Gamification

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What should your big mobile idea be? Where does mobile behaviour intersect with your brand? How can you use gaming techniques to sustain engagement with your brand story?

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Gamification

  1. 1. Gamification<br />Taronga Zoo – iPhone application<br />David McGowanBusiness Director<br />
  2. 2. Taronga Zoo – Introduction<br />How do we engage families with the Taronga message through mobile devices?<br />
  3. 3. “Where does mobile behaviour intersect with our brand?”<br />“What should our big mobile idea be?” <br />
  4. 4. Mobile Web Browsing – iPhone FTW<br />
  5. 5. Taronga Zoo – Focus Groups<br />“How do we engage families with the Taronga message through mobile devices?”<br />What we found:<br />Parents are happy for kids to use their Smartphones, often acting as a micro babysitting tool.<br />Children are bored with educational messages<br />Children love games, collecting, competing<br />User generated content is king!<br />Parents and children play together with shared mobile play<br />
  6. 6. Discovery<br />Collecting<br />Taking photos<br />Content<br />Reward<br />Competition<br />Status, Achievement<br />Personalisation, self expression<br />Audience Behaviour - Gamification<br />
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  9. 9. Discovery<br />Collecting<br />Taking photos<br />Content<br />Competition<br />Status, Achievement<br />Personalisation, self expression<br />Reward<br />
  10. 10. Results<br />55,000 downloads in first month<br />No 1 Educational game in the app store<br />Featured game in iTunes app store<br />5,500 opt ins for Taronga emails via the app<br />35% return more than twice, average depth over 15 pgs<br />AWARD “Best Mobile Game”, AIMIA – 3 category finalist<br />
  11. 11. Thanks for your time!<br />

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