Signal Austin: The Leveraging Local Conversation<br />Austin, tx March 10th, 2011<br />
Case Study<br />Game Mechanics is the New Brand Engagement<br />Speaker<br />Chris Mahl<br />SVP & Chief Brand Alchemist<b...
SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Chris Mahl<br />Senior Vice Presiden...
Organizations Building on SCVNGR<br />
Challenges<br />Brand’s building the game layer<br />
Case Study: Buffalo Wild Wings<br />Goals and concepts<br />
Integrated<br />3 custom challenges<br />730 BWW Locations<br />3 in-restaurant rewards<br />Web leaderboard with grand pr...
Challenges<br />Themed around March Madness, boneless wings, and “Tablegating”<br />
Playing @ Locations @ Scale | Results<br />CHALLENGES DONE<br />2,196<br />2,196<br />0<br />1,706,047<br />UNIQUE PLAYERS...
Brand Engagement @ Location<br />Time engaged leads to loyalty, discovery, community and…<br />9-15+minutes<br />Brand <br...
of active, branded consumer engagement…<br />Play SCVNGR<br />2.3 years…<br />
SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Chris Mahl<br />Senior Vice Presiden...
Chris Mahl, SCVNGR
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Chris Mahl, SCVNGR

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Chris Mahl, SCVNGR

  1. Signal Austin: The Leveraging Local Conversation<br />Austin, tx March 10th, 2011<br />
  2. Case Study<br />Game Mechanics is the New Brand Engagement<br />Speaker<br />Chris Mahl<br />SVP & Chief Brand Alchemist<br />SCVNGR<br />
  3. SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Chris Mahl<br />Senior Vice President<br />Play SCVNGR. www.scvngr.com<br />
  4. Organizations Building on SCVNGR<br />
  5. Challenges<br />Brand’s building the game layer<br />
  6. Case Study: Buffalo Wild Wings<br />Goals and concepts<br />
  7. Integrated<br />3 custom challenges<br />730 BWW Locations<br />3 in-restaurant rewards<br />Web leaderboard with grand prizes<br />Robust promotion plan<br />
  8. Challenges<br />Themed around March Madness, boneless wings, and “Tablegating”<br />
  9. Playing @ Locations @ Scale | Results<br />CHALLENGES DONE<br />2,196<br />2,196<br />0<br />1,706,047<br />UNIQUE PLAYERS<br />1 in 3 players returned <br />to play again<br />CHALLENGES / PLAYER<br />This shows a massive depth of engagement with the brand – beyond just a check-in!<br />9,950<br />SOCIAL IMPRESSIONS*<br />Bonus:<br />Player-created<br /> Challenges<br />On average, 45% of challenges are posted to Facebook or Twitter<br />*Estimated based on gameplay averages<br />
  10. Brand Engagement @ Location<br />Time engaged leads to loyalty, discovery, community and…<br />9-15+minutes<br />Brand <br />Engagement<br />Measured In Time<br />10 seconds<br />+<br />30 seconds to comment<br />5 seconds<br />
  11. of active, branded consumer engagement…<br />Play SCVNGR<br />2.3 years…<br />
  12. SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Chris Mahl<br />Senior Vice President & Chief Brand Alchemist<br />chris@scvngr.com<br />@ChrismahlNY<br />Play SCVNGR. www.scvngr.com<br />

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