Chiquita Gets Its Game On

Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermm

Cassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquita

Steve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball

In a single tweet?

Brands can tap gamification fun to reach real business goals, engage consumers and end“one & done syndrome.” #ChiquitaWOMMA

Reinforce Fun

250,000,000 Stickers In Market

Brand = Badges

I have high brandawareness, HH

penetration, low involvement purchase

and limited packaging…

…so how do we addvalue AND engagebrand advocates??

The Engagement Dilemma

A simple sidewalk???

Or a treacherous, death defying walk!

A boring drive home…

Or a race to the checkered flag!

Games became popular.People reached for games forAccomplishment outside reality.

Games are everywhere – Everyone is a gamer

• 120M people are enrolled

in travel award programs

• Starbucks is awarding

points and badges for store

visits

• 200M+ people play social

games with only virtual

rewards

Who has figured out engagement & loyalty?

Game Designers

500M Peopleplaying games at least

1hr per day

Airlines & Hotels

120M Peoplechoosing vendors to earn

500B points per year

Social Networks

750M+ Peoplesharing & commenting

4 hours every day

What’s their secret?

Addressing 3 Basic Human Motivators

Achievement

Levels in games

Miles & points

Progress bars

In other words, they’re using game mechanics to drive engagement & loyalty.

Status

Standings/leaderboards

Job titles at work

Likes on Facebook

Rewards

Access to exclusives

Early boarding/upgrades

Discounts & incentives

Will it ever happen again???

Fixing the“One and Done”

SatisfyContent

Optimization(A/B Testing, Copy, Creative)

Engage??

AttractTraffic Optimization

(SEM, PPC, Display, Email)

We work hard for this.

And this.

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ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn]

1. Applying the mechanics of gaming to non-gaming activities to change people’s behavior.

2. Integrating game dynamics and game mechanics to drive participation and engagement.

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Gamification drivesparticipation/engagement.

Participation/engagement drivesbusiness value.

Pioneering Gamification since 2007

Founded in 2005

Created gamification in 2007

First customer: NBC’s The Office

Work with over 100 customers

Engage over 125M users

Power over 14B actions

Combining Experience & Technology

Gamification Expertise

4+ years deploying gamification

Experience in B2C & B2B

Focus on sustainable user value

Nitro Motivation Platform

Powerful, scalable & proven engine

Seamless integration across platforms

Cloud-based and constantly updated

Multi-Layered Experience

The 7 Things To Take Away

1) Progress: Bars, Levels, Points, Badges, Customization –we like to see our progress

2) Missions: Provide multiple long-and-short-term aims for players to tackle

3) Credit: track & reward effort, not just achievement

4) Feedback: tangibly link actions to consequences

5) Surprise: add the Element of Uncertainty to drive and sustain interest

6) People: we're most engaged by people – especially collaborating in groups

7) Engagement: games are tuned to dole out rewards that engage the brain and keep us wanting more

Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermm

Cassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquita

Steve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball