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Octalysis gamification 2
The document discusses gamification, defining it as the integration of game mechanics into non-game contexts to engage users. It highlights reasons for adopting gamification, including issues like advertising wearout and sensory adaptation, and details the original octalysis framework by Yu-kai Chou, along with Indian-specific modifications. Additionally, it analyzes the octalysis of Coca Cola's 'Chok Chok' campaign and the 'Chennai Express' app, emphasizing cultural aspects and engagement strategies in the Indian context.
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Octalysis gamification 2
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- 2. CONTENTS Gamification introduction Reasons toadopt Gamification Original Octalysis Indian Specific Changes Octalysis of Coca Cola Chok Campaign Octalysis of Chennai Express app © Seema Gupta
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- 4. “The use ofgame 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 ©Seema Gupta
- 6. 1.ADVERTISING WEAROUT • Repetitionof 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 © Seema Gupta
- 7. 2.SENSORY ADAPTION • Advertisementsare 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 © Seema Gupta
- 8. Original Octalysis Given by Yu-kaiChou © Seema Gupta
- 10. 8 CORE DRIVES EpicMeaning and Calling Development & Accomplishment Empowerment of Creativity & Feedback Ownership & Possession Social Influence & Relatedness Scarcity & Impatience Curiosity & Unpredictability Loss & Avoidance Read in detail© Seema Gupta
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- 12. ADDING ONE MOREDIMENSION ACCUMULATION Saving for future Clan accumulation Time-growth of incentives Read in detail© Seema Gupta
- 13. ADDING TO SOCIALINFLUENCE Family involvement Tapping into the family centric culture of Indians Festival specific engagement Tapping into the importance that is given to festivals in India © Seema Gupta
- 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 © Seema Gupta
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- 16. Octalysis of Coca ColaChok Chok Campaign © Seema Gupta
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- 18. Octalysis of Chennai Express-escape from Rameshwaram © Seema Gupta
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- 20. Thank You Seema Gupta IIMBangalore DigitalMarketingTadka.com dmtadka@gmail.com