Hash Tag Killer - Gamification in customer engagement - Manu Melwin Jot

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USA Network used gamification through a fan loyalty program called Club Psych and a mobile app called Psych Vision to increase engagement with their TV show Psych. This led to a 130% increase in website page views and a 40% increase in return visits. The network then created a social media mystery game called #HashTagKiller which engaged fans through puzzles and clues. #HashTagKiller drove over 95 million page views from 300,000 unique users. The gamified experiences turned engaged fans into brand ambassadors, providing over 38 million brand exposures through Facebook shares.

Hash Tag Killer
Gamification in Customer Engagement

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.

Hash Tag Killer
• 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.

Hash Tag Killer
• First, they launched a fan
loyalty program called
Club Psych that lets
users win weekly prizes
by completing different
challenges.

Hash Tag Killer
• 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.

Hash Tag Killer
• 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.

Hash Tag Killer
• 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.

Hash Tag Killer
• 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.

Hash Tag Killer
• "To reward those
ambassadors, USA Network
has given away prizes such
as Nintendo Wii systems,
Psych DVDs and character
bobbleheads.

Hash Tag Killer - Gamification in customer engagement - Manu Melwin Jot

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