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LoyaltyGames 2014 - Finals Game Plan - Mayur Kapur


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This Social Innovation Game Plan was produced by Mayur Kapur as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships ( All rights reserved.

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LoyaltyGames 2014 - Finals Game Plan - Mayur Kapur

  1. 1. 2014 WORLD FINALS Note: All copyright and intellectual property rights remain with the Finalist who authored this submission. Published  by  Professional  Services  Champions  League  (LoyaltyGames)  with  the  author’s  permission.     Finalist: MAYUR KAPUR Country: INDIA This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  2. 2. 2014 Loyalty & Gamification World Finals 1 Case Study Analysis Mayur Kapur 2 Aug 2014
  3. 3. Case Study No. 1 - “Visual  Awareness – Create  a  Memorable  2015  Event” 2 1. Can you recommend a new creative symbol, cure or visual representation for the World Vision team to explore as part  of  “Global  Week  of  Action  2015”? “2gether, V Will Win”  Campaign Yes – It  would  be  the  symbol  “V”!!!    - V  for  Victory.  V  for  Vision.  A  double  V  (“W”)  for  Winning   with World Vision!! – Winning the challenge of health-care taken up by World Vision, as well as winning our personal day-to-day challenges (explained below) The  “V”  design  could  be  embedded  in  multiple  day-to-day products like an armband (my preferred option), or headband or wristband, etc., all of which would just cost USD 1 or under for buyers (who will  be  “players”) Each  “player”  would  take  up  a  publicly-declared resolution (challenge) for his self-improvement, and  for  him,  the  “V”  would  symbolize  that  challenge World Vision could tie up with major brands like Nike, etc. to sponsor this initiative and sell the bands at their stores You  don’t  need  to  purchase  again  and  again  – you  have  a  “V”  in  your  hand  as  well!!  So  this  initiative   could be made to go VIRAL in social media just by posting selfies of yourself and your friends showing  the  “V”  symbol!!
  4. 4. Case Study No. 1 3 2. What organizations could be potentially helpful corporate collaborative partners for your symbol and/or visual representation concept? Nike and all other sports-related apparel makers like Adidas, etc., since armbands and wristbands have an inherent connection to sports. Van Heusen (and  other  popular  brands  starting  with  “V”  or  having  V  in  their  names  like   LVMH and Victorinox) could also possibly chip in 3. What potential external events or activities in 2015 could be part of promoting your new visual representation? ‘The  Avengers  2′:  movie  (much  awaited  by  everyone!!)  releases  on  May  1,  2015  – This could be leveraged. Check out Robert Downey Jr. in the pic below All actors could wear the band during movie promotions, etc. Actors could be approached and requested to talk about AVENGING health-diseases  …  since  this  also  ties  in  with  the   theme of AVENGERS. Also, the bands could be sold (through various brand collaborations, etc.) at all major movie theaters across the world!! “As  the  Avengers  fight  their  enemies,   Help World Vision fight child mortality!!!”
  5. 5. Case Study No. 1 4 The ICC Cricket World Cup 2015 (February 14 - March 23 2015, hosted by Australia and New Zealand) can also be targeted - Note that there are 2 Vs in W!! This can be creatively leveraged during  ads,  etc.  in  which  World  Vision’s  message  can  also  be  promoted All the cricketers can be requested to wear the armband – so this will give excellent media coverage as well From September 18 – October 31 2015, the 2015 Rugby World Cup will be hosted in England. This can similarly be targeted (as explained above for cricket) 4. How could mobile marketing and/or augmented reality be used to effectively help build awareness or deliver your solution? By having Avengers augmented reality portals in movie theaters – at the end of which a World Vision message plays By  creating  mobile  content  around  “Avengers”  movie,  which  can  also  contain  aWorld  Vision   message and be forwarded and made viral A QR Code which could be scanned to directly access World Vision and Avenger content
  6. 6. Case Study No. 1 5 5. List some practical challenges and how would you mitigate them There could be some implementation challenges on the ground – Cricketers / Rugby players may have existing (competing) brand-affiliations (e.g. if someone is affiliated with Adidas, he may not be able to wear a Nike band). This can be mitigated by tying up with all multiple brands so that this issue does not come up. Worst case, players with competing brand affiliations will not wear the band as such, but strive to get photographed  with  the  “V”  sign  and  say  that  they  support  it   There could be LOGISTICAL challenges to transport and sell the bands at movie theaters, etc. (for the Avengers idea) However, this could be mitigated by selling these bands at the cinema theaters of major MALLS., etc. where these major bands will ANYWAY have stores – so  it  shouldn’t  be  a  logistical   challenge for them at all. One  “cultural”  challenge  (while  posting  selfies  with  V  sign)  may  be  that  in  some  countries,  V   can be a derogatory gesture – but this is when the palm is pointing inwards. This could basically be mitigated by adding a small note educating people about the same, through World  Vision’s  website,  mobile  site,  etc.  where-ever the campaign will be described/detailed Also, FUN/game-like elements could be used to educate people about the same
  7. 7. Case Study No. 3 - “Make  Change  Happen” 6 1. The Players. Who is the target player age and demographic? The target players are people in urban and semi-urban areas (cities/towns), from teenagers to young, middle-aged  people,  who  are  considered  to  be  the  “change  agents”  of  every    society.  Given   an  appropriate  within  their  means,  they  would  like  to  “Make  Change  Happen”  and  change  the   world around them (for the better). Most  of  the  players  in  this  game  would  actually  fall  into  the  “Compete”  and  “Express”  quadrant  of   Amy  Jo  Kim’s  social  action  verbs,  since  they  would  like  to  express  themselves  and  make  change   happen, and compete. 2. The Mission. What is the goal of either the game or gamification experience? World  Vision  will  tie  up  with  a  number  of  major  brands  who  want  to  be  part  of  the  “Make  Change   Happen”  initiative,  e.g.  – For this example, I will use Nike. Players will be informed (through various ads, or other in-store boards, etc,) that for all purchases made  at  Nike,  a  small  part  of  the  proceeds  will  go  to  World  Vision’s  health  initiatives.  Further,  Nike   will  convert  all  the  points  earned  by  users  by  playing  the  “CHALLENGES”  (explained  below)  into  a   monetary amount, and make another lumpsum donation to World Vision at the end of the campaign Players will first have to make at least ONE purchase with Nike and then enter their unique bill code online, to activate their profile and participate in the game. (At this time, they can create their Avataars  ,  with  their  Unique  “Player  ID”).    Soon  after  registering  their  ,  they  will  get  POINTS  and  a   BADGE.
  8. 8. 7 In  the  “game”,  each  day,  players  will  be  shown  a  screen  (in  mobile  or  online)  or  a  form  (in  the   store), which will have a CHALLENGE for them – it  could  be  a  Puzzle  about  Nike’s  products,  etc.   The screen/form will have 3 sections – “Did  you  know”,  “Select  an  option”  and  “Comments” In  the  “Did  You  Know”  section,  the  player  will  be  given  short  snippets/information  about  World   Vision’s  health  initiative(s),  and  how  by  “playing”  this  game,  the  player  is  contributing  to  these   intiative(s)  [i.e.  Nike  giving  contribution  on  players’  behalf].  Also,  it  would  say,  “Thank  You  for   playing  and  contributing  to  this  noble  cause”. In  the  “Select  an  Option”  section,  the  player  will  be  given  a  CHALLENGE  regarding  a  particular   Nike  brand  or  product,  to  which  the  answer  can  be  found  in  Nike’s  stores  or  on  their  website,  etc.   Also, there would be a Comments section, saying– “If  you  could  “Make  Change  Happen”  for  this   brand/product,  what  would  you  do?  “  along  with  some  options  like  “Make  it  available  in  more   colors”,  etc.  The  player  could  select  his  option  and/or  explain/detail  out  the  option  that  he  selected   with his comments/views etc. He could also leave a note for World Vision, and some ideas for their campaigns. For  “playing”  and  answering  the  factual  part  of  the  game  correctly,  they  will  get  10  points.   However,  “randomly”,  some  day,  some  user  may  get  100  points  (CHANCE) Higher points would enable users to LEVEL UP. Also, they would earn a badge or badges for correct answers to the factual questions. At each higher level, the CHALLENGES (puzzles) would be much tougher to solve This way, it is a Win-Win: Nike gets more sales as well as brand awareness among its users, alon g with great, targeted ideas for its future products/campaigns, World Vision gets donations, and the player feels motivated in 2 ways – having contributed to a good cause, and also having expressed his views about his favorite brand(s). Case Study No. 3 - “Make  Change  Happen”
  9. 9. 8 Leaderboards  will  be  maintained,  and  a  number  of  “winners”  will  be  declared  every  week  for  the   highest points earned. They will win Nike products (in this case). Also, there will be special awards for the most innovative Change ideas. People will be able to link their Nike accounts to their Facebook accounts and twitter accounts, and auto-update their status whenever they earn points. They will also see a Social Graph of their friends who are playing the game. At a certain number of points earned, players will LEVEL UP. Of course, for every additional Nike product purchased, users will get extra points and HINTS to solve the challenges. 3. Game components. What elements are used, what do they look like and how is it setup? Points, Badges, Leaderboards, Avataar, Puzzles, Challenges, Social Graph, Quest, Levels, etc. It is setup as explained above 4. How to play the game? What actions, goals, rules and milestones exist? Explained above. Case Study No. 3 - “Make  Change  Happen”
  10. 10. 9 5. By playing this gamification experience, what knowledge and skills should be achieved by the players? Players  will  know  about  World  Vision’s  initiatives They  will  also  learn  more  information  about  their  favorite  brands’  products,  new  upcoming  products,  visit   Nike’s  website’s  sections.  etc. Specific game elements chosen have been tied back to the business objective and player types. 6. Mobile Marketing – Mobile is a powerful tool in developing countries. How could the game design leverage mobile devices and marketing? Players playing with mobile could be given slightly higher points than players playing online or in-store. Nike would get useful user data (from the mobile analytics during the purchase). Also, by linking the preferences/ideas/options  given  by  users  on  Nike’s  products  with  the  user  data  (obtained  from  the  GPS,   etc. details in the mobile phone), Nike would get precious location-based preference and purchase behavior data that it can leverage 7. Multichannel – How  could  you  deploy  the  “Make  Change  Happen”  game  in   the multi-channel environment? Explained above What is the most efficient and effective channel, in your opinion, for rapid update of your engagement platform? Mobile,  given  that  the  trend  is  towards  “everything  mobile”  – mobile purchases etc. Even in developing countries, mobile penetration is now almost 86% on average – hence, mobile is the way to go Case Study No. 3 - “Make  Change  Happen”
  11. 11. Case Study No. 3 - “Make  Change  Happen” 10 8. Innovative, New and Exciting – What makes your solution exciting? Outline the Gamification rationale behind each of your specific engaging recommendations (e.g. tips, clues, celebrities, augmented reality, geo-targeting) Much of this has been detailed above. It will really be a Win-Win for all parties Even  players  who  don’t  WIN,  will  have  FUN  and  LEARN,  and  have  the  satisfaction  of  having  contributed Players will feel more connected to their brand as well as to an important social cause. Location-based data collation of customers, coupled with Social Media Data, coupled with Big Data Technology Potential for brands is just incredible
  12. 12. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 11 Note:  I  am  focusing  on  “Rich  Countries”  in  this  case. 1. Define your strategy and vision The strategy is basically to maximize engagement of target group (through social media, IVR calls, etc.), and thereby maximize donations (monetary and in-kind), by gamifying the entire exercise Vision  is  that  each  and  every  current  “top  loyalist”  will  participate  in  this  program 2. How it works The targeted group would be identified by World Vision using Analytics, etc. These  individuals  would  be  sent  a  “THANK  YOU”  email  along  with  details  of  the  loyalty  program,  which   will  be  called  “V  For  World  Vision”  (Note:  There  is  full  possibility  of  clubbing  this  loyalty  program  with   initiatives described in the last case study) The targeted people would be incentivized to engage in desired behaviors, and get exclusive rewards such as – ACCESS (Invited to exclusive celebrity events, e.g. Hugh Jackman event – one-on-one meetings with him, autographs, etc. – Note: Hugh already supports World Vision so would probably be keen to help) , another ACCESS reward could be private  meeting  with  World  Vision’s  CEO  for  thanking  these  people  and  to  discuss  their  ideas  one-on-one, and STATUS  rewards  (Featured  in  World  Vision’s  Annual  Report  and/or  Special  Reports),   POWER rewards (POWER to decide what story(s) should be featured on the World Vision home page, etc. or become GUEST EDITOR of the blog for a day, etc.)
  13. 13. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 12 A  page  on  World  Vision’s  website  would  be  pre-created  for  each  of  the  targeted  “loyalists”,  which  they  could   use for fund-raising. This page could be completely customized, and linked to Social Media, so that every action/change on this page would auto-report  to  Social  Media,  and  thus  “spread  the  word”  about  the  initiative   among  the  loyalists’  social  network,  thus  maximizing  its  impact 3. How it would be implemented/executed (e.g. Loyalty Rewards, Gamification aspects)? Business Goals and Target Behaviors are already known The loyalist could use a single-click to send a custom message to all her contacts (Email contacts + Facebook + Twitter) requesting their support in the program, along with a link The  link,  when  clicked,  would  enable  the  clicker  to  immediately  become  part  of  the  said  person’s  team,  and   to make a donation, and/or to spread the work to all her friends in turn. Of course, the link would be part of  each  such  message.  This  link  would  not  only  be  used  for  payments  but  also  for  Tracking  which  loyalists’   “TEAM”  the  donations  are  going  to Also, all social sharing activities (even where donation DOES not happen) would be tracked by the embedded link – People would be asked to DONATE AND/OR SHARE the message with their own networks For mouth-to-mouth medium, the loyalist could tell the people who are going to donate/post/share on her behalf, to go to her PAGE on the World Vision site to do the same – so tis can automatically get tracked as well.  This  could  be  made  easier  by  the  recipient  scanning  a  QR  code  from  the  loyalists’  phone FUN could be embedded into the experience by organizing blitz campaigns in which funds could be requested within 24 / 48 hours and/or tracked with Progress Bars
  14. 14. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 13 While posting in social media, there will be privacy options –a user could tell his network that he HAS donated to the cause, but not HOW MUCH People could also make a donation by calling a toll-free  number  (IVR)  in  which  they  enter  the  loyalists’   code so that the donation can be mapped to the appropriate team People could also send an SMS to a certain number. This would be a premium SMS charged at a higher rate, out of which the a large section of the proceeds would go to World Vision
  15. 15. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 14 4. How can marketing automation help measure success (e.g. manage leads, manage campaigns, manage contacts, measure impact)? This could be leveraged by specifying criteria and outcomes for repetitive tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. More details (sourced online) are as below – Marketing intelligence uses tracking codes in social media, email and webpages to track the behavior of anyone interested in a product or service to gain a measure of intent. It can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis can then track buyer behavior - following links and multiple threads related to product A but not B will show an interest only in A. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical market. Due to its interactive nature this has been described as Marketing Automation 2.0. Marketing automation has a focus on moving leads from the top of the marketing funnel through to becoming sales- ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and then presented drip campaign messaging via email and social channels, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.
  16. 16. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 15 Advanced workflow automation encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system increases marketer's ability to deliver relevant content to relevant individuals at relevant times. Limitations may apply, based on the human resource capacity of an organization and their level of commitment to the tasks as they are assigned.
  17. 17. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 16 5. What resources are needed to achieve your strategy? Collaboration with participating celebrities like Hugh Jackman Some investment into the stadium/venue where the exclusive ACCESS event would be held Agreement with Senior stakeholders of World Vision – CEO’s  time  for  meeting  etc.  – This can be easily arranged Tie up with mobile operators for the SMS idea (can be arranged) A gaming platform like Badgeville can be used to quickly implement the program 6. How would your World Vision recommendations differ if World Vision was a “for  profit”  entity? Not much. The ACCESS event could probably be made accessible to the loyalists with a small fee in that case, and also the event could be opened up to some limited members of the public by selling tickets at high prices – collectively, this could then result into a Profit
  18. 18. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 17 7. How does your strategy specifically use Mobile Marketing / Mobile Technologies? SMS: text messaging to a number and proceeds going to world Vision IVR: an automatic voice service that can receive and make calls, and be used to make payments QR READER: as explained earlier, an application to decode any 2D bar code (QR code) WAP :Internet access from mobile phone (m. site etc.) which can track user details, etc. If the device carried by the person who is clicking the link on the loyalists page, is a mobile or Tab, he/she would automatically be directed to the mobile site, which would have lighter features, load quicker, and be more easily navigable on mobile 8. Where are there overlaps/complementarity between Loyalty Rewards and Gamification? Loyalty rewards are basically about rewarding people for doing more, and gamification is COMPLEMNTARY to this, as it ENCOUARGES  the  targeted  people  to  be  MOTIVATED  to  do  more  and  to  engage  in  such  “giving”  actions Also, Loyalty can be powerful when integrated with Social Media networks, and gamification has proven to be the best way to leverage the same
  19. 19. Case Study No. 2 - ““Giving  Back  to  Existing   Supporters  of  World  Vision” 18 Specific questions around Loyalty Data and Customer Analytics ● What kind of data can be measured to demonstrate engagement of your Loyalty Rewards program? No. of relevant posts on Facebook (Social Shares) No. of donations resulting from click-ins made on above posts No. of Likes/Comments of such shares ● How to measure this data? With various advanced Analytics / Big Data tools (Google Analytics / HCM / Hadoop) ● What kind of data would be most critical to measure pre-and-post the Global Week of Action? Benchmark data taken BEFORE the loyalty program starts could be used as a useful measure for comparison  of  “Before  and  After” Alternately, a control group experiment could be used, though I do not recommend the same in this scenario
  20. 20. Winners announced during Finals Live Stream 9am (PDT) Saturday August 9, 2014