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Elements of the disrupting game type help create a gamification marketing campaign that displaces the existing marketing trends and eventually replaces them. Disruptive campaigns are generally more entrepreneurial in design and outside the norm in functionality.

Try to identify gaps in your industry’s current campaigns that fail to see how the marketing trends are evolving. With a game-changing element, you can create a disruptive campaign that will allow your company to stay ahead of the rest. Plus, your audience will welcome a disruption to the current marketing campaigns being thrown at them.

Here are some elements of the disrupting game type (not every disrupting game will have every one of these elements, so you can pick and choose what works for you):

 Creativity tools: Give back control to your audience. For instance, allow them to create their own content and express themselves. There could be a number of reasons to do this, outside of your campaign, including for personal gain, for pleasure, or to help other people.An example of this element of a disrupting type of game is the popular ElfYourself gamification campaign from Office Depot/OfficeMax. ElfYourself is a native app (available for download from the mobile app stores) that allows users to upload photos of their friends and family from Facebook or their mobile phones. Then users select a dance, and the app creates a custom video that users can share to social media.

 Innovation: Giving your audience a way to think outside the box and outside the boundaries of your campaign is a great element of a disrupting type of game. This approach allows them to channel innovation and helps you understand what your audience wants and expects from your company and industry. For instance, you could allow your audience to develop a system that creates the results they would like to see. You can then use this data to see if your company is currently producing these results for your customers.

 Chaos: I get funny looks from clients when I suggest chaos as a gamification element. But in games, chaos is symbolic. It’s a core element that keeps the player immersed and engaged. For your disrupting type of game, it’s not about burning your company’s image to the ground. Instead, think of this chaos element as throwing out the rulebook for your campaign. For instance, in your gamification model, consider running “no rules” events.

 Random rewards: The key here is to surprise your audience — pleasantly, of course. You can do this with unexpected rewards. If done correctly, you’ll see an increase in engagement in the long run. Everyone likes to be given a nice surprise, especially if it’s unexpected and random. This element of a disrupting campaign will keep your audience engaged in a more positive way.

 Voice: I find giving your audience a voice an extremely effective element of a disrupting type of game, especially in industries where the customers are seldom heard from. However, it isn’t enough to simply give your audience a voice. They need to feel that their voice is being heard. You can do this by incorporating feedback tools into your game, which allow you to gather data as you hear back from your audience. This data can be extremely powerful for your company and industry as a whole because it gives you a greater insight into your audience’s voice and generates opportunities to create better relationships with them.

 Invisibility: If used properly, the invisibility element of a disrupting type of game can work in your gamification campaign. Essentially, it’s about encouraging total freedom and lack of inhibitions. Why? It allows your audience to be far more open and honest in their opinions. Be careful, though — invisibility can bring out the worst in your audience.