This Social Innovation Game Plan was produced by Achint Nigam as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

1. 2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submission.
Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.
Finalist: ACHINT NIGAM
Country: INDIA
This Game Plan was created in 4 hours as part
of the LoyaltyGames 2014 World Finals

2. SOCIAL INNOVATION CASE STUDY
LOYALTYGAMES 2014 WORLD FINALS
Submission by:
Achint Nigam
Doctoral Student in Marketing
at Indian Institute of Management, Lucknow, India.

3. Section #1
“Visual Awareness – Create a Memorable 2015
Event”
1.
2. The organizations that could be potential collaborative partners for my symbol
can be
Government hospitals as well as large private run hospitals.
Organizations undertaking CSR initiatives towards child education and women
empowerment.
TV channels, can be asked to be a sponsor.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 2

4. 3. External Events / activities in 2015 that could be part of promoting our
new visual representation are, the forthcoming major sports events like ICC
cricket world cup, cultural festivals, road shows, banners are public places
etc.
4.Mobile marketing can help in initiating a chain of awareness messages.
With permission marketing, once the user give clearance to enroll, mobile
messages can be customized from friends list.
So, for me a message will be like, Hey Achint, your friend Abhishek just
posted a photo on world vision.
Or Mohit just donated 100$ to World vision and helped a poor child in India.
A mms, with a picture, showing a happy face of child, who could survive another
day.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 3

5. 5. Practical Challenges
Getting people committed for supporting a child on a long run – Will mitigate this
by asking the child to send a thankyou note each time the money comes.
How to win the lost players – will ask the player friends to check of the player is
fine, putting social pressure for return.
Getting for-profit corporates to get linked to our cause – target he soft people in
organization, who are feelers towards humans, and show them how we can make
this world better. Such feeler will then may push your pitch harder.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 4

6. Section #2
“Giving Back to Existing Supporters of World Vision”
Middle class emerging economies
My strategy will be to identify and reward the loyal supporters and donors.
But providing monetary incentive will not work, as it will show that we have too much
money. Hence, alternate rewards like tax incentives, other valued incentives need to be
planned.
When a supporter posts, does a word of mouth publicity or makes a donation, a
record is generated for the same using a weighted score for the impact made with
the activity of the supporter/donor.
The weighted score will keep on adding to the supporter/donor account which he
can cash for certain benefits that we can provide.
Such benefits can be like tax incentives, free public transport, some benefits to the
donor kids etc.
We will make monthly , quarterly and yearly score calculation for the effort that
the player has put.
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7. Once this score has been calculated a ranking will be generated so that the
player can know where he/she stands, and what all benefits can be availed.
To be fair and transparent, the players will be having a record for the
activities done by them and their other supporters, so that they know where
do they rank in the process, and what effort can make them better.
The recommendation engine will suggest activities than will get more points
depending upon the players activity.
It is possible that the player is pushing too hard in one dimension, hence the
recommender system will show other options.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 6

8. Epic calling is already there for supporters since they are participating.
The development and accomplishment will be fixed with the points, badges
and leaderboard ranking.
The badges will be monthly given for appreciating the effort.
Supporters will feel empowered with the various choices that they will have
in the reward program.
Supporters will be curious in thinking and calculating which activity they
should do next to gain more in less time, hence making myself more impactful
supporter.
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9. Resources that I will be needing include, a software system that can track
employee activity on daily basis.
A feedback touch point, where supporters can see their performance. This
feedback should have multiple touch points and not single technology
dependent.
The players will be able to check their behavior depending this feedback.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 8

10. Overlap between loyalty and gamification occurs, when loyalty leaves its
monotonicity of fixed action, and gets an emotional touch to it.
So, from a mere 200 points for a ticket, to an experience for choosing XYZ
airlines because this is what you community prefers, so this is what your
lifestyle matches with.
In gamification points and action take a backseat, and emotional connect to
drive behavior comes forward.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 9

11. Since some activities like word of mouth are difficult to measure, we will ask
the supporter to use unique hashtags, and ask the audience to tweet with
that #, more the # more the score you will get.
For online activities the monitoring can be handled with software, by tracking
the donations made, or new members added successfully etc.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 10

12. Section #3
Gamification Design- A Multi-channel Game
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13. Business metrics
More messages posting
More donations
Take survey
Send email
Users
Socializers on Bartle scale, mostly people who think philanthropy is good thing.
Will include all class, all income, since we not only need money, but non monetary help as well.
Desired actions
Add a message and photo to the wall
Donate to vital child health work
Take survey and let us know what do you think about child health
Send an email or meet with government decision makers.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 12

14. User metrics
Number counter for message and photo posted.
Number of likes and comment received on the photo and message.
Amount of donations made till date.
Constant feedback on how many people benefitted in what ways with the donations made.
Incentives
Slow and steady power. From posting to moderation of posts.
From donation to managing a group of children etc.
A detailed analysis of to be used game techniques is attached with this submission
using Yu-Kai Chou Octalysis model in form of a doc file.
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15. Octalysis Level -1 Analysis for make change happen game.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 14

16. Planned this game for all streams, not depending on mobile marketing only.
Once this game is built it can be accessed from laptop., tablet mobile etc.
But keeping future in mind, mobile is the promising technology, as in poor
world as well as rich countries the phones used are shifting to smartphones.
Celebrities like Aamir Khan, Amitabh Bachchan can be enrolled.
8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 15

17. References
Center image taken from http://cmc-
bd.org/index.php?controller=single&idf=article&page=single&p_id=9
www.yukaichou.com/gamification-examples/octalysis-complete-gamification-
framework/#.U9zSDOOSySo
http://www.yukaichou.com/gamification-study/the-strategy-dashboard-for-
gamification-design/#.U90ivOOSySo
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18. 8/4/2014LoyaltyGames 2014 World Finals : Submission by Achint Nigam 17
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