Behavior-Driven Gamification in   Performance Marketing           @brevsin        Boris Revsin, Founder         brevsin@da...
Content   The Quick Introduction   Gamifica-what?   Gamification & Performance   Proof   Resources                        ...
The Quick Introduction  Founded company in college – lived off of CPA affiliate deals on both network and    local scale ...
Why Use Game Mechanics  Game mechanics should be used to getmore volume AND higher quality volume          out of the same...
A Simple Example – Traditional Model                                       $$                                       CPA   ...
A Simple Example – Gamified Model  People                            Website                  $$        $$        $$      ...
How Does This Work?            Gamification is the use of      game-thinking and game mechanics        in a non-game conte...
Real Life Examples                     8
How Does This Work?Rule #1: Game Mechanics are like everything else. They must be testedand tested again.Rule #2: Play lea...
How Does This Work?New brand metrics allow for better experience                                                10
Using Game Mechanics To Chain Together Actions                                                 11
Case Study: Chevrolet                        12
Case Study: Chevrolet• Start with fun game to draw people in• Show them an example video first to       • Over 5 minutes o...
Case Study: Leading Casual Dining Restaurant                                               14
Case Study: Leading Casual Dining Restaurant• Start with fun game to draw people in• Ask them to debate a fun topic with  ...
Learn About Games                    By: Aaron Dignan                                       16
Behavior-Driven Gamification in   Performance Marketing           @brevsin        Boris Revsin, Founder         brevsin@da...
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Behavior Driven Gamification in Performance Marketing

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Learn about the changing demands in the advertising industry as brands and agencies are looking towards new performance metrics.

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Behavior Driven Gamification in Performance Marketing

  1. 1. Behavior-Driven Gamification in Performance Marketing @brevsin Boris Revsin, Founder brevsin@dailybreak.com
  2. 2. Content The Quick Introduction Gamifica-what? Gamification & Performance Proof Resources 2
  3. 3. The Quick Introduction  Founded company in college – lived off of CPA affiliate deals on both network and local scale  As company began to grow, so did the brands we sought for marketing dollars  But we never were big enough for pure CPM play… we had to prove we could generate revenue from the audience we had  So we developed Challenges – a gamification experience meant to drive human behavior 3
  4. 4. Why Use Game Mechanics Game mechanics should be used to getmore volume AND higher quality volume out of the same audience 4
  5. 5. A Simple Example – Traditional Model $$ CPA People Website 5
  6. 6. A Simple Example – Gamified Model People Website $$ $$ $$ CPA CPA CPA 6
  7. 7. How Does This Work? Gamification is the use of game-thinking and game mechanics in a non-game context in order to engage users and solve problemsSource: Wikipedia 7
  8. 8. Real Life Examples 8
  9. 9. How Does This Work?Rule #1: Game Mechanics are like everything else. They must be testedand tested again.Rule #2: Play leads to Achievement. Achievement leads to loyalty.Achievement releases the same chemical in the brain as a drug might.Rule #3: Progression leads to Completion. Show status.Rule #4: TELIC. Focus on the PROCESS not the PRIZE. 9
  10. 10. How Does This Work?New brand metrics allow for better experience 10
  11. 11. Using Game Mechanics To Chain Together Actions 11
  12. 12. Case Study: Chevrolet 12
  13. 13. Case Study: Chevrolet• Start with fun game to draw people in• Show them an example video first to • Over 5 minutes of engagement increase participation rate • Over 500 videos• Ask for the video • Over 10,000 sales leads (50% opt-• Ask for lead information only after in rate) they’ve engaged deeply (you don’t ask someone to marry you the first time you • Close to 20 car purchases meet)• End with sharing to friends 13
  14. 14. Case Study: Leading Casual Dining Restaurant 14
  15. 15. Case Study: Leading Casual Dining Restaurant• Start with fun game to draw people in• Ask them to debate a fun topic with • Over 3 minutes of engagement social hooks • 20,000 coupon downloads (80%• Reward and excite them with an rate) exclusive coupon • 20,000 store locator searches(80%• Ask for lead information after the reward rate) excitement • Over 12,000 email opt-ins (49%• Push them to the nearest location opt-in rate) toclosing the sale 15
  16. 16. Learn About Games By: Aaron Dignan 16
  17. 17. Behavior-Driven Gamification in Performance Marketing @brevsin Boris Revsin, Founder brevsin@dailybreak.com

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