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LoyaltyGames 2014 - Finals Game Plan - Sascha Goto


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This Social Innovation Game Plan was produced by Sascha Goto 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 - Sascha Goto

  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: SASCHA GOTO Country: USA This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  2. 2. WORKING DRAFT Last Modified 08/02/2014 12:59 Pacific Standard Time Printed Global Week of Action 2015 WORLD VISION August 2, 2014 Proposal
  3. 3. LastModified08/02/201412:59PacificStandardTimePrinted 1 Executive summary With ~500 days left until December 31, 2015, the deadline of the Millennium Development Goals (MDGs), to achieve the goals of reducing child mortality by two- thirds and maternal mortality by three-quarters, action is increasingly vital. Every year 600,000 women and 7.3 million children die either during birth or within the first four weeks after birth. A new campaign will incentivize new and existing supporters to help lower these rates, and reach the MDGs: Introducing the #hellosunshine campaign The sun is the source of all life. It symbolizes warmth – both physical and emotional. The campaign is built on the desire to preserve and nurture (new) life – and uses yellow as its core color theme. The #hellosunshine campaign includes the following corner stones: ▪ The social media hashtag #hellosunshine ▪ A selfie contest (leveraging the yellow color theme and hashtag, as well as the sign for  “sun”  in  sign  language) ▪ Sponsors that fit into the topic of (new) life and (emotional) warmth ▪ Celebrities involvement (both national and international)
  4. 4. LastModified08/02/201412:59PacificStandardTimePrinted 2 Contents ▪ Visual Awareness: #hellosunshine ▪ Giving Back: battle for most  “generous” ▪ Gamification: the sunshine factor
  5. 5. LastModified08/02/201412:59PacificStandardTimePrinted 3 Participants’  and  sponsors’  involvement  in  the  #hellosunshine  campaign Posts with the hashtag will increase awareness about the campaign. Participants are asked to post pictures of (new) life using the hashtag. In return, World Vision will post pictures of children and mothers who have been helped by donations, combined with a thank-you note. Potential sponsors and their involvement: ▪ One or more social media platforms, e.g., Facebook, Twitter, Instagram Donates money for every 1000 posts, and every minute that #hellosunshine is trending worldwide ▪ A mobile technology company, e.g., Samsung Donates money for every 1000 posts made with a Samsung mobile ▪ A connectivity product, e.g., Skype or WhatsApp Donates money for calls or conversations, e.g., with your loved ones, containing #hellosunshine ▪ A food company, e.g., Kraft Foods Donates food for Kraft products bought that contains the #hellosunshine symbol ▪ A fashion designer and/or fashion design company or magazine Releases a #hellosunshine collection of pregnancy and children clothes, with all earnings getting donated
  6. 6. LastModified08/02/201412:59PacificStandardTimePrinted 4 A selfie contest, kicked off and supported by celebrities worldwide Selfies are everywhere. It is one of the biggest trends. It became the Oxford World of the Year 2013 because of its drastic climb in usage. An easy way to get involved is to post your selfies with the hashtag #hellosunshine. The picture should ideally show you make the sign language  sign  for  “sun”.  A  worldwide  selfie  contest  will  spark  and   incentivize people to use the hashtag. To kick off the contest, celebrities and government officials are asked to post #hellosunshine selfies of themselves. Pregnant celebrities, e.g., Alicia Keys, can be asked to exclusively post the first picture of their newborn with #hellosunshine. The technology sponsor, e.g., Samsung, gets involved by using their displays or creating the billboards. They would display the top 100 selfies but also a live stream of selected #hellosunshine  posts,  including  World  Vision’s  own  posts  of  saved  children  and  their  mothers. All billboards and displays show the #hellosunshine symbol, a QR code, and a web URL. The  “Make  Change  Happen”  website  will  contain  detailed  information  about  the  current  goals,   e.g., targeted social media reach, targeted amount of money, and how much progress has been made. Naturally, the selfie contest will be hosted there, with the ability to upload new selfies, and view  pictures  of  “saved”  children  and  mothers  in  affected  countries  – with regular updates on how they are doing. Obviously, the site contains multiple ways to donate money, or share information (via Email, SMS, Social Media). Participants can vote for the best selfies on  the  “Make  Change  Happen”  website.  The current top 100 selfies are displayed on a huge billboard or video display in major cities all over the world,  e.g.,  New  York’s  Times  Square,  or  Tokyo’s  Shinjuku.
  7. 7. LastModified08/02/201412:59PacificStandardTimePrinted 5 Contents ▪ Visual Awareness: #hellosunshine ▪ Giving  Back:  battle  for  most  “generous” ▪ Gamification: the sunshine factor
  8. 8. LastModified08/02/201412:59PacificStandardTimePrinted 6 With  new  sponsors  and  (existing)  supporters,  the  “battle  for  most   generous”  is  commenced A World Vision loyalty program will (re-)incentivize sponsors and supporters to get involved and donate repeatedly. Corporate sponsors will be put into categories, e.g., technology, food. The amounts of donated money will be made public through the World Vision website. Visual representations in pie charts show which sponsor has donated the most within a specific time frame, e.g., a month. Google 57% Samsung24% Apple 19% Example pie chart October 2014 Technology companies This  will  spark  a  competition  for  “most  generous”  sponsor  – both within a sponsor category, as well as overall. “Winning”  sponsors  will  receive  the  opportunity  to  place  a   product or brand in a World Vision ad or commercial. Individuals can also get involved. This is part of the Gamification Design on the following pages.
  9. 9. LastModified08/02/201412:59PacificStandardTimePrinted 7 Contents ▪ Visual Awareness: #hellosunshine ▪ Giving Back: battle for most  “generous” ▪ Gamification: the sunshine factor
  10. 10. LastModified08/02/201412:59PacificStandardTimePrinted 8 Individual involvement Individual supporters can participate in a similar competition/game on a local, regional, and global scale. Instead of industry categories, they get grouped by geographical location (city, state, country), or can form their own groups. Their  involvement  is  measured  by  the  “sunshine  factor”,  a  score based on ▪ social engagement, e.g., number of #hellosunshine posts ▪ donated money, time or other helpful actions like sending an email to government representatives ▪ referring new participants, or re-enabling old ones A  number  of  badges  and  levels  helps  to  keep  participants  motivated  to  continue  “playing”. Examples: ▪ A sunray badge for posting 10 times with #hellosunshine ▪ A star badge if you donate any amount of money ▪ Badges can be levelled up for repeating the tasks, or for reaching specific milestones A leaderboard with the current individual, and group scores is available on the campaign website, and occasionally displayed in public. A mobile app gives you a real-time overview of current scores, incl. people you are connected with, e.g., via social media, and sponsors. It allows you to make donations at any time.
  11. 11. LastModified08/02/201412:59PacificStandardTimePrinted 9 The players Main target group for the campaign, and its accompanying gamification program are women (in first world countries) between 18-39.  Saving  young  children  and  mothers  will  likely  “speak”  to   them. The mission The goal is to increase awareness, increase donations, and reward participants with a positive emotional experience. The game The game uses points, badges, levels to track your individual game progress. General game mechanics ▪ Each #hellosunshine post: 2 points ▪ Donate money: 10 points per USD, e.g., 70 USD = 700 points ▪ Someone you referred/recruited donates money: 1 point per USD, e.g., my friend donates 70 USD, she receives 700 points, I receive 70 points ▪ Get into the list of top 100 selfies: 1000 points ▪ Get into the top 10 selfies: 5000 points ▪ “Check-in”  (on  the  mobile  app)  near  a  #hellosunshine  billboard  or  video  display:  50  points ▪ Follow a celebrity who posted a #hellosunshine tweet within 24 hours: 50 points ▪ Receive  points  by  redeeming  codes  on  sponsor’s  products DRAFT
  12. 12. LastModified08/02/201412:59PacificStandardTimePrinted 10 Special mission As  a  monthly  special  mission,  players  get  the  option  to  “subscribe”  to  an  individual  (newborn)   child in a developing country for the duration of 4 weeks. During that time frame, you can check-in (through a website or the mobile app) to see pictures and updates on the child, and how it is developing. As part of the updates, a player learns more about the individual child as well as its environment, e.g., geographical, political information. For  each  day  you  “check  in”,  your  score  increases.  At  the  end  of  the  4  weeks  you  receive  the   option to continue accompanying the child as a UNICEF supporter. Special mission game mechanics, for a 28 day time frame: ▪ Each day checked-in: 100 points ▪ 7 consecutive check-ins: 500 points ▪ 24 total check-ins: 2000 points ▪ All 28 check-ins: 5000 points, and a  unique  “BFF”  badge You also get the first month of a 6-month UNICEF supporter status for free ▪ Donate money: 15 points per USD, e.g., 70 USD = 1050 points ▪ Any donation you, or someone you refer, makes during the time frame gets doubled by World Vision and a sponsor ▪ Check-in within 4 hours near a #hellosunshine billboard or video display: 100 points per player, e.g., 6 players check in within 4 hours in front of the Times Square #hellosunshine display gives all 6 players 600 points ▪ At  the  end  of  the  28  days,  the  top  100  players  are  featured  on  the  “Make  Change   Happen”  website DRAFT
  13. 13. LastModified08/02/201412:59PacificStandardTimePrinted 11 Conclusion The  #hellosunshine  and  “Make  Change  Happen”  campaigns  will  increase   awareness, get people involved, and convey positive emotions by providing direct and immediate feedback. They address everyone who treasures life and enjoys seeing (new) life blossom. At the same time it enables World Vision as well as (corporate) sponsors worldwide to  increase  awareness,  and  improve  their  reputation.  It  combines  sponsors’  desire  to   receive attention with concrete actions to improve the health and survival rates of women and children, esp. in developing countries.
  14. 14. Winners announced during Finals Live Stream 9am (PDT) Saturday August 9, 2014