Download - 130314-PepsiCo-gamification-conference
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De marketeer speelt met gamification
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@bobpostma
@bobbijlays
Bob PostmaBrand Manager Lay’s
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Gamification in de FMCG?
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Maak de Smaak Concept
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Concept 2012 - Meer inspraak
6
Lay’s Maak de Smaak – The Battle
After the great success of Maak de Smaak in 2010 and Patatje Joppie in 2011, we will continue! Which flavor will be the next Dutch champion?
We will invite the Nation again to have their say. This time consumers can send flavor entries and judge all flavors at the same time.
Our jury will select the best flavors from the favorites and Holland will be able to decide again which best flavors have to make it to the finals.
We will develop the final flavors and invite the Nation to vote for their favorite one. The winner wil receive €25.000 +1% of sales.
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‘What’s in it for me’ = (ook) spelelement Online Engagement zorgt voor betrokkenheid
Homepage Online battles Status Update
Flavor Entries
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Resultaten gedrag
562.689 (34%)
1.652.896
183.150 (11%)
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Resultaten Battles per dag/ per device
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En de resultaten waren er naar…
• 407.610 Smaakinzendingen (target 375.000) by 180.000 unieke deelnemers
• 5.849.627 Battles (target 1.000.000) by 400.000 unieke deelnemers
• 48.843 stemmen voor top 8 (Target 25.000)
Wk 3-9
Wk 10/11
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Oude Gracht Utrecht ‘speelt Battle’ mee
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Kapitaliseer op het enthousiasme van je fans
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Omarm je fans
Beloon je fans Maak je Fans
blijvende promotors!
Ken je fans
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- Aantal fans binnen jaar - 1.200 – 27.000 fans
- Fan Activaty rate van 8 %
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Van product naar app naar social spark
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EindresultaatVerkoop: +27%150.000 bezoekers site in 8 weken55.000 downloads in 8 weken23.000 scans vanaf QRcode verpakkingTwitter reacties
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… Gamification
• Engine • Merkwaarde toevoegen op speelse manier • De “what’s in it” voor de consument
Spelenderwijs leert men jouw merk en product kennen