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LoyaltyGames 2014 - Finals Game Plan - Daria Demina

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This Social Innovation Game Plan was produced by Daria Demina 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 - Daria Demina

  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: DARIA DEMINA Country: RUSSIA This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  2. 2. Submitted by Daria Demina Loyalty Games: The World Finals August 2014
  3. 3. A new meaningful symbol to prevent getting lost in the masses of awareness bracelets and ribbons
  4. 4. Why not the usual symbols? Too many are already being used and the same color can go for as many as 10 issues (example of a list of the meanings) Why a badger? This animal is sometimes considered to be a symbol of survival; easy to build a character that brings up compassion (USP of most of the toys, see Me to You Bears) and to link it to a child in need of help (see slide 4) The look: A badger, stuffed toy, with a small golden heart on its chest; comes in different sizes and prices (half the sum goes to pay for the treatment of children in poor countries). Possible collaborations:
  5. 5. Use the most popular social media (the list) and the global selfie craze to create a wave of selfies with your own badger. The goal is to make owning this symbol seem elite – the best intangible incentive there is. Use the hashtag #TheGuardianBadger for this purpose. Target audience: teenagers and young adults. Banners at the toy stores: ‘A present for your child can save his/her life’ with photos of kids in need of help. Target audience: adults with younger children, families. Each badger will be linked to a certain child. There will be an augmented reality app with image recognition (there is such a technology). When the app’s camera picks up the toys’ image, it becomes animated and tells a story about itself and a child it is friends with. The idea of the message is: thank you for saving my friend, now all three of us are friends forever.
  6. 6. The problem The solution Funding to produce the badgers, have them advertised and develop an app and keep the prices extremely low. Teaming up with toy producing companies to cover the expenses; those companies will get more popularity through philanthropy actions. Creating a buzz around the toys since they are not wearable like bracelets of ribbons Using social media and the newly found love for selfies to make #TheGuardianBadger a new trend in posts. Getting through the wall of indifference This is why faces and real stories will be used. It has been proved that people are more compassionate when they are shown actual faces and when they are helping a certain person rather than many random people. (Book by Paul Bloom)
  7. 7. Focus: ‘Rich Countries’
  8. 8. When no material incentive is available, the best alternative is status: that is how many companies, such as Red Bull and Apple are making their fortunes. The goal is to turn the process of giving (with actions, time, words or actual money) into a challenge to get a certain title. It can be reached through creating an ambassador program with an inner challenge to get a title of a ‘golden’ ambassador. Along with a title will come a personalized badge that can be shared using any social media and can be pinned to a page. To prevent people from stopping giving to a cause when they get the badge it should be only valid for a limited time (for example a month) and then the whole challenge is reset and it starts again. Make a Wall of Fame of the program’s site with the photos of the most influential ambassadors.
  9. 9. The Golden Voice – Most prominent social presence related to the Global Week of Action, measured in posts, shares (shared by others from the ambassador) and likes received (the ambassador should receive the likes) with point coefficients 1, 2, 0.5 respectively. The Golden Hand – For actual contributions of time or money, measured in hours of volunteer work, and money contributed. The Golden Initiative – For organization of the social events in the ambassador’s local community and for taking the initiative, adaptable measures (depends on the type of an event) The Golden Heart – Overall activity to make a difference, measured by summing up the points in each of the three categories above. The top 100 from these would go to the Wall of Fame mentioned on the previous slide.
  10. 10. If there could be funding from sponsors available it would be good to have a ceremony for the top 50 in each category at the end of the Global Week of Action to reward them with certificates and pins with the symbols of their category. This program can go on even after the Global Week of Action is over, considering it will be reset every scheduled period of time. In its sense it is a mini game that uses social status and strive for being in an elite community to give to charity, covering all channels needed. This game has an unlimited life if it is moderated properly and updated sometimes to keep people engaged. To evaluate the success of the campaign, total amount of donations and volunteer work should be used along with the major demographic indicators in the countries the program is aimed to help (measured 5 years after the campaign, child mortality should go down if the campaign is successful).
  11. 11. Make Change Happen
  12. 12. Target audience: teenagers, young adults, mostly in the developed countries. Why they: more emotional, easier to provoke a needed reaction, more socially engaged online, less picky with the social networks and activities, most powerful force in terms of creating a global trend. Platforms:
  13. 13. The main platform is the Global Week of Action website with the ability to get an app for Android, IOS and Windows Phone. Facebook is a necessary link to make the game more social, to encorporate it into the everyday lives of players and to allow challenge Facebook friends. Udemy is used as a platform for mini educational courses on the issues with child health in the Third World countries with certificates of completion of those courses. Experience points are filling the heart-shaped status bar to get the player to the next level. Player starts with a ‘Beating Heart’ and there are three main milestones that define the status of the player (1 - ‘Bronze Heart’, 2 - ‘Silver Heart’ and 3 - ‘Heart of Gold’). The mechanism of giving points is described in the following slide The game starts in a world of children submerged into darkness, despair and sorrow. As the player levels up, it starts clearing up, bit by bit. With a new milestone the goal switches to the next level To reach the 1st milestone, all of the darkness must be cleared, 2nd – the world must become greener and more alive, 3rd – all of the children must have smiles.
  14. 14. Educational: taking courses on Udemy and submitting the certificates, taking mini-quizzes on the main website or through the app; Social: sharing players’ success on their Facebook pages, inviting friends, writing suggested posts in their status updates, getting more than 50 shares or more than 100 likes on their posts; Material: players can buy decorations for their world, extra experience points, boosts and bonuses at the local store – the money goes to the fund and the player gets points that help improve their virtual world; Add-ons: daily challenges and mini games, networking opportunities, friends function, leaderboards; ‘Get Real Campaign’: players from the same locations can team up to hold an event in a real life (charity fairs, auctions, concerts, etc.) to get huge bonuses for the whole team and to get the event coverage on the website.
  15. 15. Interactive map, colored accordingly to (a) child mortality, (b) number of infectious disease occurrences, (c) malnutrition and famine levels with the ability to see the photos from the countries. The engagement map – where are the players located (uses geolocation services) How can I help? – A photo wall with the suggestions for the ways to help in real life – useful for those cases where people simply do not know where to start.
  16. 16. Deepening the knowledge about the problems in the poor countries, especially with the child health; Learning how they can help apart from donating money or doing something big – sometimes even a small action can help cause a difference; Socializing opportunities and ability to share their own thoughts and feelings on the issues touched by the campaign; Self-satisfaction from being a part of a community devoted to making the world a better place. It helps that players will be able to actually see the world becoming happier in their race for the ‘Heart of Gold’ status.s
  17. 17. It may only be a little step, but if we all take it together, the movement can turn the world upside down and save lives of many children. Thank you for your time and attention!
  18. 18. Winners announced during Finals Live Stream 9am (PDT) Saturday August 9, 2014 www.theloyaltygames.com

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