behavior driven gamification in performance marketing
DESCRIPTION
Learn about the changing demands in the advertising industry as brands and agencies are looking towards new performance metrics.TRANSCRIPT
Boris Revsin, Founder [email protected]
@brevsin
Behavior-Driven Gamification in
Performance Marketing
2
Content
The Quick Introduction
Gamifica-what?
Gamification & Performance
Proof
Resources
3
The Quick Introduction
Founded company in college – lived off of CPA affiliate deals on both network and
local scale
As company began to grow, so did the brands we sought for marketing dollars
But we never were big enough for pure CPM play… we had to prove we could
generate revenue from the audience we had
So we developed Challenges – a gamification experience meant to drive human
behavior
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Why Use Game Mechanics
Game mechanics should be used to get
more volume AND higher quality volume
out of the same audience
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A Simple Example – Traditional Model
$$
People
Website
CPA
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A Simple Example – Gamified Model
People
Website
$$CPA
$$CPA
$$CPA
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How Does This Work?
Gamification is the use of
game-thinking and game mechanics
in a non-game context in order to
engage users and solve problems
Source: Wikipedia
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Real Life Examples
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How Does This Work?
Rule #1: Game Mechanics are like everything else. They must be tested
and tested again.
Rule #2: Play leads to Achievement. Achievement leads to loyalty.
Achievement releases the same chemical in the brain as a drug might.
Rule #3: Progression leads to Completion. Show status.
Rule #4: TELIC. Focus on the PROCESS not the PRIZE.
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How Does This Work?
New brand metrics allow for better experience
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Using Game Mechanics To Chain Together Actions
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Case Study: Chevrolet
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Case Study: Chevrolet
• Start with fun game to draw people in
• Show them an example video first to
increase participation rate
• Ask for the video
• Ask for lead information only after
they’ve engaged deeply (you don’t ask
someone to marry you the first time you
meet)
• End with sharing to friends
• Over 5 minutes of engagement
• Over 500 videos
• Over 10,000 sales leads (50% opt-
in rate)
• Close to 20 car purchases
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Case Study: Leading Casual Dining Restaurant
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Case Study: Leading Casual Dining Restaurant
• Start with fun game to draw people in
• Ask them to debate a fun topic with
social hooks
• Reward and excite them with an
exclusive coupon
• Ask for lead information after the reward
excitement
• Push them to the nearest location
toclosing the sale
• Over 3 minutes of engagement
• 20,000 coupon downloads (80%
rate)
• 20,000 store locator searches(80%
rate)
• Over 12,000 email opt-ins (49%
opt-in rate)
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Learn About Games
By: Aaron Dignan
Boris Revsin, Founder [email protected]
@brevsin
Behavior-Driven Gamification in
Performance Marketing