Gaming mechanics is going to be integrated into shopping experience. Now, that'd require tagging every item some specific unique code. It's already been happening for quite some time in mobile 'scratch-and-win' campaigns. But those campaigns run in cycles, not continuously. Would marketers change from sales campaigns mindset to consumption as game? Fanta brand is already doing it here in the UK. But is it applicable for every brand?

To capitalize on popular TV ad Barclaycard  created interactive experience accessible via iPhone game.

Barclaycard Waterslide

Uniqlo is a company that's not afraid to test unorthodox interactive ideas. One is a clock widget embeddable into a webpage. It's simple but aesthetically pleasing application with Japanese girls dancing. The widget was installed to around 250 000 unique pages and was viewed at least 100 million times.