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Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
Chris Mahl, SCVNGR
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Chris Mahl, SCVNGR

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  • 1. Signal Austin: The Leveraging Local Conversation<br />Austin, tx March 10th, 2011<br />
  • 2.
  • 3. Case Study<br />Game Mechanics is the New Brand Engagement<br />Speaker<br />Chris Mahl<br />SVP &amp; Chief Brand Alchemist<br />SCVNGR<br />
  • 4. 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 />
  • 5. Organizations Building on SCVNGR<br />
  • 6. Challenges<br />Brand’s building the game layer<br />
  • 7. Case Study: Buffalo Wild Wings<br />Goals and concepts<br />
  • 8. 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 />
  • 9. Challenges<br />Themed around March Madness, boneless wings, and “Tablegating”<br />
  • 10. 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 />
  • 11. 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 />
  • 12. of active, branded consumer engagement…<br />Play SCVNGR<br />2.3 years…<br />
  • 13. SCVNGR is a game.<br />Playing is simple: Go places. Do challenges. Earn points!<br />Chris Mahl<br />Senior Vice President &amp; Chief Brand Alchemist<br />chris@scvngr.com<br />@ChrismahlNY<br />Play SCVNGR. www.scvngr.com<br />

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