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