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Katz -- Gamification
 

Katz -- Gamification

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  • GAME designers:Call of Duty, 7 million copies in first 24 hoursiPhone 4: 1.5 million units
  • 50,000 FansWin real world merchandise. 47% of those redeeming bought other items with cashCampus Wars – 7500 students from 1000 colleges around the country+40% increase in viewership for the 18-34 demographic achieving Psych's highest rating in that demo.Best Social-Media Loyalty Program –AdAge Media Vanguard AwardsThese initiatives engaged the fans on a deeper level, provided them with tools to help spread the word and it resulted in a Ratings Lift.For a Content Development company in the multiplatform Entertainment space, this initiative is a huge win across the board.

Katz -- Gamification Katz -- Gamification Presentation Transcript

  • Gamification as a Digital Marketing Strategy
    BOLO 2011
    Dan Katz
    Director, Product Management
  • A little bit about us
    6 years helping businesses increase engagement
    Proven track record with over 100 deployments
    Solution-based approach combining software + services
    A flexible, future-proof platform with over 30 releases
  • Some of the brands we’ve helped
  • The Problem


    - SEO, SEM, Marketing
    Huge potential user base


    Relevant Content
    - Optimized for audience


    User Engagement
    - ?????
  • So how do I get users to:
    Visitmore frequently
    Viewmore pages each visit
    Spendmore time each visit
  • Who has figured out engagement & loyalty?
    Game Designers
    Social Networks
    Airlines & Hotels
    500Mpeople playing games at least 1hr per day
    120M people choosing vendors to earn status & rewards
    750M people sharing 30B pieces of content monthly
    What’s their secret?
  • They’re tapping into 3 Basic Human Motivators
    Rewards
    Progress
    Status
    • To-do lists
    • Levels in games
    • Miles & Points
    • Standings in Sports
    • Job Titles
    • Likes on Facebook
    • Access to exclusives
    • Early boarding/upgrades
    • Discounts & incentives
    In other words, they’re using
    game mechanics to drive loyalty & engagement.
  • Best Practice # 1: Do Something Different
    NBC
    The Office, Dunder Mifflin Infinity
  • Best Practice # 2: Know Your Audience
    Chiquita / Empower Media
    Make your Way to Rio
  • Page Views: 1 Million
    Time on site: 4.5 minutes
    Registered Users: 15,000
  • Best Practice # 3: Engage with Multiple Platforms
    USA Networks
    Club Psych
  • Page Views: 9M > 16M
    Visits/Month: 2 > 4.5
    Time on Site: 14m > 22m
    40% increase in viewership for 18-34 demographic
  • Best Practice # 4: Keep Your Brand Strong
    Stella & Dot
    S &D University
  • Thanks!Dan.Katz@Bunchball.Com