GWC14: Rubén Alonso - "Royal Canin case"
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GWC14: Rubén Alonso - "Royal Canin case"



Presentation from Rubén Alonso's talk at Gamification World Congress 2014

Presentation from Rubén Alonso's talk at Gamification World Congress 2014



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    GWC14: Rubén Alonso - "Royal Canin case" GWC14: Rubén Alonso - "Royal Canin case" Presentation Transcript

    • Gamification is not a game #ClubRoyalGame by Royal Canin1
    • Let’s play 1 minute! 2 So, let’s try this pet-quiz to test your knowledge: One of our goals is to help you learn how to take care your pet: Knowledge and Respect. How the dogs do their business? • In alignment with the North-South magnetic axis: #ClubRoyalGame1 • Paralleltotheirshadow: #ClubRoyalGame2 • Facing the wind: #ClubRoyalGame3 .
    • Te Gamification market is estimated to grow from $421.3 million in 2013 to $5.502 billion in 2018. Fuente: ! 3
    • Let’s talk about gamification in a marketing setting: Take advantage of the format and game mechanics to achieve behaviour: targets 4
    • Target 1 Social media reach… 5
    • Target 2 Build the clients’ loyalty and be in touch... 6
    • Target 3 Build a database: clients and pets 7
    • Target 4 Learn how to take care and have fun with your pet… 8
    • Target 5 And, of course, entertain and play… 9
    • is Health Nutrition and we believe in innovation in marketing: • 2.0 communitys, • mobile apps, • social media, • branded content… As we also want to increase the engagement, we decided to add gamification to our marketing strategy. 10 . Marketing Strategy
    • We introduce: 11 .
    • 12 We introduce: .
    • Club Royal Game Club Royal Game is based on 5 main ideas: 13 Personalization Sharing Buying Rewards Playing .
    • Personalization 14 .
    • Sharing 15 .
    • Buying 16 .
    • Rewards 17 .
    • … of course, entertein and playing 18 .
    • Gamification is not a game Because, in addition to the points, the dynamics, the platform and the rewards, we should: • Be part of the MKT plan = Targets • Generate content to be shared. • Choose the incentives and manage the deliveries. • Help and provide assistance to players. • Keep users interested: engagement. • ROI: How does gamification add value to the plan? 19
    • How does it add value? Gamification is much more than a simple game, and it should therefore also add value with: • Branding. • Visits. • Registrations. • Interactions. • Sales. 20 Gamificación Benchmark Gestazion’s platforms € 60-80.000
    • Gamification works: 21 1 out of 3 visits register for the platform. 9-13 % of the users follow the brand on social media. Each user shares 2.25 content items on their social media.. Between 40 % and 60 % play every month an average of 2-3 games. Time: 8 minutes as opposed to the 5 minutes without gamification. Every month 10-17 % users sign up through a recommendation. Each user redeems 3 products. Gamification Benchmark Gestazion’s platforms
    • Club Royal game: 2 months 22 Visits: 17.802 Registers: 7.368 Interactions: 36.444 Codes: 355 … .
    • And in the future New games, mechanics and rewards… Momentum (Christmas, back to school…). Personalization according to the users’ interests. Interactive videos and games. Market research (surveys). New social media integrations : Instagram, Pin. … 23 .
    • Don’t forget: Gamification is not a game! 24 .
    • And the answer is 25 How the dogs do their business? • In alignment with the North-South magnetic axis:#ClubRoyalGame1 A study carried out by Czech and German researchers shows that dogs choose the direction they relieve themselves based on our planet’s magnetic axis, as long as this axis is stable, that is why they tend to align themselves with the North-South magnetic axis and avoid the East-West axis. This study confirms that dogs are sensitive to the Earth’s magnetic field and this helps them orient themselves, just like birds. . • Paralleltotheirshadow::#ClubRoyalGame2 • Facing the wind: #ClubRoyalGame3
    • And the winner is... 26 Winner 2 is: Winner 1 is: .
    • Thank you! @rub_alonso Digital Marketing Coordinator Royal Canin @marcosblanco Director Ejecutivo de 27