GSummit SF 2014 - Earn your Wings-objective based gamified promotional design by Ian DiTullo @ianditullio
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  • 1. Currency Connectivity Competition Reframing Loyalty Consideration Loyalty
  • 2. What is gamification for Air Canada? • Using game mechanics such as points, challenges, leaderboards, rules, and incentives to drive engagement and create a deeper, extended relationship. • Changing customer behavior with game-play that motivates passengers to engage in a way that is more meaningful to them. • Framing standard activities within a game construct to make it more enjoyable and challenging for customers.
  • 3. How does it fit into the corporate strategy? • Consolidate travel: give customers more of a reason to choose Air Canada • Increase average yield by encouraging purchases of higher fare products • Increase traffic to underperforming and newer markets • Encourage the understanding and adoption of complex customer behaviors
  • 4. Key benefits of gamification design • Allows for deeper levels of engagement. • Encourages users to spend more time with the brand. • Stay relevant with customers who have grown up in a gaming culture. • Creates a fun experience with the brand and creates return customers. • EYW challenges users to strategize booking and travel. • Leaderboard updates and surprise challenges through the promotion helps to draw return traffic. • Badges and ranking allows users to view standard air travel from a gaming perspective. • Tying online and real-life actions created a rewarding experience for users. BENEFITS IN PRACTICE
  • 5. What is EYW? • A gamified loyalty promotion that challenges passengers to strategize their travel routes and schedules to maximize the amount of badges and Bonus Aeroplan Miles they collect along the way. • Earn Your Wings was originally launched in Spring 2013. It was followed up by a sequel in Fall 2013.
  • 6. Promotional Mechanism Destination Badges Touch down or take off from anywhere Air Canada flies and earn at least 100 wings. Want to earn wings faster? Collect Destination Badges at over 30 airports worldwide and earn between 500 and 2,000 wings instead Premium Badges Receive 5,000 wings every time you earn a Premium Badge, which is awarded to participants who take off or touch down at combinations of select airports
  • 7. Promotional Mechanism Social Badge Share your Leaderboard ranking with your friends on Facebook or Twitter to collect this badge. This badge can only be earned once.Earns 200 wings Tactical Premium Badges Receive 5,000 wings every time you earn a Premium Badge, which is awarded to participants who take off or touch down at combinations of select airports
  • 8. Sample User Profile
  • 9. High Level Results • Over 560% return on investment • Top 25 users alone logged a total of 3,178 airport visits (taking both iterations into account)
  • 10. High Level Results Earn Your Wings Summary – Two Editions
  • 11. Awards • Recipient of multiple awards and nominations
  • 12. Key lessons from previous iterations • Most active segment was frequent flyers • Users were highly engaged – higher than average returning visitor duration, and over 50% of all participants sharing to social media • When the platform is engaging enough, users are happy to spend significantly more to further their progress within the game
  • 13. Considerations for subsequent iterations • Partnership integration: the first iteration tested this aspect on a smaller scale with positive results. • The Savvy Traveller badge challenged users to book or rent with Fairmont and Avis for a special in- game bonus. • Stronger focus on frequent flyer segment
  • 14. Behavioral gaming segment-based design The Bartle Test outlines four personalities of gamers: • Killers • Achievers • Socializers • Explorers Air Canada’s top customers primarily overlap in the Achievers segment
  • 15. Continued objective-based badge design • Align game aspects with other promotional offers available to mass audience
  • 16. Enhanced social sharing • The first two versions of the game rewarded users for sharing updates to their social networks • Additional versions will build on this base to engage users even further
  • 17. Restriction to best customers • During 2013 we noted an over- representation of Altitude members within the game’s users • A future iteration would have more relevance within the top tier space
  • 18. Altitude Value Bundle
  • 19. Key Strategic Partners Spafax Content development Game design and development Draft FCB Email communications
  • 20. Thank You!