asia luxury gamification 2012 nov

Gamification 2.0 An Advertising Boost

WHY LISTENING TO US?

EXPERTS FROM 3 COMPANIES

FRANCE Serious Gaming

Gamification More than 100 customers 12 employees in France

Best Serious E-Virtuoses 2012 Own Social Game Engine

SINGAPORE

FRANCE Digital & Video

Advertising since 2008 Clients: Cartier, Lancôme,

The Hour Glass, The Economist, CMC Market,

Coca-Cola, DELL

SINGAPORE Games & Gamification

since 2011 Clients/Partners:

Nespresso, Ubisoft, MDA, NYP, XiLabs, Raymond

Weil

GAME DESIGN, ILLUSTRATION & ANIMATIONS

GAME LOGIC CODING & MONETIZATION (FREEMIUM)

DAUs/MAUs REPORTS & CONVERSION ANALYSIS

COMMUNITY MANAGEMENT

Mobile Social Gaming WWW.WHAKAN.COM

GAMIFICATION 2.0

A MARKETING SOLUTION

FUSION OF KPIs

83% of Internet users think advertising

alters their navigation experience

BRANDING

USER RETENTION

BUZZ TRAFFIC GENERATION

COMMUNITY BUILDING

USER EXPERIENCE

Social Gamification is the use of social game design and mechanics to engage

people in changing their behaviour and brand conversation.

PR & INNOVATION

Business spending on Gamification

will increase from an estimated

$242M this year to $2.8B in 2016.

Of Gamers validate opt-in

Of Gamers of FB App become Fans

User retention

Numbers of Pages visited

Monthly visits

Time spent on the site (min)

Total products sold

Total products sold

RESULTS

Locita, 2012

METRICS

ENGAGEMENT

Page Views

Unique Visits

Time on Site

LOYALTY

Repeat Visits

Refer a Friend

VIRALITY

Sharing

Vote & Comments

MONETIZATION

Conversion Rates

Virtual Goods

Registration

TYPES OF GAMIFICATION FOR BRANDS

BRAND-CENTRIC

MINDBLOOM

« Life Game » that improves the user’s quality of

life in a simple and effective way.

NIKE+

A band tracks users progress throughout the day,

providing real-time feedback visually.

VEEV

Veev University: make your own cocktails and

discover about the brand

REWARDS-ORIENTED/ACTION IS KEY

SALESFORCE

Gamified App platform for Salesforce.com

(badges, points, achievements)

SAVEUP

Web platform gamifying the ability to track,

consume and promote discounted products

(actions trigger rewards, brand education)

FUN-DRIVEN/GAME SETTINGS

MELVITA Facebook game HONEY FARM

Strategy game to manage your own honey

production.

eDRF (National Energy agency in France)

Raise awareness with in-game problems-solving

and quests.

CREATE EXPERTS & AMBASSADORS

STARBUCKS IDEA

Web UGC platform

Feedbacks, points, leaderboards, forum

SAMSUNG NATION

Social loyalty experience: reviews on products, view

new products, share links to content, and more.

USER-GENERATED VOTING

6,550 Total Votes

268 Total Comments

APPLICATIONS

E-COMMERCE BOOST

SNEAKPEEQ

Social shopping/clothing & gourmet food

• Action-based purchasing advantages

• Time-limited Badges (Peeqs) for more rewards

• Consumer actions get pushed to Facebook

• 3,000% surge in ‘Buy’ clicks

ASIAVINO

Social platform selling Premium wines.

Gamification: select users who will become part of a VVIP

section with special access to exclusive wines privileges.

JIMMY CHOO “Catch a Choo”

Foursquare Scavenger hunt around London.

1) sneakers “check in” somewhere in the city

2) anyone quick enough to arrive picks a pair.

Simple concept, in-line with the products.

LUXURY

MARC JACOBS "Bang You're It,“

“Bang” your friends by giving their profile photos the

crumpled look of the perfume bottle to win prizes

Real social elements in-line with the brand.

FINANCE

BBVA

Game for bank users

(challenges, badges, points to get real rewards)

37,000 users in 2 months

CREDIT AGRICOLE

Crowdfunding banking microsite. Different

tone. Replicate succesful models

(Kickstarter) to keep control/get closer.

IND GAMIFICATION

• Social Points (for sharing)

• Payment Points (for making bill payments, direct debits,…)

• Saver Points (for saving, reaching savings goals)

IT

ADOBE

Photoshop initiative to allow exchange of

knowledge and leaderboard competition

between designers, companies, photographers

PLAY NICE-LY

Platform for collaboration (knowledge base, tips)

and competition (coding goals, points, status)

B2B

Gamification at Dell World

Push conference attendees to participate and interact.

Users received points and badges for checking in,

downloading content, sharing on social media.

UBM TechWeb – Great IT challenge

Trivia contest campaign to test IT execs'

knowledge of tech topics.

B2B CASE 1: HITACHI

Results

The “Quiz Campaign” generated 8,000 visitors, 604

leads, 43% uplift in Facebook user engagement. At the

end of its life in October of last year, the “Globe

Campaign” had yielded 14,580 visitors, 369 leads, 494

engagements, and 9,000 clicks on collateral.

Quiz Treasure Hunt

Users navigate through Hitachi’s YouTube &

Facebook answering product questions.

Globe Campaign

Testimonials and studies are spread over this

virtual world, compelling users to play with it.

B2B CASE 2: REDCRITTER

Results

Increased user engagement with project management

activities, better productivity (50%) and improved

project tracking & reporting.

Agile project management

Objective: Engage, drive behaviours.

Solution: Project management support;

visibility into employee skill sets; complete

projects to earn rewards; badges.

INTERNAL/HR

BLUEWOLF CONSULTING

Challenge: getting employees to share knowledge.

Solution: social resources center, social profile page,

actions rewarded, challenges to solve, status and

team leaderboards.

MARRIOTT INTERNATIONAL

Challenge: extra 50,000 staff in 2012.

Discover top potential talent via ‘My

Marriott Hotel’ on Facebook, gamers

manage a ‘virtual’ hotel.

ENGAGE VIA GAMIFICATION

4 Key User Engagement Factors

CONTENT USERS

INTERACT

Compete

Collaborate Explore

Express

ACT

Key User Engagement Actions

Give Help

Comment Like

Share Greet

Collect

Rate

View

Review

Vote

Curate

Win Challenge

Showoff

Compare Taunt

Create

Design

Customize Choose

Purchase

Decorate

Build

CONTENT PLAY

INTERACT

ACT

Examples

CONTENT PLAY

INTERACT

ACT

Send a Trend “My Style” is a profile page where users can upload pictures, choose words that capture style tendencies, and select pieces from the site to showcase on the page. Chance to win a 500$ reward. Results: 200,000 fans

IMPLEMENTATION FOR LUXURY BRANDS

SOME ADVICES

• Respect brand DNA

• Users are not after free content or products

• Users want exclusive status and privileged

access to the brand

• Create Ambassadors rather than Consumers

• Customer behaviour is key: go for Social CRM

(surveys, relationship capital) and metrics

• Not Free stuff, but more Time to spend more

Key requirements to implement VALUE Your product must have intrinsic value and the Gamification plan only builds around it. PLATFORM You must decide which platform will support it: 1. Conduct survey? 2. Main site? Microsite? Social Network? Mobile-only? Real-world? A mix? PART OF MARKETING PLAN Gamification requires specific mechanics and expertise over time, but it needs to be supported by other marketing techniques. PRODUCTION Gamification involves community management, stats & tracking, multiple iterations and regular updates sometimes over a 6 to 12 months period. EXPERTISE Accept value of a Gamification marketer, who knows how to: 1. Bring fun & relieve stress 2. Create compelling narratives 3. Generate conversion & Monetize based on Metrics

Gamification 2.0

Social Gamification

• Customization/Profile

• Real-time feedbacks

• Badges 2.0: Branded collectibles

• Multi-Social integration

• Collaboration

• International: Localization

• Technology: QR codes, NFC-enabled

products, Augmented-Reality, Geoloc

• Design: Create a brand gaming identity

• Real-world Gamification

• Crowdsourcing

Classic Gamification

• Rewards & Achievements

• Badges

• Ranking & Leaderboards

• Competition

ALBAN VILLANI

Director – FOREVER YOUNG

alban@foreveryoungcreative.com

+65 9780 6444