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  • 1. #BUSCVNGRA Social GamingCampus explosion
    Michael DeFilippis
  • 2. What is scvngr?
    • SCVNGR is a mobile game in which players go to different places, complete challenges and earn points—all through the company’s iPhone and Android app.
    • 3. Points add up to earn both virtual and real life rewards.
    • 4. Founded in 2008 by Seth Priebatsch and funded with $5 million from Google Ventures and other VCs.
    • 5. Over 1 million users and 60 employees.
    • 6. Expanding with corporate deals with Coca-Cola & Buffalo Wild Wings.
    • Boston University and SCVNGR began their relationship at the beginning of the 2010-2011 academic year.
    • 7. The Dean of Students’ office sponsored a SCVNGR trek across campus—a predetermined set of locations where players can earn points that they accumulate by the end of the trek.
    • 8. Activity was minimal and the winner played entirely by SMS texting.
    Treks are able to use a keyword that non iPhone or Android users can text and grab points.
    Illustrates low adoption of the native SCVNGR app.
  • 9. SCVNGR in Boston
    • SCVNGR had established itself on BU’s campus early on in the academic year.
    • 10. The company was interested in bringing college students together to play the game.
    • 11. College students are lazy and unmotivated unless there is incentive.
    • 12. How do we get them together to play this game nobody has heard of?
    • 13. Easy! Pit students against each other.
  • The BEANTOWN challenge
    • Taking place every year during the first two weeks of February, the Beanpot is the preeminent college hockey tournament in the country.
    • 14. Why not graft that rivalry and excitement of the tournament around SCVNGR?
    • 15. The company invited student representatives from Boston University, Boston College, Northeastern and Harvard—schools in the Beanpot tournament.
    • 16. Harvard did not show up to the meeting, and Emerson replaced them.
  • Contest guidelines
    There were three simple rules that SCVNGR laid out.
    Only 15 custom challenges can be live at any given time.
    The two sponsored challenges must stay live at all times; brings actual challenge total to 17.
    Don’t change the account password; if any troubles arise, contact SCVNGR.
    Pretty simple rules, and we stuck with them.
  • 17. Planning
    All in all, didn’t take very long.
    • Had a brief meeting on January 27th between myself, Alex Shuck and Rachel Sprung.
    • 18. Dean of Students hosted a larger meeting with our future #BUSCVNGR Warriors on February 2nd.
    • 19. Between February 3rd and 7th, we planned Facebook, Twitter and word of mouth outreach as well as created the challenges.
    • 20. Planned kickoff party on February 7th at local restaurant.
  • Results
    • Challenges were active at 9am on Monday, February 7th, the beginning of the contest.
    • 21. BU had nearly 400 points by 10:30am.
    Took other teams a few days to reach this level.
    • By 11am, we reached 750 points.
    • 22. Hit 1,000 points before noon.
    • 23. Ended up with a grand total of 14,152.
    Emerson ended with 2,892.
    Northeastern endedwith 1,166.
    Boston College ended with 1,034.
  • 24. So what?
    Other than kicking butt, 14,152 points is a little confusing.
    • According to the friends on the ‘BUSCVNGR’ account, we had 116 unique participants (This is not counting the 17 from our campus team).
    • 25. Around 22 challenges were completed per person.
    Other could have completed challenges without friending; they were not eligible for prizes.
    • There were a total of 2,879 challenges completed throughout the contest.
    Challenges reset after an hour.
  • 26. limitations
    • All of these challenges were open response.
    It’s up to the user to write in the correct information.
    • The motivation to play.
    It’s not on Blackberry, WebOS or Windows Phone.
    “It’s a stupid social media thing.”
    • Overall Participation
    133 players out of BU’s 32,000 person community represents around 0.5%
    Consistent with national average of users who use location-based services weekly.
    Only 4% of Americans use LBS even once.
  • 27. The future
    • Dean Elmore was interested in creating a social media consortium.
    There will be events in the future we should be able to promote this way.
    • The big question is leveraging this motivation in the future.
    How do we do it?