Gamification cases
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The document discusses various strategies for gamifying products and services, focusing on business and user benefits, such as engagement, enjoyment, and achieving specific goals. It highlights examples from various sectors like entertainment, retail, health, and education, showcasing how brands successfully implement gamification to interact with their target audiences. Key strategies include defining goals, understanding target groups, providing rewards, and integrating brands effectively into gameplay.
Gamification cases
- 1. Gamification cases @ogillin July 2012
- 2. Why Gamifying? CRITICAL STAKEHOLDER QUESTIONS: What is the main reason for Gamifying your product / service? How does it benefit the user? Will they enjoy it? BUSINESS QUESTIONS: What are the goals of the business? How do you get the users to fulfill those goals What actions do you want your players to take? Dustin DiTommaso, @DU5TB1N
- 3. Strategies of consumer gamification 1. Goal Definition: What are primary and secondary marketing goals? How do those goals relate to immediate and long-term ROI and how can they be measured? 2. Target Group Research: What activities are appealing to the targeted group? 3. Reward Research: What prizes are considered attractive by the targeted group? 4. Trend setter vs. Trend follower: Is there value in taking the risk of evolving an existing trend? 5. Conclusive Brand Integration: How can a brand integrate with the story line without alienating the user? 6. Captivating Game Play: Can the application provide prolonged entertainment? 7. Design Flexibility: Can the application be fine-tuned to changing user behavior? 8. Key Initiators: How can the application be supported to achieve sustained engagement? By M2 Research
- 4. Cases Entertainment – NBC Ford Escape Route Enterprise – Siemens, Cisco Retail – Best Buy, Wendy’s Media & Publishing – Top Chef eCommerce – CampusFood.com Health/Wellness – Everyday Health Education – Pearson/Alleyoop For good – Nickelodeon, Half The Sky
- 5. Entertainment – Ford Escape Routes Fit: thought leadership in new- era marketing formats (Social TV to Branded entertainment) User Benefit: prize and impact TV show Fun: viewers help online their team win in real-time Goals: new model awareness How: prize, badges, points Actions: completing challenges, recruiting friends, share 16 million impression on Twitter after 1st episode “Stunts include a real-life re-creation of Zynga's Hanging with Friends game” “other blue-chip brands go along for the ride — “Ford's new SUV and its features were extolled at nearly every turn in the first episode” including McDonald's, J.C. Penney, several Procter & Gamble marques, even Ford rival Volkswagen”
- 6. Enterprise - PlantVille Fit: "Employees are sometimes siloed in their business units and don't see the breadth and depth of our portfolio,” says Marketing head User Benefit: learn manufacturing Fun: innovative, educational and fun way to engage Goals: Make manufacturing cool, and Help employees (and customers) understand the range of Siemens’ products in manufacturing How: Simulate the experience of bing plant manager Actions: watch videos, solve problems, share, ask Siemens 20k users in 150 countries, 600 university “engineering and industry could be ‘fun’” for 85% of students
- 7. Enterprise – Cisco Binary Game (‘92) Fit: Aligned with Cisco learning program User Benefit: Learn Binary Fun: Old-school style arcade liked by IT people Goals: teach the basic How: points, levels, time Actions: compute faster
- 8. Retail – Best Buy Dedicated app for Fit: Best deals, tech adopters Hardcore Best Buy User Benefit: discounts and consumers free goods Fun: personalization, rewards and more fun than just Mass consumers showrooming online Goals: increase Foot Traffic, purchase rate How: check-in, challenge, Actions: scan/check products, share
- 9. Retail - Wendy’s Fit: aiming for taste and coolness User Benefit: free fries Fun: surprising to post a box of fries on FB wall and ask friends to pick one Goals: awareness for Wendy's Natural Cut Fries, trial and in-store purchase. How: free Wendy's Natural Cut Fries, prizes like iPad and Nintendo Wii, levels Actions: share, recruit friends to “pick” a fry in their box and unlock bigger boxes
- 10. Media – Top Chef Fit: Rivalry is the heart of the show User Benefit: Reward incredibly loyal and passionate fans Fun: competition focuses on strategy and team dynamics Goals: increase engagement and loyalty How: earn points, be the Virtual Top Chef title of the season, $5,000 sweepstakes, be top-performing fan highlighted on the home page. Actions: recruit friends to teams, become fan of a chef’s team, view and share content
- 11. eCommerce - Campusfood.com Fit: online menu and food delivery website targeted at the college market. User Benefit: discounts Fun: complete challenges to earn rewards and be recognized as the “Head of Table” for a restaurant Goals: encourage users to order more & more often, expand user base, expose new users to exclusive discounts and online ordering options How: badges, points, level, prizes Actions: challenges to get contextually relevant and pop-culture savvy badges that encourage users to order different cuisine and at different times of day. Compete to become "Head of Table" by placing the most orders from their favorite restaurant. “With points and badges… new users who return 2 or more times is up 15% to 20%”
- 12. Health – Everyday Health Fit: leading provider of health solutions, incl. Biggest Loser star trainer Jillian Michaels User Benefit: get more content Fun: fuel audience’s competitiveness Goals: increase paid conversions and lifetime user value How: reward users through reputation, access to new content, and discounts on services Actions: logging workouts and “Increased paid conversions 5% and logging diets lifetime user value 20%”
- 13. Education – Alleyoop (Pearson) Fit: help kids get ready for college and life User Benefit: guidance on practice problems based on previous navigation through 3rd party lessons. Virtual (or real) currency to access premium Fun: missions adapted to their long-term goals and needs, while earning achievements and rewards. Goals: Structuring existing content like a Facebook game to make some money by becoming addictive How: virtual currency (Yoops), status update, checkins, leaderboards, levels Actions: earn yoops by completing “missions” such as watching “how a roller coaster is designed”
- 14. Foor Good – Nickelodeon TV (Halo) Fit: #1 entertainment brand for kids helping teens who are Helping And Leading Others (HALO) User Benefit: $5 Donor’s Choose cards to donate to a public school Fun: go on HALO quests to learn about the HALO Awards Goals: engage kids with HALO content on TeenNick.com How: challenges, levels, points, Actions: watch videos, read content “Teens performed 13 times as many actions such as “Nickelodeon redeemed all 3,000 Donorschoose.org cards and gave away $15,000 for the Donorschoose.org charity way commenting, sharing, and viewing content” ahead of schedule”
- 15. Foor good – Half The Sky Fit: the average online social player is a From mobile apps focused on 39-year-old woman pregnancy, worm attack and family values for girls in India, Kenya, Tanzania User Benefit: learn about Fun: compelling adventure quests To a Facebook App for global audience based on themes from the book to encourage social change Goals: Engage millions of players and transform gameplay into real-world actions and micro-donations (to schools, micro-saving programs,…) via NGOs, partners How: online and offline rewards/donation Actions: experience adventures reaching the end goal of independence and financial stability
- 16. Common mistakes • Business objectives: “I want more engagement.” = tell a doctor “I’m sick” without not stating any symptoms • Social rewards program that is too easy/difficult to get through (or poor experience). Social rewards can be very cost effective • Not considering its (core) audience. – competitive audience at JillianMichael.com but collaborative at active.com
- 17. More examples Health/Wellness – Nike + Education – Pearson/Alleyoop For good – World without Oil Automotive – Nissan Leaf Electronics – Samsung Nation Enterprise – Deloitte Exec. Training More on http://www.gsummit.com/g-awards/
Editor's Notes
- #3: Beyond gamification: - Slides: http://www.slideshare.net/DiTommaso/beyond-gamification-architecting-engagement-through-game-design-thinking - video: http://www.ixda.org/resources/dustin-ditommaso-beyond-gamification - Summary of successful steps: http://mashable.com/2011/12/24/gamification-for-business/Yes, gamification is a sexy word. No, it isn’t right for every business.DiTommaso recommends that businesses looking to gamify their products or services ask themselves three critical questions before moving on:What is the reason for gamifying your product or service?How does it benefit the user?Will they enjoy it?If you can answer these questions with confidence, if gamification seems like a good fit for your business’ product or service and if the users enjoy it, then move on to exploring your business goals. DiTommaso recommends exploring the following three questions:What are your business goals?How do get the users to fulfill those business goals?What actions do you want users to take?If this exploratory phase yields positive feedback, your business is ready to move into user research.
- #4: http://www.slideshare.net/wandameloni/gamification-in-2012-trends-in-consumer-and-enterprise-markets-13453048
- #5: Cases from Big US gamification companiesBunchBall cases: http://www.bunchball.com/customersBadgeville: http://badgeville.com/customershttp://www.bigdoor.com/case-studies/Much Music - http://blog.badgeville.com/2012/06/15/muchmusics-mmvas-get-gamified-with-badgeville/Charity - http://www.bigdoor.com/case-studies/nickelodeon/Enterprises:Business week CEO - http://images.businessweek.com/slideshows/20110404/smart-play-for-workers-and-customers#slide4Siemens, Hilton, and Target http://www.businessweek.com/stories/2011-04-05/the-games-companies-playbusinessweek-business-news-stock-market-and-financial-advicehttp://www.businessweek.com/technology/special_reports/20110404ceo_guide_gamification.htmEducation: http://www.alleyoop.com/in-the-press
- #6: http://EscapeRoutes.com/Badgeville Powers First Gamified Reality Adventure Series, Ford Escape Routes, Created by Rokkan and TDI: http://blog.badgeville.com/2012/03/29/badgeville-powers-first-gamified-reality-show-ford-great-escapes/Ford's "Escape Routes" on NBC Brings Social TV to Branded Entertainment: http://www.brandchannel.com/home/post/2012/04/04/Ford-Escape-Routes-NBC-040412.aspxhttp://venturebeat.com/2012/03/29/badgeville-powers-gamified-reality-tv-show-escape-routes/
- #7: Source: http://www.businessweek.com/stories/2011-04-05/the-games-companies-playbusinessweek-business-news-stock-market-and-financial-advicehttp://www.plantville.com/Business Case: http://www.usefulgamification.com/gamification-intro.pdf
- #8: http://forums.cisco.com/CertCom/game/binary_game_page.htmThe Cisco Binary Game is the best way to learn and practice the binary number system. It is great for classes, students and teachers in science, math, digital electronics, computers, programming, logic and networking. It is also a LOT of fun to play for anyone who likes to play fast-paced arcade games.
- #9: Best Buy needs to challenge “showrooming” = many shoppers are using in-store aisles as their own personal showrooms to ensure they grab the best price.Hardcore consumers positively act on a branded app ButMass consumers need a different solution to convert them (hence ShopKick)http://www.retailtouchpoints.com/shopper-engagement/1475-gilt-groupe-hsn-and-best-buy-lead-the-pack-in-gamificationOthers:Foot Locker Unlocked: http://unlocked.footlocker.com/(3/2012) Rovio, the maker of Angry Birds, is giving fans a reason to flock to Walmart: special merchandise with clues that unlock bonus levels of Angry Birds Space http://mashable.com/2012/03/21/walmart-angry-birds/
- #10: Continuity as “The product launch complements Wendy's tagline "You Know When it's Real," launched in October 2009”http://www.bunchball.com/customers/wendyshttp://www.npr.org/blogs/health/2010/11/11/131243759/wendy-s-new-fries-add-sea-salt-gourmet-cachet-more-sodiumhttp://www.qsrweb.com/article/177714/It-s-a-fry-for-all-Wendy-s-natural-cut-sea-salt-fries-go-national
- #11: http://venturebeat.com/2011/01/20/bunchball-helps-bravo-gamify-its-top-chef-all-stars-tv-show/http://www.bunchball.com/virtual-top-chefhttp://www.marketwire.com/press-release/bravo-and-bunchball-team-up-to-gamify-top-chef-all-stars-with-virtual-top-chef-game-1383088.htm
- #12: http://www.bunchball.com/campusfoodhttp://www.businessweek.com/magazine/content/11_05/b4213035403146.htm
- #13: http://blogs.perficient.com/healthcare/blog/tag/gamification/Other Business goals: or example, in the case of AviviaHealth.com, healthy employees are an asset for a company. We came up with a gamified experience that helped those employees to become more healthful as a result.http://blogs.perficient.com/healthcare/blog/2011/12/14/ask-the-experts-how-to-create-a-successful-gamified-mobile-health-experience/From Badgeville: http://badgeville.com/customersFeatured Customer: Everyday HealthEveryday Health is a leading provider of health solutions and subscription sites, including JillianMichaels.com, a site featuring Biggest Loser star trainer Jillian Michaels. Since adding Badgeville to JillianMichaels.com, the company has increased paid conversions 5% and lifetime user value 20%. “We’ve received a lot of positive feedback on the Badgeville program from our members. It keeps them motivated to stick to their fitness program. We’re very happy with the results, and want to continue to invest in Badgeville’s game mechanics," said Bill Masyln, VP of Subscription Products, Everday Health.
- #14: http://www.alleyoop.com/in-the-presshttp://mashable.com/2012/02/01/pearson-alleyoop/http://familycircle.com/momster/blog/sites-that-help-kids-get-into-collegePatrick Supanc, president of Alleyoop.com told me that he believes a big part of the reason for this is that teenagers lack the skills to succeed in college – even if they do manage to get accepted. So Alleyoop.com was born to address this. It starts with math — though more subjects will launch in the future — because this is where so many kids fall behind and never catch up. The site teaches through online videos and one-on-one tutoring. It also teaches the skills necessary to study math by helping kids come up with a study plan — all built around a game model to keep kids engaged. It starts with 8th grade because that, not the third year of high school, according to Supanc, is when kids need to start getting their skills in order for college.A basic plan – with two one-on-one tutoring sessions a month – is $29 per month. But you don’t need a plan. It’s free to play. You just need points to pay for the tutoring sessions. Kids can play to earn those points or you can buy them.
- #15: http://www.bigdoor.com/case-studies/nickelodeon/
- #16: http://www.halftheskymovement.org/pages/facebook-gamehttp://www.fastcoexist.com/1679056/half-the-sky-games-for-change-in-the-developing-worldhttp://www.gamesforchange.org/2012/07/zynga-half-the-sky/http://www.halftheskymovement.org/pages/mobile-games
- #18: Best Use of Gamification in:Consumer Facing App/Site: http://www.gsummit.com/g-awards/gawards-best-use-of-gamification-in-a-consumer-facing-application/Education: http://www.gsummit.com/g-awards/gawards-best-use-of-gamification-in-an-education/Enterprise (HR/HCI): http://www.gsummit.com/g-awards/gawards-best-use-of-gamification-in-the-enterprise-hr/Health & Wellness: http://www.gsummit.com/g-awards/gawards-best-use-of-gamification-in-health-wellness/Social Good: http://www.gsummit.com/g-awards/gawards-best-use-of-gamification-in-social-good/Overall Greatest Impact: http://www.gsummit.com/g-awards/gawards-gamification-greatest-impact-award/World Without Oilhttp://www.fastcoexist.com/1679056/half-the-sky-games-for-change-in-the-developing-worldhttp://www.thinc.com.au/pdf/gaming-for-good-article.pdfSamsung: http://blog.badgeville.com/2012/02/20/ny-times-features-badgeville-customer-samsung-nation/Deloitte Digital Gamifies Executive Training with Badgeville: http://www.badgeville.com/news/announcements/deloitte-digital-gamifies-executive-training-badgevilleNike+http://www.insidefacebook.com/2012/06/22/the-best-features-of-the-nike-timeline-integration-and-how-developers-should-apply-them-to-their-own-apps/Everyday into a game - http://www.zdnet.com/blog/gamification/nike-fuelbands-quest-to-turn-every-day-into-a-game/705Lesson learned: http://electronics.howstuffworks.com/gamification5.htm (2011)In his talks and writings, Zichermann cites examples of companies that attempted to gamify their customers' experience with a program that came up short of gamification's ideal scenario. One example is Nike's Nike+ program (pronounced "Nike plus"), created so runners could share their activity with others. For someone who was not already in shape to run a couple of miles, though, the scoreboard provided no reward for introductory efforts and was actually a disincentive to continue using Nike+.BUT: The app in 2012 “. Motivate each other and discover rewards. Nike Plus even has virtual games for those of us who rather sit on our lazy behinds and play our favorite Cool App.”http://coolappsman.com/2012/05/examples-gamification/