Gamification: How to Level Up Consumer Engagement
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Gamification: How to Level Up Consumer Engagement

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Gamification trends (and hype), why game mechanics drive engagement, case studies, platforms, metrics, and how to gamify anything

Gamification trends (and hype), why game mechanics drive engagement, case studies, platforms, metrics, and how to gamify anything

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Gamification: How to Level Up Consumer Engagement Presentation Transcript

  • 1. GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director  squigley@brunnerworks.com 412.995.9500   Brunnerworks.com BHiveLab.com @squigster #ForTheWin
  • 2. Automatic ContentRecognition Augmented Reality Showrooming Near Field Communication
  • 3. My tailgate isbetter thanyour tailgate!
  • 4. Agenda!1. Trends (and hype)2. Why game mechanics drive engagement3. Case studies4. Platforms5. Gamify Anything6. Metrics
  • 5. GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
  • 6. GamificationTrends (and hype)
  • 7. What is it?Gamification applies game mechanics to non-game activitiesto drive engagement and solve problems
  • 8. What’s driving it?
  • 9. What’s driving it?
  • 10. What’s driving it?
  • 11. What’s driving it?
  • 12. What’s driving it?
  • 13. What’s driving it?
  • 14. What’s driving it?
  • 15. What’s driving it?
  • 16. What’s driving it?HELLO, I amimpervious toyour advertising
  • 17. What’s driving it?
  • 18. What’s driving it? Rise in social gaming Rise in mobile-social technology adoption Less attention from consumers Cuts across industries Familiar to consumers
  • 19. What is it?Gamification applies game mechanics to non-game activitiesto drive engagement and solve problems
  • 20. It ain’t no game How we make things in theGamification world (non-game activities) more engagingAdvergaming Games created specifically for marketing purposes Games Games we play as kids and adults
  • 21. What is it? How we make things in the world (non-game activities) more engaging (Business goals helped by game mechanics)(game mechanics)(actual games) Games created specifically for marketing purposes (entertainment with a business goal) Games we play as kids and adults (mostly entertainment)
  • 22. What is it? How we make things in the world (non-game activities) more engaging (Business goals helped by game mechanics)(game mechanics)(actual games) Games created specifically for marketing purposes (entertainment with a business goal) Games we play as kids and adults (mostly entertainment)
  • 23. game mechanics Appointments Points Levels Challenges Virtual Goods LeaderboardsGifting and Charity
  • 24. Game mechanics impact behavior bysatisfying fundamental human desires Graphic: bunchball.com
  • 25. Motivate through psychology
  • 26. Motivate through psychology Motivations Ability Persuasive  Triggers Technology Behavior Change Satisfy Human  Gaming fundamental human Psychology Trends  Aided by mobile-social desires technology
  • 27. Non Compliancecompliance
  • 28. GamificationGame mechanics
  • 29. Appointmentyesterday today
  • 30. Appointmentsyesterday today
  • 31. Pointsyesterday today
  • 32. Levelsyesterday today
  • 33. Levelsyesterday today
  • 34. Challengesyesterday today
  • 35. Badgesyesterday today
  • 36. Leaderboardsyesterday today
  • 37. Gifting/Charityyesterday today
  • 38. Game mechanics change behavior bysatisfying fundamental human desires Graphic: bunchball.com
  • 39. GamificationPlatforms
  • 40. Platforms
  • 41. Rewards for reviews!
  • 42. Buffalo Wild Wings+ +
  • 43. Buffalo Wild Wings + +• Well-trained staff • Good consumer • Simple platform• Good marketing connection • Good timing
  • 44. Goals
  • 45. Challenge
  • 46. Customization
  • 47. Results20,000 challenges184,000unique players 1 in 3 played again, averaging 7 challenges per player 100MMsocial media impressions
  • 48. recipe for success Objectives Success metrics Audience Hot IdeaSpicy game mechanicsAppetizing Promotion
  • 49. Clarify your objectives• increase value per purchase• drive new product/service adoption• acquire/segment users• get feedback• increase compliance• train staff• improve customer service
  • 50. GamificationLet’s Play!
  • 51. Make it a game!1. Decide on a topic2. Pick an audience3. Define player motivations4. Define your victory conditions5. Set the rules for the game6. Make it social
  • 52. Audience• Who are they?• What are their attitudes?• What motivates them?• How do you want them to behave?
  • 53. Audience• Who is the consumer?• What are their motivations?• What are their current attitudes?• How do you want them to behave?
  • 54. Player motivations• Competition• Mastery• Free• Winning• Affiliation• Power• Loyalty• Curiosity
  • 55. Choose win condition• Rescue/escape• Victory points• Checkpoint• Race• Territory Control• Capture• Survival• Elimination
  • 56. Set rules• Points (+/-)• Levels• Reward schedule• Auction• Risk• Variable challenge• Time• Loss aversion• Risk• Luck
  • 57. Make it social• Social Status• Collecting• Achievement• Feedback• Collaboration• Leaderboard• Gifting• Customization
  • 58. Challenges = Achievement
  • 59. “Dare to quit smoking” Topic: Smoking Audience: Smokers who want to quit Motivation: Achievement, Acceptance Victory Condition: Quit Mechanics Variable, customization, badges, gifting
  • 60. Nike+Topic:RunningAudience:Runners who listen to musicMotivation:Competition, Mastery,AchievementVictory Condition:Goal achievementMechanicsChallenge, customization,feedback
  • 61. Time2Brush!Topic:Brush your teethAudience:KidsMotivation:Instant gratification, winningVictory Condition:CheckpointsMechanicsChallenge, customization,feedback
  • 62. Enterprise gamification Topic: Better serve your customers Audience: Developers Motivation: Power, competition, mastery Victory Condition: Victory points, race Mechanics Social points, leaderboard, achievement, communal collaboration
  • 63. GamificationMetrics
  • 64. 1. What’s the business goal?2. How will this effort help achieve it?3. Develop measureable objectives - Do benchmarks exist?4. What will be measured?5. How will it be measured?
  • 65. What brands expect
  • 66. Brand awareness Perceptions Awareness Recall Web interaction Brand buzz (social) Consideration Program enrollment Offer response rates Coupon redemption Trial  Sales conversion CRM Segmentation Customer satisfaction Loyalty  Pass-along Net promoter score Advocacy  Virality
  • 67. AwarenesseScore Consideration Trial RecencyFrequencyDuration Loyalty ViralityRatings Advocacy 
  • 68. Lipstick on a pig?
  • 69. Thanks!Shaun QuigleyVP, Digital Practice Directorsquigley@brunnerworks.com@squigster412.995.9500Brunnerworks.comBHiveLab.com
  • 70. GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500
  • 71. The Valentine’s Game Topic: Valentine’s day Audience: YOU! Motivations Reward Victory Condition: Victory points Mechanics Appointment, gifting , communal collaboration, Turns/randomizers
  • 72. Thanks!Shaun QuigleyVP, Digital Practice Directorsquigley@brunnerworks.com@squigster412.995.9500Brunnerworks.comBHiveLab.com