gamification: a new way of marketing
TRANSCRIPT
In the ever-evolving world of digital advertising and marketing, brands who work with Matmi achieve astonishing results.
We engage brands and buyers in successful, loyal relationships by creating pioneering online, social and mobile
experiences.
That’s why many companies – including some of the world’s leading brands - have already joined us and grown in a place
we call the Matmisphere.We’d love to meet you there.
MAGIC ACROSS MEDIA
Gamification A New Way of Marketing
Broadly speaking, gamification aims to integrate Broadly speaking, gamification aims to integrate game dynamics to a website, online content or game dynamics to a website, online content or campaign (a typical non-gaming environment) in a campaign (a typical non-gaming environment) in a bid to drive participation, customer loyalty and bid to drive participation, customer loyalty and ultimately, awareness of your brandultimately, awareness of your brand
Personally, prefer using the term ‘Game Personally, prefer using the term ‘Game Dynamics’Dynamics’
What is Gamification?
Engage with your target audience
Build brand awareness & positioning
Stimulate interaction & community
Encourage action(sales)
Build brand loyalty
Change behaviours
Innovate
Why use gamification for your brand?
Why use gamification for your brand?
Bunchball pulled together the above graphic in their Gamification 101 whitepaper
This simple table matches up game mechanics (points, levels, challenges,
etc.) with human desires for game play. Each of the mechanics match a primary human desire, but most of the mechanics also impact other areas of human desire.
Foursquare
Vimto Site
Café Nero card
Nike+
American Airlines App
Sainsbury’s Reward Card
Examples of Gamification
Sainsbury’s Nectar Card
The use of Game Dynamics within non-gaming environments is nothing new (as seen by reward
cards).The innovation comes from taking advantage of the
digital age to build customer loyalty and hence increase customer engagement with the brand
• Rewards customer loyalty
Foursquare
Examples of Foursquare Badges
Example of Foursquare/Pepsi Reward from SXSW 2011
Foursquare
Location based services such as Foursquare, Gowalla & Facebook Places have redefined game mechanics in non-gaming products. Users and brands alike
have taken notice and Foursquare stands out with 10 million users on a platform that was built around solid game mechanics.
Vimto
Matmi created a new website for Vimto. Within the site users could interact with the Vimto characters in a variety of ways, such as mini-games, videos, images etc. The more they engaged with the site, the
more their ‘juice-ometer’ filled up. Users were rewarded with free downloads of music tracks.
‘Juice-ometer’
LinkedIn offers a small example of gamification by incentivising users towards 100% profile
completeness with a progress bar that is visible while on the edit profile page.
By providing a visual representation of your profile completeness LinkedIn hopes to trigger behaviour
that drives us towards completeness.
Nike Plus
Example of Nike Plus Goals & Challenges
Example of Nike Plus Progress bar & Leveling
Nike Plus
Nike has redefined running with Nike Plus. The ability to track, share, challenge and interact with like minded friends & runners across the world has
been wildly successful. By incorporating game mechanics throughout the
program Nike is able to create an engaging experience that transcends the real world activity.
American Airlines App
American Airlines App
A simple game mechanic is used by American Airlines to visually represent your current elite
status qualification is the ‘progression bar’.
Gamification can also help build loyalty inside your business
Gamification can also build loyalty within a business by encouraging employees to
stay connected, engage online or complete goals for
extrinsic rewards.RedCritter Tracker
Gamification can also help build loyalty inside your business
But approach with caution!It's really important that a system like this is set up in a way that no one is discouraged to
the point of giving up or experiences a reduction in job satisfaction.
What is NOT Gamification?
Particularly in the early days, as the term was gaining traction, it was a common misconception
that simply making a branded game was ‘gamification’. This is NOT what gamification is about. There are some similarities that could be drawn but the main difference is that branded games are about exposure and CTR where as
adding gamification to a product is more about increasing engagement and loyalty.
Key issues to consider when planning Gamification for your
brand
Clear objectivesHow your customers behave?
What motivates them?How do they prefer to be engaged?
Gamification is a long-term strategy, not a launch-and-forget-it one.
Your budget
Summary
Gamification is the wrapper. It works best when turning an already exciting, attractive
product into a richer, more participatory one.
© 2010 Matmi New Media Design Ltd
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Some of our clients...
New Media Agency of the Year Big Chip Awards 2011
Best online Brand Development Big Chip Awards 2011
Best Digital MarketingCampaign
Big Chip Awards 2011
Best Commercial AppHow Do Awards 2011
Digital Agency of the yearDadi Awards 2011
About Matmi
Best Integrated Campaign Digi awards 2011
Best Use of Games Nominee Cannes lions 2011
Official HonoureeWebby's 2011
Best Commercial AppHow Do Awards 2011
Grand PrixBig Chip 2011