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Chiquita Gets its Game On

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Empower presented at 20111 WOMMA Summit with client Chiquita and partner Bunchball on gamification. Here's the deck.

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Chiquita Gets its Game On

  1. 1. Chiquita Gets ItsGame On
  2. 2. Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermmCassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquitaSteve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball
  3. 3. In a single tweet?Brands can tap gamification fun to reach realbusiness goals, engage consumers and end“one & done syndrome.” #ChiquitaWOMMA
  4. 4. Reinforce Fun
  5. 5. Brand = Badges 250,000,000 Stickers In Market
  6. 6. The Engagement Dilemma I have high brand awareness, HH …so how do we add penetration, low value AND engageinvolvement purchase brand advocates?? and limited packaging…
  7. 7. A simple sidewalk???
  8. 8. Or a treacherous, death defying walk!
  9. 9. A boring drive home…
  10. 10. Or a race to the checkered flag!
  11. 11. Games becamepopular.People reached forgames forAccomplishmentoutside reality.
  12. 12. Games are everywhere – Everyone is a gamer • 120M people are enrolled in travel award programs • Starbucks is awarding points and badges for store visits • 200M+ people play social games with only virtual rewards
  13. 13. Who has figured out engagement & loyalty? Game Designers Social Networks Airlines & Hotels 500M People 750M+ People 120M Peopleplaying games at least sharing & commenting choosing vendors to earn 1hr per day 4 hours every day 500B points per year What’s their secret?
  14. 14. Addressing 3 Basic Human MotivatorsAchievement Status RewardsLevels in games Standings/leaderboards Access to exclusives Miles & points Job titles at work Early boarding/upgrades Progress bars Likes on Facebook Discounts & incentives In other words, they’re using game mechanics to drive engagement & loyalty.
  15. 15. Fixing the“One andDone”Will it everhappenagain???
  16. 16. We workhard for this. Engage?? Attract Satisfy Traffic Optimization Content(SEM, PPC, Display, Email) Optimization (A/B Testing, Copy, Creative) And this.
  17. 17. ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn]1. Applying the mechanics of gaming to non-gaming activities to change people’s behavior.2. Integrating game dynamics and game mechanics to drive participation and engagement. 18
  18. 18. Gamification drives participation/engagement.Participation/engagement drives business value. 19
  19. 19. Pioneering Gamification since 2007 Founded in 2005 Created gamification in 2007 First customer: NBC’s The Office Work with over 100 customers Engage over 125M users Power over 14B actions
  20. 20. Combining Experience & TechnologyGamification Expertise Nitro Motivation Platform4+ years deploying gamification Powerful, scalable & proven engine Experience in B2C & B2B Seamless integration across platformsFocus on sustainable user value Cloud-based and constantly updated
  21. 21. Multi-Layered Experience
  22. 22. The 7 Things To Take Away 1) Progress: Bars, Levels, Points, Badges, Customization – we like to see our progress 2) Missions: Provide multiple long-and-short-term aims for players to tackle 3) Credit: track & reward effort, not just achievement 4) Feedback: tangibly link actions to consequences 5) Surprise: add the Element of Uncertainty to drive and sustain interest 6) People: were most engaged by people – especially collaborating in groups 7) Engagement: games are tuned to dole out rewards that engage the brain and keep us wanting more
  23. 23. Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermmCassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquitaSteve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball

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