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130314-PepsiCo-gamification-conference

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De marketeer speelt met gamification. Presentatie van Bob Postma, brand manager Lay's voor de eerste Gamification Conference van Nederland op 14 maart 2013.

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130314-PepsiCo-gamification-conference

  1. 1. De marketeerspeeltmet gamification
  2. 2. Bob PostmaBrand Manager Lay’s
  3. 3. Gamification in de FMCG?
  4. 4. Maak de Smaak Concept
  5. 5. Concept 2012 - Meer inspraak Lay’s Maak de Smaak – The Battle After the great success of Maak de Smaak in 2010 and Patatje Joppie in 2011, we will continue! Which flavor will be the next Dutch champion? We will invite the Nation again to have their say. This time consumers can send flavor entries and judge all flavors at the same time. Our jury will select the best flavors from the favorites and Holland will be able to decide again which best flavors have to make it to the finals. We will develop the final flavors and invite the Nation to vote for their favorite one. The winner wil receive €25.000 +1% 6 of sales.
  6. 6. ‘What’s in it for me’ = (ook) spelelementOnline Engagement zorgt voor betrokkenheid Homepage Online battles Status Update Flavor Entries
  7. 7. Resultaten gedrag 1.652.896 562.689 (34%) 183.150 (11%)
  8. 8. Resultaten Battles per dag/ per device
  9. 9. En de resultaten waren er naar… • 407.610 Smaakinzendingen (target 375.000) by 180.000 unieke deelnemersWk 3-9 • 5.849.627 Battles (target 1.000.000) by 400.000 unieke deelnemersWk 10/11 • 48.843 stemmen voor top 8 (Target 25.000)
  10. 10. Oude Gracht Utrecht‘speelt Battle’ mee
  11. 11. Kapitaliseer op het enthousiasme van je fans
  12. 12. Ken je fans Omarm je fans Maak je FansBeloon je fans blijvende promotors!
  13. 13. -Aantal fans binnen jaar - 1.200 – 27.000 fans-Fan Activaty rate van 8 %
  14. 14. Van product naar app naar social spark
  15. 15. Eindresultaat Verkoop: +27% 150.000 bezoekers site in 8 weken 55.000 downloads in 8 weken 23.000 scans vanaf QRcode verpakking Twitter reacties
  16. 16. … Gamification• Engine• Merkwaarde toevoegen op speelse manier• De “what’s in it” voor de consumentSpelenderwijs leertmen jouw merk en product kennen

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