SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Play SCVNGR.                        ...
Loyalty Tied To Location @ Consumer Level<br />Source: Morgan Stanley Internet Trends<br />
Come one come many…<br />Rating Systems<br />Augmented Reality<br />Games  & Place Services<br />Check In Based Networks<b...
Location “R” evolution<br />
LBS Audience … some say…<br />
Loyalty leveraging the Social Graph & Game Layer <br />And it’s big.<br />
Loyalty extends to Activity and Place<br />Participate in the consumers mobile lifestyle…<br />Activity With The Brands be...
Engage with Brand character and assets
Tell the Brand Story through experience</li></ul>Participate in the lifestyle<br /><ul><li>Where consumers are…
Where they experience life
Where they meet their friends
Where the conversation of life occurs</li></li></ul><li>How it works<br />Your SCVNGR player experience, Challenge-to-Rewa...
Loyalty Systems extending into a Social Mobile Curve<br />Loyalty <br /><ul><li>Priority & Exclusivity
Value Added Services
Partner offered Deals
Points & Leveling
Offers & Discounts
Cross Selling</li></ul>Loyalty & Location Potential<br /><ul><li>Place, Product or Service Engagement | Discovery
Extension to Lifestyle | Presence
Event interaction
Event Social Capture
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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 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 &gt; 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 of "Chris Mahl, SCVNGR - New Edge of Loyalty Marketing"

    1. 1. SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Play SCVNGR. www.scvngr.com<br />
    2. 2. Loyalty Tied To Location @ Consumer Level<br />Source: Morgan Stanley Internet Trends<br />
    3. 3. Come one come many…<br />Rating Systems<br />Augmented Reality<br />Games & Place Services<br />Check In Based Networks<br />Recommendation Services<br />
    4. 4. Location “R” evolution<br />
    5. 5. LBS Audience … some say…<br />
    6. 6. Loyalty leveraging the Social Graph & Game Layer <br />And it’s big.<br />
    7. 7. Loyalty extends to Activity and Place<br />Participate in the consumers mobile lifestyle…<br />Activity With The Brands beyond the purchase<br /><ul><li>Play, Humanist Moments, Conversation Creation
    8. 8. Engage with Brand character and assets
    9. 9. Tell the Brand Story through experience</li></ul>Participate in the lifestyle<br /><ul><li>Where consumers are…
    10. 10. Where they experience life
    11. 11. Where they meet their friends
    12. 12. Where the conversation of life occurs</li></li></ul><li>How it works<br />Your SCVNGR player experience, Challenge-to-Reward!<br />Go to a Samsung partner store<br />Do custom Samsung Challenges there<br />Earn points and unlock badges<br />Share with friends<br />Unlock a Reward<br />Show screen to redeem Reward!<br />
    13. 13. Loyalty Systems extending into a Social Mobile Curve<br />Loyalty <br /><ul><li>Priority & Exclusivity
    14. 14. Value Added Services
    15. 15. Partner offered Deals
    16. 16. Points & Leveling
    17. 17. Offers & Discounts
    18. 18. Cross Selling</li></ul>Loyalty & Location Potential<br /><ul><li>Place, Product or Service Engagement | Discovery
    19. 19. Extension to Lifestyle | Presence
    20. 20. Event interaction
    21. 21. Event Social Capture
    22. 22. Brand Invited Fun | Participate
    23. 23. Expression
    24. 24. Delight
    25. 25. Happiness
    26. 26. Equity Activity Rewarded | Align
    27. 27. Green, Charitable, Education</li></li></ul><li>Challenges & Rewards at<br />5500 Retail Locations<br />(US & Canada)<br />GameStop<br />Drive engagement, return visits and increase sales<br />
    28. 28. GameStop<br />Default challenges + custom + on-site rewards<br />
    29. 29. You choose the incentive & Progression Dynamic<br />The Challenge<br />The Reward<br />Title<br />Logo<br />Multimedia – offer audio or video before a challenge (optional)<br />The Badge<br />Challenge Text<br />Custom imaging and text for the virtual badge.<br />“Done Message”— a great place for fun facts and brand voice.<br />SCVNGR is highly customizable<br />Incorporate the Samsung brand and key messaging into your custom game experience<br />
    30. 30. Results - Metrics <br />SCVNGR transforms consumers into loyal customers<br />
    31. 31. Location based social marketing equation …<br /> E * M * P<br /> SB * R<br />Where:<br />Engagement<br /> Mobile Lifestyle<br /> Place Relevance<br /> Social Broadcast<br /> Redemption<br />
    32. 32. Coca-Cola @ Simon Malls<br />Challenges at Malls with Rewards<br />
    33. 33.
    34. 34.
    35. 35. SCVNGR for Chicago<br />Activating your visitors & your community<br />
    36. 36. Chicago is every progressive….<br />
    37. 37. Best Practices from SCVNGR POV<br /><ul><li>Launch into engaged fun with your target audience(s) | Be there in social fun. Loyalty is the brands character as well!
    38. 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. 39. Leverage the Places your brand owns, sells through or where you engage consumers.
    40. 40. Control the ‘script’ first , last and always and think globally.
    41. 41. Develop reward and recognition systems that tie to loyalty schemes.
    42. 42. Utilize brand assets (character, essence or spokespeople) for fun.
    43. 43. Leverage Key Partners | Place, Play or Reward partners.
    44. 44. Mutual activation of Facebook fans.
    45. 45. Develop themes of Engagement | Product | Service | Seasons | Social | Sports…
    46. 46. Initiate virtual goods strategy and planning.
    47. 47. Gamification touches everything | Be in the game.</li></li></ul><li>SCVNGR is the game layer on top of the world…<br />and it’s about to get a lot more fun.<br />Chris Mahl<br />SVP & Chief Brand Alchemist | SCVNGR<br />chris@scvngr.com<br />1.617.444.9658<br />Twitter: ChrisMahlNY<br />Play SCVNGR. www.scvngr.com<br />
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