Prayukth K V

FIRST THE FACTS!

Gigya, 2012

Consumers are becoming increasingly blind to

traditional advertising and thus gaming is emerging

as a viable solution to drive engagement.

Source: gho Digital Agency

GAMIFICATION – MARKET SIZE SPENDING ON SOCIAL MEDIA MARKETING AND GAMIFICATION

BRAND MESSAGING AND COMM HOW WOULD YOU LIKE TO HEAR ABOUT A NEW PRODUCT?

GAMIFICATION ELEMENTS

QUESTIONS

What do you know about your prospect/customer?

What more would you like to know?

What are the current purchase drivers?

How well do your customers know your brand?

How often do you engage prospects currently?

How often is your brand mentioned on social media and in what context?

How are you rewarding loyal customers?

Who or what are the most celebrated part of your brand?

Audience mix - Achievers, Socialisers, Explorers, and those seeking gratification

EVOLVING A STRATEGY - ELEMENTS

Measure: Gamification programs should typically be designed to increase a specific metric (leads web traffic, CSAT etc.

Provide good feedback: By accelerating the feedback mechanism, you speed up the rate of adoption for new behaviour.

Offer a sense of achievement: to drive engagement

Create a brand identity: brands can establish their identity more clearly. (A bookstore could have a game on finishing which players would get free books or redeemable reward points.)

Share knowledge: create knowledge hooks; (Health food brands, could use a game to test customer knowledge level and make recommendations based on scores)

EVOLVING A STRATEGY - ELEMENTS

Strong narratives: created in games and

challenges can spur motivation, and action

Figure out the right rewards: and tie it with the

right (set of) action(s)

Allow contestants to boast: on social media and

other platforms

Create personas: based on profiles

Make it fun, keep it simple

Recognize that it is more than a ‘bolt-on’ strategy

And finally…keep it personal

STORIES

Delta Airlines reached over 70 million people via

Twitter and had over 180,000 direct interactions

Expedia’s ‘Tag Me If You Can’ scavenger hunt

program.

‘Club Psych’ from NBC Universal

Verizon ‘Insider’

Samsung ‘Nation’

HAPPY GAMING

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Information is provided for academic purposes only