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

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 Presentation Transcript

  • 1. TheGamificationofTourism:CreatinguniquetravelexperiencesusingsocialmediaTTIATravel&TourismCollege2013< Yep,wemadethatup
  • 2. YourInstructorsSarahPagePrincipalSarahT.PageConsulting@PageTXRyanThompsonFounder&CEOAria@RyanAThompson
  • 3. CreatinguniquetravelexperiencesusingsocialmediagamesSo,whyamIhere
  • 4. SocialGamification?
  • 5. Principles
  • 6. Itsentertainment. Branded.Your audience has to have fun or theydisengage. You’re P.T. Barnum
  • 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. UnderstandOutcomes.What’s the end goal? Awareness, Engagement,Conversion? Knowing your objectives willprovide clarity in game design
  • 9. Tag,Flag,Hunt...Don’t overcomplicate things. Social games generallymimic kids’ games. Capture the flag, ScavengerHunts and races are all socially effective
  • 10. ConsumerBenefits
  • 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. Educated.Entertainment.The best social games educate often without theconsumer realizing. They have a blast and walkaway with new destination knowledge
  • 13. Rewardedloyalty.Its simple quid pro quo. They play, you reward,they’re entertained and appreciative and all thiscreates loyalty and memorability
  • 14. DMOBenefits
  • 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. ElevatedAwareness.Modern consumers are smart and caneasily detect when they’re being sold. Thisis entertainment and they’ll love you for it
  • 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. SocialGamingExamplesinTourismEnoughtheory! Showme!
  • 19. Case StudySocial Media ScavengerHunt Texas A&M University
  • 20. http://youtu.be/XOR_B1CJFF8Case Study / Social Media Scavenger Hunt Texas A&M University
  • 21. Case Study / Social Media Scavenger Hunt Texas A&M University
  • 22. #TAMUhuntCase Study / Social Media Scavenger Hunt Texas A&M University
  • 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. 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. Case StudyDowntown DashChicago, Illinois
  • 26. http://youtu.be/KX6yzoefoaACase Study / Downtown Dash Chicago, Illinois
  • 27. Case Study / Downtown Dash Chicago, Illinois
  • 28. Case Study / Downtown Dash Chicago, Illinois
  • 29. Case Study / Downtown Dash Chicago, Illinois
  • 30. Case Study / Downtown Dash Chicago, Illinois
  • 31. Case StudyTravel MontanaTourism Advisory Council
  • 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. Case Study / Travel Montana Tourism Advisory Council
  • 34. Case Study / Travel Montana Tourism Advisory Council
  • 35. Case Study / Travel Montana Tourism Advisory Council
  • 36. Case Study / Travel Montana Tourism Advisory Council
  • 37. LessonsLearned✓ Find ways to let participantsknow they had solved cluescorrectly✓ Offer pre-game trainingCase Study / Travel Montana Tourism Advisory Council
  • 38. Case StudyI Spy Denton 2012Denton / TTIA
  • 39. ?Case Study / I Spy Denton 2012 Denton / TTIA
  • 40. Case Study / I Spy Denton 2012 Denton / TTIA
  • 41. Case Study / I Spy Denton 2012 Denton / TTIA
  • 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. 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. Planning,Concept&ExecutionSocialGaminginyourDestionation
  • 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. ?ASK: “Why arewe doing this?”
  • 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. ?Timelines,Deliverables,Partners
  • 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. Its aBusinessPlanThe ConceptThe RationaleThe RewardThe Brand Awareness
  • 51. Execute&BePreparedLike a special event, execution must be carefullyscripted and choreographed. Real-time gameswith frequent rewards requires a talented team
  • 52. ?Director,Producers,Writers,Promoters
  • 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. Know your goals, match your metrics
  • 55. TakingitHomeHowcanIuseallthis?
  • 56. Education +Scavenger Hunt +Prize Points
  • 57. Geocaching
  • 58. Itineraries +Gameplay
  • 59. Build yourItinerary
  • 60. ISpyDentonREDUXYep,we’regoingtomakeyouplay
  • 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. Questions/AnswersTakingithome
  • 63. GetthisPresentation:ryan@ariaagency.comsarah@sarahtpage.comSarahPagePrincipalSarahT.PageConsulting@PageTXRyanThompsonFounder&CEOAria@RyanAThompsonSarahTPage.com Aria.co