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Case Study: USA Networks - Jesse Redniss
 

Case Study: USA Networks - Jesse Redniss

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Hear how USA Networks has "gamified" its properties in this in-depth case study.

Hear how USA Networks has "gamified" its properties in this in-depth case study.
From Jesse Redniss, Vice President, Digital, USA Network

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    Case Study: USA Networks - Jesse Redniss Case Study: USA Networks - Jesse Redniss Presentation Transcript

    • gamification welcome. 2009 Sales overview
    • GAMIFYING THE #1 CABLE PROPERTY
      • Overview of the USA Digital Philosophy..gonna talk for a few mins, so bear with me
      • Our first foray with a gamified site offering
      • CLUB PSYCH Case Study
      • The EVOLUTION of the CLUB PSYCH Model > Driving Innovation
    • USA CHARACTER REWARDS
      • Bunchball migration and launch in 7/09.. Reminds me of GOOG stock!!
      • Currently drives 50% of referring traffic and searches for USA to Core.
      • FaceBook Connect efforts have been hit or miss, but gaining steady momentum
    • USA CHARACTER REWARDS
      • Rewards users for watching videos, playing games & sharing content in social space
      • Players redeem points for virtual and tangible goods as well as partner offerings
      • CREATING BRAND AMBASSADORS
    • PSYCH 360 AUDIENCE
      • MILLIONS PSYCHED
      • On-Air
        • USA’s youngest series
        • 1.4MM P18-49
        • 53%F / 47%M
        • On Wednesday nights, Psych was the #1 cable program for P18-49
      • Online
        • 20MM full episode streams
        • 22.5 mins/visit time spent
        • 64%F /36%M
        • 1.5MM Facebook Friends & Twitter Followers
        • 23.2MM page views
        • 2MM Visits
        • 1.3MM Uniques
      • “ ONE OF THE WITTIEST SHOWS ON TV” SAN FRANCISCO CHRONICLE
      Source: Nielsen 12/28/09-8/15/10, M-Su 8-11p, P18-49 C3 (000); Rank among scripted originals on ad-supported cable.  Online = Streams: Omniture June - August 10, Rewind full episode streams and time spent per visit; Hulu full episode steams June - August 10 ; PVs, Visits, Uniques & Demo Omniture June – Sept 10
    • CLUB PSYCH
      • OVERVIEW
      • Club Psych is a program designed to reward the loyal fans of Psych by providing them with affinity points for engaging with and sharing engaging Psych content.
      • Users earn points, increase their standings and win prizes by playing games, taking quizzes, visiting video pages and sharing content on Facebook and Twitter.
      • For Psych-Os, Club PSYCH is THE platform to engage with to get exclusive content and incredible prizes.
      • HOW IT WORKS
        • Users go to the site and register/log in with Open Auth
        • Members earn points by completing a variety of weekly tasks such as:
          • Watching videos
          • Playing games
          • Answering trivia
          • Using digital applications and “Liking” or reposting to Twitter or Facebook.
        • Recruitment: gain points by sharing content on social networking sites like Facebook and Twitter.
      BRING YOUR TO CLUB PSYCH
        • Across the Core PSYCH Site, easy to find Club PSYCH icons return a user back to the Club PSYCH site
        • UI is THE most important factor for a successful campaign
        • Leading a user back to the Challenge board drives a significant lift in Time Spent, Participation, Sharing and of course User Satisfaction
      HOW CLUB PSYCH WORKS
      • HOW IT WORKS (cont.)
        • Each week, a new task will be designated as the Weekly Prize Task and when users complete their task, they will then become eligible to win larger Psych prizes and earn more points.
        • The main hub will have a leader-board that shows which players have accumulated the most points and display Avatars that users can customize with fun Psych themed apparel using the points they've accumulated.
        • A Natural competition to gain Status on the leaderboard is established within the rabid fan base
      HOW CLUB PSYCH WORKS
      • HOW IT WORKS (cont.)
        • Club members can cash in their points for both virtual goods which go in their own personal virtual room
        • Or members can cash in the points for real life prizes such as :
          • Signed cast posters
          • DVD sets
          • Psych T-Shirts
          • Much more….
      HOW CLUB PSYCH WORKS
    • INITIAL RESULTS FOR JULY SEASON
      • 32,000 New Registrants through the season, with 10,000 in first 2 days
      • Continual new registrant participation through season
      • 130% Lift in total PVs delivered during season with 40% lift in Return Visits
      • Virtual Goods redemption was modest at first, until Sept 3 rd .
    • WHAT HAPPENED SEPT 3 rd ?
      • On Sept 3 rd , CLUB PSYCH Rolled out it’s REAL Psych Merchandise Redemption program. 2500 REAL PSYCH Merchandise items were redeemed over the next week.
      • The bar had been set. Users were waiting for Tangible Goods
    • CLUB PSYCH CAMPUS WARS
      • OVERVIEW
        • For the November Season of PSYCH, USA Rolled out a 10 City College Campus Event that put the producers and cast of PSYCH front and center at some of the largest College Campuses in the U.S
        • For the other 99.9% of schools?? CAMPUS WARS: This exciting online challenge allows college fans/alums to join their college team and interact with Psych content to gain points for their school.
        • Top performing school gets some type of presence of their school (logo, sweatshirt or actual campus) in an episode of Psych.
        • Winning college was announced in the Finale.
        • BYU KILLED the Competition, signing up 1500 Students for team BYU and beating out 1100 other Colleges across the country
    • BRINGING GAMIFICATION TO THE 3 RD SCREEN
      • OVERVIEW
      • Utilizing Bunchball’s affinity system, Club Psych architecture and creating an industry first integration with Social Media TV Check-in company “GetGlue,” PSYCH Vision changes the 2 Screen viewing landscape:
        • GetGlue/Unlocked Exclusives : GetGlue “Check-in” functionality tied to the Club PSYCH Platform on the iPhone and iPad.
        • Videos: Psych exclusive short-form content.
        • Photo Galleries with native iPhone interaction such as swiping and sharing.
        • Chatter Page funnels all social chatter about PSYCH into an “easy to engage with” format.
        • GetGlue check in functionality pre-populates Pysch in the “I am watching” category and gives users the ability to add comments before posting to their Social pages.
    • BRINGING GAMIFICATION TO THE 3 RD SCREEN
    • BRINGING GAMIFICATION TO THE 3 RD SCREEN
    • CLUB PSYCH 2.0 RESULTS
      • 65,000 Registrants through the end of the Winter Season
      • 6,000 pieces of PSYCH Merchandise Redeemed
      • 25,000 App Installs for the 2 Screen Experience
      • TOTAL MARKETING, COLLEGE TOUR, SOCIAL AND DIGITAL Helped drive a 40% increase in the 18-34 Demographic for On-Air ratings.