Case Study: USA Networks - Jesse Redniss


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Hear how USA Networks has "gamified" its properties in this in-depth case study.
From Jesse Redniss, Vice President, Digital, USA Network

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Case Study: USA Networks - Jesse Redniss

  1. 1. gamification welcome. 2009 Sales overview
  2. 2. GAMIFYING THE #1 CABLE PROPERTY <ul><li>Overview of the USA Digital Philosophy..gonna talk for a few mins, so bear with me </li></ul><ul><li>Our first foray with a gamified site offering </li></ul><ul><li>CLUB PSYCH Case Study </li></ul><ul><li>The EVOLUTION of the CLUB PSYCH Model > Driving Innovation </li></ul>
  3. 3. USA CHARACTER REWARDS <ul><li>Bunchball migration and launch in 7/09.. Reminds me of GOOG stock!! </li></ul><ul><li>Currently drives 50% of referring traffic and searches for USA to Core. </li></ul><ul><li>FaceBook Connect efforts have been hit or miss, but gaining steady momentum </li></ul>
  4. 4. USA CHARACTER REWARDS <ul><li>Rewards users for watching videos, playing games & sharing content in social space </li></ul><ul><li>Players redeem points for virtual and tangible goods as well as partner offerings </li></ul><ul><li>CREATING BRAND AMBASSADORS </li></ul>
  5. 5. PSYCH 360 AUDIENCE <ul><li>MILLIONS PSYCHED </li></ul><ul><li>On-Air </li></ul><ul><ul><li>USA’s youngest series </li></ul></ul><ul><ul><li>1.4MM P18-49 </li></ul></ul><ul><ul><li>53%F / 47%M </li></ul></ul><ul><ul><li>On Wednesday nights, Psych was the #1 cable program for P18-49 </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>20MM full episode streams </li></ul></ul><ul><ul><li>22.5 mins/visit time spent </li></ul></ul><ul><ul><li>64%F /36%M </li></ul></ul><ul><ul><li>1.5MM Facebook Friends & Twitter Followers </li></ul></ul><ul><ul><li>23.2MM page views </li></ul></ul><ul><ul><li>2MM Visits </li></ul></ul><ul><ul><li>1.3MM Uniques </li></ul></ul><ul><li>“ ONE OF THE WITTIEST SHOWS ON TV” SAN FRANCISCO CHRONICLE </li></ul>Source: Nielsen 12/28/09-8/15/10, M-Su 8-11p, P18-49 C3 (000); Rank among scripted originals on ad-supported cable.  Online = Streams: Omniture June - August 10, Rewind full episode streams and time spent per visit; Hulu full episode steams June - August 10 ; PVs, Visits, Uniques & Demo Omniture June – Sept 10
  6. 6. CLUB PSYCH <ul><li>OVERVIEW </li></ul><ul><li>Club Psych is a program designed to reward the loyal fans of Psych by providing them with affinity points for engaging with and sharing engaging Psych content. </li></ul><ul><li>Users earn points, increase their standings and win prizes by playing games, taking quizzes, visiting video pages and sharing content on Facebook and Twitter. </li></ul><ul><li>For Psych-Os, Club PSYCH is THE platform to engage with to get exclusive content and incredible prizes. </li></ul>
  7. 7. <ul><li>HOW IT WORKS </li></ul><ul><ul><li>Users go to the site and register/log in with Open Auth </li></ul></ul><ul><ul><li>Members earn points by completing a variety of weekly tasks such as: </li></ul></ul><ul><ul><ul><li>Watching videos </li></ul></ul></ul><ul><ul><ul><li>Playing games </li></ul></ul></ul><ul><ul><ul><li>Answering trivia </li></ul></ul></ul><ul><ul><ul><li>Using digital applications and “Liking” or reposting to Twitter or Facebook. </li></ul></ul></ul><ul><ul><li>Recruitment: gain points by sharing content on social networking sites like Facebook and Twitter. </li></ul></ul>BRING YOUR TO CLUB PSYCH
  8. 8. <ul><ul><li>Across the Core PSYCH Site, easy to find Club PSYCH icons return a user back to the Club PSYCH site </li></ul></ul><ul><ul><li>UI is THE most important factor for a successful campaign </li></ul></ul><ul><ul><li>Leading a user back to the Challenge board drives a significant lift in Time Spent, Participation, Sharing and of course User Satisfaction </li></ul></ul>HOW CLUB PSYCH WORKS
  9. 9. <ul><li>HOW IT WORKS (cont.) </li></ul><ul><ul><li>Each week, a new task will be designated as the Weekly Prize Task and when users complete their task, they will then become eligible to win larger Psych prizes and earn more points. </li></ul></ul><ul><ul><li>The main hub will have a leader-board that shows which players have accumulated the most points and display Avatars that users can customize with fun Psych themed apparel using the points they've accumulated. </li></ul></ul><ul><ul><li>A Natural competition to gain Status on the leaderboard is established within the rabid fan base </li></ul></ul>HOW CLUB PSYCH WORKS
  10. 10. <ul><li>HOW IT WORKS (cont.) </li></ul><ul><ul><li>Club members can cash in their points for both virtual goods which go in their own personal virtual room </li></ul></ul><ul><ul><li>Or members can cash in the points for real life prizes such as : </li></ul></ul><ul><ul><ul><li>Signed cast posters </li></ul></ul></ul><ul><ul><ul><li>DVD sets </li></ul></ul></ul><ul><ul><ul><li>Psych T-Shirts </li></ul></ul></ul><ul><ul><ul><li>Much more…. </li></ul></ul></ul>HOW CLUB PSYCH WORKS
  11. 11. INITIAL RESULTS FOR JULY SEASON <ul><li>32,000 New Registrants through the season, with 10,000 in first 2 days </li></ul><ul><li>Continual new registrant participation through season </li></ul><ul><li>130% Lift in total PVs delivered during season with 40% lift in Return Visits </li></ul><ul><li>Virtual Goods redemption was modest at first, until Sept 3 rd . </li></ul>
  12. 12. WHAT HAPPENED SEPT 3 rd ? <ul><li>On Sept 3 rd , CLUB PSYCH Rolled out it’s REAL Psych Merchandise Redemption program. 2500 REAL PSYCH Merchandise items were redeemed over the next week. </li></ul><ul><li>The bar had been set. Users were waiting for Tangible Goods </li></ul>
  13. 13. CLUB PSYCH CAMPUS WARS <ul><li>OVERVIEW </li></ul><ul><ul><li>For the November Season of PSYCH, USA Rolled out a 10 City College Campus Event that put the producers and cast of PSYCH front and center at some of the largest College Campuses in the U.S </li></ul></ul><ul><ul><li>For the other 99.9% of schools?? CAMPUS WARS: This exciting online challenge allows college fans/alums to join their college team and interact with Psych content to gain points for their school. </li></ul></ul><ul><ul><li>Top performing school gets some type of presence of their school (logo, sweatshirt or actual campus) in an episode of Psych. </li></ul></ul><ul><ul><li>Winning college was announced in the Finale. </li></ul></ul><ul><ul><li>BYU KILLED the Competition, signing up 1500 Students for team BYU and beating out 1100 other Colleges across the country </li></ul></ul>
  14. 14. BRINGING GAMIFICATION TO THE 3 RD SCREEN <ul><li>OVERVIEW </li></ul><ul><li>Utilizing Bunchball’s affinity system, Club Psych architecture and creating an industry first integration with Social Media TV Check-in company “GetGlue,” PSYCH Vision changes the 2 Screen viewing landscape: </li></ul><ul><ul><li>GetGlue/Unlocked Exclusives : GetGlue “Check-in” functionality tied to the Club PSYCH Platform on the iPhone and iPad. </li></ul></ul><ul><ul><li>Videos: Psych exclusive short-form content. </li></ul></ul><ul><ul><li>Photo Galleries with native iPhone interaction such as swiping and sharing. </li></ul></ul><ul><ul><li>Chatter Page funnels all social chatter about PSYCH into an “easy to engage with” format. </li></ul></ul><ul><ul><li>GetGlue check in functionality pre-populates Pysch in the “I am watching” category and gives users the ability to add comments before posting to their Social pages. </li></ul></ul>
  17. 17. CLUB PSYCH 2.0 RESULTS <ul><li>65,000 Registrants through the end of the Winter Season </li></ul><ul><li>6,000 pieces of PSYCH Merchandise Redeemed </li></ul><ul><li>25,000 App Installs for the 2 Screen Experience </li></ul><ul><li>TOTAL MARKETING, COLLEGE TOUR, SOCIAL AND DIGITAL Helped drive a 40% increase in the 18-34 Demographic for On-Air ratings. </li></ul>