Gamification cases

@ogillinJuly 2012

Why Gamifying?

CRITICAL STAKEHOLDER QUESTIONS: What is the main reason for Gamifying your product / service? How does it benefit the user?Will they enjoy it?

BUSINESS QUESTIONS: What are the goals of the business?How do you get the users to fulfill those goalsWhat actions do you want your players to take?

Dustin DiTommaso, @DU5TB1N

Strategies of consumer gamification

1. Goal Definition: What are primary and secondary marketing goals? How do those goals relate to immediate and long-term ROI and how can they be measured?

2. Target Group Research: What activities are appealing to the targeted group?3. Reward Research: What prizes are considered attractive by the targeted group?4. Trend setter vs. Trend follower: Is there value in taking the risk of evolving an

existing trend?5. Conclusive Brand Integration: How can a brand integrate with the story line

without alienating the user?6. Captivating Game Play: Can the application provide prolonged entertainment?7. Design Flexibility: Can the application be fine-tuned to changing user behavior?8. Key Initiators: How can the application be supported to achieve sustained

engagement?

By M2 Research

Cases

Entertainment – NBC Ford Escape RouteEnterprise – Siemens, CiscoRetail – Best Buy, Wendy’sMedia & Publishing – Top ChefeCommerce – CampusFood.comHealth/Wellness – Everyday HealthEducation – Pearson/AlleyoopFor good – Nickelodeon, Half The Sky

Entertainment – Ford Escape Routes

Fit: thought leadership in new-era marketing formats (Social TV to Branded entertainment)User Benefit: prize and impact TV showFun: viewers help online their team win in real-time

Goals: new model awarenessHow: prize, badges, pointsActions: completing challenges, recruiting friends, share 16 million impression on Twitter after 1st episode

“other blue-chip brands go along for the ride — including McDonald's, J.C. Penney, several Procter & Gamble marques, even Ford rival Volkswagen”

“Stunts include a real-life re-creation of Zynga's Hanging with Friends game”

“Ford's new SUV and its features were extolled at nearly every turn in the first episode”

Enterprise - PlantVilleFit: "Employees are sometimes siloed in their business units and don't see the breadth and depth of our portfolio,” says Marketing headUser Benefit: learn manufacturingFun: innovative, educational and fun way to engage

Goals: Make manufacturing cool, and Help employees (and customers) understand the range of Siemens’ products in manufacturingHow: Simulate the experience of bing plant managerActions: watch videos, solve problems, share, ask Siemens

20k users in 150 countries, 600 university “engineering and industry could be ‘fun’” for 85% of students

Enterprise – Cisco Binary Game (‘92)

Fit: Aligned with Cisco learning programUser Benefit: Learn BinaryFun: Old-school style arcade liked by IT people

Goals: teach the basic How: points, levels, timeActions: compute faster

Retail – Best Buy

Fit: Best deals, tech adoptersUser Benefit: discounts and free goodsFun: personalization, rewards and more fun than just showrooming online

Goals: increase Foot Traffic, purchase rateHow: check-in, challenge,Actions: scan/check products, share

Dedicated app forHardcore Best Buyconsumers

Mass consumers

Retail - Wendy’sFit: aiming for taste and coolnessUser Benefit: free friesFun: surprising to post a box of fries on FB wall and ask friends to pick one

Goals: awareness for Wendy's Natural Cut Fries, trial and in-store purchase.How: free Wendy's Natural Cut Fries, prizes like iPad and Nintendo Wii, levelsActions: share, recruit friends to “pick” a fry in their box and unlock bigger boxes

Media – Top ChefFit: Rivalry is the heart of the showUser Benefit: Reward incredibly loyal and passionate fansFun: competition focuses on strategy and team dynamics

Goals: increase engagement and loyaltyHow: earn points, be the Virtual Top Chef title of the season, $5,000 sweepstakes, be top-performing fan highlighted on the home page.Actions: recruit friends to teams, become fan of a chef’s team, view and share content

eCommerce - Campusfood.comFit: online menu and food delivery website targeted at the college market.User Benefit: discountsFun: complete challenges to earn rewards and be recognized as the “Head of Table” for a restaurant

Goals: encourage users to order more & more often, expand user base, expose new users to exclusive discounts and online ordering optionsHow: badges, points, level, prizesActions: challenges to get contextually relevant and pop-culture savvy badges that encourage users to order different cuisine and at different times of day. Compete to become "Head of Table" by placing the most orders from their favorite restaurant.

“With points and badges… new users who return 2 or more times is up 15% to 20%”

Health – Everyday HealthFit: leading provider of health solutions, incl. Biggest Loser star trainer Jillian MichaelsUser Benefit: get more contentFun: fuel audience’s competitiveness

Goals: increase paid conversions and lifetime user valueHow: reward users through reputation, access to new content, and discounts on servicesActions: logging workouts and logging diets

“Increased paid conversions 5% and lifetime user value 20%”

Education – Alleyoop (Pearson)

Fit: help kids get ready for college and lifeUser Benefit: guidance on practice problems based on previous navigation through 3rd party lessons. Virtual (or real) currency to access premiumFun: missions adapted to their long-term goals and needs, while earning achievements and rewards.

Goals: Structuring existing content like a Facebook game to make some money by becoming addictive How: virtual currency (Yoops), status update, checkins, leaderboards, levels Actions: earn yoops by completing “missions” such as watching “how a roller coaster is designed”

Foor Good – Nickelodeon TV (Halo)

Fit: #1 entertainment brand for kids helping teens who are Helping And Leading Others (HALO)

User Benefit: $5 Donor’s Choose cards to donate to a public schoolFun: go on HALO quests to learn about the HALO Awards

Goals: engage kids with HALO content on TeenNick.comHow: challenges, levels, points,Actions: watch videos, read content

“Nickelodeon redeemed all 3,000 Donorschoose.org cards and gave away $15,000 for the Donorschoose.org charity way ahead of schedule”

“Teens performed 13 times as many actions such as commenting, sharing, and viewing content”

Foor good – Half The SkyFit: the average online social player is a 39-year-old womanUser Benefit: learn about Fun: compelling adventure quests based on themes from the book

Goals: Engage millions of players and transform gameplay into real-world actions and micro-donations (to schools, micro-saving programs,…) via NGOs, partnersHow: online and offline rewards/donationActions: experience adventures reaching the end goal of independence and financial stability

From mobile apps focused on pregnancy, worm attack and family values for girls in India, Kenya, Tanzania

To a Facebook App for global audience to encourage social change

Common mistakes

• Business objectives: “I want more engagement.” = tell a doctor “I’m sick” without not stating any symptoms

• Social rewards program that is too easy/difficult to get through (or poor experience). Social rewards can be very cost effective

• Not considering its (core) audience. – competitive audience at JillianMichael.com but collaborative at active.com

More examples

Health/Wellness – Nike +Education – Pearson/AlleyoopFor good – World without OilAutomotive – Nissan LeafElectronics – Samsung NationEnterprise – Deloitte Exec. Training

More on http://www.gsummit.com/g-awards/

wanda@m2research.com