Game Nation continues to demonstrate its creative marketing prowess and bring fun into its venues using World Marmite Day as a method of engaging with its customers in each of its 42 venues.
In a case study example of how low-stake gaming venues can bring people together the Game Nation brand used the week leading up to World Marmite Day on 28th September to launch its ‘Great Marmite Debate’ – a hugely successful initiative that blended fun, conversation, and a sense of community.
Game Nation invited customers to join the Do you love it or hate it? conversation which started online, gathered momentum across social channels, and culminated in a series of lively in-venue celebrations.
65 percent of participants declared their love for Marmite, 35 percent were firmly against it, with 100 percent relishing the experience. Over 1,000 customers posed for photos proudly displaying their personal allegiance to the distinctive yeastly flavour of the British food spread, with each participant receiving their own mini jar of Marmite courtesy of the Game Nation venue teams.
Venue results highlighted the playful divide. In Slough, 75 percent of customers threw their support behind Team Love It, while in Upton Park, the haters were out in full force. The debate became part of the day’s energy, sparking banter and engagement in the process creating a mountain of memorable moments.
“The brilliance of Marmite Day was its simplicity,” states Jodie Mudaliar, Marketing Manager at Game Nation. “It’s a product that everyone recognises, it divides opinion instantly, and it gave us – and our customers – something fun to talk about.
“Whether they love Marmite or hate it, the conversations got people smiling, chatting, and connecting which is what the Game Nation brand is all about.”
The event also spilled out into the street. Photos of customers brandishing their ‘Love It’ or ‘Hate It’ signs played out on Game Nation’s external screens, capturing the attention of passers-by who entered the venues to see what it was all about.
Game Nation’s Compliance and Audit Director Eric Howell added: “Initiatives like the Great Marmite Debate show the power of creative marketing. This was all about sparking conversations and giving people an enjoyable, shared and memorable experience.”
“These events remind us that a little playfulness goes a long way,” Howell continued. “They break the ice, they help our teams connect with customers, create shared experiences, and underline the fact that Game Nation is all about the people.
“The engagement everyone experienced demonstrates that our venues are happy social spaces where customers feel part of the Game Nation community – which is exactly where we want to position the brand.”
The Marmite initiative builds on a calendar of imaginative campaigns that Game Nation has rolled out in recent months. From giving away 800 Easter eggs, to celebrating National Sausage Roll Day, to sparking debates on National Cookie Day about what makes the perfect biscuit. Seasonal summer parties have added to the mix, further cementing the venues’ reputation for being vibrant community hubs.
The Marmite debate
Eric Howell said… “Initiatives like the Great Marmite Debate show the power of creative marketing. This was all about sparking conversations and giving people an enjoyable, shared and memorable experience…
