Why should you adopt gamification for marketing? Read about octalysis in gamification and its application with reference to Indian sub continent.. The presentation contains the following Gamification introduction Reasons to adopt Gamification Original Octalysis Indian Specific Changes Octalysis of Coca Cola Chok Campaign Octalysis of Chennai Express app

1. Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com© Seema Gupta

2. CONTENTS
Gamification introduction
Reasons to adopt Gamification
Original Octalysis
Indian Specific Changes
Octalysis of Coca Cola Chok Campaign
Octalysis of Chennai Express app
© Seema Gupta

3. Gamification
Introduction
© Seema Gupta

4. “The use of game thinking and game mechanics to
engage users in solving problems”
“The addition of game
mechanics to programs,
processes and platforms
that normally would not
use such features”
© Seema Gupta

5. Reasons to adopt
Gamification
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6. 1.ADVERTISING WEAROUT
• Repetition of an ad beyond necessity for
learning by consumer to retain
• Individual gets saturated with numerous
levels of exposure
• Intended purpose of communication is not
accomplished
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7. 2.SENSORY ADAPTION
• Advertisements are sensory inputs like
seeing, hearing or touching
• If ads are not clutter breaking , consumers get
accustomed to sensory inputs
• Happens especially in low involvement
products
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8. Original
Octalysis
Given by Yu-kai Chou
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10. 8 CORE DRIVES
Epic Meaning and Calling
Development &
Accomplishment
Empowerment of Creativity &
Feedback
Ownership & Possession
Social Influence & Relatedness
 Scarcity & Impatience
 Curiosity &
Unpredictability
 Loss & Avoidance
Read in detail© Seema Gupta

11. INDIAN specific
changes
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12. ADDING ONE MORE DIMENSION
ACCUMULATION
 Saving for future
 Clan accumulation
 Time-growth of incentives
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13. ADDING TO SOCIAL INFLUENCE
 Family involvement
Tapping into the family centric culture of Indians
 Festival specific engagement
Tapping into the importance that is given to festivals
in India
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14. ADDING TO ACCOMPLISHMENT
 Intellectual challenge
Leveraging the fact that only educated class will be
involved in these techniques
 Festival specific engagement
Number of accomplishment tasks can be increased
during festival season
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15. INDIAN
specificoctalysis
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16. Octalysis of Coca
Cola Chok Chok
Campaign
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17. Needforinnovativeness
anduniqueness
Self-actualization
Selfesteem
HIGH
NARRATION
NARRATIONPRIZES
HIGH MODERATE
LOW
MODERATE
See complete analysis© Seema Gupta

18. Octalysis of Chennai
Express -escape
from Rameshwaram
© Seema Gupta

19. Needfor
innovativeness
anduniqueness
Self-actualization
Selfesteem
POINTS
NO
NO NO
APPEARANCE
OBSTACLES
LOW
MILESTONES
LOW
(see complete analysis)© Seema Gupta

20. Thank You
Seema Gupta
IIM Bangalore
DigitalMarketingTadka.com
dmtadka@gmail.com