Gamification in marketing
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#Gamification in marketing tips from the workshop at the Savage Marketing Conference 2016 in Amsterdam
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Gamification in marketing
- 1. Gamification in marketing? June 2016 @GamificationNat www.gamificationnation.com
- 4. • KPI's & metrics • Culture • Business objectives Business specifics • Motivation • Behaviour Understanding the player • Design • Test • Iterate • Implement • Support Gamification design The process, we recommend www.gamificationnation.com
- 6. Use your analytics To find their game Other brands
- 7. Attraction gamification Easy to play Easy to enroll
- 9. Think community Refer a friend Compete/play with my kind of people
- 12. Crowd-sourced imagery Share the fun Subtle or bold
- 14. Wearables Think beyond smart watch like devices
- 16. For most of us it will look like Put your brand on it
- 17. The future: combine technology Augmented Reality Geo-location Wearables
Notas del editor
- What is gamification? Predictions Growth of 48% by 2019 Industry between $10-20 Billion globally Biggest potential from APAC Still growing in America and EMEA Enterprise platforms may buy smaller gamification platforms Expansion of industries and applications
- Marketing teams have been using gamification for some time The problem they build all the interaction but then the fans have nowhere to go – think beyond 1 campaign – think community
- Secret 2: Marketing has been using data and demographic profiling for years The problem are you using it? Are you sharing it to the rest of the organisation?
- Keys to success with gamification
- To determine what game they might like to play To establish potential other brands to work with
- Games of chance – Zizi scratch card – genius because encouraged to do it while waiting Quiz – What is your colour? – Fiat – Fiat you wear Treasure hunt – Mercedes treasure hunt - geolocation quest, app and reality Stories – Pepsi viral videos with basketball players dressed up
- Quizzes work on Facebook – use it as the start to build a very targeted group you can keep marketing to
- Community of gamers – your group – your audience – makes life easier Invite further engagement – compete with people of my kind
- Mercedes Benz high risk high reward – winner won a car
- Pleasure hunt campaign makes brands work together towards a similar demographic Started as a simple online digital pleasure hunt with other brands aiming at the same target audience Pleasure hunt 3 with augmented reality – pacman style application in amsterdam – top earners won beauty products – all players getting to the destination received a magnum infinity
- Augmented reality with images of your avatar, logo etc in different places around the world created by fans for a small reward or a moment of fame
- Stories are waiting by Eurostar - # - own it Keep an eye on latest in the games industry – Mario came out with creator kit after Minecraft became super popular
- Think clothes, think more than watch like devices
- Will be big in tourism and events space Nausea is still a problem For most people it will look more like a branded Google cardboard
- Branded goggles – feel free to test some
- Integration with wearables, apps, smartphones, geolocation, iBeacons, etc puts this in the front running of what is possible