Gamification: How to Level Up Consumer Engagement

GamificationLevel Up Consumer Engagement

Shaun QuigleyVP, Digital Practice Director squigley@brunnerworks.com412.995.9500  

@squigster #ForTheWin

Brunnerworks.com BHiveLab.com

Automatic Content Recognition

Near Field Communication

Showrooming

Augmented Reality

My tailgate is better than your tailgate!

1. Trends (and hype)2. Why game mechanics drive

engagement 3. Case studies 4. Platforms 5. Gamify Anything 6. Metrics

Agenda!

GamificationLevel Up Consumer Engagement

Shaun QuigleyVP, Digital Practice Director squigley@brunnerworks.com@squigster412.995.9500

Trends (and hype) Gamification

Gamification applies game mechanics to non-game activities to drive engagement and solve problems

What is it?

What’s driving it?

What’s driving it?

What’s driving it?

What’s driving it?

What’s driving it?

What’s driving it?

What’s driving it?

What’s driving it?

What’s driving it?

HELLO, I am impervious to your advertising

What’s driving it?

What’s driving it?

Rise in social gaming Rise in mobile-social technology

adoption Less attention from consumers Cuts across industries Familiar to consumers

Gamification applies game mechanics to non-game activities to drive engagement and solve problems

What is it?

How we make things in the world (non-game activities)

more engaging

Games created specifically for marketing purposes

Games we play as kids and adults

It ain’t no gameGamification

Advergaming

Games

How we make things in the world (non-game activities)

more engaging (Business goals helped by game mechanics)

Games we play as kids and adults

(mostly entertainment)

What is it?

Games created specifically for marketing purposes

(entertainment with a business goal)

(actual games)

(game mechanics)

How we make things in the world (non-game activities)

more engaging (Business goals helped by game mechanics)

Games we play as kids and adults

(mostly entertainment)

What is it?

Games created specifically for marketing purposes

(entertainment with a business goal)

(actual games)

(game mechanics)

AppointmentsPointsLevels

Challenges Virtual Goods Leaderboards

Gifting and Charity

game mechanics

Game mechanics impact behavior by satisfying fundamental human desires

Graphic: bunchball.com

Motivate through psychology

Persuasive Technology

Gaming Trends 

Human Psychology

MotivationsAbility

Triggers

Satisfyfundamental

human desires

Behavior Change

Motivate through psychology

Aided by mobile-social technology

Non compliance Compliance

Game mechanicsGamification

Appointment

yesterday today

Appointments

yesterday today

Points

yesterday today

Levels

yesterday today

Levels

yesterday today

Challenges

yesterday today

Badges

yesterday today

Leaderboards

yesterday today

Gifting/Charity

yesterday today

Game mechanics change behavior by satisfying fundamental human desires

Graphic: bunchball.com

Platforms Gamification

Platforms

Rewards for reviews!

Buffalo Wild Wings

+ +

+ +• Well-trained staff • Good marketing

• Good consumer connection

• Good timing

• Simple platform

Buffalo Wild Wings

Goals

Challenge

Customization

Results

20,000 challenges

184,000unique players 

1 in 3 played again, averaging 7 challenges per player 

100MMsocial media impressions

Objectives Success metrics

Audience Hot Idea

Spicy game mechanicsAppetizing Promotion

recipe for success

• increase value per purchase • drive new product/service adoption• acquire/segment users• get feedback• increase compliance • train staff • improve customer service

Clarify your objectives

Let’s Play! Gamification

Make it a game!

1. Decide on a topic 2. Pick an audience3. Define player motivations4. Define your victory conditions 5. Set the rules for the game 6. Make it social

Audience

• Who are they? • What are their attitudes? • What motivates them? • How do you want them to behave?

Audience

• Who is the consumer? • What are their motivations? • What are their current attitudes? • How do you want them to behave?

Player motivations

• Competition• Mastery • Free• Winning • Affiliation• Power• Loyalty • Curiosity

Choose win condition

• Rescue/escape • Victory points • Checkpoint • Race • Territory Control • Capture• Survival • Elimination

Set rules

• Points (+/-) • Levels• Reward schedule• Auction• Risk • Variable challenge• Time • Loss aversion• Risk • Luck

Make it social

• Social Status• Collecting• Achievement • Feedback • Collaboration • Leaderboard • Gifting • Customization

Challenges = Achievement

“Dare to quit smoking”

Topic: Smoking

Audience: Smokers who want to quit

Motivation: Achievement, Acceptance

Victory Condition:Quit

Mechanics Variable, customization, badges, gifting

Nike+

Topic: Running

Audience: Runners who listen to music

Motivation: Competition, Mastery, Achievement

Victory Condition:Goal achievement

Mechanics Challenge, customization, feedback

Time2Brush!

Topic: Brush your teeth

Audience: Kids

Motivation: Instant gratification, winning

Victory Condition:Checkpoints

Mechanics Challenge, customization, feedback

Enterprise gamification

Topic: Better serve your customers

Audience: Developers

Motivation: Power, competition, mastery

Victory Condition:Victory points, race

Mechanics Social points, leaderboard, achievement, communal collaboration

Metrics Gamification

1. What’s the business goal? 2. How will this effort help achieve it? 3. Develop measureable objectives

- Do benchmarks exist? 4. What will be measured? 5. How will it be measured?

What brands expect

Awareness

Consideration

Trial 

Loyalty 

Advocacy 

Brand awarenessPerceptions

Recall

Web interactionBrand buzz (social) Program enrollment

Offer response ratesCoupon redemption

Sales conversion

CRM Segmentation

Customer satisfaction

Pass-alongNet promoter score

Virality

Awareness

Consideration

Trial RecencyFrequencyDuration ViralityRatings

eScore

Loyalty 

Advocacy 

Lipstick on a pig?

Shaun QuigleyVP, Digital Practice Director squigley@brunnerworks.com@squigster412.995.9500

Thanks!

Brunnerworks.com BHiveLab.com

GamificationLevel Up Consumer Engagement

Shaun QuigleyVP, Digital Practice Director squigley@brunnerworks.com@squigster412.995.9500

The Valentine’s Game

Topic: Valentine’s day

Audience: YOU!

MotivationsReward

Victory Condition:Victory points

Mechanics Appointment, gifting , communal collaboration, Turns/randomizers

Shaun QuigleyVP, Digital Practice Director squigley@brunnerworks.com@squigster412.995.9500

Thanks!

Brunnerworks.com BHiveLab.com