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Trends for 2011 from JWT

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?

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