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2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submissi...
LoyaltyGames 2014
ANDRÉ V. CARREIRO
Visual Awareness
Create a Memorable 2015 Event
The purest thing in the World is a Child’s smile
◦ Simple, powerful and pos...
Visual Awareness
Create a Memorable 2015 Event
The purest thing in the World is a Child’s smile
◦ Promotion on internal ac...
Loyalty Rewards Program
Main goal is to recognize the efforts of WorldVision supporters: both collaborators and donors,
as...
Loyalty Rewards Program
Donors, focused on Rich Countries
◦ Recognize their contribution, rewarding actions as follows
Act...
Loyalty Rewards Program
Donors Tiers
◦ Each tier has some benefits associated, besides the inherent tier status, which is ...
Loyalty Rewards Program
Mobile Engagement
◦ Mobile devices are usually an excellent choice to deliver a loyalty program, a...
Loyalty Rewards Program
Resources
◦ To successfully implement the program, technical/graphical resources are needed to imp...
Make Change Happen
The Players
Anybody with access to the multi-channel platform could participate and enjoy the experienc...
Make Change Happen
The Mission
Raise  awareness  for  the  Global  Week  of  Action  and  World  Vision  efforts  in  impr...
Make Change Happen – Game
Components
Onboarding with Narrative
◦ Engage players with an opening short video showing the ha...
Make Change Happen – Game
Components
Talk about the Change
◦ Leverage the social interactions by allowing players to give ...
Make Change Happen – Game
Components
Impact Points
◦ Very useful to provide immediate feedback upon an action completion b...
Make Change Happen – Game
Components
Badges
◦ Can be used to acknowledge the fulfillment of desired actions
◦ Evangelist –...
Make Change Happen – Game
Components
Quests and Challenges
◦ This could be a very important component to motivate longer-t...
Make Change Happen – How is it played?
After the onboarding phase, the user is faced with an
initial choice on what action...
Make Change Happen – How is it played?
Furthermore, algorithms can be used to compute different group
leaderboards (close ...
Make Change Happen – Mobile
Marketing
4.55 billion people worldwide are expected to use a mobile phone in this year, with ...
Make Change Happen - Multichannel
The main delivery channels are the website and a mobile application.
◦ In fact, these ar...
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LoyaltyGames 2014 - Finals Game Plan - André Carreiro

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This Social Innovation Game Plan was produced by André Carreiro 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 (http://www.theloyaltygames.com). All rights reserved.

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LoyaltyGames 2014 - Finals Game Plan - André Carreiro

  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: ANDRÉ CARREIRO Country: PORTUGAL This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  2. 2. LoyaltyGames 2014 ANDRÉ V. CARREIRO
  3. 3. Visual Awareness Create a Memorable 2015 Event The purest thing in the World is a Child’s smile ◦ Simple, powerful and positive message ◦ Accompanied by the slogan “Give a Smile” ◦ Fast and diverse dissemination through mobile ◦ Use of the graphic symbol, or in other products ◦ Use of hand gesture imitating the smile, to be shared in photos, for example ◦ Hashtag #GiveASmile ◦ Encourage people to find objects or situations that resemble a smile and register the moment and share it ◦ WorldVision and partners could deliberately create these objects/situations all around the world and create a gamified experience based on it and using augmented reality, by giving clues on location online. ◦ Use the symbol on other products ◦ Partner with graphic companies, a major clothing line, children toys manufacturer, mouth hygiene company, etc.
  4. 4. Visual Awareness Create a Memorable 2015 Event The purest thing in the World is a Child’s smile ◦ Promotion on internal activities of WorldVision and partners ◦ Promote the symbol on many different children related external events/venues, although they require considerable partners which may present several difficulties, but may result in great impact ◦ Disney or other children’s parks ◦ Unicef ◦ Smaller local events such as celebrations of Chid’s Day
  5. 5. Loyalty Rewards Program Main goal is to recognize the efforts of WorldVision supporters: both collaborators and donors, as two parts of a single incentives program. Collaborators / Employees ◦ Main goal is to recognize their efforts, through ◦ Acknowledging  each  collaborator’s  skills,  in  a  fun  way,  using  representative  badges,  such  as  “Master  Fundraiser”,  or  “Transport Angel”,  etc. ◦ Building an individual gallery (and collaborative connections) where the collaborator can include tokens gathered throughout their actions (photos with aided children and communities, special messages and postcards) ◦ All this information (and link to gallery) could be included in a collaborator profile, which can be personalized, searched and shared
  6. 6. Loyalty Rewards Program Donors, focused on Rich Countries ◦ Recognize their contribution, rewarding actions as follows Action WV Loyalty Points Sharing Social Per social share (post or news) 1 Repeat Giving Per donated dollar 4 Per hour spent helping 5 Per helpful action (meeting, e-mail to government representatives) 2 Local Champion Per local promotion (local events) 3
  7. 7. Loyalty Rewards Program Donors Tiers ◦ Each tier has some benefits associated, besides the inherent tier status, which is displayed as a badge in the user profile. World Visioner Dr Hero Bringer of Joy Guardian Angel Total Loyalty Points >= 1 >= 100 >= 1000 >= 10000 Postcards from Aided Children Yes Yes Yes Yes Thank-You Letter X Yes Yes Yes Thank-You Video X X Yes Yes Thank-You Gift (Personalized by the Children) X X X Yes % of Donation Stretch (by partners) 15 20 25 35
  8. 8. Loyalty Rewards Program Mobile Engagement ◦ Mobile devices are usually an excellent choice to deliver a loyalty program, and this case is not an exception. In fact, I suggest that there is no need for physical cards. Instead, we can build fun and interesting virtual tier cards, a sign of the donor impact and always connected with WorldVision servers, which he can share on a click. This Loyalty Program presents some significant overlap with Gamification techniques: ◦ Use of customizable profiles with badges representing skills for collaborators, or tiers for donors ◦ Collections on the collaborator’s gallery ◦ Social relatedness, and possibility of sharing impact with the virtual card ◦ Points and rewards (already typical in Loyalty Programs)
  9. 9. Loyalty Rewards Program Resources ◦ To successfully implement the program, technical/graphical resources are needed to implement the collaborators and donors profiles and badges, as well as the collaborators impact gallery or donors virtual tier cards. ◦ For donors rewards, including the postcards, videos and donation stretch, WorldVision should partner with specific companies and angels to comply with needs while keeping the costs low. Analytics ◦ Many automated analytics tools are available for web and mobile, allowing to measure the impact of the program, managing the user base and leads. ◦ The best practice to analyze the impact of the program is the comparison between engagement across the two groups: members of the loyalty program and non-members (or pre- and post-Global Week of Action), and calculate the Return on Investment (ROI) over a given time period. ◦ It is also suggested to keep track of measures such as customer retention rate and net promoter score to analyze general engagement and satisfaction, respectively.
  10. 10. Make Change Happen The Players Anybody with access to the multi-channel platform could participate and enjoy the experience. However, the main expected segment consists of ◦ both men and women ◦ over teenage years (> 16) ◦ from developed and developing countries ◦ not necessarily with significant possessions, as money donations are only a step of the experience ◦ mainly with an altruistic nature, who enjoys collaborating with common causes
  11. 11. Make Change Happen The Mission Raise  awareness  for  the  Global  Week  of  Action  and  World  Vision  efforts  in  improving  mothers’  and   children’s  quality  of  life ◦ Increase engagement ◦ Inform players about child health, a harsh reality which can be changed with their help ◦ Share the word ◦ Create an engaging community of supporters who can communicate with each other ◦ Contact government representatives with meaningful messages Raise funds to help World Vision and partners with their endeavours ◦ Increase the amount of donations
  12. 12. Make Change Happen – Game Components Onboarding with Narrative ◦ Engage players with an opening short video showing the harsh reality of child health worldwide, and how they can change it with simple actions ◦ Resort to real testimonies from children and collaborators alike, as well as from significant celebrities associated to the project ◦ Quick tutorial on how to enjoy the experience and what can be accomplished by it Personal Profile ◦ Customizable profile, where the player can describe himself, personalize with photo/avatar, interests, skills, availability to cooperate. Here is also where individual game progress is shown: impact points, badges, link to influence graph, etc. Influence Graph ◦ Let players invite their friends using known social platforms (Facebook, Twitter, etc.) ◦ Based on interactions (shared post, retweet) add a new edge on the Influence Graph, representing how each player is related to the other.
  13. 13. Make Change Happen – Game Components Talk about the Change ◦ Leverage the social interactions by allowing players to give feedback, suggestions, raise questions, or engage in general conversation with other players, in an inviting forum-like platform. ◦ Where geo-targeting is available, make suggestions of other players in the vicinity and ask if the player wishes to add him as a friend. Progression Bar ◦ Can be introduced to return feedback on how many of the possible actions (some can be repeated for more points) were already completed.
  14. 14. Make Change Happen – Game Components Impact Points ◦ Very useful to provide immediate feedback upon an action completion by the player, these can also be used to leverage the notion on how the player is impacting the ultimate goal of the game and the Global Week of Action. ◦ To stimulate different behaviors and account for different degrees of difficulty we map points to actions as Add a Message and Photo to Photo Wall Donate to Vital Child Health Work Take the survey Share with Friends Reach Government Decision Makers Quests & Challenges Points 10 10 per dollar 20 15 40 Variable
  15. 15. Make Change Happen – Game Components Badges ◦ Can be used to acknowledge the fulfillment of desired actions ◦ Evangelist – You just reached 1000+ people through your shared content ◦ Nice to meet You! – You just posted a message and photo to the wall ◦ True Aid – You just made your first donation ◦ My Opinion Matters – You just submitted the survey ◦ Nice Word For Us - You just reached to government decision makers ◦ Many others, maybe using sub-levels “Leaderboards” ◦ Individual leaderboards should be avoided in this situation, to motivate collaborative behavior. ◦ Here, we rely mostly on the result of collaborations, comparing the performance of related groups (geography-based, age-based, etc.) ◦ Also, influence graphs can be assessed for their overall performance, stimulating an overall increase in engagement by the connected players
  16. 16. Make Change Happen – Game Components Quests and Challenges ◦ This could be a very important component to motivate longer-term motivation. These challenges could be or not related to the desired actions on the website: ◦ Participate in a local promotion event (if the player helps as a volunteer for staff gains even more impact points) Fun Elements ◦ The whole environment has to promote a fun and engaging experience, by using good user experience design, resorting to fun but adequate language and symbols, as well as an inspiring palette of colors.
  17. 17. Make Change Happen – How is it played? After the onboarding phase, the user is faced with an initial choice on what action to perform ◦ No mandatory sequence, and rather a circle, and as the first action is completed, remaining actions are focused to highlight the next step, especially the one which could earn the player the most points, updating the progress bar. ◦ At the end of each action, show a very short video of a testimonial, reinforcing the notion of the player’s positive impact. The influence graph should be prominent to motivate the player to invite friends and continuously build his/her network
  18. 18. Make Change Happen – How is it played? Furthermore, algorithms can be used to compute different group leaderboards (close friends, regional, national, etc.), and clearly show where the player belongs in those local “communities” Start with a prepared set of quests and challenges the player can pursue, and continuously launch new ones, adding a component of unpredictability to keep players waiting for new surprises. By playing “Make Change Happen”, all players will gain a deeper understanding of the challenges many children still face today, and feel that their actions have real impact on child health, either by donating funds or raising awareness, feeling part of a collaborative community, on both local and global levels.
  19. 19. Make Change Happen – Mobile Marketing 4.55 billion people worldwide are expected to use a mobile phone in this year, with a rapidly increasing number in developing countries. Mobile devices allow powerful functionalities which can be explored to further engage players, such as geo-targeting or real-time response. Stimulating the use of these platforms can result in more immersive experiences, as challenging the player to take immediate action and share the results. Mobile Marketing rises as a very pervasive technique, allowing to better connect with users in real-time. ◦ Easy to implement marketing analytics to get data from players and improve upon that knowledge ◦ Increase  revenue  with  “indirect  donations”  by  including  advertisements  in  the  mobile  platform ◦ Make use of the SMS service to include regions with less web coverage, and still connect to players in a meaningful way.
  20. 20. Make Change Happen - Multichannel The main delivery channels are the website and a mobile application. ◦ In fact, these are the current more efficient ways to engage user interaction Other possible choices can be mainly used for raising awareness, but present serious challenges in allowing for interaction ◦ Retail stores have reduced scope, good for promoting in local communities ◦ Television  don’t  allow  immediate  interaction,  but  can  definitely  promote  and  motivate  people  to  engage  in  the   website or mobile app and play the game. In summary ◦ Make Change Happen is a very exciting platform allowing players to have a significant impact on Child Health. While we use several game elements to make the game fun and stimulating, like a personalized profile, feedback on progression through impact points and badges, the main innovation in this gamified experience is the building of an influence graph, where players can connect with each other and visually observe those relationships and have perception on the overall impact, notwithstanding the individual contribution.

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