The document provides 10 case studies of companies that used gamification in customer engagement. It summarizes Heineken's use of a predictive game app during Champions League soccer matches to engage fans. It also describes how Home Shopping Network launched an online arcade with games that awarded tickets for merchandise raffles to engage customers. Finally, it outlines Pocari Sweat's launch of an electrolyte drink in Indonesia along with a mobile game called Ionopolis that had players defeat monsters by checking into locations and sharing updates.
2. Prepared By
Manu Melwin Joy
Assistant Professor
SCMS School of Technology and Management
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.
3. 10 Compelling Case Studies
1. Heineken’s Star Player Game
2. Home Shopping Network
3. Ionopolis
4. Magnus Pleasure Hunt
5. McDonald’s Casestudy
6. Mileage Plus
7. Monopoly Game
8. My Starbucks Rewards
9. NBC Universal Case Study
10.Pocari Sweet Case Study
5. Heineken’s Star Player Game
• Heineken has long been
known as a company
that can create highly
engaging experiences for
their consumers and
online users.
6.
7. Heineken’s Star Player Game
• The brand is an official
sponsor Champions League
game. They decided to use
gamification to actively
engage fans throughout the
event to increase awareness
of Heineken.
8.
9. Heineken’s Star Player Game
• During the the
Champions League,
users can download
the Heineken app.
10.
11. Heineken’s Star Player Game
• While watching the
game, they are asked
predictive questions
such as:
–will the penalty be
saved?
–will the goal be made by
head?
–will they score within 20
seconds?
12.
13. Heineken’s Star Player Game
• Points are awarded
for correct answers.
And during down
time, more points can
be earned by
answering other types
of questions (e.g.
trivia).
14.
15. Heineken’s Star Player Game
• This is a great example
where a sponsor can
directly engage with
fans during a sports
game instead of just
having their logo
showcased on banners
within the arena or
through television
spots.
17. Home Shopping Network
• The Home Shopping
Network, which sells
merchandise on TV as well
as online, wanted to create a
way for their customers to
continue interaction with
their brand while online.
18.
19. Home Shopping Network
• Knowing that their clientele was
predominantly middle-aged
women, who make up about
half the users of social
gaming, HSN launched an
online arcade full of
entertaining games that award
users tickets for gameplay.
20.
21. Home Shopping Network
• Scores can be shared with
others for social interaction,
and tickets are used to
enter a multitude of HSN
prize drawings that feature
their products.
22.
23. Home Shopping Network
• Jill Braff, EVP of Digital Commerce
at HSN, explains how over the first
year, 650,000 users logged 116
million gameplays. Arcade users
spent twice as long on the HSN
website, returned twice as often,
and purchased more units of
merchandise and in more
categories than their non-arcade
customers.
24. Home Shopping Network
• HSN is working now to create
games that integrate with their
product offerings in order to
further engage customers, as
they have seen firsthand that
increased customer engagement
leads to increased customer
spending.
37. MAGNUS PLEASURE HUNT
• The chocolate company,
Magnum has created a very
exciting and novel
campaign for the launch of
its ice cream bar, Magnum
Temptation.
38.
39. MAGNUS PLEASURE HUNT
• With the support of partners
like Citrine and YouTube, the
brand created a digital online
game that is reminiscent of
Super Mario. However, the
actual playing field is
integrated throughout pages
of the internet.
40.
41. MAGNUS PLEASURE HUNT
• The adventure takes place
across unique scenarios
(e.g. car trip, hang gliding).
Users accumulate scores
and build their rankings as
they collected bon bons.
42.
43. MAGNUS PLEASURE HUNT
• The game is finished as the
players return back to
Magnum’s main site. Their
bon bons turn into a
Magnum Temptation bar.
44.
45. MAGNUS PLEASURE HUNT
• Awareness of this game was
amplified through word of
mouth on social media. On
one particular day, Magnum
Pleasure Hunt reached an
impressive pinnacle as the
most tweeted url in the
world.
46.
47. MAGNUS PLEASURE HUNT
• Magnum’s game is doubly
clever. Not only does it
advertise its product, but
also provides a window of
exposure to their partner
brands, guaranteeing them
(partial) advertising.
49. McDonald’s Monopoly
• McDonald’s succeeded in
increasing their product
sales by using gamification
concepts derived from the
classic game of Monopoly.
50.
51.
52. McDonald’s Monopoly
• This promotion dates back
to 1987. And it takes place
entirely offline. When you
buy certain products from
McDonald’s, you will
receive tickets.
53.
54. McDonald’s Monopoly
• Each ticket represents a
space on the monopoly
game board. The goal is to
collect all the pieces of the
same color to be eligible for
a prize.
55.
56. McDonald’s Monopoly
• One loyal customer made a
You Tube video about this
game and explains:
• “Every October I go through
the McDonald’s drive
through just because of this
silly game. They got me!”
57.
58. McDonald’s Monopoly
• The alliance between
brands seems to work well:
In 2010, McDonald’s
increased its sales by 5.6%
in USA through this
program, with many people
engaged in impulse buying
just to get tickets.
61. Mileage Plus
• MileagePlus is the loyalty
program of United Airlines
and Aeromar that offers
rewards to passengers
traveling on certain types
of tickets.
62.
63. Mileage Plus
• Airline loyalty programs,
like United Airways’
MileagePlus program
which awards and tracks
points for purchases, are
one of the earliest forms of
gamification.
64.
65. Mileage Plus
• Earn enough points
and you become a
Silver, Gold, or
Platinum member.
66.
67. Mileage Plus
• This privilege gives you
access to special
lounges, priority
boarding, seating
upgrades and free
tickets.
68.
69. Mileage Plus
• Some customers are so
devoted to their status
level that they make
unnecessary flights at the
end of the year just to
maintain their premier
status for the next year.
71. McDonald’s Monopoly
• McDonald’s succeeded in
increasing their product
sales by using gamification
concepts derived from the
classic game of Monopoly.
72.
73.
74. McDonald’s Monopoly
• This promotion dates back
to 1987. And it takes place
entirely offline. When you
buy certain products from
McDonald’s, you will
receive tickets.
75.
76. McDonald’s Monopoly
• Each ticket represents a
space on the monopoly
game board. The goal is to
collect all the pieces of the
same color to be eligible for
a prize.
77.
78. McDonald’s Monopoly
• One loyal customer made a
You Tube video about this
game and explains:
• “Every October I go through
the McDonald’s drive
through just because of this
silly game. They got me!”
79.
80. McDonald’s Monopoly
• The alliance between
brands seems to work well:
In 2010, McDonald’s
increased its sales by 5.6%
in USA through this
program, with many people
engaged in impulse buying
just to get tickets.
83. MY STARBUCKS REWARDS
• My Starbucks Rewards™ is
one way in which TSPL
endeavours to reward and
thank loyal customers for
patronizing TSPL products
at Starbucks stores in
India.
84.
85. MY STARBUCKS REWARDS
• To enrol in My Starbucks
Rewards™ and receive program
benefits, you will first need to
create an account at
www.starbucks.in/card and
register at least one (1)
activated Starbucks Card to
your account.
86.
87. MY STARBUCKS REWARDS
• “Activation” means that you
have loaded a minimum of
INR 200 onto your
Starbucks Card for the first
time.
88.
89. MY STARBUCKS REWARDS
• My Starbucks Rewards™
benefits are determined
based on the amount you
spend at any Starbucks store
in India and the number of
“Stars” that you earn through
spending with your registered
Starbucks Card(s).
90.
91. MY STARBUCKS REWARDS
• A “Star” for purposes of My Starbucks
Rewards™ means each time you use your
registered Starbucks Card to pay for a
purchase worth Rs.300 (incl. taxes) on any
food, beverage, merchandise, Ready to Drink
(for example- juices, water, etc.) and Ready
To Eat (for example packaged foods like
chocolates, almonds, cashews etc.) at a
Starbucks store in India. No “Star” will be
rewarded for purchases made with a
registered Starbucks Card in any Starbucks
store outside India.
92.
93. MY STARBUCKS REWARDS
• . For each qualified purchase, you
will receive one (1) “Star” for any
purchase worth INR 300 (Rupees
Three Hundred Indian only,
inclusive of all taxes), at any
Starbucks store in India, except
during limited time promotions
when Starbucks may offer “Bonus
Stars” on featured products and/or
services.
94. MY STARBUCKS REWARDS
• Currently, there are three
(3) levels in My Starbucks
Rewards™ which are
determined by the number
of Stars that you
accumulate in your account
in a 12 month period.
95.
96. MY STARBUCKS REWARDS
• To maintain the Welcome
Level, you must earn at
least one (1) new Star
during each consecutive 12-
month period following the
date you reach Welcome
level.
97. MY STARBUCKS REWARDS
• To maintain the Green
Level, you must earn at
least five (5) new Stars
during each consecutive 12-
month period following the
date you reached the Green
Level.
98. MY STARBUCKS REWARDS
• To maintain the Gold Level,
you must earn at least
twenty five (25) new Stars
during each consecutive 12-
month period following the
date you reached the Gold
Level.
101. NBC Universal Case Study
• NBC Universal's USA
Network enlisted the help of
gamification startup San
Jose, Calif.-based Bunchball
in July 2010 to increase
engagement on the website
for Psych, one of its TV
shows.
102. NBC Universal Case Study
• First, they launched a fan
loyalty program called
Club Psych that lets
users win weekly prizes
by completing different
challenges.
103.
104. NBC Universal Case Study
• To enhance Club Psych, USA
launched Psych Vision, a mobile
app that let users access
behind-the-scenes videos, play
trivia games to earn points and
unlock prizes, and chat with
other fans, all while watching
the show.
105. NBC Universal Case Study
• With this tie-in, USA became
one of the first marketers to
offer a complete second
screen experience, where
fans could experience Psych
on their TVs, as well as via
mobile.
106.
107. NBC Universal Case Study
• After seeing a 130 percent jump
in page views and a 40 percent
increase in return visits to the
Psych website with the Club
Psych integration, USA decided
to expand and created a social
media mystery game called
#HashTagKiller.
108. NBC Universal Case Study
• It engages fans with puzzles,
clues and Facebook chats with
the show's actors. Jesse Redniss,
senior vice president of digital,
says #HashTagKiller has driven
more than 95 million page views
from 300,000 unique users since
its launch in September 2011.
109. NBC Universal Case Study
• A gamified social
experience such as Club
Psych can turn engaged
fans into valuable brand
ambassadors.
110. NBC Universal Case Study
• Redniss notes that,
"288,000 shares on
Facebook's platform have
provided us with over 38
million exposures of the
'Psych' brand to our users'
friends and families.
111. NBC Universal Case Study
• "To reward those
ambassadors, USA Network
has given away prizes such
as Nintendo Wii systems,
Psych DVDs and character
bobbleheads.
