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Chiquita Gets its Game On
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Chiquita Gets its Game On

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Empower presented at 20111 WOMMA Summit with client Chiquita and partner Bunchball on gamification. Here's the deck.

Empower presented at 20111 WOMMA Summit with client Chiquita and partner Bunchball on gamification. Here's the deck.


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  • 1. Chiquita Gets ItsGame On
  • 2. Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermmCassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquitaSteve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball
  • 3. In a single tweet?Brands can tap gamification fun to reach realbusiness goals, engage consumers and end“one & done syndrome.” #ChiquitaWOMMA
  • 4. Reinforce Fun
  • 5. Brand = Badges 250,000,000 Stickers In Market
  • 6. The Engagement Dilemma I have high brand awareness, HH …so how do we add penetration, low value AND engageinvolvement purchase brand advocates?? and limited packaging…
  • 7. A simple sidewalk???
  • 8. Or a treacherous, death defying walk!
  • 9. A boring drive home…
  • 10. Or a race to the checkered flag!
  • 11. Games becamepopular.People reached forgames forAccomplishmentoutside reality.
  • 12. Games are everywhere – Everyone is a gamer • 120M people are enrolled in travel award programs • Starbucks is awarding points and badges for store visits • 200M+ people play social games with only virtual rewards
  • 13. Who has figured out engagement & loyalty? Game Designers Social Networks Airlines & Hotels 500M People 750M+ People 120M Peopleplaying games at least sharing & commenting choosing vendors to earn 1hr per day 4 hours every day 500B points per year What’s their secret?
  • 14. Addressing 3 Basic Human MotivatorsAchievement Status RewardsLevels in games Standings/leaderboards Access to exclusives Miles & points Job titles at work Early boarding/upgrades Progress bars Likes on Facebook Discounts & incentives In other words, they’re using game mechanics to drive engagement & loyalty.
  • 15. Fixing the“One andDone”Will it everhappenagain???
  • 16. We workhard for this. Engage?? Attract Satisfy Traffic Optimization Content(SEM, PPC, Display, Email) Optimization (A/B Testing, Copy, Creative) And this.
  • 17. ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn]1. Applying the mechanics of gaming to non-gaming activities to change people’s behavior.2. Integrating game dynamics and game mechanics to drive participation and engagement. 18
  • 18. Gamification drives participation/engagement.Participation/engagement drives business value. 19
  • 19. Pioneering Gamification since 2007 Founded in 2005 Created gamification in 2007 First customer: NBC’s The Office Work with over 100 customers Engage over 125M users Power over 14B actions
  • 20. Combining Experience & TechnologyGamification Expertise Nitro Motivation Platform4+ years deploying gamification Powerful, scalable & proven engine Experience in B2C & B2B Seamless integration across platformsFocus on sustainable user value Cloud-based and constantly updated
  • 21. Multi-Layered Experience
  • 22. The 7 Things To Take Away 1) Progress: Bars, Levels, Points, Badges, Customization – we like to see our progress 2) Missions: Provide multiple long-and-short-term aims for players to tackle 3) Credit: track & reward effort, not just achievement 4) Feedback: tangibly link actions to consequences 5) Surprise: add the Element of Uncertainty to drive and sustain interest 6) People: were most engaged by people – especially collaborating in groups 7) Engagement: games are tuned to dole out rewards that engage the brain and keep us wanting more
  • 23. Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermmCassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquitaSteve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball