Let’s play with our brand ~ Gamification for Branding
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Let’s play with our brand ~ Gamification for Branding

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« Let’s play with our brand
Gamification for Branding »

Barcelona
25/06/2013
http://www.twitter.com/@JaumeTeixi

Innovating Through Brands
ELISAVA School of Design and Engineering of Barcelona
http://www.twitter.com/@ElisavaBCN

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  • 1. Let’s playwith our brandGamification for BrandingInnovating Through Brands @ElisavaBCN25/06/2013 @JaumeTeixi
  • 2. Technology is Evolving Branding90‘s Multimedia00‘s Social Media10’s Gamification
  • 3. Social MediaThe Cluetrain Manifesto» Markets are Conversations» Markets are Getting Smarterfaster thanMost Companies
  • 4. Social MediaMark Zuckerberg» A social version of anythingcan almost always be moreengaging and outperforma non-social version
  • 5. Social MediaMark Prensky» Digital Natives, Digital ImmigrantsMobile» Instant Everything GenerationSocial Graph» Contacts / Friends / Followers
  • 6. GamificationPastService Marketing » From Productto ServicePresentGamification » From Serviceto Experience
  • 7. GamificationGame Design Elements forNon-Game ActivitiesGame Design forBranding
  • 8. Veterants POVIan Bogost» ExplotationwareRichard A. Bartle» Serious Games want a GameJane Mcgonigal» PERMAAmy Jo Kim» Smart Gamification
  • 9. Entrants POVSimon Wiscombe» Dont Focus on Achievements…Target the Journey, Rather than the GoalSebastian Deterding» From Game Design Elementto Gamefulness
  • 10. Social GamesBy Applying Game Mechanics to CasualAudiences, Social Games favored theappearance of that Gamification thing.
  • 11. All Games Are SocialJon Radoff
  • 12. Social Games Design ElementsTutorial by DefaultPersonalizationSocial GraphUser-to-User CommunicationTrade ElementsLeaderboardsScarcity...
  • 13. Network EffectsNetwork Effect» Each new user adds a positive (+)or negative (-) effect for the rest(-) Censorship» Streisand Effect(+) Virality» k-Factor
  • 14. Design for Player TypesJon RadoffevolvedfromR.A. Bartle
  • 15. Design for ContributionSocial Influence» ReputationSocial Favors» ReciprocitySocial Discovery» EfficacySocial Belonging» Community
  • 16. Design for Players’ CyclesNovice» Clear GoalsRegular» Fresh ContentEvangelist» Exclusive Elements
  • 17. Metrics AAA + AARRRE. Ries’ Actionable, Accessible, AuditableDave McClure’s Metrics for Pirates
  • 18. GamificationThe Defining Elements
  • 19. Lovell’s 10 Rules of Gamification1. You’re not making a game2. Know what you are trying to achieve3. Be prepared not to gamify4. Games are rubbish at customer acquisition5. Retention is crucial, yet criminally overlooked6. Monetization may sound great, but focus on your corebusiness7. No, games are not just about competition8. Beware unintended consequences9. Make it personal10. Gamification is a process, not a project
  • 20. Gamification Design ElementsDeloitte
  • 21. Gamification Design ElementsAesthetics» Graphics, Characters, SoundsMechanics» Engagement, I/E Rewards, ViralityFlow» Objectives, Feedback, ProgressMultiplayer» Connection, Trade, ComparisonMeaning» Audience, Storytelling, Achievements
  • 22. Gamification’s DeepnessThree depths of Gamification
  • 23. Casual GamificationGamified trial for Autodesk 3ds Max
  • 24. Core GamificationSuperbetter » Turn Recovery into a Game
  • 25. Hardcore GamificationARG for Cisco’s Global Sales Experience
  • 26. GamificationSo Why ?
  • 27. Gamification OpportunityNot GamificationContent MarketingAdvergamingSerious GamesNewsgamesEdutainment
  • 28. Gamification OpportunityThe BeginningLoyalty Cards » SkyPoints, Air MilesThe PresentCustomer ExperienceLoyalty & EngagementCustomized ProductsSpecial OffersCollections & Scarcity...
  • 29. Gamification OpportunityRespect Organic Virality» Dont SpamPlaying Gives You a Sense of» Urgent Optimism: Dont Give UpAlways Provide» Real Return Value
  • 30. Gamification OpportunityDrive Fun Experiences» Real Customer LoyaltyDifferentiate» Your Brand
  • 31. Questions ?Thanks☆ヾ( ■_■)ノ♪@JaumeTeixi