Behavior Driven Gamification in Performance Marketing
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This document discusses using gamification and game mechanics in performance marketing to drive user behavior and engagement. It provides examples of how simple games and challenges can be used to get more and higher quality engagement from an audience. Mechanics like progression, achievement, and rewards are highlighted as effective ways to keep users engaged. Case studies show how gamification led to increased participation, time spent, coupon downloads, store visits, and sales for brands in different industries. The document advocates testing game mechanics and focusing on the process over prizes to effectively use gamification for performance goals.
Behavior Driven Gamification in Performance Marketing
- 1. Behavior-Driven Gamification in Performance Marketing @brevsin Boris Revsin, Founder brevsin@dailybreak.com
- 2. Content The Quick Introduction Gamifica-what? Gamification & Performance Proof Resources 2
- 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 3
- 4. Why Use Game Mechanics Game mechanics should be used to get more volume AND higher quality volume out of the same audience 4
- 5. A Simple Example – Traditional Model $$ CPA People Website 5
- 6. A Simple Example – Gamified Model People Website $$ $$ $$ CPA CPA CPA 6
- 7. 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 7
- 8. Real Life Examples 8
- 9. 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. 9
- 10. How Does This Work? New brand metrics allow for better experience 10
- 11. Using Game Mechanics To Chain Together Actions 11
- 12. Case Study: Chevrolet 12
- 13. Case Study: Chevrolet • Start with fun game to draw people in • Show them an example video first to • Over 5 minutes of engagement increase participation rate • Over 500 videos • Ask for the video • Over 10,000 sales leads (50% opt- • Ask for lead information only after in rate) they’ve engaged deeply (you don’t ask someone to marry you the first time you • Close to 20 car purchases meet) • End with sharing to friends 13
- 14. Case Study: Leading Casual Dining Restaurant 14
- 15. Case Study: Leading Casual Dining Restaurant • Start with fun game to draw people in • Ask them to debate a fun topic with • Over 3 minutes of engagement social hooks • 20,000 coupon downloads (80% • Reward and excite them with an rate) exclusive coupon • 20,000 store locator searches(80% • Ask for lead information after the reward rate) excitement • Over 12,000 email opt-ins (49% • Push them to the nearest location opt-in rate) toclosing the sale 15
- 16. Learn About Games By: Aaron Dignan 16
- 17. Behavior-Driven Gamification in Performance Marketing @brevsin Boris Revsin, Founder brevsin@dailybreak.com