Asia luxury gamification 2012 nov
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Asia luxury gamification 2012 nov

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Presentation given during Gamification World 2012 conference in Singapore

Presentation given during Gamification World 2012 conference in Singapore

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Asia luxury gamification 2012 nov Asia luxury gamification 2012 nov Presentation Transcript

  • Gamification 2.0An Advertising Boost
  • WHY LISTENING TO US?
  • EXPERTS FROM 3 COMPANIES SINGAPORE Games & Gamification since 2011 Clients/Partners: Nespresso, Ubisoft, MDA, NYP, XiLabs, Raymond Weil SINGAPORE FRANCE FRANCE Serious Gaming Digital & Video Gamification Advertising since 2008 More than 100 customers Clients: Cartier, Lancôme, 12 employees in France The Hour Glass, TheBest Serious E-Virtuoses 2012 Economist, CMC Market, Own Social Game Engine Coca-Cola, DELL
  • Mobile Social Gaming WWW.WHAKAN.COM GAME DESIGN, ILLUSTRATION & ANIMATIONS GAME LOGIC CODING & MONETIZATION (FREEMIUM) DAUs/MAUs REPORTS & CONVERSION ANALYSIS COMMUNITY MANAGEMENT
  • GAMIFICATION 2.0
  • A MARKETING SOLUTION Social Gamification is the use of social game design and mechanics to engage people in changing their behaviour and brand conversation. BUZZ TRAFFIC GENERATION83% of Internet users think advertising USER RETENTION USER EXPERIENCE alters their navigation experience FUSION OF KPIs PR & INNOVATION BRANDING COMMUNITY BUILDING Business spending on Gamification will increase from an estimated $242M this year to $2.8B in 2016.
  • RESULTS Of Gamers Of Gamers of FB App User validate opt-in become Fans retention Numbers of Monthly Time spent on the Total products Total productsPages visited visits site (min) sold sold Locita, 2012
  • METRICS ENGAGEMENT LOYALTY Page Views Repeat Visits Unique Visits Refer a Friend Time on Site MONETIZATION VIRALITY Conversion Rates Sharing Virtual GoodsVote & Comments Registration
  • TYPES OF GAMIFICATION FOR BRANDS
  • BRAND-CENTRIC MINDBLOOM « Life Game » that improves the user’s quality of life in a simple and effective way. NIKE+ A band tracks users progress throughout the day, providing real-time feedback visually. VEEV Veev University: make your own cocktails and discover about the brand
  • REWARDS-ORIENTED/ACTION IS KEY SALESFORCE SAVEUPGamified App platform for Salesforce.com Web platform gamifying the ability to track, (badges, points, achievements) consume and promote discounted products (actions trigger rewards, brand education)
  • FUN-DRIVEN/GAME SETTINGS MELVITA Facebook game HONEY FARM eDRF (National Energy agency in France)Strategy game to manage your own honey Raise awareness with in-game problems-solving production. and quests.
  • CREATE EXPERTS & AMBASSADORS STARBUCKS IDEA SAMSUNG NATION Web UGC platform Social loyalty experience: reviews on products, viewFeedbacks, points, leaderboards, forum new products, share links to content, and more.
  • USER-GENERATED VOTING 6,550 Total Votes 268 Total Comments
  • APPLICATIONS
  • E-COMMERCE BOOST SNEAKPEEQ Social shopping/clothing & gourmet food • Action-based purchasing advantages • Time-limited Badges (Peeqs) for more rewards • Consumer actions get pushed to Facebook • 3,000% surge in ‘Buy’ clicks ASIAVINO Social platform selling Premium wines. Gamification: select users who will become part of a VVIP section with special access to exclusive wines privileges.
  • LUXURY JIMMY CHOO “Catch a Choo” Foursquare Scavenger hunt around London. 1) sneakers “check in” somewhere in the city 2) anyone quick enough to arrive picks a pair. Simple concept, in-line with the products. MARC JACOBS "Bang Youre It,“ “Bang” your friends by giving their profile photos the crumpled look of the perfume bottle to win prizes Real social elements in-line with the brand.
  • FINANCE BBVA Game for bank users (challenges, badges, points to get real rewards) 37,000 users in 2 months CREDIT AGRICOLE Crowdfunding banking microsite. Different tone. Replicate succesful models (Kickstarter) to keep control/get closer. IND GAMIFICATION • Social Points (for sharing) • Payment Points (for making bill payments, direct debits,…) • Saver Points (for saving, reaching savings goals)
  • IT ADOBE PLAY NICE-LY Photoshop initiative to allow exchange ofPlatform for collaboration (knowledge base, tips) knowledge and leaderboard competition and competition (coding goals, points, status) between designers, companies, photographers
  • B2B Gamification at Dell World UBM TechWeb – Great IT challengePush conference attendees to participate and interact. Trivia contest campaign to test IT execs Users received points and badges for checking in, knowledge of tech topics. downloading content, sharing on social media.
  • B2B CASE 1: HITACHI Quiz Treasure Hunt Results Users navigate through Hitachi’s YouTube & The “Quiz Campaign” generated 8,000 visitors, 604 Facebook answering product questions. leads, 43% uplift in Facebook user engagement. At the Globe Campaign end of its life in October of last year, the “GlobeTestimonials and studies are spread over this Campaign” had yielded 14,580 visitors, 369 leads, 494virtual world, compelling users to play with it. engagements, and 9,000 clicks on collateral.
  • B2B CASE 2: REDCRITTER Agile project management Results Objective: Engage, drive behaviours. Increased user engagement with project management Solution: Project management support; activities, better productivity (50%) and improvedvisibility into employee skill sets; complete project tracking & reporting. projects to earn rewards; badges.
  • INTERNAL/HR BLUEWOLF CONSULTING MARRIOTT INTERNATIONALChallenge: getting employees to share knowledge. Challenge: extra 50,000 staff in 2012.Solution: social resources center, social profile page, Discover top potential talent via ‘My actions rewarded, challenges to solve, status and Marriott Hotel’ on Facebook, gamers team leaderboards. manage a ‘virtual’ hotel.
  • ENGAGE VIAGAMIFICATION
  • 4 Key User Engagement Factors ACT Express CompeteCONTENT USERS Explore Collaborate INTERACT
  • Key User Engagement Actions ACT Create Decorate Win Challenge Design Build Purchase Showoff Customize Choose Compare TauntCONTENT PLAY View Collect Comment Like Vote Rate Greet Share Curate Review Help Give INTERACT
  • Examples ACTCONTENT PLAY INTERACT
  • IMPLEMENTATION FOR LUXURY BRANDSSOME ADVICES• Respect brand DNA• Users are not after free content or products• Users want exclusive status and privileged access to the brand• Create Ambassadors rather than Consumers• Customer behaviour is key: go for Social CRM (surveys, relationship capital) and metrics• Not Free stuff, but more Time to spend more
  • Key requirements to implementVALUEYour product must have intrinsic value and the Gamification plan only builds around it.PLATFORMYou must decide which platform will support it:1. Conduct survey?2. Main site? Microsite? Social Network? Mobile-only? Real-world? A mix?PART OF MARKETING PLANGamification requires specific mechanics and expertise over time, but it needs to besupported by other marketing techniques.PRODUCTIONGamification involves community management, stats & tracking, multiple iterations andregular updates sometimes over a 6 to 12 months period.EXPERTISEAccept value of a Gamification marketer, who knows how to:1. Bring fun & relieve stress2. Create compelling narratives3. Generate conversion & Monetize based on Metrics
  • Gamification 2.0Classic Gamification Social Gamification• Rewards & Achievements• Badges • Customization/Profile• Ranking & Leaderboards • Real-time feedbacks• Competition • Badges 2.0: Branded collectibles • Multi-Social integration • Collaboration • International: Localization • Technology: QR codes, NFC-enabled products, Augmented-Reality, Geoloc • Design: Create a brand gaming identity • Real-world Gamification • Crowdsourcing
  • ALBAN VILLANI Director – FOREVER YOUNGalban@foreveryoungcreative.com +65 9780 6444