, since the main objective of the project was to educate the audience and raise awareness of the company’s tech products. The audience of the project was quite large and diverse.<\/p>\r\n\r\n\r\n\r\n

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All this led us to gamification, because it is a simple and highly effective tool (as confirmed by numerous studies<\/mark><\/a>) that allows the user to approach even complex topics with the curiosity of a child.<\/p>\r\n\r\n\r\n\r\n

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Thus, the idea was born to raise the user’s awareness of Kingston through the use of gamification.<\/p>\r\n\r\n\r\n\r\n

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Task<\/strong><\/h3>\r\n\r\n\r\n\r\n
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To localize the global campaign Kingston Is With You and convey to a wide audience in Russia that Kingston’s product range is not limited to the flash drives and hardware components that everyone knows and uses every day, but also includes products for many other applications that we never even think about, including transport and household appliances, among other things.<\/p>\r\n\r\n\r\n\r\n

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Solution<\/strong><\/h3>\r\n\r\n\r\n\r\n
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Our creative project consisted of two stages \u2013 The Kingston Universe (a landing page with an interactive map) and a web comic. A key feature of each stage was integrated gamification.<\/p>\r\n\r\n\r\n\r\n

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1. The Kingston Universe.<\/strong><\/h3>\r\n\r\n\r\n\r\n
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For the first stage, we set up a landing page with an interactive map showing a complete list of industries that use Kingston’s technology \u2013 from cell towers and public transportation to robot vacuums, airplanes, and space satellites.
\u00a0The map symbolized The Kingston Universe, where hovering the mouse cursor over an industry (represented by a point on the map) revealed detailed information on what Kingston technology is used in this particular area and how it is used, with links to a detailed description of the hardware on the official website of the company.<\/p>\r\n\r\n\r\n\r\n

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Additionally, the landing page encouraged users to take a quiz to test their knowledge of the company’s technology and win prizes from Kingston. In search of answers to the questions, users went back to the map, studied it in more detail, and found the answers they needed or went to the official website and continued their search there.<\/p>\r\n\r\n\r\n\r\n

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The project was promoted using the following tools:<\/p>\r\n\r\n\r\n\r\n