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Unidscovered territory - Gamification in customer engagement - Manu Melwin Joy
- 1. Undiscovered Territory Gamification in Customer Engagement
- 2. Prepared By Manu Melwin Joy Assistant Professor SCMS School of Technology and Management Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
- 3. Undiscovered Territory • For software company Autodesk, the 30-day software trial period offered to customers is critical.
- 4. Undiscovered Territory • Trials are a key part of the customer’s purchase decision and account for a significant percentage of the company’s website traffic.
- 5. Undiscovered Territory • Commercial designers are largely unfamiliar with 3D techniques, used in video game design, so the trial was intended to show them the possibilities the software offered.
- 6. Undiscovered Territory • Autodesk knew the longer users stayed with the trial, the more likely they were to license the software. But 3D modeling is difficult to master, especially through traditional tutorial instruction, and many of these commercial users got frustrated and quit.
- 7. Undiscovered Territory • So when the 2013 version of the Autodesk(r) 3ds Max(r) software released, the company turned to digital marketing agency Resource to create a fresh and innovative way to increase trial conversion.
- 8. Undiscovered Territory • Known for consumer research and innovation, Resource developed an online game called “Undiscovered Territory” that took customers on an entertaining and educational journey.
- 9. Undiscovered Territory • The result was a significant increase in trial downloads and usage and the campaign earned a Forrester B2B Groundswell Award.
- 10. Undiscovered Territory • The result was a significant increase in trial downloads and usage and the campaign earned a Forrester B2B Groundswell Award.