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NBC Universal Case StudyGamification in Customer Engagement
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Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
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NBC Universal Case Study• 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.
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NBC Universal Case Study• First, they launched a
fan loyalty program
called Club Psych that
lets users win weekly
prizes by completing
different challenges.
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NBC Universal Case Study• 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.
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NBC Universal Case Study• 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.
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NBC Universal Case Study• 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.
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NBC Universal Case Study• 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.
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NBC Universal Case Study• A gamified social
experience such as Club
Psych can turn engaged fans
into valuable brand
ambassadors.
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NBC Universal Case Study• Redniss notes that,
"288,000 shares on
Facebook's platform have
provided us with over 38
million exposures of the
'Psych' brand to our users'
friends and families.
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NBC Universal Case Study• "To reward those
ambassadors, USA Network
has given away prizes such
as Nintendo Wii systems,
Psych DVDs and character
bobbleheads.
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