MoMo Hamburg | Pug Pharm, Gamifying a Brand

Brand Engagement the Pug Pharm Way…Goals• Give brands a new and exciting way to connect with their customers• Provide engaging social online activities directly tied to real-world promotions/campaigns• Offer real-world prizes and rewards for participation and proven loyaltyTechnologyPug Pharm Productions is a technology company that offers an engagement platform with three maincomponents: core gamification features (providing rewards for completing desired actions); a virtual-itemcollection system; and a mechanism for connecting users with similar interests.Implementation OverviewCustomers interact with the online system through a web browser or iPhone/Smartphones applications.Users will collect rich, branded “virtual items” by participating on online activities, mini-games, or evenscanning QR codes displayed in-store, on TV commercials, and even at live events. They will use theseitems to participate in a series of themed “collection challenges.” These challenges are conducted through“connection boards,” which provide the ability to inter-connect customers who have assembled similarcollections, thus creating fun and engaging social networking opportunities. Customers will be able to earnspecial rewards and prizes for collecting rare items, completing sets, reaching point thresholds, and beingon top of the leaderboard.Activity DetailsThe “gamification” activities can either run for a limited time or even year-round. These campaignsgenerally include the following elements:• Sets of branded virtual items are created specific to product lines, features, themed campaigns, and special event. Virtual items can be earned by users through nearly any online activity or through redeeming single-use/QR codes (recognizable by mobile devices and incorporated into printed materials, menus, advertising campaigns, and signage).• Customers use their inventory of items to create personalized collections in themed/sponsored “connection boards.” Examples include, “10 Things that go great with Pepsi,” or “My Rona Dream Kitchen” boards.• By creating item collections, users are automatically connected online to others who also created similar collections—providing a very powerful networking and community engagement opportunities.• Sponsored promotions would award prizes for collection-based challenges where users would be required to:

• Complete a full collection of themed/branded items• Collect extremely rare, single-instance items• Accumulate the most connections/friends by the end of the event, etc.

The User ExperienceThe following sample user-flow demonstrates one of many scenarios possible within this framework. Inparticular, it highlights how items acquired by desired customer actions can be intrinsically linked with thesocially-connecting “Connection Boards.” This is one of literally thousands of possible scenarios—limitedonly by the ways users can win/earn items, item variety, and connection boards available. Customers can obtain items through a variety of online and offline activities, including website actions, online surveys, mini-games, live events, retail locations, and geo-location check-ins. Successful outcomes offer the users a random collection of virtual items from which to select the reward. These branded virtual items are collected and added to their online inventory, each with their own iconic image, long descriptions, scarcity/points values, and even external links. Collecting certain items can even earn the customer real- world rewards and prizes! “Connection Boards” provide an innovative collection/social networking hook. Users arrange their collected items into these themed/sponsored boards. Examples can include “My favorite Pizza Hut toppings,” or “Travelocity’s ‘Things I would take to a desert island’ Challenge.”

Completing collection boards triggers the “matchmaking” system, which scans to find other users who have made similar choices. It is a true social networking experience, creating immediate connections between people who have similar tastes, attitudes, and interests. Users get points for making these connections, befriending others, trading items, sending messages, etc. Dynamic leaderboards track and recognize the most active customers around important qualities such as most social connections made, most brand interactions, and most item sets collected. And users can continue to access their collections and connections through a full web interface at any time—allowing them to remain engaged with the brand and community long after the campaign has ended.Brand BenefitsInteractive experiences built using Pug Pharm’s “Social Networking Online – Game Engine” (SNO-GE) platform supports several business goals:Brand Objectives & Strategies Example outcomesIncreased brand recognition • Users “hunt” for prestigious and rare items, showcasing and gifting them to their social network • Targeted, special interest game boards connect ad-hoc communities of like-minded users • Click-through links provide call-to-action rewards (coupons, discount codes, downloads, etc.) • New potential customers in players social network discover brandIncreased site traffic • Desire for enriched gameplay brings current and new customers back to the brand site again and againPerson-to-person referrals • Customers use their in-game network to find and provide recommendations for purchases and entertainmentIncrease conversion rate • Customers make on-line or real-world purchases in order to earn rewardsCustomer engagement • Customers are rewarded for complete tasks such as filling out profiles, signing up for newsletters, and making purchases resulting in enhanced engagement and an enriched player experienceIncrease brand loyalty • Coupons/discount codes revealed through items to players and their connections, brining potential new customers to the siteUncover customer preferences • “Best practices” data for how coupons are distributed and usedand attitudes • Increased awareness about preferences, beliefs, and attitudesCampaign-based calls to action • Customers exhibit a higher rate of completion of tasks on website • Increase in key metrics such as time on site, sign-ups and sales

Social Networking Online–Game Engine (SNOGE) Platform FeaturesSocial Networking Gameplay• User Profiles, Email Verification • Game Boards (Permalinked, Facebook/Twitter Updating)• Interest-based Matchmaking • Variable Collection Boards• Friends Lists • Variable Connection Boards• User-to-user Messaging • Virtual Item Compatibility Checks• Profile Image Upload • Tutorials• Facebook Connect Login • Mini Games, Activities, Challenges• Public/private Tagging • Point/Scoring SystemVirtual Items • Customizable Levels, Achievements,• Item Pools and User Inventories Rewards• Gifting (to friends or external email • Active Leader Boards addresses) Support• Expiration and Insertion Dates • Full Back Office Suite, User Management,• Rich Gameplay Qualities (Long Item Management, Collection Board Descriptions, External Links, Quality Management Scores, etc.) • Admin system-wide Messaging• Permalinks to Unique Item Instances • Activity Logs• Item Creation Workflow • Item Creation Tool• Facebook/Twitter Updating• Unique Instance Scarcity ModelSNO-GE offers all of the necessary elements to run successful interactive campaigns includingpoints, levels, virtual currency, badges, and powerful analytics capabilities. Branded virtual itemscan represent just about any interests or theme—such as branded merchandise, themed objects,famous people, and more. And the socially connecting gameplay gives users fun and engagingways to use their virtual items to make meaningful connections with other like-minded users,expanding and enriching the brand community experience. SNO-GE platform is managed througha simple Campaign Manager that makes it quick and easy to design campaign rules and rewardsthat motivate and encourage engagement and participation with brands.ContactPug Pharm Productions Inc.www.pugpharm.com, hsamson@pugpharm.com

MoMo Hamburg | Pug Pharm, Gamifying a Brand

by axelhoehnke on Nov 20, 2011

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MoMo Hamburg | Pug Pharm, Gamifying a Brand — Document Transcript