GWC14: Bastian Kneissl - Location based engagement: the star gate for interaction marketing

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Presentation from Bastian Kneissl talk at Gamification World Congress 2014

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  • Intro person
    Sports Enthusiast
    Gamification on Location

  • - mdays
  • - mdays
  • - mdays
  • Location based Engagement is the opportunity to interact with users on location using game elements
  • People are standing on the St. Peters Square to honour the died pope Johannes Paul
  • People standing at the same place and waiting to honour the new pope Franziskus
    Everbody uses a smartphone to remember the moment
    This shows how the media usage changed
  • Marketing Mix
    Social Media became very famous
    2014 Mobile device changed how media is used but did brands change how they do marketing?
  • The new media landscape has changed how marketers reach their consumer
    With 5000 commercial messages each day we get overcrowded with ad dumps
    Content and Engagement marketing become the most powerful marketing asset  build a lighthouse and let the advertising shine
  • Make it easier for them to connect, creat, curate and build your community
  • Targeting  Atomic wants to reach Perfomance Skiers, ski fast, ski long distance, ski on flat hard slopes, age between 20 – 40
    Branding  Choosing Magazine, Banner ads, Sponsorships and Tesimonials
    Social Customer Dialog  Try to communicate with core fan group
    The goal of all these meaures is: to sell products mainly in retail stores
    They have no real picture about the expenses they are spending
    Now the point comes where the smartphone is becoming the core communication device
    On Location communication: users using the web browser, facebook, twitter... on location, needs to be reached on location with high value on location ads
    On Activity Communication:

  • The symbol for that is the Stargate
    You change the codes and the stargate rotates and opens the door to all kinds of planets in the universe
  • On Location Communication
    How we do it: User starts the tracker screen, via GPS the App recognize where the user is and changes the design to the recent location, eG Sölden
  • The new media landscape has changed how marketers reach their consumer
    Content and Engagement marketing become the most powerful marketing asset
    5000
  • The new media landscape has changed how marketers reach their consumer
    Content and Engagement marketing become the most powerful marketing asset
    5000
  • The new media landscape has changed how marketers reach their consumer
    Content and Engagement marketing become the most powerful marketing asset
    5000
  • GWC14: Bastian Kneissl - Location based engagement: the star gate for interaction marketing

    1. 1. Your partner for gamification and location based marketing MAPCASE
    2. 2. Company facts Founded 2011 21 Heads ISB and VCN Venture Capital MAPCASE
    3. 3. Incubators & Awards EXIST European Space Agency German Silicon Valley Accelerator MAPCASE
    4. 4. „Motivate people in a playful way to do more sports and open the door for advertisers“ MAPCASE
    5. 5. Location based Engagement: The Stargate for interaction marketing MAPCASE
    6. 6. MAPCASE 2005
    7. 7. MAPCASE
    8. 8. 2013 MAPCASE
    9. 9. MAPCASE
    10. 10. Social Media Out-of-home media Newsletter PrintMagazine PR Events Sponsoring Display TV Mobile??? Ap p 2014 Web 2005 MAPCASE
    11. 11. „Traditional advertising is inefficient“ MAPCASE
    12. 12. „The mobile device is the key access point into the users lives“ MAPCASE
    13. 13. „ Brands that leverage, engage and activate their social communities will come out on top “ MAPCASE
    14. 14. Branding Marketing Engagement Cycle Social Customer Dialog On Location Communication On Activity Communication Conversion Loyalty On location Targeting
    15. 15. MAPCASE Stargate
    16. 16. MAPCASE Game Mechanics +
    17. 17. iLocation Branding
    18. 18. Badges Coupon
    19. 19. Scavenger Hunt Goodie
    20. 20. Contest Prize
    21. 21. Level 1Level 2 00001000 What is the average conversion rate of MAPtoSNOW coupons? Early Bird Cool Goodie A 10% B 6% C 2% calories MAPCASE
    22. 22. 170.000 Downloads MAPCASE
    23. 23. 60.000 Contest Participants MAPCASE
    24. 24. 1.2 Mio Badges MAPCASE
    25. 25. Bastian Kneissl Twitter: @BastianKneissl Mail: bastian.kneissl@mapcase.de MAPCASE

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