Queue Technologies: Innovators of Systematic Virality

The emergence of digital marketing has led companies to leverage brand advocacy campaigns to remain at the forefront. Online communities develop user-generated content, engagement activities, and word of mouth in exchange for incentives, creating brand awareness that results in cost-effective campaigns and a loyal customer base. “We help brands create purpose-driven communities that are interconnected by social media channels while using gamification intelligently to promote brand awareness,” states Joe Sanchis, founder and CEO, Queue Technologies. The company focuses on brand advocacy and gamification to help brands amplify their influence and rapidly develop a community of loyal fans. Queue creates a system that integrates back-end marketing and customer relationship management systems with social channels and data insights.

The first step in promoting brand awareness and engagement campaigns is identifying advocates who can be advantageous for a brand. “We have a strategy wherein we target relevant advocates to create a snowball effect that maximizes coverage,” explains Sanchis. The selection of advocates is based on explicit data, for example, loyal fans with significant following on social media who can actively promote brands. “We track user demographics and monitor campaign performance metrics across social channels to identify the best advocates,” adds Sanchis. The advocates then attract “users” to strengthen a brand’s community. The community of fans is in turn “activated” through variable reward incentives for helping the brand spread its message, referring others, social sharing, watching videos, and more. Gamification allows retention and expansion of the community through fun, exciting, immersive activities that engage existing users and attract new ones.

Brands need to leverage gamification to better manage their agile marketing campaigns, produce creative activations, and engage users, enabling them to act collectively toward achieving community goals— thus facilitating organic marketing expansion. Queue helps brands anchor various channels together to form one powerful “tornado” capable of virality.