TheGamificationofTourism:CreatinguniquetravelexperiencesusingsocialmediaTTIATravel&TourismCollege2013< Yep,wemadethatup
YourInstructorsSarahPagePrincipalSarahT.PageConsulting@PageTXRyanThompsonFounder&CEOAria@RyanAThompson
CreatinguniquetravelexperiencesusingsocialmediagamesSo,whyamIhere
SocialGamification?
Principles
Itsentertainment. Branded.Your audience has to have fun or theydisengage. You’re P.T. Barnum
Easy.Convenient.LowBarriers.The “next big thing” in the app world may be cool butultimately convenience matters. If you wa...
UnderstandOutcomes.What’s the end goal? Awareness, Engagement,Conversion? Knowing your objectives willprovide clarity in g...
Tag,Flag,Hunt...Don’t overcomplicate things. Social games generallymimic kids’ games. Capture the flag, ScavengerHunts and...
ConsumerBenefits
Play.Prize.Pride.Game play is fun and social has made it acceptablefor adults. Combine that with a chance to win andtake t...
Educated.Entertainment.The best social games educate often without theconsumer realizing. They have a blast and walkaway w...
Rewardedloyalty.Its simple quid pro quo. They play, you reward,they’re entertained and appreciative and all thiscreates lo...
DMOBenefits
TheBestofnon-Advertising.Modern consumers are smart and caneasily detect when they’re being sold. Thisis entertainment and...
ElevatedAwareness.Modern consumers are smart and caneasily detect when they’re being sold. Thisis entertainment and they’l...
DeeperEngagement.Its doesn’t end at awareness. Gameplay requiresparticipation equalling engagement. But this isn’t“read my...
SocialGamingExamplesinTourismEnoughtheory! Showme!
Case StudySocial Media ScavengerHunt Texas A&M University
http://youtu.be/XOR_B1CJFF8Case Study / Social Media Scavenger Hunt Texas A&M University
Case Study / Social Media Scavenger Hunt Texas A&M University
#TAMUhuntCase Study / Social Media Scavenger Hunt Texas A&M University
TextSo #TAMUhunt ended with avisit with none other thanPresident Loftin! I got abowtie! We chattedabout NASA and Aggiewome...
Case Study / Social Media Scavenger Hunt Texas A&M UniversityLessonsLearned✓ Not all had Aggie apparel✓ Students had fun /...
Case StudyDowntown DashChicago, Illinois
http://youtu.be/KX6yzoefoaACase Study / Downtown Dash Chicago, Illinois
Case Study / Downtown Dash Chicago, Illinois
Case Study / Downtown Dash Chicago, Illinois
Case Study / Downtown Dash Chicago, Illinois
Case Study / Downtown Dash Chicago, Illinois
Case StudyTravel MontanaTourism Advisory Council
Case Study / Travel Montana Tourism Advisory Council‣To have a fun event afterextensive meetings‣To get people mingling wi...
Case Study / Travel Montana Tourism Advisory Council
Case Study / Travel Montana Tourism Advisory Council
Case Study / Travel Montana Tourism Advisory Council
Case Study / Travel Montana Tourism Advisory Council
LessonsLearned✓ Find ways to let participantsknow they had solved cluescorrectly✓ Offer pre-game trainingCase Study / Trav...
Case StudyI Spy Denton 2012Denton / TTIA
?Case Study / I Spy Denton 2012 Denton / TTIA
Case Study / I Spy Denton 2012 Denton / TTIA
Case Study / I Spy Denton 2012 Denton / TTIA
Case Study / I Spy Denton 2012 Denton / TTIACaptured the brand essence of Denton½ spent $20 or more = new revenue½ stayed ...
LessonsLearned✓ Build upon competitiveness✓ Increase frequency of prizes✓ See other entries/photos✓ App training in advanc...
Planning,Concept&ExecutionSocialGaminginyourDestionation
BeStrategic.This stuff is fun but don’t lose site of the situation.This is serious business and you’re looking for aresult...
?ASK: “Why arewe doing this?”
PlantheWork.WorkthePlan.Don’t underestimate the effort. This is an event,much like a festival. It takes thorough planninga...
?Timelines,Deliverables,Partners
Concept&ChallengeCreating your concept is critical and we don’tjust mean creative design. What it is, thebusiness objectiv...
Its aBusinessPlanThe ConceptThe RationaleThe RewardThe Brand Awareness
Execute&BePreparedLike a special event, execution must be carefullyscripted and choreographed. Real-time gameswith frequen...
?Director,Producers,Writers,Promoters
Remember,itsabouttheResultsIts all fun and games....except its not. Socialgaming is a marketing channel and your campaigni...
Know your goals, match your metrics
TakingitHomeHowcanIuseallthis?
Education +Scavenger Hunt +Prize Points
Geocaching
Itineraries +Gameplay
Build yourItinerary
ISpyDentonREDUXYep,we’regoingtomakeyouplay
iSpyDent nT W O T H O U S A N D T H I R T E E NHow it works:The photos on the rightrepresent unique features ofDowntown De...
Questions/AnswersTakingithome
GetthisPresentation:ryan@ariaagency.comsarah@sarahtpage.comSarahPagePrincipalSarahT.PageConsulting@PageTXRyanThompsonFound...
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The Gamification of Tourism: Creating Unique Travel Experiences using Social Games

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People love a challenge, but even more, they love to have fun. You want them to come have fun at your destination - and you can encourage them to spend some money while they're there, that doesn't hurt either. So how can you tap into that motivation to draw people to you and keep ‘em coming back?

Gamification, the application of game-play thinking to non-traditional situations, is fast gaining popularity. And, why wouldn’t it? It feeds off of the same keep-me-entertained lifestyle we’ve all grown so accustomed to.

In this presentation we’ll take a look at the good, the bad and the ugly of the “gamification” phenomenon. We’ll review some virtual games and challenges that DMOs and travel operators have created through Facebook, Twitter, Instagram and other social media platforms to learn from their successes and their early mistakes.

We’ll also help you build an essential checklist of need-to-knows so you can get started gamifying your destination.

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The Gamification of Tourism: Creating Unique Travel Experiences using Social Games

  1. 1. TheGamificationofTourism:CreatinguniquetravelexperiencesusingsocialmediaTTIATravel&TourismCollege2013< Yep,wemadethatup
  2. 2. YourInstructorsSarahPagePrincipalSarahT.PageConsulting@PageTXRyanThompsonFounder&CEOAria@RyanAThompson
  3. 3. CreatinguniquetravelexperiencesusingsocialmediagamesSo,whyamIhere
  4. 4. SocialGamification?
  5. 5. Principles
  6. 6. Itsentertainment. Branded.Your audience has to have fun or theydisengage. You’re P.T. Barnum
  7. 7. Easy.Convenient.LowBarriers.The “next big thing” in the app world may be cool butultimately convenience matters. If you wantparticipation, use tools they know
  8. 8. UnderstandOutcomes.What’s the end goal? Awareness, Engagement,Conversion? Knowing your objectives willprovide clarity in game design
  9. 9. Tag,Flag,Hunt...Don’t overcomplicate things. Social games generallymimic kids’ games. Capture the flag, ScavengerHunts and races are all socially effective
  10. 10. ConsumerBenefits
  11. 11. Play.Prize.Pride.Game play is fun and social has made it acceptablefor adults. Combine that with a chance to win andtake the crown and you’ve got gold
  12. 12. Educated.Entertainment.The best social games educate often without theconsumer realizing. They have a blast and walkaway with new destination knowledge
  13. 13. Rewardedloyalty.Its simple quid pro quo. They play, you reward,they’re entertained and appreciative and all thiscreates loyalty and memorability
  14. 14. DMOBenefits
  15. 15. TheBestofnon-Advertising.Modern consumers are smart and caneasily detect when they’re being sold. Thisis entertainment and they’ll love you for it
  16. 16. ElevatedAwareness.Modern consumers are smart and caneasily detect when they’re being sold. Thisis entertainment and they’ll love you for it
  17. 17. DeeperEngagement.Its doesn’t end at awareness. Gameplay requiresparticipation equalling engagement. But this isn’t“read my newsletter”. Its fun, rewarding and deeper
  18. 18. SocialGamingExamplesinTourismEnoughtheory! Showme!
  19. 19. Case StudySocial Media ScavengerHunt Texas A&M University
  20. 20. http://youtu.be/XOR_B1CJFF8Case Study / Social Media Scavenger Hunt Texas A&M University
  21. 21. Case Study / Social Media Scavenger Hunt Texas A&M University
  22. 22. #TAMUhuntCase Study / Social Media Scavenger Hunt Texas A&M University
  23. 23. TextSo #TAMUhunt ended with avisit with none other thanPresident Loftin! I got abowtie! We chattedabout NASA and Aggiewomen’s basketball. - Nicole, PhD studentCase Study / Social Media Scavenger Hunt Texas A&M University
  24. 24. Case Study / Social Media Scavenger Hunt Texas A&M UniversityLessonsLearned✓ Not all had Aggie apparel✓ Students had fun / made friends✓ They wanted harder clues✓ Students found social shortcuts✓ Need for modification✓ Hashtags help
  25. 25. Case StudyDowntown DashChicago, Illinois
  26. 26. http://youtu.be/KX6yzoefoaACase Study / Downtown Dash Chicago, Illinois
  27. 27. Case Study / Downtown Dash Chicago, Illinois
  28. 28. Case Study / Downtown Dash Chicago, Illinois
  29. 29. Case Study / Downtown Dash Chicago, Illinois
  30. 30. Case Study / Downtown Dash Chicago, Illinois
  31. 31. Case StudyTravel MontanaTourism Advisory Council
  32. 32. Case Study / Travel Montana Tourism Advisory Council‣To have a fun event afterextensive meetings‣To get people mingling witheach other‣To introduce people to a newside of Kalispell
  33. 33. Case Study / Travel Montana Tourism Advisory Council
  34. 34. Case Study / Travel Montana Tourism Advisory Council
  35. 35. Case Study / Travel Montana Tourism Advisory Council
  36. 36. Case Study / Travel Montana Tourism Advisory Council
  37. 37. LessonsLearned✓ Find ways to let participantsknow they had solved cluescorrectly✓ Offer pre-game trainingCase Study / Travel Montana Tourism Advisory Council
  38. 38. Case StudyI Spy Denton 2012Denton / TTIA
  39. 39. ?Case Study / I Spy Denton 2012 Denton / TTIA
  40. 40. Case Study / I Spy Denton 2012 Denton / TTIA
  41. 41. Case Study / I Spy Denton 2012 Denton / TTIA
  42. 42. Case Study / I Spy Denton 2012 Denton / TTIACaptured the brand essence of Denton½ spent $20 or more = new revenue½ stayed in town / explored next day
  43. 43. LessonsLearned✓ Build upon competitiveness✓ Increase frequency of prizes✓ See other entries/photos✓ App training in advance✓ Test technology challengesCase Study / I Spy Denton 2012 Denton / TTIA
  44. 44. Planning,Concept&ExecutionSocialGaminginyourDestionation
  45. 45. BeStrategic.This stuff is fun but don’t lose site of the situation.This is serious business and you’re looking for aresult. It starts with strategy
  46. 46. ?ASK: “Why arewe doing this?”
  47. 47. PlantheWork.WorkthePlan.Don’t underestimate the effort. This is an event,much like a festival. It takes thorough planningamong internal employees and external stakeholders
  48. 48. ?Timelines,Deliverables,Partners
  49. 49. Concept&ChallengeCreating your concept is critical and we don’tjust mean creative design. What it is, thebusiness objective, the creative rationale and theconsumer reward are all critical
  50. 50. Its aBusinessPlanThe ConceptThe RationaleThe RewardThe Brand Awareness
  51. 51. Execute&BePreparedLike a special event, execution must be carefullyscripted and choreographed. Real-time gameswith frequent rewards requires a talented team
  52. 52. ?Director,Producers,Writers,Promoters
  53. 53. Remember,itsabouttheResultsIts all fun and games....except its not. Socialgaming is a marketing channel and your campaignis a marketing investment like any other
  54. 54. Know your goals, match your metrics
  55. 55. TakingitHomeHowcanIuseallthis?
  56. 56. Education +Scavenger Hunt +Prize Points
  57. 57. Geocaching
  58. 58. Itineraries +Gameplay
  59. 59. Build yourItinerary
  60. 60. ISpyDentonREDUXYep,we’regoingtomakeyouplay
  61. 61. iSpyDent nT W O T H O U S A N D T H I R T E E NHow it works:The photos on the rightrepresent unique features ofDowntown Denton.Your challenge is:1. Using the photo clues (right) andthe color-coded map (flip me over),find these unique spots aroundDenton Square2. At each site, there’s an accompanyingchallenge (hint, it’s underneath thephoto clue on the right)ter, completeTake a photo of your favorite flagTweet the name of one of this week’snightly drink specials or musical actsSnap a pic of this renowned live musicvenue or Tweet an act coming upTake a photo or Tweet the name of thebeer on the surfboard hanging insideTake a photo or Tweet your favorite picof a celebrity or old ad on the wallTake a photo showing how youexercised this optionTake a photo or Tweet direcation right off th
  62. 62. Questions/AnswersTakingithome
  63. 63. GetthisPresentation:ryan@ariaagency.comsarah@sarahtpage.comSarahPagePrincipalSarahT.PageConsulting@PageTXRyanThompsonFounder&CEOAria@RyanAThompsonSarahTPage.com Aria.co

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