Gamification is emerging as a solution to drive consumer engagement with brands as traditional advertising becomes less effective. Global spending on social media marketing and gamification is growing. When developing a gamification strategy, brands should ask questions about their customers and prospects to understand purchase drivers and loyalty. Effective gamification strategies measure key metrics, provide feedback, offer a sense of achievement and brand identity, share knowledge through games and challenges, use strong narratives and appropriate rewards, allow users to share achievements, and recognize that gamification requires an ongoing, personalized approach rather than a one-time campaign. Examples of successful brand gamification include programs from Delta Airlines, Expedia, NBC Universal, and Verizon.

1. Prayukth K V

2. FIRST THE FACTS!
Gigya, 2012

3.  Consumers are becoming increasingly blind to
traditional advertising and thus gaming is emerging
as a viable solution to drive engagement.
Source: gho Digital Agency

4. GAMIFICATION – MARKET SIZE
SPENDING ON SOCIAL MEDIA MARKETING AND GAMIFICATION

5. BRAND MESSAGING AND COMM
HOW WOULD YOU LIKE TO HEAR ABOUT A NEW PRODUCT?

6. GAMIFICATION ELEMENTS

7. QUESTIONS
 What do you know about your prospect/customer?
 What more would you like to know?
 What are the current purchase drivers?
 How well do your customers know your brand?
 How often do you engage prospects currently?
 How often is your brand mentioned on social media
and in what context?
 How are you rewarding loyal customers?
 Who or what are the most celebrated part of your
brand?
 Audience mix - Achievers, Socialisers, Explorers,
and those seeking gratification

8. EVOLVING A STRATEGY - ELEMENTS
 Measure: Gamification programs should typically be
designed to increase a specific metric (leads web traffic,
CSAT etc.
 Provide good feedback: By accelerating the feedback
mechanism, you speed up the rate of adoption for new
behaviour.
 Offer a sense of achievement: to drive engagement
 Create a brand identity: brands can establish their
identity more clearly. (A bookstore could have a game
on finishing which players would get free books or
redeemable reward points.)
 Share knowledge: create knowledge hooks; (Health
food brands, could use a game to test customer
knowledge level and make recommendations based on
scores)

9. EVOLVING A STRATEGY - ELEMENTS
 Strong narratives: created in games and
challenges can spur motivation, and action
 Figure out the right rewards: and tie it with the
right (set of) action(s)
 Allow contestants to boast: on social media and
other platforms
 Create personas: based on profiles
 Make it fun, keep it simple
 Recognize that it is more than a ‘bolt-on’ strategy
 And finally…keep it personal

10. STORIES
 Delta Airlines reached over 70 million people via
Twitter and had over 180,000 direct interactions
 Expedia’s ‘Tag Me If You Can’ scavenger hunt
program.
 ‘Club Psych’ from NBC Universal
 Verizon ‘Insider’
 Samsung ‘Nation’

11. HAPPY GAMING
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Information is provided for academic purposes only