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SOCIAL MEDIA
         & ENTREPREUNSHIP
                 ADVERTISING
          AND PUBLIC REALATIONS LABS


         DEPARTMENT OF COMMUNICATION
              MEDIA AND CULTURE

         PANTEION UNIVERSITY OF ATHENS

4/9/12              i KARE               1
4/9/12   i KARE   2
Virtual goods             duration
ratings achievement

motivation           engagement

         frequency   community collaboration

            appointment dynamic

     epic win        virality    Recency
4/9/12               i KARE                3
GAMIFICATION

4/9/12   i KARE    4
“WE INVEST 3 BILLION HOURS
            WEEKLY PLAYING ONLINE
                             GAMES”

                           Jane McGonigal
                                 TED 2010



4/9/12            i KARE                    5
It’s the decade of social games.

    Their dynamics are extended beyond a computer’s screen
                    in any industrial sector.

     Modern cultural and technological conditions enforced
            their evolution and development.




4/9/12                     i KARE                            6
Games are now played via gadgets.

  Retail websitesare converted into games because users prefer
          the combination ofbuyingand gaming.

            Their influence extends to the real world
              and affects human behavior.




4/9/12                      i KARE                               7
The engagement of people with games is often high
                        and maintained.



                        They are fun!

     They aim to reward social recognition
               and adventure.

4/9/12                       i KARE                          8
Games introduce users to a virtualworld
  where they have the ability to do what they dream.




            Games turn users into gamers.




4/9/12                   i KARE                        9
’’YOU MUSTN’T BE AFRAID TO
             DREAM A LITTLE BIGGER,
                          DARLING’’.
                               Eames
                           INCEPTION



4/9/12            i KARE               10
GAME
    MECHANICS
         Game mechanics are designed
            to meet and activate
             needs and rewards.


4/9/12             i KARE              11
1.  Behavioral
         Behavioral game mechanics are solely focused
          on human behavior and the human psyche.



4/9/12                     i KARE                       12
2. Feedback
         These types complete the feedback loop
                  in a game mechanic.




4/9/12                  i KARE                    13
3.   Progression
   These types are used to structure and stretch the
          accumulation of meaningful skills.




4/9/12                  i KARE                         14
GAMER TYPES

         Killers ( 1%)            Achievers ( 10%)


         Socializers (             Explorers (9%)
          80%)


4/9/12                   i KARE                  15
REWARDS
         USED IN APPLICATIONS




4/9/12           i KARE         16
MASLOW HIERARCHY
         OF NEEDS ΑPPLIED IN GAMES




4/9/12                               17
                   i KARE
EXAMPLES
             1)ALDO INSTAGRAM MOOD BOARDS

         




4/9/12
                        i KARE              18
To promote the launch of its fragrance collection, ALDO
                   created a Facebook game.

   Players chose from a series of Instagram photos that, once
       selected, were compiled into a mood board that they
              could post to their Facebook Timelines.


         First brand to combine Instagram and Facebook.



4/9/12                     i KARE                               19
2) NET-A-PORTER KARL

     Mobile game app of the online designer store
     Net-a-Porter for the launch of the exclusive
         "Karl" by Karl Lagerfeld collection.




4/9/12                 i KARE                       20
Find Karl and win: find 5 Karl heads and win up to £1.000 to spend on NET-A-
                                     PORTER


Skan:scan Karl heads to reveal exclusive content and take part in exclusive events
                 in London, Paris, Munich, Sydney and New York


Sneak Peek:have a sneak peek at the Karl collection and be first to shop when it
                       goes live ( it launched on January 25)


                           Karlified:karlify yourself



 4/9/12
                                    i KARE                                    21
SHOPKICK
         The 1 mobile app that offers you rewards
         just by walking IN a store (millions stores
                  participate in the US).
                      collect walk-in rewards

                        get exclusive deals

                       collect scan rewards

                   redeem your kicks for rewards

4/9/12                      i KARE                     22
“My goal for the next decade is to
      try to make it as easy to save the
     world in real life as it is to save the
                  world in online game”

                              Jane McGonigal
                                    TED 2010



4/9/12               i KARE                    23
i KARE

                    NAMES / TWITTERS

             AlexouMirella    / @mirella_alexou

           Alevropoulou Alexia / @AlexiaAlevropou

         Dimitrakopoulou Katerina / @KaterinaDimitrk

          PapantonopoulosGiannis / @giannis_pap2

4/9/12                       i KARE                    24
TEACHERS

              Giannakes George

               DokarasIoannis

             SiligardakisNektarios

           TseneLida - Coordinator

         Tsakarestou Betty - Professor
4/9/12             i KARE                25

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Gamification RETAIL

  • 1. SOCIAL MEDIA & ENTREPREUNSHIP ADVERTISING AND PUBLIC REALATIONS LABS DEPARTMENT OF COMMUNICATION MEDIA AND CULTURE PANTEION UNIVERSITY OF ATHENS 4/9/12 i KARE 1
  • 2. 4/9/12 i KARE 2
  • 3. Virtual goods duration ratings achievement motivation engagement frequency community collaboration appointment dynamic epic win virality Recency 4/9/12 i KARE 3
  • 5. “WE INVEST 3 BILLION HOURS WEEKLY PLAYING ONLINE GAMES” Jane McGonigal TED 2010 4/9/12 i KARE 5
  • 6. It’s the decade of social games. Their dynamics are extended beyond a computer’s screen in any industrial sector. Modern cultural and technological conditions enforced their evolution and development. 4/9/12 i KARE 6
  • 7. Games are now played via gadgets. Retail websitesare converted into games because users prefer the combination ofbuyingand gaming. Their influence extends to the real world and affects human behavior. 4/9/12 i KARE 7
  • 8. The engagement of people with games is often high and maintained. They are fun! They aim to reward social recognition and adventure. 4/9/12 i KARE 8
  • 9. Games introduce users to a virtualworld where they have the ability to do what they dream. Games turn users into gamers. 4/9/12 i KARE 9
  • 10. ’’YOU MUSTN’T BE AFRAID TO DREAM A LITTLE BIGGER, DARLING’’. Eames INCEPTION 4/9/12 i KARE 10
  • 11. GAME MECHANICS Game mechanics are designed to meet and activate needs and rewards. 4/9/12 i KARE 11
  • 12. 1. Behavioral Behavioral game mechanics are solely focused on human behavior and the human psyche. 4/9/12 i KARE 12
  • 13. 2. Feedback These types complete the feedback loop in a game mechanic. 4/9/12 i KARE 13
  • 14. 3. Progression These types are used to structure and stretch the accumulation of meaningful skills. 4/9/12 i KARE 14
  • 15. GAMER TYPES Killers ( 1%) Achievers ( 10%) Socializers ( Explorers (9%) 80%) 4/9/12 i KARE 15
  • 16. REWARDS USED IN APPLICATIONS 4/9/12 i KARE 16
  • 17. MASLOW HIERARCHY OF NEEDS ΑPPLIED IN GAMES 4/9/12 17 i KARE
  • 18. EXAMPLES 1)ALDO INSTAGRAM MOOD BOARDS  4/9/12 i KARE 18
  • 19. To promote the launch of its fragrance collection, ALDO created a Facebook game. Players chose from a series of Instagram photos that, once selected, were compiled into a mood board that they could post to their Facebook Timelines. First brand to combine Instagram and Facebook. 4/9/12 i KARE 19
  • 20. 2) NET-A-PORTER KARL Mobile game app of the online designer store Net-a-Porter for the launch of the exclusive "Karl" by Karl Lagerfeld collection. 4/9/12 i KARE 20
  • 21. Find Karl and win: find 5 Karl heads and win up to £1.000 to spend on NET-A- PORTER Skan:scan Karl heads to reveal exclusive content and take part in exclusive events in London, Paris, Munich, Sydney and New York Sneak Peek:have a sneak peek at the Karl collection and be first to shop when it goes live ( it launched on January 25) Karlified:karlify yourself 4/9/12 i KARE 21
  • 22. SHOPKICK The 1 mobile app that offers you rewards just by walking IN a store (millions stores participate in the US). collect walk-in rewards get exclusive deals collect scan rewards redeem your kicks for rewards 4/9/12 i KARE 22
  • 23. “My goal for the next decade is to try to make it as easy to save the world in real life as it is to save the world in online game” Jane McGonigal TED 2010 4/9/12 i KARE 23
  • 24. i KARE NAMES / TWITTERS AlexouMirella / @mirella_alexou Alevropoulou Alexia / @AlexiaAlevropou Dimitrakopoulou Katerina / @KaterinaDimitrk PapantonopoulosGiannis / @giannis_pap2 4/9/12 i KARE 24
  • 25. TEACHERS Giannakes George DokarasIoannis SiligardakisNektarios TseneLida - Coordinator Tsakarestou Betty - Professor 4/9/12 i KARE 25