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CONTAGIOUS most contagious / gaming Most Contagious 2010 / www.mostcontagious.com

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CONTAGIOUS most contagious / gaming / p.24 08 / MOST CONTAGIOUS / GAMING /CONTAGIOUSCHAPTERS / Before we dive into a year of Facebook- Check-in Culture / based farms, swine-bombing birds or record- Due to the personalisation and portability of01 / breaking war sims, let’s consider how the the mobile phone, one of the most successfulPROJECTS mechanics and points systems from these platforms for points-scoring initiatives in 201002 / games are influencing other industries and has been the location-based mobile game.MOVEMENTS everyday life. Foursquare – in which users ‘check in’ to03 / locations and earn badges and points – hasFACEBOOK Gamification / proved most popular with brands. Pepsi, Jimmy04 / Gamification, the process where real-world Choo and Courvoisier have all rewarded usersREAL-TIME activities become imbued with the points for their location-based loyalty. Facebook, with05 / systems and playfulness of a game, has become its new ‘Places’ functionality is now also inSTORIES a serious trend in 2010. In one of 2010’s must- on the act – capitalising on users’ typically see key-notes at the D.I.C.E. summit, former compulsive sharing habits. Foursquare rival06 /VIRAL Disney Imagineer and casual game studio Gowalla has also proved popular, although it head Jesse Schell introduced the proposition is Booyah’s MyTown which has hosted some07 /EXPERIENCE of a ‘gamepocalypse’ – a hypothetical world of the most impressive marketing campaigns. where we get points for brushing our teeth in08 / the morning, or for watching TV ads. Schell’s The H&M MyTown campaign enabled usersGAMING ultimate point was that these rewards would help who checked into US stores not only to earn09 / refine our behaviour and make us better people. game points, but also receive digital discounts.DEVICES During the campaign, 10.6 million brand ILLUSTRATION / WWW.LEEHASLER.COM / Whilst it’s true that points systems have been impressions were delivered to MyTown users,10 /TV used to motivate us for years in the form of airmiles resulting in 700,000 check-ins, and H&M being and loyalty systems, the advertising industry the most searched for retail brand on the app.11 /TECHNOLOGY is now abuzz with the notion that consumers can be rewarded for participating in marketing The retailer has recently launched a new12 / campaigns, or helping with market research (see feature on MyTown which lets users earn pointsDATA NBC’s Fan It for an example). Whilst the notion by checking in to a specific H&M product, either13 / of a media landscape dominated by continual by scanning its barcode or taking a picture ofMONEY exhortations to score points and head to the next it. During the first week of the feature’s launch,14 / level rightly sounds exhausting, there’s no doubt users notched up 350,000 products check-DESIGN that genuine playfulness can be immensely ins and were entered into a sweepstake for a15 / appealing. Read on... $500 H&M gift card.DEMOS www.youtube.com/watch?v=DLwskDkDPUE www.foursquare.com16 / www.booyah.comCOMPANIES Supported by

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