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Chris Mahl, SCVNGR - New Edge of Loyalty Marketing
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Chris Mahl, SCVNGR - New Edge of Loyalty Marketing


Chris Mahl, SVP & Chief Brand Alchemist talks about "New Edge of Loyalty Marketing" – Reaching Customers Where They Are – How Location-Based and Gaming Platforms are helping marketers engage and build …

Chris Mahl, SVP & Chief Brand Alchemist talks about "New Edge of Loyalty Marketing" – Reaching Customers Where They Are – How Location-Based and Gaming Platforms are helping marketers engage and build loyalty at Jan 20th AMA Chicago event, held at Spertus Institute.

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  • 55% growth in Smartphone shipmentsH1 2009 vs. H1 20102012: Smartphone shipments > PCs Android + iOS: 400,000+ activations dailySource IDC, Apple, Google
  • “Social reach” is the total # of unique players X their # of facebook friends.Vocality is measured by the 40% of challenges that get posted to facebook and twitter. (0.4 X 47,042)Repeat Traffic measures the propensity to return and play SCVNGR at the same location within the campaign timeline from campaign
  • Insert several loyalty equations.Add one of our own.LC = Brand Fun * Mobile Lifestyle * Place Relevance Social Factor * Current Loyalty Equations =


  • 1. SCVNGR is a game.
    Playing is simple: Go places. Do challenges. Earn points!
    Play SCVNGR.
  • 2. Loyalty Tied To Location @ Consumer Level
    Source: Morgan Stanley Internet Trends
  • 3. Come one come many…
    Rating Systems
    Augmented Reality
    Games & Place Services
    Check In Based Networks
    Recommendation Services
  • 4. Location “R” evolution
  • 5. LBS Audience … some say…
  • 6. Loyalty leveraging the Social Graph & Game Layer
    And it’s big.
  • 7. Loyalty extends to Activity and Place
    Participate in the consumers mobile lifestyle…
    Activity With The Brands beyond the purchase
    • Play, Humanist Moments, Conversation Creation
    • 8. Engage with Brand character and assets
    • 9. Tell the Brand Story through experience
    Participate in the lifestyle
    • Where consumers are…
    • 10. Where they experience life
    • 11. Where they meet their friends
    • 12. Where the conversation of life occurs
  • How it works
    Your SCVNGR player experience, Challenge-to-Reward!
    Go to a Samsung partner store
    Do custom Samsung Challenges there
    Earn points and unlock badges
    Share with friends
    Unlock a Reward
    Show screen to redeem Reward!
  • 13. Loyalty Systems extending into a Social Mobile Curve
    • Priority & Exclusivity
    • 14. Value Added Services
    • 15. Partner offered Deals
    • 16. Points & Leveling
    • 17. Offers & Discounts
    • 18. Cross Selling
    Loyalty & Location Potential
    • Place, Product or Service Engagement | Discovery
    • 19. Extension to Lifestyle | Presence
    • 20. Event interaction
    • 21. Event Social Capture
    • 22. Brand Invited Fun | Participate
    • 23. Expression
    • 24. Delight
    • 25. Happiness
    • 26. Equity Activity Rewarded | Align
    • 27. Green, Charitable, Education
  • Challenges & Rewards at
    5500 Retail Locations
    (US & Canada)
    Drive engagement, return visits and increase sales
  • 28. GameStop
    Default challenges + custom + on-site rewards
  • 29. You choose the incentive & Progression Dynamic
    The Challenge
    The Reward
    Multimedia – offer audio or video before a challenge (optional)
    The Badge
    Challenge Text
    Custom imaging and text for the virtual badge.
    “Done Message”— a great place for fun facts and brand voice.
    SCVNGR is highly customizable
    Incorporate the Samsung brand and key messaging into your custom game experience
  • 30. Results - Metrics
    SCVNGR transforms consumers into loyal customers
  • 31. Location based social marketing equation …
    E * M * P
    SB * R
    Mobile Lifestyle
    Place Relevance
    Social Broadcast
  • 32. Coca-Cola @ Simon Malls
    Challenges at Malls with Rewards
  • 33.
  • 34.
  • 35. SCVNGR for Chicago
    Activating your visitors & your community
  • 36. Chicago is every progressive….
  • 37. Best Practices from SCVNGR POV
    • Launch into engaged fun with your target audience(s) | Be there in social fun. Loyalty is the brands character as well!
    • 38. Loyalty Systems are the first advent of game dynamics, tie them to consumer engagement from the beginning | Loyalty starts with the first contact.
    • 39. Leverage the Places your brand owns, sells through or where you engage consumers.
    • 40. Control the ‘script’ first , last and always and think globally.
    • 41. Develop reward and recognition systems that tie to loyalty schemes.
    • 42. Utilize brand assets (character, essence or spokespeople) for fun.
    • 43. Leverage Key Partners | Place, Play or Reward partners.
    • 44. Mutual activation of Facebook fans.
    • 45. Develop themes of Engagement | Product | Service | Seasons | Social | Sports…
    • 46. Initiate virtual goods strategy and planning.
    • 47. Gamification touches everything | Be in the game.
  • SCVNGR is the game layer on top of the world…
    and it’s about to get a lot more fun.
    Chris Mahl
    SVP & Chief Brand Alchemist | SCVNGR
    Twitter: ChrisMahlNY
    Play SCVNGR.