Top 10 Marketing Gamification Cases You Won't Forget

Mid-sized companies enlist my help for marketing gamification. The objectives here are to: attract potential new customers within a target market segment and ... Skiptocontent New?Starthere. GamificationFramework MyBook AdvancedLearning Speaking&Consulting Blog GamificationExamples AboutChou Contact Searchtheblog Searchfor: Levelupinreallife! Iflifeisavideogame,thenOctalysisPrimecontainsthecheatcodes.Learnhowtoavoidprocrastination,findyourpurpose,andliveyourlifelikeagamer. ClickheretoviewourfulllistofGamificationexamples. MarketingGamificationisnotjustinyourface.It’sinyourhead. Asagamificationconsultant,Iworkwithmanydifferenttypesofclientsandprojectsinproduct,workplace,andmarketinggamification.Astimegoesby,aninterestingpatternarisesbasedonthehelptheyneedfromme: Smallerstartup clientsusuallywanthelpwith productgamification.Thisprocesshastodowithcreatinga winningproductthatprovidesaratheraddictiveexperience,whereplayersnaturallywanttokeepplaying. Mid-sizedcompanies enlistmyhelpfor marketinggamification. Theobjectiveshereareto: attractpotentialnewcustomerswithin atargetmarketsegmentandgetthemactivelyengagedwiththeirbrandandproducts.Thisisalsomorefocusedonthe discoveryphase inmyOctalysisFramework. Fortune500s and largecompaniesusuallyshifttheirfocuson workplacegamification. Theirmotiveisoftentotrain employees(inawaythatfeelseffortless)andtocultivateagreatersenseofsolidaritywithintheinternalteam. Inpreviousposts,Ihavespokenatlengthabout product and workplacegamification.ButIhaven’tspentmuchtimeon marketinggamification.SoIthoughtI’dshowsomeinterestingmarketinggamificationexamples. MarketingGamification:BeyondBasicLoyalityPrograms Manypeopleimmediatelythinkof marketinggamification assometypeofloyaltyprogram.Butsimplyhavingthisinplaceisnotthesilverbulletthatwillautomaticallysolveallyourchallengesandconcerns. Evenwithloyaltyprograms(somethingthatGabeZichermannsometimesevenrefertoaspartofthedefinitionofgamification),thereareafewwaystodoitright,andthousandsofwaystodoitbadly. Inreality,therearevastcreativepossibilitiesinvolvedinmarketinggamification.Toillustratethis,Iwillpresenttenreallifecaseexamples. MarketingGamificationExample#1: Nike+FuelbandandAccessories NikelaunchedthisapplicationinJanuary2012.Andsincethenithasdevelopedintoapopulargamifiedsport.Thecompanyextendedthemselvesbeyondtheircomfortzoneasawellknownproductbrandonethatactivelyfosterslifestylechangesbyhelpingtheircustomerkeepthemselvesfit. ThemostpopularaccessorysofaristheNike+Fuelband,whichisbraceletwithaspecialtechnologythatcanmonitorusermovements.ParticipantsmustdownloadtheNike+App.Fromthispoint,theycantracktheirworkouts.Statistics(likethenumberofcaloriesburned)aredisplayedtoprovidefeedback. Nike+AsSeenThroughOctalysis ThestrongestCoreDrivethattheNikeFuelbandutilizesisDevelopment&Accomplishment(CoreDrive#2),wheretheyshowusersdailyfeedbackonhowcloseusersaretotheirdailygoals.Also,whenevertheyhitagoalorhaveastreak,ananimatedcartooncharacterjumpsoutandstartstocelebrateinahypermanner. Also,theimmediatefeedbackmeetstheirneedtofeelEmpowerment(#3),anothercoredrivewithinOctalysis. IntegratingSocialDrives Thesmartgamedesignersofthisproductalsoincludeda social dimensiontothisgamewhichhasundoubtedlyhelpedtoexpandawarenessanddemandfortheNikesFuelband. Participantshavetheopportunitytochallengefriends.HerewecanseetheaspectofSocialInfluence&Relatedness(#5) withintheOctalysismodel.Andthisprovidesagreatincentivetousethisapplication.Inturn,itperpetuatesgreaterlevelofmomentuminuserengagement. Asthepointsareaccumulatedbasedonthedistancetraveled,thecommunityisawareofwhoisrankedatthetopoftheleaderboard.Thesewillbetheindividualswhotrainedmore,andearnedahighlydevelopedphysique. Thisisaverycleverwaytoforgeanassociationbetweenafit,slenderbodytoNike’sbrand. ResultsoftheNike+Fuelband In2011thenumberofplayersusingFuelbandwas5million.Thisisestimatedtoreach11millionbytheendof2013. MarketingGamificationExample#2: MyStarbucksReward Starbuck‘sphilosophyhasalwaysbeenfocusedonpersonalserviceinfavorofconsumers.Muchoftheirbusinessmodelisbasedonambiance.Theinsideofeachstoreischaracterizedbyaninvitingenvironmentthatishipandupbeat.Customersareenticedtostaylongersothattheycansitandenjoytheircoffeeorespresso. HowMyStarbucksRewardWorks ThebrandusedgamificationtacticstoenhancetheStarbuck’sexperienceandtoboostsalesaswell.PlayersregisterforMyRewardthroughanapplication.EverytimetheypurchaseaStarbucksproduct,theyaccumulatestars(whichactuallylooklikecupsthataregraphicallyfilledin). Butthegamedoesnotstophere.Therearethree“levels”dependingonthedegreeof userloyalty.MorefrequentvisitstoaStarbucksstoreisawardedthroughanupgradedlevel.Examplesofbenefitsinclude:anextracupofcoffee,abirthdaygiftorevenoffersdesignedspeciallyforthecustomer. CoreOctalysisDrives WithintheOctalysismodel,theCoredriveofDevelopment&Accomplishment(#2) isamajorsourceofmotivation.AnotherelementisOwnership&Possession(thepossibilityofreceivingvirtualgoods,whichiscommontoanyloyaltyprogram). Results In2012,theusersofMyRewardtotaledabout4.5million.Thecardsaloneaccountedfor$3billioninsalesperyear. MarketingGamificationExample#3: McDonald’sMonopolyGame McDonald’ssucceededinincreasingtheirproductsalesbyusinggamificationconceptsderivedfromtheclassicgameofMonopoly. Thispromotiondatesbackto1987.Andittakesplaceentirelyoffline.WhenyoubuycertainproductsfromMcDonald’s,youwillreceivetickets.Eachticketrepresentsaspaceonthemonopolygameboard.Thegoalistocollectallthepiecesofthesamecolortobeeligibleforaprize. HowCompellingIstheMcDonaldsMonopolyGame? OneloyalcustomermadeaYouTubevideoaboutthisgameandexplains: “EveryOctoberIgothroughtheMcDonald’sdrivethroughjustbecauseofthissillygame.Theygotme!” Thealliancebetweenbrandsseemstoworkwell:In2010,McDonald’sincreaseditssalesby5.6%inUSAthroughthisprogram,withmanypeopleengagedinimpulsebuyingjusttogettickets. MarketingGamificationExample#4: Coca-Cola’sShakeIt Coca-Colaisknowntobeattheforefrontfordevelopingcreativeandinnovativeproductpromotions. YoucanseethatalltheircommercialstrytoturnsimpleactsofdrinkingcarbonizedsugarwaterintoanEpicmeaningandCalling(CoreDrive#1) experiencethroughmagicalkingdoms,happiness,andpolarbears (buthappyonesinsteadoftheonesfromLost). Hereisanexampleofoneoftheircampaignswhichintegratesoldmedia,smartphonesandgamification. HowtheCoca-Cola’sShakeitWorks InHongKong,teenagersareofferedafreeandbrandedappfortheirphones.Atelevisionspotranduringtheevening.Duringthistime,fansareaskedtoruntheappandshaketheirphonestowindiscountsandprizesfrompartnerslikeMcDonald’s. Intheevening,aspotwasbroadcastontelevisionduringwhichtimeitwaspossibletoruntheapplicationand…begintoshakethesmartphoneinfrontoftheTV! WhyCoca-Cola’sShakeItIsIncrediblyFunandIrresistible  TheOctalysiselementofUnpredictability &Curiosity(CoreDrive#7:whatgiftwillIreceive)iswhatmakesthisgamehardtoresist. CocaColaalignsthiscampaignwithitsmission.Thecompanysucceedsinbringinghappinessandoptimismintheworld,bycreatingadvertisementthatallowsyoungpeopletointeractenthusiasticallywiththebrand. MarketingGamificationExample#5: MagnumPleasureHunt Thechocolatecompany,Magnumhascreatedaveryexcitingandnovelcampaignforthelaunchofitsicecreambar,MagnumTemptation. MagnumPleasureHunt,TheEpicOnlineExperience WiththesupportofpartnerslikeCitrineandYouTube,thebrandcreatedadigitalonlinegamethatisreminiscentofSuperMario.However,theactualplayingfieldisintegratedthroughoutpagesoftheinternet. Theadventuretakesplaceacrossuniquescenarios(e.g.cartrip,hanggliding).Usersaccumulatescoresandbuildtheirrankingsastheycollectedbonbons.ThegameisfinishedastheplayersreturnbacktoMagnum’smainsite.TheirbonbonsturnintoaMagnumTemptationbar. WithintheOctalysismodel,playerstake ownership(CoreDrive#4) oftheirbonbons,becomeimmersedin epicmeaning (CoreDrive#7:beingheroesoftheirjourney)andenjoythefeelingsof empowerment(#3) and accomplishment(#2). TheSocialFactoroftheMagnumPleasureHunt Awarenessofthisgamewasamplifiedthroughwordofmouthonsocialmedia.Ononeparticularday,MagnumPleasureHuntreachedanimpressivepinnacleasthemosttweetedurlintheworld. Magnum’sgameisdoublyclever.Notonlydoesitadvertiseitsproduct,butalsoprovidesawindowofexposuretotheirpartnerbrands,guaranteeingthem(partial)advertising. MarketingGamificationExample#6: SeatPGConnectionGame HereisacampaignsetinItaly.SeatPGisatelephonedirectoriescompanyandpublisherofstreetmaps.Theyusedgamificationtopromotetheirnewlydevelopedmobileappwhichcanbeusedtofindinformationsuchasthebestplacestoeatandjobopportunitiespostedbycompanies. TheSeatPGGame ThebranddevelopedatreasurehuntsetinItaly.Playersaregroupedintoteamsofthreetofivetocontendfortheprizeof1,000Eurosraffledbythecompany.Userssolvequizzesbasedonthebrandthroughoutthegame. Eachplayerisinitiallygivenatrialtodecidewhethertheyareinterestedinparticipatingandwanttokeepplaying.TheirmotivationisdrivenbytheOctalysiselementsofEmpowerment ofCreativity&Feedback(#3)andDevelopment&Accomplishment(#2) asthecompetitionwageson.Avisualleaderboardfuelsthesedrivesasplayersreceiveconstantfeedback. ResultsfortheSeatPGConnectionGame Shortlyafterlaunch,SeatPG’ssitereceived15,000visits.Thegameitselfelicitedmore400teams,allactivelyengagedinthebrand. MarketingGamificationExample#7: AlleyesonS4 “Pranksvertising”isapromotionalmethodthatisgrowingasamarketingtrendformajorenterprises.Oneexampleis“AlleyesonS4.” Asyoucanseefromthevideo,playersarechallengedtowinanewgenerationmobilephonesimplybykeepingtheireyesonitforacertainperiodoftime.Theyarechallengedtoavoidalltypesofoutrageousdistractionssuchasbarkingdogs,bickeringcouplesandmotorcyclesasacrowdgathersaroundthecontestant. Thequestionthateveryoneisasking,afteralevelispassedis:whatwillhappennow? WhatMakesAllEyesonS4SoCompelling? VariouscornerstonesofOctalysiscomeintoplaysuchas: EmpowermentandAccomplishment(#3:throughvisualfeedback) SocialInfluence&Relatedness(#5:throughthegrowingaudience) Unpredictability&Curiosity(#7:throughthemischiefthatoccurstodistracttheplayers) HereSamsungteststhewillandresilienceoftheplayers,challengingthemtoovercomethe“levels”ofthegame. BrandAwarenessasaresultofAllsEyesonS4 Samsungcreatedanexperiencethatincreasesitsbrandawarenessonmorethanonelevel.Notonlydoesthisinvolvethecontestantsthemselves,butalsothesecondaryaudienceofspectatorsatthesceneandonlineaswell. Thisisagreatexampleofwheregamificationisusedtocreateanextremelyentertainingandimmersivesocialexperience. MarketingGamificationExample#8: Heineken’sStarPlayerGame Heinekenhaslongbeenknownasacompanythatcancreatehighlyengagingexperiencesfortheirconsumersandonlineusers. ThebrandisanofficialsponsorChampionsLeaguegame.TheydecidedtousegamificationtoactivelyengagefansthroughouttheeventtoincreaseawarenessofHeineken. HowHeineken’sStarPlayerGameisPlayed DuringthetheChampionsLeague,userscandownloadtheHeinekenapp.Whilewatchingthegame,theyareaskedpredictivequestionssuchas: willthepenaltybesaved? willthegoalbemadebyhead? willtheyscorewithin20seconds? Pointsareawardedforcorrectanswers.Andduringdowntime,morepointscanbeearnedbyansweringothertypesofquestions(e.g.trivia). Heineken’sInnovativeDisplayofSponsorship Thisisagreatexamplewhereasponsorcandirectlyengagewithfansduringasportsgameinsteadofjusthavingtheirlogoshowcasedonbannerswithinthearenaorthroughtelevisionspots. MarketingGamificationExample#9:SteamTradingCards SteamisknownastheplatformofchoiceforthedistributionofPCsoftware.InJanuary2012,thenumberofsubscriberssurpassed40millionandcontinuestogrow. Valveisaentertainmentsoftwarecompanythatdevelopsvideogames.TheydesignedapromotiontoincreasethenumberofhoursspentonSteamandthevolumeofgamesales.Thepremiseoftheirstrategyisbasedontheconceptof collecting, whichisaneffectivewaytodrivetheenthusiasmofusers. HowToPlaySteamTradingCards Itworksverysimply.Peopleplaytheirfavoritesoftware.Buttheycanwincardswhenplayinggamesthatarepartofthepromotion.ThisisanexampleofOwnership&Possession(CoreDrive#4) intheOctalysisframework. Notallcardsareassignedinthisway.Theplayermustalsoexchangecardsintheirpossessionwiththeotheruserstogetthewholeseries.ThisaddsastrongdegreeofSocialInfluence&Relatedness(CoreDrive#5). Whenaseriesiscompleted,theplayercanwinamedalandgoodsrelatedtothegame(avatars,backgrounds,etc.).TheymayalsowindiscountsonSteamgames. ThesystemiscurrentlyrestrictedtoafewSteam’sGames,butwehopeitwillbeimplementedsoonintoothergames,togivebettermetricstotrackthesystem. MarketingGamifcationExample#7:4Foods–Good4All WhatIs4FoodsGood4All? 4Foodisthefirstfastfoodchainwhereyoucancreateandshareyourssandwichcreations.Thereisnorealmenu.Thecustomersthemselvesmakethesandwichesastheywant. Usersareinvitedonthesitetocreatetheircombinationsandthensharethemwiththecommunity. Onthesiteitispossibletoexpresspreferencesforcertainsandwiches.Themostpopularchoicesrisetothetopoftheleaderboard.whichisupdatedinrealtime.Itincludesnotonlythepreferencesforeachmeal,butalsothesalesfiguresaswell. Why4FoodsGood4AllWorks 4Foodthereforepresentsaveryuniquesocialdrivenmethodologytoselltheirproducts.FactorswithinOctalysishelpexplainthesuccessofthisexperience.Theyinclude: SocialInfluence&Relatedness(#5) Development&Accomplishment(#2) EmpowermentofCreativity&Feedback(#3) Makingittothetopoftheleaderboardisquiteanaccomplishmentwithvotesofconfidencefromothersandwichlovers.Therealizationthatonehascreatedthebestsandwichissomethingthatparticipantsreallytakepridein. GamifiedMarketingConclusion Theuseofgamifiedtechniquesisapowerfulstrategyforcompaniestosupportthesaleoftheirproducts. Theaboveexamplesnotonlyillustrateinnovativegamedesign,butalsotheendresultsofhappilyengageduserswho,inmanycaseswerethrilledtosharetheirexperienceswiththeirfriendsandfamily. Caremustbetakeninapplyinggamificationtoone’sownbrand.Companiesneedtobeawarethatgamificationisnotapanacea. Theexperiencemustbeplannedcarefully.TheoveralldesignrequiresspecializedexpertisethatoftenreliesonmodelssuchasOctalysiswhichcanofferahighdegreeofreliability. IfyouhaveseenotherGamifiedMarketingexamplesthatreallygotyouengaged,pleaseshareinthecommentsbelow! (Thanksto MarioMalkavColomboof Alittleb.it fortremendouslyhelpingmeonthispost) GetmentoredbyYu-kaiChou EveryweekIhoponaconferencecalltoteach,answerquestions,andgivefeedbacktomembersofOctalysisPrime.IfyouwanttotakeyourGamificationpracticetothenextlevel,thencomejoinus. WouldyoulikeYu-kaiChoutoworkwithyourOrganization? IfyouareinterestedinworkingwithYu-kaiChouforabusinessproject,workshop,speechorpresentation,orlicensingdeal,pleasefillouttheformbelow. YourName(required) YourEmail(required) YourOrganization(required) YourMessage Δ Related 47thoughtson“Top10MarketingGamificationCasesYouWon’tForget” Commentnavigation OlderComments Thanksforsharingsuchagreatarticle.Marketingisoneofthemainfactorintoday’sworld. Reply Theseareallexamplesofhugecompanies,withhugemarketingbudgets…Iwouldlovetoseetheseconceptsareappliedtosmallbusiness,orbrandawarenesscontentstrategies. Reply HiYu-kai,we’velaunchednewmarketinggamificationtool–HoverSignal Iwouldliketohearyourfeedbackaboutit.Ifyouwant,wecangrantyoufreelifetimeaccesstoit! Cheers, Mike Reply Ha,thatdangMcDonald’sMonopolygamealwaysgetsmetoo!I’mnotthatbigonfastfoodbutI’vealwaysgottagetafewcheeseburgerswhenthatgamecomesaround. Reply Reallyhelpfulandpracticalformarketing.thanksalot. Reply Award-WinningDigitalInteractiveGamificationMarketing–> Reply Knowmoreabouthowgamificationissolvingbrandsmarketingstrategy.visitKuchhbhi.inonce. Reply Excellentcompilationofsomereallygoodexamples. Reply Thisarticlewassohelpfultomystudiesandverywellwritten.Thankyou! Reply Thisisanexcellentcompilation.I’daddWestJettothelistasanothergreatexampleofagamificationmarketingcampaign.It’stosomedegreesimilartoSamsung4campaign. Reply Thankyouforsuchaninterestingread.IlovelookingatallthedifferentsuccessfulMarketingcampaignsandthethingsthatwentintomakingitsosuccessful.Thiswillhelpmeinfutureprojects Reply Goodsharing.NeverexperienceNike+FuelBand.But3yearsagoItriedPolarBeat.Initiallyitattractsmetouploadmydataandparticipateinthecompetition.Ievencreatedmyowncompetitionandinvitepeoplefromothercountriestojoin.IguessinitiallyCD5&CD2andCD3kicksinasIwonderingwhowilljointhecompetitionicreated.NowIamusingSonySmart-BTrainer&SamsungS-health.However,theaboveseemsismorelifestylegamificationthanmarketinggamificationtome.Personally,formarketinggamification,HeinekenandCokeisawesomeandengaging. Reply HiYu-kaiChou, Isthereadifferencebetweengamebasedmarketingandgamifiedmarketing? Reply Commentnavigation OlderComments Youmustengageintheconversation!! Cancelreply Postnavigation PreviousPreviouspost:SynergeticMotivations:HowtoDriveDesiredActionsUsingCombosofGameTechniquesNextNextpost:[Infograph]CreatingengagingphotosonFacebook