Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"

Brands, Games and Gamification

GSUMMIT PRESENTATION JUNE 20, 2012

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What We’ll Cover Today

What do Brands Want?

Gamification Levels

8 Ogilvy Case Examples

Tips & Lessons Learned

Q&A

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Brand Desires are Simple…

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• Ads• Place Google content ads• Use another 3rd party ad network to serve mobile or in-game ads

• Product integration• Work with a game to integrate product

• Product experience• Create a new game or gamified experience

But Brand-Related Gamification Can Range from Simple to Complex

Using a Facebook branded social game, Intel highlighted key features of its products and gave away a month on an island

Ford Fusion mobile app brought the new car’s driving experience to life – no visit to a showroom required

Caesars used a new Ogilvy-built gamified social platform to create a fun VIP-only experience for selected Total Rewards loyalty members – and drove significant measurable results

Sunpower used a solar IQ game to engage likely buyers in learning more about solar – and generate leads

Tabasco created a gamified Tabasco Ambassador program that drove awareness of new ways to use Tabasco (“pairings”) through a points program

New Zealand’s Kiwibank set up an interactive video experience to add some fun to learning about a new easy-transfer process

To drive awareness of anklyosing spondylitis, Pfizer revealed information about AS as part of a virtual throw-in soccer game

To help create a fun way for employees to start to build social influence, Social@Ogilvy teamed up with Kred to create an internal contest in London and New York with prizes such as a trip to SXSW

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• Iteration is not as easy with many branded programs (timing, coordination, costs), so it’s important to deliver value quickly

• It was important to thoroughly understand the audience interests through research• E.g. Sunpower “solar genius”, Jeopardy-style (vs. Wheel of Fortune style)

experience• Ford, auto journalists target audience enjoy the test drive

• Mechanics lessons:• Casual, short duration play• No penalty for starting late• Rapid rewards for a non-gamer audience• Points and rewards work on engagement – leading to 20x (or more)

increases• Keep rewards relatively small and focus on people who care to avoid

corrupting discussion• Integrate social sharing from the beginning

• Platforms:• High iOS download %

Some Tips & Lessons Learned

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Intel Win an Island Scott McBride, Harsad Sreedharan, Paul Ho, Tem Hansen, Karen Cheng at Ogilvy; Caesars/Harrahs Ambassadors Janell Awong and Eric Petersen at Caesars Entertainment; Irfan Kamal, Karen Untereker, Michael Maslaney and Drew Elliott at Ogilvy Sunpower Solar Discovery Matt Binkowski, Joanne Wan, Sandra Fong, Kevin Ti at Ogilvy Ford Fusion Augmented Reality Test Drive Scott Monty and Craig Daitch at Ford Motor Company; Matt Binkowski, Karen Untereker, Joanne Wan, Dirk Shaw at Ogilvy Tabasco Nation Martin Manion and Jan Carroll at McIlhenny; Peter Kang, Johann Conforme, Janet Higdon, Raul Montes, Lisa Charlebois, Nazanin Arandi, Evelyn Borgatta, Jenna, Elana Glazer, Nyaze Vincent at Ogilvy Kiwibank Green Ops Regan Savage at Kiwibank; David Nash, Greg Whitham, and Dennis Carroll at Ogilvy Pfizer Make a Play Mary Barrington-Ward, Lucy Jackson and Lalage Smyth at Ogilvy

• Presented by Irfan Kamal/Social@Ogilvy … on Twitter @irfankamal

Thanks