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CASE STUDY:Autodesk GamifiesSoftware Trial Marketing      DAWN WOLFE      Sr. Mgr of Integrated Marketing Programs ·      ...
Autodesk Gamifies Software TrialsDawn Wolfe, AutodeskScott Sawicki, Resource Interactive© 2011 Autodesk
Dawn WolfeSr. Digital Marketing ManagereBusinessAutodesk© 2011 Autodesk
Autodesk At-a-Glance    Founded 1982    $1.95+ billion in revenues    6,800+ employees worldwide    10+ million profes...
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
In Trial Marketing Trials Key To Purchase Decision 90% of dotcom traffic 3 Uses=2x likelihood to buy #1 Campaign CTA© ...
3DS Max In-Trial Marketing Tests                                    No change                                    Trial Usa...
Drivers to Gamification    Increase Engagement    Guide Experience    Highlight features that sell the product    Make...
Case Study: 3DS Max Trial     This actually happens to be a game….     But it wouldn’t have to be….© 2011 Autodesk
Scott E. SawickiAssociate Client Director – San Francisco OfficeTechnology Client Team© 2011 Autodesk
Gamification Launch Phases    Kick-off         Understanding the audience         Establishing goals and objectives, KP...
© 2011 Autodesk
Autodesk 3ds Max Original Concepts© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
Achievements                                                                     Points  Behaviors  Register for the Compe...
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
Case Study: Results                         40% increase in trial usage                         Ratio of day 2-30 trial us...
Gamification: Final Thoughts…Using game mechanics provide incentive for action and increasesengagement. Connects with con...
Customer experiences – even the most mundane – can be morerewarding and pleasurable (for all involved) if you think differ...
THANK YOU!Dawn WolfeDawn.wolfe@autodesk.com415.846.2898@Dawn_Michelle_WScott SawickiSsawicki@resource.com415.796.8964© 201...
Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing
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Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing

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DAWN WOLFE, Sr. Mgr of Integrated Marketing Programs · Autodesk

SCOTT SAWICKI, Assoc. Dir of Client Management · Resource Interactive

Published in: Technology, Business
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Badgeville Summit, Engage 2012 - Case Study : Autodesk Gamifies Software Trial Marketing

  1. CASE STUDY:Autodesk GamifiesSoftware Trial Marketing DAWN WOLFE Sr. Mgr of Integrated Marketing Programs · SCOTT SAWICKI Assoc. Dir of Client Management ·
  2. Autodesk Gamifies Software TrialsDawn Wolfe, AutodeskScott Sawicki, Resource Interactive© 2011 Autodesk
  3. Dawn WolfeSr. Digital Marketing ManagereBusinessAutodesk© 2011 Autodesk
  4. Autodesk At-a-Glance Founded 1982 $1.95+ billion in revenues 6,800+ employees worldwide 10+ million professional users in 187 countries 1+ million students a year trained The last 17 Oscar winners for Best Visual Effects have all used ® Autodesk software© 2011 Autodesk
  5. © 2011 Autodesk
  6. © 2011 Autodesk
  7. © 2011 Autodesk
  8. In Trial Marketing Trials Key To Purchase Decision 90% of dotcom traffic 3 Uses=2x likelihood to buy #1 Campaign CTA© 2011 Autodesk
  9. 3DS Max In-Trial Marketing Tests No change Trial Usage 14% increase Trial Usage© 2011 Autodesk
  10. Drivers to Gamification Increase Engagement Guide Experience Highlight features that sell the product Make the Value Prop Visceral Make it Fun!© 2011 Autodesk
  11. Case Study: 3DS Max Trial This actually happens to be a game…. But it wouldn’t have to be….© 2011 Autodesk
  12. Scott E. SawickiAssociate Client Director – San Francisco OfficeTechnology Client Team© 2011 Autodesk
  13. Gamification Launch Phases Kick-off  Understanding the audience  Establishing goals and objectives, KPIs  Determining roles and responsibilities Information Architecture/Wireframing Creative Concepting Design Execution Development  Technical Consultation and/or Technical Development  Rules Creation, if needed Launch… Measurement and Analytics  Optimization© 2011 Autodesk
  14. © 2011 Autodesk
  15. Autodesk 3ds Max Original Concepts© 2011 Autodesk
  16. © 2011 Autodesk
  17. © 2011 Autodesk
  18. © 2011 Autodesk
  19. © 2011 Autodesk
  20. © 2011 Autodesk
  21. © 2011 Autodesk
  22. © 2011 Autodesk
  23. © 2011 Autodesk
  24. Achievements Points Behaviors Register for the Competition 25 Download support materials 25 Register and download support materials within 15 minutes 50 Be one of the first fifty (50) Entrants to complete the Coimbra, 100 Portuga Mission Complete any three (3) Missions within five (5) consecutive 100 calendar days Share any Competition feature on Facebook for the 1st time 1,000 Submit your 1st Mission 50 Have any Mission submission rejected for the 1st time 10 Submit all eight (8) Missions within seven (7) calendar days of 100 registration Clicking the “Buy Now” button for the 1st time 1,000 Click on the Leader Board for the 10th time 500 Get approval on your Coimbra Portugal Mission submission 100 Get approval on your Santiago, Spain Mission submission 200 Get approval on your Mediterranean Island Mission submission 500 Get approval on your Istanbul, Turkey Mission submission 1,000 Get approval on your Giza, Egypt Mission submission 1,500 Get approval on your Marrakesh, Morocco Mission submission 2,500 Get approval on your M’zab Valley, Algeria Mission submission 4,000 Get approval on The Desert, Algeria Mission submission 8,000 Complete all levels of the Competition 10,000 Complete all levels of the Competition within twenty (20) 10 consecutive calendar days of registration© 2011 Autodesk
  25. © 2011 Autodesk
  26. © 2011 Autodesk
  27. © 2011 Autodesk
  28. © 2011 Autodesk
  29. Case Study: Results 40% increase in trial usage Ratio of day 2-30 trial use to day 1 use increased 40% ! What You Need to Understand: Connecting game mechanics to an ordinary tutorial drove our key objective higher than any previous attempt © 2011 Autodesk 29
  30. Gamification: Final Thoughts…Using game mechanics provide incentive for action and increasesengagement. Connects with conditioned, internal reward systems Helps us do things we may not normally do Makes things we have to do more rewarding© 2011 Autodesk
  31. Customer experiences – even the most mundane – can be morerewarding and pleasurable (for all involved) if you think differentlyabout your customers’ motivations. Help them do what theyalready want or need to do and if you can make it funor pleasurable and social – even better.© 2011 Autodesk
  32. THANK YOU!Dawn WolfeDawn.wolfe@autodesk.com415.846.2898@Dawn_Michelle_WScott SawickiSsawicki@resource.com415.796.8964© 2011 Autodesk

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