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Chris Mahl, SCVNGR

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Signal Chicago 2012
Signal Chicago 2012
Technology
1 of 14
Signal Austin: The Leveraging Local Conversation Austin, tx March 10th, 2011
Case Study Game Mechanics is the New Brand Engagement Speaker Chris Mahl SVP & Chief Brand Alchemist SCVNGR
SCVNGR is a game. Playing is simple: Go places. Do challenges. Earn points! Chris Mahl Senior Vice President Play SCVNGR. www.scvngr.com
Organizations Building on SCVNGR
Challenges Brand’s building the game layer
Case Study: Buffalo Wild Wings Goals and concepts
Integrated 3 custom challenges 730 BWW Locations 3 in-restaurant rewards Web leaderboard with grand prizes Robust promotion plan
Challenges Themed around March Madness, boneless wings, and “Tablegating”
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
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
of active, branded consumer engagement… Play SCVNGR 2.3 years…
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
Chris Mahl, SCVNGR

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Chris Mahl, SCVNGR

  • 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
  • 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