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Digi Talk

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•  A monthly showcase of innovative executionsto educate, inform and inspire

•  Curated by CDMiConnect EDG members

•  Topics including: digital/social campaigns,apps/software, current trends, best practices… 

digitalk-1114

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Native advertising is an digital advertising strategy in which the advertiser gains users’ attention by providing content in the same flow as the editorial content around it.

Defining native advertising

The Current landscape Social media (instagram)

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The New York Times and Orange is the New Black

WIN!

Earlier this year, Netflix launched a full-page (1,500 word) native ad on the New York Times website using video, charts and audio to provide information regarding female incarceration in the U.S.

VIEW PAGE

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The Atlantic and THE Church of Scientology

FAIL!

Last year, the Church of Scientology ran a native ad which praised the church and its leaders. Many readers found the ad to be deceptive and off-brand. The ad was eventually taken down due to public pressure.

VIEW PAGE

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Key points:

•  Native ads looks like content

•  They are viewed 53% more than banner ads

•  Trust is a key issue

•  No real data on ROI

•  Social media & mobile are projected to be big in 2014

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Gamification

http://www.youtube.com/watch?v=PsC0zIhWNww!

Nintendo Entertainment System. Super Mario Bros. Nintendo, 1985.!

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What is gamification?

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Goals, Rules, feedback

•  All games share a set of traits: a goal, rules, a feedback system, and voluntary participation

•  A story makes the goal more enticing

•  Complex scoring metrics make the feedback system more motivating

•  Achievements and levels multiply the opportunities for experiencing success

McGonigal, Jane. Reality Is Broken: Why Games Make Us Better and How They Can Change the World. New York: Penguin, 2011. Print.!

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Why incorporate gamification?

•  Raise the level of engagement for users. Encouraging them to return for future interactions

•  Compel disparate individuals to participate in a larger community project

•  Raise levels of happiness, reduce stress and depression

•  Help users accomplish otherwise unfulfilling tasks

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What Gamification is not

•  Badges

•  Avatars

•  Encouraging confirmation messages

•  Stat counters

•  Progress bars

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Gamification tenants (components)

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gamification tenants (components)   Mario WoW

Nike+!Fitbit

Four Square Lumositiy Fuelgood Foldit

Pain Squad Starbucks Chorewars HabitRPG

Individual Help

Community Help

Avatar

Stats Games / Challenges

Ongoing Mental health / Mindfulness

Activity Tracker

Physical Health Disease / Pain Management

Rewards

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How to incorporate gamification

Source: Cognizant Technology Solutions: http://www.cognizant.com/InsightsWhitepapers/Boosting-User-Engagement-through-Gamification.pdf!

•  Outline the Objective, identify the problem to be solved

•  Define the Target Audience

•  Create innovative reward mechanics related to the Objective and Audience

•  Ensure that all game elements justify continued engagement.

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Super mario bros. (1985)

1.  Goal: save Princess Toadstool

2.  Rules: Move from left to right. Avoid dying

3.  Feedback System: points, coins, Mario’s size/color, game timer, avatar.

4.  Rewards: Free life with 100 coins. End of level get to slide down a flag pole. Fun music and fireworks if you can get to the highest point on the pole. Fiero!

Feedback indicators !

Fiero!!McGonigal, Jane. Reality Is Broken: Why Games Make Us Better and How They Can Change the World. New York: Penguin, 2011. Print.!

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3.  Feedback System: XP, HP, MP, loot, money, social cred, personal avatar.

4.  Rewards: XP, loot, money, social cred, Fiero!

World of warcraft (2004 – present) 1.  Goal: defeat enemies and

become a total badass.

2.  Rules: highly complex depending on the mode of play.

Feedback indicators !This is a raid!

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Application of gamification

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3.  Feedback System: Interactive elements, Points.

4.  Rewards: Score, rank, leaderboard, Fiero!

Science: foldit 1.  Goal: solve puzzles to help

solve biological problems

2.  Rules: use the available tools to solve the puzzle

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3.  Feedback System: Rewards progress dashboard, timer, historical graphs

4.  Rewards: Graduate to higher ranks. Medals and Awards. Learn more about personal ailments. Assist in gathering data to help the medical community

clinical and pharma: pain squad 1.  Goal: “Be alert and collect

clues on pain to put pain behind bars.”

2.  Rules: Report pain clues 2x daily. Be as thorough as possible in the report

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3.  Feedback System: Rewards progress dashboard, amount of Stars, avatar.

4.  Rewards: “Earn Stars for free drinks and food…” Download free songs, apps and books.

consumer: Starbucks 1.  Goal: Gain exclusive member

benefits

2.  Rules: when shopping at Starbucks, use your membership card (or the app) to make purchases.

Feedback indicators !

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3.  Feedback System: XP, Gold, and in-game items

4.  Rewards: Household chores are finished in a timely manner. All members’ work is recognized. Trade in-game items for real-world rewards

Household: chorewars 1.  Goal: Defeat tasks and

become a total badass

2.  Rules: Complete listed tasks, honestly. Other rules depend on the party

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CONFIDENTIAL—For internal discussion only. CONFIDENTIAL—For internal discussion only.

Thank you!

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