Game-Based Marketing

Game-Based Marketing Inspires Customer Loyalty  Through Rewards, Challenges, and Contests.

Facts

  • 55 percent of Americans would like to work  for a company that uses gamification to increase productivity.
  • The gamification market is expected to grow  to more than $2.8 billion by 2016.
  • Leading gamification vendors are expecting  197 percent growth in 2012.

Gamification will be a gateway for brands. Using games to promote brands is increasingly widespread. Learning  gaming practices can help you avoid amateurish pitfalls and will enable success  in the initiatives. The consumer has become more engaged, and gamification  allows them to spend more and more time with the brand, and gives them  incentive to do so. The power of games can be integrated in all aspects of product marketing and promotion. This enables severe reduction in marketing costs and bolster the bottom line. The power of social networks and human behavior is leveraged.

According to Zichermann we add  ‘Pleasure’ to the 5 P’s of marketing after Product, Price, Place, Promotion,  and People. Great user experience means It works and it’s easy to use. It meets  the needs. in the near future, great user experience will also mean, It’s fun.  In addition, when you are rewarded for doing tasks that you have to do anyway, you  will do them more often. With gusto.

Marketers believe in the power of  gamification and that consumers are more likely to respond to game-based  marketing mechanics – but only 27 percent have used the tactics in their  campaigns.

The five most commonly used game mechanics, as identified, are as follows:

  • Points: Points are everywhere, and they’re often used in non-game apps as a way to denote achievement. Points also measure the user’s achievements in relation to others and work to keep the user motivated for the next reward or level. They can even double as action-related currency.
  • Badges: While badges have their origins in the physical world, Foursquare popularized the digital variety with its oh-so-clever set of real-life merit badges that range from easy
  • Levels: Zynga uses levels to make the seemingly mundane task of tending to crops all the more enticing, and Levelup encourages mobile users to level up and get better discounts for becoming more loyal patrons.
  • Leaderboards: Leaderboards rank users and work to motivate and encourage them to become players. Foursquare started with city-centric leaderboards, but now places the emphasis on ranking users against their friends. Earn a few points for a checkin, and Foursquare will show you which of your friends you’ve flown by on the leaderboard.
  • Challenges:These range from the simple to complex and often involve communal activity or group play.

    Gamification-Platforms

    Gamification-Platforms

Consumer goods brand Kellogg will launch a  mobile application featuring a character called the Krave Krusader. It will  keep shoppers interested in its cereal brand Krave. It is giving the brand an  existence and character beyond advertisements or packaging. while the Krave  Krusader gamification is relatively small scale now, it is a sign that  mainstream companies are already acting to give their marketing content extra  life.

CMW created KRAVE KRUSADER, a 2D  side-scrolling platform game available as a Facebook app (launched May 2011)  and mobile app (iPhone and Android launching late July 2011). The game recruits  new Krave Facebook fans to the existing facebook community and provides current  fans with new content. It engages fans with the brand and brings to life the  core ad concept underpinning Krave – the character’s relentless pursuit of  chocolate. The game reflects the personality, behavior, and movement of the

KRAVE character who will stop at nothing to fuel his appetite CMW was appointed in 2010 to create the social  media/broader digital strategy for the launch of new Kellogg’s cereal brand,  Krave.

The facebook game and mobile app  launched on-pack and were promoted to the existing Facebook Krave community. A  QR code allows download of the game directly to iPhone/Android phones. TV,  outdoor and Facebook online ad campaign were also used.

The mobile app features additional features,  e.g. a chocolate hunt, a virtual game challenging players to search for  /collect chocolate chunks in their immediate surroundings using GPS co-ordinates.  By checking into these locations online, players can capture the chocolate and  add them to their Facebook account to progress to further levels of the game.

Kellogg’s Krave also has a presence at summer  festivals with a Kellogg’s “Tunes and Spoons” area – visitors get a discounted  breakfast when they check in using their mobile phones.

The leaderboards, real-time team play and  challenges between friends have been designed to engage the young adult  audience and ‘social’ elements encourage easy sharing to social networks.

The locations (GPS co-ordinates) of  leading multiples are built into the mobile game and independent retailers may  also be included at a later date.

A Krave Krusader fan has posted a  video of him on YouTube reviewing and playing the game.

Gamified brand experience

Gamified brand experience

Ford Inc is working on using data  content in the gamification initiative. The car company is planning to help  customers using the brand’s electric cars through a game-style electronic  dashboard where people can access tips about how to drive efficiently. Further  game mechanics will be used to reward customers with fun features at various

points for their efficiency-related achievements such as saving CO2.

7-Eleven and Zynga connect for a  campaign with FarmVille and Mafia Wars.

Games may be more effective in  marketing because they offer the gratification people experience when surprised  and rewarded. An unexpected reward releases dopamine in the brain, giving beneficiaries  a pleasurable feeling. We cannot gamify something without understanding the  human brain and neuroscience.

Gamification vendors report that 47%  of client implementations revolve around user engagement, with brand loyalty  accounting for 22% and brand awareness 15% of implementations.

Nike+,  is an example of a brand properly merging design with mechanics, mostly because Nike is always iterating on the product,  Gamification isn’t like doing an ad campaign — it requires continous monitoring.

Badgeville – The Dynamic Game Engine

Badgeville, the leading Social Loyalty Platform, gives content, commerce  and community brands the power to drive and measure user behavior with  social game mechanics. Badgeville’s industry-leading customers are  experiencing increases in key business objectives over 30%.

Gamification

Gamification

The Dynamic Game Engine is the most powerful, flexible and lightweight gamification solution available today. Badgeville’s DGE is easy to set up and integrate into the brand’s existing web, mobile and social experience.

Step One – Define Your Behaviors

 The first step to setting up Social Loyalty program is to define which user behaviors you want to track and reward. The Dynamic Game Engine offers unparalleled flexibility in defining behaviors based on simple and advanced rules and metadata. If you can record the behavior, you can reward it.

Defining  Your Behaviors

Most user sessions on a website or mobile experience contain dozens of actions,including logging in, visiting areas of the site, viewing specific content (ie pages, multimedia, products), rating content, sharing or liking content,  subscribing to content, creating content, joining a group, inviting friends,  logging information, taking quizzes & tests, to name a few.

The only requirement for tracking a behavior is that it must be a recognized  event by a web browser or application. Typical examples of actions include  clicking on a link or button. Behaviors are tracked based on interactions that  already exist in your user experience, and do not require additional check-ins  or user actions to participate.

As you begin to define behaviors, you will find that you would like to add  qualifiers to these behaviors for advanced tracking and rewards. The Dynamic  Game Engine enables unparalleled rule sophistication to qualify behaviors based  on metadata (content tags and IDs), time, group behavior, total amount, and additional  qualifiers unique to your business.

Behavior   Set Up: Badgeville Makes it Easy

Badgeville’s Dynamic Game Engine is designed to integrate seamlessly throughout  your website experience. You can define behaviors to reward on any web or mobile
page, application or experience. Badgeville management portal lets you track an  infinite number of behaviors, both simple and advanced, to create the best  gamified program for your unique business objectives.

Step 2 — Set Your   Real-Time User Rewards

Once your behaviors are defined, you can  connect these behaviors to rewards. Rewards are the virtual or tangible items  that your user receives automatically when they complete a behavior you have  selected to reward. With support for basic and advanced rewards, you can configure  a rewards program that aligns with you user experience and business goals.

Rewards

Rewards

Rewards are the output to the user for performing a specific behavior or series of behaviors. They can be points, virtual achievements, trophies, levels,  badges, coupons and discounts, early-access or VIP access to special content,  free samples, free shipping, or virtual currency, to name a few options.

Virtual Achievements:
An achievement, such as a badge or virtual good, is a reward that you give a  user for achieving a goal or performing an activity. For instance, a simple  badge reward would be a first visit badge, which all users receive once they  register for your site. You can add a ladder to any simple badge to motivate  repeat behavior.

Levels & Reputation:

As users accumulate points for performing behaviors, they can improve their status
level on your site. For example, if a user reaches 100 points, she automatically upgrades from “noob” to “fan.” Levels are  displayed as “trophies” to your users. These trophies can take the  visual form of any item you would like.

Tangible Rewards:

you can choose to connect  any of the above reward-triggers to tangible rewards such as discount offers,  free samples, free shipping, access to special content, or any other reward  with tangible-value that you would like to give away as part of your loyalty
program.

Advanced  Rewards

In addition to Basic Rewards, the Dynamic Game Engine supports advanced rewards
for your user experience based on multiple behaviors and metadata. Here are  some examples of popular advanced rewards:

Behavior Combination:

You  can trigger any of the basic rewards (points, levels, virtual achievements and tangible rewards) that requires completion of two or more behaviors. For  example, if you would like to reward users who have visited your site 10 times and also reviewed 1 product, you can easily set this up in the DGE (Dynamic  Game Engine) .

Time-Based Rewards:

Rewards can also be triggered for a user performing a behavior during a specific length  of time or during a time defined by you in the DGE ( Dynamic  Game Engine ). For example, you can reward  a user who watches a video within the first hour it is posted every afternoon  in the first week of June. You can also reward users who are the first to view or interact with a new item of content on your site.

Metadata-Based Rewards:

Another powerful advanced rewards option is to offer rewards based on user behavior
associated with specific metadata, such as a content category, designer name,  article author, sponsor, product ID, and more. For example, this allows you to  reward a user who reads 100 articles about the San Francisco Giants with a  sponsored SF Giants badge, or give bonus points to shoppers that view all the  new items of a designer’s latest collection.

Step 3 — Create Your  User Missions

Now that you have Behaviors and Rewards  defined in your system, you have to update your users about your rewards  program. Missions are the system that organizes your reward delivery experience  to your users, either through the Badgeville API or widgets.

Missions may encompass multiple behaviors you wish to drive for a specific user segment of your audience. These programs help you convert anonymous users into
registered members, keep current users engaged (retention), re-engage lapsed  users (win back), increase revenue through advertisements, and create new  passionate fans and advocates (viral marketing) for the brand.

The Missions system allows you to automate educating your users about your  rewards program in a meaningful, real-time series of automated interactions.  These interactions and experiences may include real-time notifications, profile  reward progress displays, and mission call outs, identifying the actions to  take in order to complete a mission.

For advanced game designers, this system is powerful enough to support the  rewards experience in a social game and across a network of games. The majority  of clients, however, are marketers and product specialists who choose to  offer a mix of loyalty program and gamified experience to their users.

Network-Wide Rewards   Programs

Badgeville is the only  gamification platform that supports a reward and behavior-tracking program  across multiple digital properties owned by your brand. These properties may  all be web-based, or may be a mix of web, mobile, tablet, and other digital  experiences.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s