• Digiday, Thursday, March 22, 2012 10:32 AM

Starbucks, Nike and Sony Music Entertainment are among the companies integrating game elements into a digital marketing and loyalty strategy. 

Gamification is creating experiences for consumers around actions — like checking in, working out, buying coffee — that aren’t traditionally thought of as fun experiences and making them more entertaining by adding a gaming context. Foursquare is gamification since it gets consumers to check in and share their location in exchange for rewards and discounts.

Starbucks has a mobile app that rewards users with stars and status levels. It give users incentives to keep playing.  Nike Plus lets consumers track activities such as running, with users setting goals and pushing them to achieve their goals. 

Sony Music Entertainment hopes to use gamification to drive more engagement on its artist sites. 

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