If This Campaign was a Game, Would I Play It?

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There’s no doubt that game developers have been creating engaging experiences for a lot longer than brands have. And it’s undeniable that the motivations of gamers – achievement, competition, cooperation and immersion – strongly appeal to a millennial audience. For instance, when it comes to immersion, Skyrim offers a massive world for players to explore for hundreds of hours.

So why can’t brands follow suit?

Some brands have in fact jumped on the bandwagon such as how The Hunger Games’ in-universe Web sites immersed fans in the world of the films and novels. More brands should think about how they can better engage their consumers by getting into the mindset of a game maker. It’s not about adding some level of gamification to marketing campaigns but more about honing in on the same emotions that get gamers engaged with the games.

Shankar Gupta is looking forward to sharing how the motivations game makers do such a fantastic job of tapping into can also be harnessed by brand marketers.

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If This Campaign was a Game, Would I Play It?

  1. 1. PROPRIETARY & CONFIDENTIAL Presented by: How your brand is like a video game Shankar Gupta If this campaign was a game, would I play it?
  2. 2. PROPRIETARY & CONFIDENTIAL 2 We’re not here to talk about gamification
  3. 3. PROPRIETARY & CONFIDENTIAL It’s about motivations, not mechanics 3 Gamification is about creating a Skinner Box for your brand, not understanding the fundamental motivations of why people engage. Skinner Box, n. A device for studying the learning behaviour of animals, esp rats and pigeons, consisting of a box in which the animal can move a lever to obtain a reward, such as a food pellet, or a punishment, such as an electric shock
  4. 4. Why do we care what games can teach us about engagement?
  5. 5. PROPRIETARY & CONFIDENTIAL 5 Game developers have been creating engaging experiences for a lot longer than we have
  6. 6. PROPRIETARY & CONFIDENTIAL 6 These motivations appeal strongly to a millennial audience
  7. 7. What motivations are we talking about?
  8. 8. PROPRIETARY & CONFIDENTIAL The Motivations of Gamers 8 One Player Many Players Inward Focus Outward Focus
  9. 9. PROPRIETARY & CONFIDENTIAL The Motivations of Gamers 9 One Player Many Players Inward Focus Outward Focus Achievement CooperationImmersion Competition
  10. 10. 10 Achievement “Gotta catch ‘em all” has become an obsession for millions.
  11. 11. PROPRIETARY & CONFIDENTIAL 11 Competition 40,000 people turned up to watch the League of Legends North American Regional Championships in Seattle -- with 8MM watching online
  12. 12. PROPRIETARY & CONFIDENTIAL 12 Players form groups of 20-40 to take on powerful opponents in World of Warcraft cooperation
  13. 13. PROPRIETARY & CONFIDENTIAL 13 Immersion Skyrim offers a massive world for players to explore for hundreds of hours
  14. 14. Great campaigns use these same motivations
  15. 15. 15 Achievement Disney’s Vinylmation toys let fans “catch them all” each time they visit the park.
  16. 16. 16 competition Nike’s “Run Your City” campaign let fans compete with one another to “own” their running route.
  17. 17. 17 cooperation Thousands of people contributed to create a music video for Johnny Cash’s “There Ain’t No Grave.” cooperation
  18. 18. 18 Immersion The Hunger Games’ in- universe Web sites immersed fans in the world of the films & novels
  19. 19. And some even combine them
  20. 20. 20 Immersion + Achievement Fans of the Old Spice Responses became immersed in the dozens of videos produced, and strived to get a response directed at them.
  21. 21. 21 immersion + cooperation Decoded immersed fans in Jay Z’s life, and asked them to cooperate to “decode” every page in the book using Bing.
  22. 22. how can you use this?
  23. 23. PROPRIETARY & CONFIDENTIAL 23 ask yourself: “If this campaign was a game, would i play it?” Achievement CooperationImmersion Competition Am I allowing my consumers to challenge one another and feel the satisfaction of victory? Am I giving my consumers a multi-part challenge and then recognizing them for overcoming it? Am I showing my consumers a deep and interesting story or world? Am I helping my consumers cooperate to create, accomplish or overcome something?
  24. 24. PROPRIETARY & CONFIDENTIAL 24 ask yourself: “What kind of game would my brand make?” Striving Brands Friendship BrandsStorytelling Brands Competitor Brands Am I letting my consumers create something and recognizing them for that achievement? Am I showing my consumers a deep and interesting story or world? Is my brand about coming together, collaborating, and friendship? Is my brand about fighting, winning, and being the best there is?
  25. 25. PROPRIETARY & CONFIDENTIAL 25 play some games for yourself and see what moves you

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