Why Gamifying? Business questions Strategies of consumer gamification 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 Common mistakes More examples

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/

18. wanda@m2research.com