Brands, Games and GamificationGSUMMIT PRESENTATION JUNE 20, 2012
What We’llCover Today              What do Brands Want?              Gamification Levels              8 Ogilvy Case Exampl...
Brand Desires are Simple…                            3
But Brand-Related Gamification Can Rangefrom Simple to Complex• Ads  • Place Google content ads  • Use another 3rd party a...
Using a Facebookbranded social game,Intel highlighted keyfeatures of its productsand gave away a monthon an island
Ford Fusion mobile appbrought the new car’sdriving experience to life –no visit to a showroomrequired
Caesars used a newOgilvy-built gamified socialplatform to create a funVIP-only experience forselected Total Rewardsloyalty...
Sunpower used a solar IQgame to engage likelybuyers in learning moreabout solar – and generateleads
Tabasco created agamified TabascoAmbassador programthat drove awarenessof new ways to useTabasco (“pairings”)through a poi...
New Zealand’sKiwibank set up aninteractive videoexperience to addsome fun to learningabout a new easy-transfer process
To drive awareness ofanklyosing spondylitis,Pfizer revealedinformation about ASas part of a virtualthrow-in soccer game
To help create a funway for employees tostart to build socialinfluence,Social@Ogilvyteamed up with Kred tocreate an intern...
Some Tips & Lessons Learned• Iteration is not as easy with many branded programs (timing, coordination,  costs), so it’s i...
ThanksIntel Win an Island Scott McBride, Harsad Sreedharan, Paul Ho, Tem Hansen,Karen Cheng at Ogilvy; Caesars/Harrahs Amb...
Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"
Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"
Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"
Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"
Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"
Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"
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Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"

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There’s significant potential value to brands from creating experiences that leverage gamification to better delight and engage customers. However, agencies and brands both have challenges in adopting and scaling gamification’s promise. In this case study-rich session, we’ll look at what’s worked and what hasn’t with gamifying big brands and ad agencies, and how to make gamification work more effectively in the marketing mix.

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Irfan Kamal - "Big Brands and Gamification: Winning the Marathon"

  1. 1. Brands, Games and GamificationGSUMMIT PRESENTATION JUNE 20, 2012
  2. 2. What We’llCover Today What do Brands Want? Gamification Levels 8 Ogilvy Case Examples Tips & Lessons Learned Q&A 2
  3. 3. Brand Desires are Simple… 3
  4. 4. But Brand-Related Gamification Can Rangefrom Simple to Complex• Ads • Place Google content ads • Use another 3rd party ad network to serve mobile or in-game ads• Product integration • Work with a game to integrate product• Product experience • Create a new game or gamified experience 4
  5. 5. Using a Facebookbranded social game,Intel highlighted keyfeatures of its productsand gave away a monthon an island
  6. 6. Ford Fusion mobile appbrought the new car’sdriving experience to life –no visit to a showroomrequired
  7. 7. Caesars used a newOgilvy-built gamified socialplatform to create a funVIP-only experience forselected Total Rewardsloyalty members – anddrove significantmeasurable results
  8. 8. Sunpower used a solar IQgame to engage likelybuyers in learning moreabout solar – and generateleads
  9. 9. Tabasco created agamified TabascoAmbassador programthat drove awarenessof new ways to useTabasco (“pairings”)through a pointsprogram
  10. 10. New Zealand’sKiwibank set up aninteractive videoexperience to addsome fun to learningabout a new easy-transfer process
  11. 11. To drive awareness ofanklyosing spondylitis,Pfizer revealedinformation about ASas part of a virtualthrow-in soccer game
  12. 12. To help create a funway for employees tostart to build socialinfluence,Social@Ogilvyteamed up with Kred tocreate an internalcontest in London andNew York with prizessuch as a trip to SXSW
  13. 13. Some Tips & Lessons Learned• Iteration is not as easy with many branded programs (timing, coordination, costs), so it’s important to deliver value quickly• It was important to thoroughly understand the audience interests through research • E.g. Sunpower “solar genius”, Jeopardy-style (vs. Wheel of Fortune style) experience • Ford, auto journalists target audience enjoy the test drive• Mechanics lessons: • Casual, short duration play • No penalty for starting late • Rapid rewards for a non-gamer audience • Points and rewards work on engagement – leading to 20x (or more) increases • Keep rewards relatively small and focus on people who care to avoid corrupting discussion • Integrate social sharing from the beginning• Platforms: • High iOS download % 18
  14. 14. ThanksIntel Win an Island Scott McBride, Harsad Sreedharan, Paul Ho, Tem Hansen,Karen Cheng at Ogilvy; Caesars/Harrahs Ambassadors Janell Awong and EricPetersen at Caesars Entertainment; Irfan Kamal, Karen Untereker, MichaelMaslaney and Drew Elliott at Ogilvy Sunpower Solar Discovery Matt Binkowski,Joanne Wan, Sandra Fong, Kevin Ti at Ogilvy Ford Fusion Augmented RealityTest Drive Scott Monty and Craig Daitch at Ford Motor Company; MattBinkowski, Karen Untereker, Joanne Wan, Dirk Shaw at Ogilvy Tabasco NationMartin Manion and Jan Carroll at McIlhenny; Peter Kang, Johann Conforme,Janet Higdon, Raul Montes, Lisa Charlebois, Nazanin Arandi, Evelyn Borgatta,Jenna, Elana Glazer, Nyaze Vincent at Ogilvy Kiwibank Green Ops ReganSavage at Kiwibank; David Nash, Greg Whitham, and Dennis Carroll at OgilvyPfizer Make a Play Mary Barrington-Ward, Lucy Jackson and Lalage Smyth atOgilvy• Presented by Irfan Kamal/Social@Ogilvy … on Twitter @irfankamal 19

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