[et_pb_section fb_built=”1″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n
The consumer is exposed to <\/span>more than <\/span>10,000 advertisements per day<\/a>. This saturation creates a real background noise where every brand tries to get a few seconds of attention. In this permanent competition, only content capable of sparking an immediate reaction manages to emerge. <\/span><\/p>\n Gamification addresses this challenge. It <\/span>transforms passive exposure into an active experience<\/strong>. The audience clicks, plays, and explores. The interaction breaks the boredom and places the brand in a much more memorable mental space. <\/span><\/p>\n However, classic mechanics (wheel of fortune, slot machines, instant wins) are no longer enough to surprise. Audiences know them too well. To continue <\/span>sparking their curiosity<\/strong>, brands must offer more original formats.<\/span><\/p>\n This article presents <\/span>5 examples of original<\/strong> and quirky contests, designed to create a “wow” effect while remaining aligned with concrete marketing objectives: acquisition, engagement, traffic, or product promotion.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n Originality is no longer a simple creative asset: it is <\/span>an essential differentiation factor<\/strong> in saturated marketing environments. An unexpected idea captures attention faster than a perfectly executed but already seen message. It creates a surprise effect that favors memorization and reinforces brand affinity. <\/span><\/p>\n Some companies have turned it into a real growth driver. Red Bull, for example, has used <\/span>spectacular activations<\/strong> for years to maintain this image of permanent boldness: jumps from space, improbable competitions, viral creations. This ability to think outside the box establishes a strong and immediately recognizable brand identity. <\/span><\/p>\n Originality also addresses a contemporary challenge:<\/span> the rise of generative AI<\/strong>. Content is becoming standardized. Formats are becoming predictable. Audiences increasingly perceive messages as \u201cgenerated\u201d rather than truly personified. In this context, surprising people becomes even more important. An inventive activation shows that the brand really reflects on its communications, dares, and creates. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n Interactive campaigns<\/span><\/a> amplify memorization: they spark curiosity, invite participation, and create a unique experience. Even if brief, this interaction leaves <\/span>a stronger impression than static content<\/strong>. <\/span> <\/p>\n To <\/span>think even further outside the box and make a lasting impression<\/strong>, certain original formats prove to be particularly effective.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n Digital Rock Paper Scissors<\/span><\/a> transforms a universal gesture into a marketing experience<\/strong>. Its mechanics rely on three immediate choices (rock, paper, scissors) which guarantee an ultra-fast interaction. <\/span><\/p>\n This simplicity makes the game accessible to everyone, while creating a small moment of suspense. In marketing, this format works because it surprises: it repurposes a childhood game, <\/span>evokes positive memories<\/strong>, and creates a welcome break in a flow of highly standardized content.<\/p>\n Rock paper scissors also offers great flexibility. It can distribute: <\/span><\/p>\n It thus becomes an effective engagement tool<\/strong>, capable of generating traffic, collecting leads, or highlighting a brand milestone.<\/span><\/p>\n Janod used it successfully<\/strong>. The toy brand offered a rock paper scissors game perfectly aligned with its playful world. The experience, simple and quirky, created natural engagement with parents and children while reinforcing the brand\u2019s joyful personality. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2026\/03\/exemple-de-jeu-concours-original-Janod.webp” _builder_version=”4.27.5″ _module_preset=”default” theme_builder_area=”post_content” align=”center” alt=”example-of-original-contest-Janod” title_text=”example-of-original-contest-Janod” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n Predictions<\/span><\/a> create immediate engagement: they invite the user to \u201ctake a stand\u201d and test their intuition. This mechanic relies on <\/span>a simple but powerful driver: projection<\/strong>. We imagine the outcome of an event, mentally play out the scene, and then validate our choice. This small challenge activates curiosity and naturally encourages coming back to check the result. <\/span><\/p>\n Often associated with sports,<\/span> the format actually goes much further<\/strong>. It can be used to survey a community on:<\/span><\/p>\n Predictions then become a tool for collective participation that builds anticipation: people wait for the reveal, share their forecasts, and compare their results. From a marketing perspective, this mechanic works because it <\/span> combines high engagement, low barrier to entry, and viral potential<\/strong>. It also generates qualified traffic when the winners are announced.<\/span><\/p>\n A concrete example:<\/strong> \u201cNico\u2019s predictions,\u201d organized around an upcoming match. Participants guessed the score for a chance to win a pizza. Result: 6,629 entries. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2026\/03\/exemple-de-jeu-concours-original-Les-pronos-de-Nico.webp” _builder_version=”4.27.5″ _module_preset=”default” theme_builder_area=”post_content” hover_enabled=”0″ sticky_enabled=”0″ alt=”example-of-original-contest-Nicos-predictions” title_text=”example-of-original-contest-Nicos-predictions”][\/et_pb_image][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n The Shell Game<\/a> relies on a simple skill mechanic: placing an element in the right spot before the timer runs out. This playful format captures attention immediately and extends the time spent on the campaign. With each attempt, the user observes, adjusts, and plays again: a perfect cycle for reinforcing product or feature recall. <\/span><\/p>\n Its originality lies in <\/span>its fast pace and its instinctive nature<\/strong>. The player tries to \u201caim true,\u201d which forces them to look closely at the featured element: a product for example. The Shell Game then becomes a natural medium for product discovery, far more engaging than a static visual. <\/span><\/p>\n A successful example of an original contest:<\/strong> the co-branding campaign<\/span><\/a> by TotalEnergies created with Citro\u00ebn featuring a model showcased in a dynamic Shell Game. The format encouraged attention and stimulated vehicle discovery in an interactive context. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.socialshaker.com\/wp-content\/uploads\/2026\/03\/exemple-de-jeu-concours-original-Bonto.webp” _builder_version=”4.27.5″ _module_preset=”default” theme_builder_area=”post_content” align=”center” alt=”example-of-original-contest-Shell-Game” title_text=”example-of-original-contest-Shell-Game” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.5″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” theme_builder_area=”post_content” sticky_enabled=”0″]<\/p>\nOriginality: an essential ingredient for marketing campaigns<\/h2>\n
5 examples of original marketing games to stand out<\/h2>\n
1. Online Rock Paper Scissors to surprise your audience<\/h3>\n
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2. Predictions to challenge your community<\/h3>\n
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3. Shell Game to improve product discovery<\/h3>\n
4. The Maze to immerse in your brand universe<\/h3>\n