When done right gamified interactives, such as web sites, apps., touch screen media, etc. are known for being incredibly effective. When you have a clear objective and a defined audience, gamified interactives can push a campaign and customer engagement to levels of success few other media executions can match.
That being said, it has been interesting to see how organizations launch said gamified initiatives into the market. I think a belief exists that since you have this very interactive, often incentivized and fun activity out in the market, that people will automatically flock to it. That is a huge misconception and often a made mistake.
I have seen great opportunities get flushed down the toilet from a lack of media and communications support when launching a gamified audience experience. The next time your marketing plan calls for gamified elements I want you to think about this; would McDonald's launch their Monopoly promotion with no media support? If they launched with no media/communications support would they see the success like they have in the past with this promotion? If they launched the campaign with a great, fun web site, but did not show the web address for that site, or promote that site address anywhere on their packaging, would they get the traffic tot he site and engagement on the site like they have in years past? Dumb questions, obvious answers. Of course not! So don't make the same mistake.
Gamified interactive experiences, for all their potential, can't succeed in a vacuum. Support their launch and promotional time frame appropriately.