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


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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 =
  • Transcript

    • 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.