Gamification: How to Level Up Consumer Engagement

GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com 412.995.9500 Brunnerworks.com BHiveLab.com @squigster #ForTheWin

Automatic ContentRecognition Augmented Reality Showrooming Near Field Communication

My tailgate isbetter thanyour tailgate!

Agenda!1. Trends (and hype)2. Why game mechanics drive engagement3. Case studies4. Platforms5. Gamify Anything6. Metrics

GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500

GamificationTrends (and hype)

What is it?Gamification applies game mechanics to non-game activitiesto drive engagement and solve problems

What’s driving it?

What’s driving it?HELLO, I amimpervious toyour advertising

What’s driving it?

What’s driving it? Rise in social gaming Rise in mobile-social technology adoption Less attention from consumers Cuts across industries Familiar to consumers

What is it?Gamification applies game mechanics to non-game activitiesto drive engagement and solve problems

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

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)

game mechanics Appointments Points Levels Challenges Virtual Goods LeaderboardsGifting and Charity

Game mechanics impact behavior bysatisfying fundamental human desires Graphic: bunchball.com

Motivate through psychology

Motivate through psychology Motivations Ability Persuasive Triggers Technology Behavior Change Satisfy Human Gaming fundamental human Psychology Trends Aided by mobile-social desires technology

Non Compliancecompliance

GamificationGame mechanics

Appointmentyesterday today

Appointmentsyesterday today

Pointsyesterday today

Levelsyesterday today

Challengesyesterday today

Badgesyesterday today

Leaderboardsyesterday today

Gifting/Charityyesterday today

Game mechanics change behavior bysatisfying fundamental human desires Graphic: bunchball.com

GamificationPlatforms

Platforms

Rewards for reviews!

Buffalo Wild Wings+ +

Buffalo Wild Wings + +• Well-trained staff • Good consumer • Simple platform• Good marketing connection • Good timing

Challenge

Customization

Results20,000 challenges184,000unique players 1 in 3 played again, averaging 7 challenges per player 100MMsocial media impressions

recipe for success Objectives Success metrics Audience Hot IdeaSpicy game mechanicsAppetizing Promotion

Clarify your objectives• increase value per purchase• drive new product/service adoption• acquire/segment users• get feedback• increase compliance• train staff• improve customer service

GamificationLet’s Play!

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

Audience• Who are they?• What are their attitudes?• What motivates them?• How do you want them to behave?

Audience• Who is the consumer?• What are their motivations?• What are their current attitudes?• How do you want them to behave?

Player motivations• Competition• Mastery• Free• Winning• Affiliation• Power• Loyalty• Curiosity

Choose win condition• Rescue/escape• Victory points• Checkpoint• Race• Territory Control• Capture• Survival• Elimination

Set rules• Points (+/-)• Levels• Reward schedule• Auction• Risk• Variable challenge• Time• Loss aversion• Risk• Luck

Make it social• Social Status• Collecting• Achievement• Feedback• Collaboration• Leaderboard• Gifting• Customization

Challenges = Achievement

“Dare to quit smoking” Topic: Smoking Audience: Smokers who want to quit Motivation: Achievement, Acceptance Victory Condition: Quit Mechanics Variable, customization, badges, gifting

Nike+Topic:RunningAudience:Runners who listen to musicMotivation:Competition, Mastery,AchievementVictory Condition:Goal achievementMechanicsChallenge, customization,feedback

Time2Brush!Topic:Brush your teethAudience:KidsMotivation:Instant gratification, winningVictory Condition:CheckpointsMechanicsChallenge, customization,feedback

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

GamificationMetrics

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?

What brands expect

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

AwarenesseScore Consideration Trial RecencyFrequencyDuration Loyalty ViralityRatings Advocacy

Lipstick on a pig?

Thanks!Shaun QuigleyVP, Digital Practice Directorsquigley@brunnerworks.com@squigster412.995.9500Brunnerworks.comBHiveLab.com

GamificationLevel Up Consumer Engagement Shaun Quigley VP, Digital Practice Director squigley@brunnerworks.com @squigster 412.995.9500

The Valentine’s Game Topic: Valentine’s day Audience: YOU! Motivations Reward Victory Condition: Victory points Mechanics Appointment, gifting , communal collaboration, Turns/randomizers

Thanks!Shaun QuigleyVP, Digital Practice Directorsquigley@brunnerworks.com@squigster412.995.9500Brunnerworks.comBHiveLab.com

Gamification: How to Level Up Consumer Engagement

by Shaun Quigley

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