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Brands, Games and Gamification

This document discusses how brands can use different levels of gamification to engage customers. It provides examples of 8 brand campaigns that used gamification successfully, including Intel giving away a month on an island through a Facebook game and Ford bringing their new car driving experience to life through a mobile app without needing a showroom visit. It also outlines some tips and lessons learned, such as focusing on short play sessions, rapid rewards, and integrating social sharing to drive engagement for non-gamer audiences.

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Games and Gamification for Brands Irfan Kamal SVP and Global Head, Analytics, Products & Partners June 2012
What We’ll Cover Today What do Brands Want? Gamification Levels 8 Ogilvy Case Examples Tips & Lessons Learned Q&A 2
Brand Desires are Simple… 3
But Brand-Related Gamification Can Range from 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
Using a Facebook branded social game, Intel highlighted key features of its products and gave away a month on an island
Ford Fusion mobile app brought the new car’s driving experience to life – no visit to a showroom required
Caesars used a new Ogilvy-built gamified social platform to create a fun VIP-only experience for selected Total Rewards loyalty members – and drove significant measurable results
Sunpower used a solar IQ game to engage likely buyers in learning more about solar – and generate leads
Tabasco created a gamified Tabasco Ambassador program that drove awareness of new ways to use Tabasco (“pairings”) through a points program
New Zealand’s Kiwibank set up an interactive video experience to add some fun to learning about a new easy- transfer process
To drive awareness of anklyosing spondylitis, Pfizer revealed information about AS as part of a virtual throw-in soccer game
To help create a fun way for employees to start to build social influence, Social@Ogilvy teamed up with Kred to create an internal contest in London and New York with prizes such as a trip to SXSW
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
Thanks Intel Win an Island Scott McBride, Harsad Sreedharan, Paul Ho, Tem Hansen, Karen Cheng at Ogilvy. Caesars/Harrahs Ambassadors Janell Awong and Eric Petersen at Caesars Entertainment; Irfan Kamal, Karen Untereker, Michael Maslaney and Drew Elliott at Ogilvy. Sunpower Solar Discovery Matt Binkowski, Joanne Wan, Sandra Fong, Kevin Ti at Ogilvy. Ford Fusion Augmented Reality Test Drive Scott Monty and Craig Daitch at Ford Motor Company; Matt Binkowski, Karen Untereker, Joanne Wan, Dirk Shaw at Ogilvy. Tabasco Nation Martin 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 Regan Savage at Kiwibank; David Nash, Greg Whitham, and Dennis Carroll at Ogilvy. Pfizer Make a Play Mary Barrington-Ward, Lucy Jackson and Lalage Smyth at Ogilvy. 19
Contact: Irfan Kamal Senior Vice President, Digital/Social Strategy Email. Irfan.kamal@ogilvy.com Twitter. @irfankamal John Bell Global Managing Director Email. john.bell@ogilvy.com Blog. http://johnbell.typepad.com Twitter. @jbell99 20
About Social@Ogilvy Social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/ socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy 21
Brands, Games and Gamification