Belgian Salesforce Marketing Cloud SF Office Event
Gamification in Digital Marketing
1. Do we need to gamify
(digital) marketing?
Gunter Blanckaert
Twitter: @Guntbl
07/01/2015
2. • Digital enthusiast, 24/7 surrounded by technology
• Proud father of 3 Generation G kids
• >13y in the online business
– Microsoft Advertising, lastly as Brand Strategy Lead for the
European markets
– Since May 2014, Digital Marketing Lead
@ Philips Lighting for
Europe & North America
Gunter who?
11. “The average young person in a country with a strong
gaming culture will have spent 10.000 hours playing
online games by the age of 21”
Generation G: your future customers
12. 1. Urgent optimism: gamers always believe an epic win is
possible
2. Keeping a tight, social fabric > we’ll have a better
connection after playing a game together, even if we loose
– value the same goal > stronger social relationships
3. Blissful productivity: we’re happier working hard
4. Epic meaning: aspiring mission, human planetarian scale
Why is Gaming so important for Gen G
35. “Halo 4” Collects $220 Million In Global Sales In The First 24 Hours Over
Record Sales (…) The “Halo” saga eclipses the biggest movie launch in U.S.
box office history; on track to reach over $300 million in global sales in the
first week.”
Launch of Halo 4 - 2012
36. “GTA 5 made a
staggering $800m on its
first day, beating Call of
Duty: Black Ops 2, which
earned $500m upon its
debut.”
Launch of GTA - 2013
39. Worldwide 30,000,000 mobile apps are
downloaded each day
Games are the #1 downloaded
category of apps, making up 26% of all
mobile app downloads
Sources: www.livingthebrand.com, www.interbrand.com, www.brandchannel.com
Games everywhere, for everyone
40. "Angry Birds Star
Wars(…) Just 2,5
hours after its
November 8
release, "Angry
Birds Star Wars"
rose to the No. 1
paid iPhone
app“
Games everywhere, for everyone
46. “is the practice of using video games to advertise a
product, organization or viewpoint “
“it is not In-game advertising, it is not Gamification”
Advergaming
51. • Who has a smartphone?
• Who has brought his tablet?
• Who has his laptop?
Take it out of your bag, give it to your neighbour and
Play & show them your favourite game
Tell them why you like it
Exercise 2: Time to play (10min)
54. “Is the use of game mechanics and game design
techniques in non-game contexts.”
“The process of game-thinking and game mechanics
to engage users and solve problems”
What is Gamification?
Source: Wikipedia
1.
56. “Particularly in the early days, as the term was gaining
traction, it was a common misconception that simply
making a branded game was ‘gamification’. This is NOT
what gamification is about. There are some similarities
that could be drawn but the main difference is that
branded games are about exposure and CTR where as
adding gamification to a product is more about increasing
engagement and loyalty.”
What Gamification is not
1.
Source: Wikipedia
75. Excercise 3 (5min)
• Who do you think makes up for the biggest portion
of the population? Why?
• What type are you? Or do you recognize more
types in yourself?
• Can you give examples of games typical for the
different types?
77. 5.
Basic Game Mechanics
“Game mechanics are constructs of rules or methods designed
for interaction with the game state, thus providing gameplay
(…)
The interaction of various game mechanics in a game
determines the complexity and level of player interaction in the
game, and in conjunction with the game's environment and
resources determine game balance. Some forms of game
mechanics have been used in games for centuries, while others
are relatively new, having been invented within the past
decade.”
78. Excercise 4: what game mechanics
(external rewards) do you know?
Think about the games you played
earlier on
5.
88. Extrinsic vs Intrinsic rewards
Badges
Levels
Rewards
Leaderboards
Points
vs
Fun
Destress
Mastery
Socialize
Empowerment
89. Exercise 5: Build your gamified
experience for (30 min):
1. A clothing webshop creating loyalty
2. Tourism board for the Limburg province
3. Create buzz around the Vespa scooter
4. Philips SoniCare: get kids to brush their teeth
5. Your own case/project
90. Exercise 5:
Use this guidance for your case:
1. Objective of the project - What are your business goals? How do you get
users to fulfill those business goals?
2. Target audience & how does it benefit users?
3. Main gamer types your aiming at
4. Which intrinsic & extrinsic awards would you use & why?
5. Describe the actions/scenarios for each of the stage in the user journey? What
actions do you want users to take?
6. How would you integrate social into this project?
93. Autodesk: Gamified Trial
• 54% increase in trial
usage,
• 15% increase in buy
clicks, and a
• 29% increase in channel
revenue per trial start
94. Autodesk case: learnings
1. Decide who your audience
2. Identify the type of behavior you want to drive from that
target audience.
3. Look at the experience from the player’s perspective.
4. Pace your content by breaking into sections to keep
gamers engaged and to easily keep track of goals or
trophies earned throughout the trial.
5. Have some fun and outline any Easter egg achievements
you’re going to give away
6. Find the right technology to fit your story
98. STEP 2: increased engagement
• 135% Increase in referral
traffic from Facebook
• 300% Increase in revenue
from Facebook-referred
visitors
• 600% Increase in images &
videos upload to social
content
100. Gamification & Second Screen
• Make it fun & engaging
• Bring people back, possibly multiple times a day
• Gamified Social experience > Fans become brand
ambassadors
101. Moosejaw: real-time pricing
“In less than 15 minutes, they sold over
five hundred $10 Moosejaw gift cards.
Consumers then took those $10 gift
cards and, on average, made purchases
of $66, a 560% return on investment.”
104. Extraco Bank: boost conversions
Used gamification
technique to help ease
the pain of the news
that free checking was
going to go away for
certain customers.
111. Do we need to gamify digital
marketing?
Absolutely as it can
- Drive user engagement & satisfaction,
- Create loyalty
- Increases revenue
- Boost social sharing
112. “Gamers tend to be more motivated
than non-gamers to be connected to
others, and they display a higher than
average propensity to interact with
brands on social networks…”
Adam Kleinberg for Mashable