hash tag killer - gamification in customer engagement - manu melwin jot
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Hash Tag KillerGamification in Customer Engagement
Prepared By Manu Melwin Joy
Assistant ProfessorSCMS School of Technology and Management
Kerala, India.Phone – 9744551114
Mail – [email protected]
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Hash Tag Killer• 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.
Hash Tag Killer• First, they launched a
fan loyalty program
called Club Psych that
lets users win weekly
prizes by completing
different challenges.
Hash Tag Killer• 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.
Hash Tag Killer• 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.
Hash Tag Killer• 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.
Hash Tag Killer• 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.
Hash Tag Killer• A gamified social
experience such as Club
Psych can turn engaged fans
into valuable brand
ambassadors.
Hash Tag Killer• 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.
Hash Tag Killer• "To reward those
ambassadors, USA Network
has given away prizes such
as Nintendo Wii systems,
Psych DVDs and character
bobbleheads.
