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Chris Mahl, SCVNGR

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

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