3. 3
Gamification
“The process of using game thinking and game mechanics
to engage users and solve problems.” – Gabe Zichermann
Points Prizes
Reward
Badges Programs
Levels
Leaderboards
Sources: http://www.youtube.com/watch?v=6O1gNVeaE4g;
http://www.npr.org/2011/03/27/134866003/gamifying-the-system-to-create-better-
behavior
4. 4
Why Gamification?
• Increase audience engagement, loyalty, and fun
• Tool
• Rule, not the exception (consumer expectation)
Sources: http://www.youtube.com/watch?v=6O1gNVeaE4g
5. 5
Why do humans play games?
“Video games do not create the hole: they simply fill it.” –
NYT Article
Positive Reinforcement
• Dopamine
• Emotion
Positive
Stimulus Response
Reinforcement
Sources:
http://www.nytimes.com/2011/05/10/health/views/10klass.html?_r=3&partner=rss&emc=r
ss; http://en.wikipedia.org/wiki/Dopamine#Motivation_and_pleasure;
http://en.wikipedia.org/wiki/Reinforcement
7. 7
Rewards
• SAPS
• Ex: Reality Game Shows, Farmville
Status
Stuff Access
Power
Sources: http://www.youtube.com/watch?v=6O1gNVeaE4g;
http://www.npr.org/2011/03/27/134866003/gamifying-the-system-to-create-better-behavior
8. 8
Currency is the way
you position your Four C‟s Conversation urges us
to develop experiences
brand to serve people want to share
people’s needs with others.
through a useful •Igniting conversations
exchange. •Facilitating conversations
•Tools and amenities •Fuelling conversations
•Empowerment and •Being a good listener
Value exchange Participate in
enablement
with people the
•Information value
•Search & discovery conversation
Community is a group Content is how we tell
that’s united around a and share the brand’s
brand or a purpose. It’s story, by entertaining and
a group that a brand informing to create an
The audience Tell and
can align with, cultivate emotional bond with the
powered or extend the
and activate. brand.
•Providing a Platform to curated by the brand story
•A seamless, 360-story
Unite brand •Align with relevant content
•Empowering •Participation & involvement
Communities •Charming, creative &
•Socializing the Brand clever
Sources: Creating Meaningful Experiences An Introduction to SMG’s FOURC’s
Powerpoint Presentation
9. 9
Game concepts
Games teamwork, knowledge, engagement,
entertainment, satisfaction, thrill, prizes,
education, collaboration
Sources: http://www.youtube.com/watch?v=6O1gNVeaE4g;
http://www.youtube.com/watch?v=O2N-5maKZ9Q&feature=player_embedded
10. 10
Case Study – Eco Friendly Cars
• “SmartGauge” dashboard
Sources: http://en.wikipedia.org/wiki/Ford_Fusion_Hybrid
11. 11
Case Studies – Banking, Weight
Management, and Education
Sources: http://public.ultimaterewards.com/html/about_program.html;
http://www.weightwatchers.com/plan/apr/index.aspx;
http://www.theatlantic.com/magazine/archive/2010/01/what-makes-a-great-
teacher/7841/;
12. 12
Case Study – Box Tops
Sources: http://www.boxtops4education.com/
15. 15
Kellogg
• Bear Naked (Natural Lifestyle Brand)
• Brand Purpose/Essence: To ignite the spirit of play
• Core Benefit: Feeling alive and energized to move…
• Special K (Health/ Diet Brand)
• Brand Purpose/Essence: Inspiring women to shine
• Core Benefit: Solutions that help her succeed. Makes her look
and feel her best.
• Froot Loops (Fun Kid Brand)
• Brand Purpose/Essence: Colors everyday with fruity adventure
• Core Benefit: An adventure for the senses that excites.
16. Drive More Kid Request
Purchase
Request Negotiate
Influence
Motivate Consume
Remind
Path to ultimate Kid Leadership is to focus on Kid Request
*The Kid Request Model links motivators that prompt strategic kid request to
moments/environments when mom is most receptive and willing to accept them. Must
extend influence across screens & environments (mobilecar / in-store)
Gamification is the integration of game mechanics in non-game environments to increase
audience engagement, loyalty and fun.
*More ways exist for us to incorporate a reward system within actual game, on-pack, and on-site
that will encourage and incentivize even more kid request and mom acceptance.
Opportunities to drive Appeal/Affinity
-Free Coveted Game App Affinity
-Coupons
Appeal
-Plush Toys
-Codes/Secret Levels Acceptance
-KG Corporate Reward Pt. System
Familiarity
19. How do I create a value
exchange with people
beyond my product offer?
19
20. Dominos
Pizza
Tracker:
Helping
people keep
Vodafone World of V Green Room: Smirnoff & Time Out:
track of their
Difference: Creating a space to play Keeping people in the
order
Giving people the time & with your mates at music know with their Time Out
money to do good festivals city apps
Examples of Currency exchanges
Purina Pet
Centric
App:
Telling pet
Levis Curve ID Virtual Porsche Fan Car: owners Toms Shoes:
Fitting Room: To celebrate 1m. Facebook where the Giving people a real way
Giving women a way to find fans Porsche named them on pet friendly to help kids in need – buy
their perfect jeans without a special edition car exhibited hangs are a pair of shoes and they
the stress of the store in the Porsche museum give another pair away
21. How do I start, foster or develop
conversations between people and
with my brand?
21
22. My Starbucks Idea: Best Buy Twelpforce: Dell IdeaStorm:
Two way conversation Interactive dialogue via Dell‟s digital community Breast Cancer
between Starbucks & its Twitter from Best Buy where it talks directly with Awareness:
customers to co-create & serving customer its customers to share Spreading the word via
improve its offering information needs ideas & offers facebook status updates
Examples of Conversations ignited
MINI
Getaway:
Live game via
MINI mobile
Kaizers Orchestra: app where
Marmarati: Giving the Norwegian band‟s people raced
Incentivising hard-core fans the opportunity to play each other to Amazon:
Marmite fans to spread their music first to spark find the new Harnessing the power of
the word about a new conversation about their new MINI in order referral to inspire new
product launch single to win it purchase decisions
24. Old Spice: Girl Talk 2.0: Collectable Beer Labels Walkers Crisps:
From TV ad to social Paparazzi Generation trend 12 part detective story printed Making Sandwich UK more
phenomenon as new versions of consumer generated haul on „Just Beer‟ brand beer exciting by inviting celebs to
were dynamically created and videos becomes brand labels to encourage repeat help run the town & sharing
shared content for Forever 21 purchase the reaction
Examples of Content stories
BMW’s
The Hire:
Series of digital History Channel &
Pedigree short films from foursquare:
Biggest Loser for Dogs: influential Google Chrome & Check-in at key historical
Raising the plight of dog directors Arcade Fire landmarks and receive
obesity by integrating their showcasing the Interactive music clip using content on the history of the
story with their owner‟s BMW range google street view to give area thanks to the History
weight loss journey fans a personalised story Channel
25. How can my brand join, build and
nurture people’s communities?
25
26. AMEX Open Forum: Egypt’s ‘Social’ Oprah’s Book Club:
Nike+ Run Clubs:
Digital community uniting Revolution: Connecting people
A training community for
American Express small Leveraging community to worldwide through books
Nike+ members
business customers affect social & political and reading
change in Egypt recommendations
Examples of Communities uniting
Trip Advisor: Sainsbury’s :
Canon EOS Photochains: Initiative from UK retailer
Vimeo Video School: Global travel community –
Photo-sharing community Sainsbury‟s where
Global video sharing helping people choose
where every photo serves customers shared their
community educational where to go and what to do
as inspiration for another leftover recipes in-store &
lessons and forums based on peer to peer
recommendation online to help save money
