How Hawkstone’s “Beer Farmer” Proves Gamification Can Transform Brand Engagement and Conversions

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Introduction: Beer, Barley, and the Power of Play

When Hawkstone Beer introduced Beer Farmer, it looked like a tongue-in-cheek stunt. A retro-style online game where you guide a pixelated Jeremy Clarkson through angry cows and swarms of wasps to harvest barley hardly screams “serious brand strategy.” Yet behind the humour is a masterclass in gamification.

The rules are simple. Play the game, survive long enough to finish your digital harvest, and you win a discount code for Hawkstone Beer. On the surface, it’s a novelty. In practice, it’s a funnel designed to capture attention, keep people interacting with the brand, and convert that attention into sales.

This is gamification in action — the use of game mechanics in non-game environments to drive engagement, behaviour, and loyalty. Hawkstone’s campaign does far more than generate laughs. It drives people to their website, engrains the brand in memory, and changes the way customers feel about Hawkstone. That emotional shift leads to one thing: more sales.

In this blog, we’ll break down why gamification like this works, explore the psychology behind it, look at examples from brands big and small, and explain how Untapped helps companies use gamification as a serious growth lever.

Why Hawkstone’s Beer Farmer Works

The Beer Farmer campaign ticks multiple boxes that most digital marketing efforts miss.

1. Entertainment First‍

Instead of pushing another generic ad, Hawkstone gave people something fun. Entertainment is more powerful than interruption. By entertaining customers, you earn their time and attention rather than fighting for it.

2. Traffic and Interaction‍

The game isn’t hosted on an app store or third-party site. It lives on Hawkstone’s website. That means every person who plays is generating direct traffic. More importantly, the interaction is active. Players aren’t scrolling past a feed post — they’re spending minutes engaged.

3. Emotional Connection Through Play‍

Winning the discount feels earned, not given. That taps into pride, accomplishment, and humour. The emotional association sticks far longer than a banner ad or a static promotion.

4. Brand Recall Through Storytelling‍

Beer Farmer is ridiculous in the best way. It’s impossible not to remember Jeremy Clarkson dodging pixelated cows. That story cements Hawkstone in your memory. The next time you see their beer in the shop, you’ll remember the game.

5. A Direct Conversion Incentive‍

Most importantly, Hawkstone closes the loop. Play the game, earn a discount, buy beer. It bridges the gap between digital engagement and physical purchase. That’s where many “fun” campaigns fail. Hawkstone nailed it.

The Psychology Behind Gamification

So why does something as simple as Beer Farmer actually work? The answer lies in psychology.

Play Is Hardwired Into Us‍

Humans have played games for thousands of years. From ancient board games to modern mobile apps, play is a universal behaviour. We’re wired to enjoy challenge, problem-solving, and reward.

Intrinsic and Extrinsic Motivation‍

Gamification works because it taps into two types of motivation:

• Intrinsic — the enjoyment of playing itself. We like beating challenges, competing, and progressing.
• Extrinsic — the tangible reward. In this case, 15% off a crate of beer.
  

The best gamified campaigns combine both.

Dopamine Loops and Habit Formation‍

Every time you achieve something in a game, your brain releases dopamine. That “hit” is addictive. When brands tie that feeling to their product, they create associations that drive repeat behaviour.

Social Proof and Sharing‍

Games are social currency. People share them because they’re funny, challenging, or novel. Hawkstone’s Beer Farmer spreads because it’s entertaining, not because it’s an ad.

Examples of Gamification Driving Brand Growth‍

Hawkstone aren’t alone. Many of the world’s most successful brands already use gamification to grow faster and build stronger relationships with customers.

Nike Run Club‍

Nike’s app doesn’t just track runs. It gamifies them with achievements, streaks, and challenges. Runners push harder because they want to hit the next milestone. That builds loyalty to the brand that powers their progress.

Duolingo‍

Duolingo made learning a language addictive with streaks, leaderboards, and in-app currency. Learning grammar doesn’t sound fun, but their gamified approach has made them one of the most popular education apps in the world.

Starbucks Rewards‍

Starbucks turned buying coffee into a game. Collect stars, level up, unlock free drinks. It’s simple but incredibly effective. Gamification here drives repeat purchases and keeps customers hooked.

McDonald’s Monopoly‍

Every year, McDonald’s Monopoly game sends sales skyrocketing. Customers buy more frequently, chasing the fun of collecting stickers and winning prizes. It’s one of the longest-running and most successful gamification campaigns ever.

Hawkstone Beer Farmer‍

Unlike the giants above, Hawkstone is a challenger brand. That makes Beer Farmer even more impressive. It shows gamification isn’t just for corporations with million-pound budgets. A clever idea and sharp execution can cut through just as effectively.

How Gamification Translates to Business Outcomes

Gamification isn’t just about fun. It drives real, measurable business results.

Increased Time on Site‍

Games encourage customers to stay longer, giving brands more opportunities to connect.

Higher Repeat Visits‍

If the experience is entertaining, people come back for more. Even better, they tell friends.

Stronger Brand Recall‍

Associating play with your brand makes it more memorable. People remember experiences, not ads.

Increased Conversion Rates‍

Tying rewards to purchases closes the gap between engagement and sales.

Long-Term Loyalty‍

Gamification builds habits. Whether it’s running with Nike, learning with Duolingo, or buying coffee with Starbucks, the mechanics encourage customers to return again and again.

Why Gamification Fits Untapped’s Work

At Untapped, we design digital products and campaigns that create lasting impact. Gamification is a natural fit because it sits at the intersection of psychology, user experience, and technology.

• UX Meets Behavioural Design — We blend smooth, intuitive design with mechanics that nudge behaviour.
• Digital Products With Engagement Built-In — Whether it’s apps, dashboards, or marketing websites, we use gamification to increase retention and delight users.
• Campaigns That Stick — Beer Farmer is proof that playful campaigns can engrain brands in memory. We help clients build experiences that go beyond one-off ads.

Gamification isn’t a gimmick. Done well, it’s a growth engine.

How Brands Can Start Using Gamification

For brands considering gamification, here are the steps to get started:

1. Map the Customer Journey‍

Identify the touchpoints where customers engage with your brand. Look for friction points or opportunities to add value through play.

2. Choose the Right Mechanics‍

Not every brand needs a game. Sometimes points, progress bars, streaks, or challenges are enough. The mechanics must match your audience and goals.

3. Balance Fun With Commercial Goals‍

Gamification isn’t about adding gimmicks. It’s about creating experiences that align with your brand while driving outcomes like sales, loyalty, or awareness.

4. Start Simple‍

Beer Farmer is simple, but that’s its strength. Don’t overcomplicate. Start with one mechanic and build from there.

5. Test, Measure, Iterate‍

Like any digital strategy, success comes from experimentation. Track engagement, conversion, and retention, then refine the experience.

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From Barley to Big Lessons

Hawkstone Beer turned a marketing challenge into a playful opportunity. By creating Beer Farmer, they entertained customers, pulled them onto their site, built emotional connection, and turned that into sales.

This is the future of brand engagement. Gamification transforms customers from passive viewers into active participants. It changes how people feel about your brand and creates experiences that are remembered long after a campaign ends.

For challenger brands, it levels the playing field. For established players, it deepens loyalty. For every business, it offers a way to turn interaction into impact.

At Untapped, we believe gamification is one of the most powerful tools available to brands today. If you want to explore how it could drive engagement and growth for your business, we’d love to talk.

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FAQs About Gamification in Marketing

What is gamification in marketing?

Gamification is the use of game-like mechanics in non-game contexts, such as apps, websites, or campaigns, to drive engagement, loyalty, and behaviour.

Why does gamification work?

It works because humans are motivated by play, challenge, and reward. Gamification taps into intrinsic enjoyment and extrinsic incentives, creating stronger emotional connections with brands.

Is gamification just for apps and games?

No. While many examples are digital, gamification can be used in loyalty programmes, retail experiences, campaigns, and even internal business processes.

What are the risks of gamification?

Poorly executed gamification can feel gimmicky or irrelevant. If it doesn’t align with customer needs and brand values, it risks falling flat.

How can small brands use gamification without big budgets?

Start simple. Beer Farmer proves you don’t need huge investment. A basic interactive element, reward system, or playful challenge can create big impact if it’s creative and relevant.

How does Untapped help businesses adopt gamification?

We design digital products, campaigns, and customer journeys that use gamification strategically. Our focus is on creating experiences that feel natural, engaging, and commercially effective.