SCVNGR is a game that allows brands to create custom challenges and rewards for customers to complete at physical locations. Chris Mahl presented a case study of how Buffalo Wild Wings used SCVNGR to drive engagement through challenges themed around March Madness, boneless wings, and "Tablegating" at their 730 locations. Over 2,000 unique players completed over 1.7 million challenges, and on average players engaged with the brand for 9-15 minutes through SCVNGR, far more than a typical customer check-in.

1. Signal Austin: The Leveraging Local Conversation Austin, tx March 10th, 2011

3. Case Study Game Mechanics is the New Brand Engagement Speaker Chris Mahl SVP & Chief Brand Alchemist SCVNGR

4. SCVNGR is a game. Playing is simple: Go places. Do challenges. Earn points! Chris Mahl Senior Vice President Play SCVNGR. www.scvngr.com

5. Organizations Building on SCVNGR

6. Challenges Brand’s building the game layer

7. Case Study: Buffalo Wild Wings Goals and concepts

8. Integrated 3 custom challenges 730 BWW Locations 3 in-restaurant rewards Web leaderboard with grand prizes Robust promotion plan

9. Challenges Themed around March Madness, boneless wings, and “Tablegating”

10. Playing @ Locations @ Scale | Results CHALLENGES DONE 2,196 2,196 0 1,706,047 UNIQUE PLAYERS 1 in 3 players returned to play again CHALLENGES / PLAYER This shows a massive depth of engagement with the brand – beyond just a check-in! 9,950 SOCIAL IMPRESSIONS* Bonus: Player-created Challenges On average, 45% of challenges are posted to Facebook or Twitter *Estimated based on gameplay averages

11. Brand Engagement @ Location Time engaged leads to loyalty, discovery, community and… 9-15+minutes Brand Engagement Measured In Time 10 seconds + 30 seconds to comment 5 seconds

12. of active, branded consumer engagement… Play SCVNGR 2.3 years…

13. SCVNGR is a game. Playing is simple: Go places. Do challenges. Earn points! Chris Mahl Senior Vice President & Chief Brand Alchemist chris@scvngr.com @ChrismahlNY Play SCVNGR. www.scvngr.com