View
163
Download
2
Category
Tags:
Preview:
Citation preview
3radical – Mobile Gamifica1on Emma Axam | Will Stuart-‐Jones
About 3radical Why mobile gamifica;on? How does mobile gamifica;on work? PlaBorm Overview/Elements Dell ‘Engage’ Case Study
Contents
Gamification
Techniques
Points
Users
Social
Activities
Achievement
LoyaltyEngagement
WebsitesNetworking
Online App
Badges People
Reputation
Services
SitesEncourage
Applications
The 3radical technology plaBorm…
“Helps brands interact with consumers like never before to deliver
unprecedented levels of engagement”
About
FUN REWARDS
TOP
DISCOUNTS
We achieve this through mobile gamifica1on…
“The use of game thinking and game mechanics in non-‐game contexts to
engage people and to impact behaviour.”
About
About
3radical was formed by founders of successful tech company Alterian
Why
Direct Mail Email
Web Social
Alterian enabled marketers to execute data-‐driven marke;ng across mul;ple channels and was very successful…
Why
Success* = 3-‐5%
…by deploying Alterian marketers oTen doubled response rates -‐ but s;ll overall levels of engagement were low…
…so the founders began to think about how they could engage with the other 95% of consumers?
Why
Why
Looking around they realized any new solu;on needed to enable a ‘Mobile First’ approach…
Why
…that it had to seamlessly integrate with today’s wide array of social media networks…
Why
…that it must enable Brands to reward consumers for their engagement…
Why
…and that all interac;ons with consumers should be personalised and contextually relevant.
Why
2.5%
GamificationTechniques
Points
Users
Social
Activities
Achievement
LoyaltyEngagement
WebsitesNetworking
Online App
Badges People
Reputation
Services
SitesEncourage
Applications
+
36.4%
=
And so the 3radical mobile engagement plaBorm was born, quickly showing it could deliver unprecedented
levels of engagement…
How does mobile gamifica;on work?
Gamifica;on leverages innate human mo1va1ons
engaging users in the manner that they want and using a three-‐step cycle of challenge, achievement and
reward
How does mobile gamifica;on work?
Download App +50 Points
‘Like Us’ on Facebook +250 Points
Enter Quiz Comple;on Badge
Using the plaBorm brands can present consumers with a series of mutually beneficial challenges and rewards…
How does mobile gamifica;on work?
Time
Complexity
Frustra;on
Boredom
…consumer interest in maintained by steadily increasing challenge complexity over ;me.
How does mobile gamifica;on work?
Individual challenges can be combined and unlocked in classic
campaign management style…
How does mobile gamifica;on work?
… or configured as loosely coupled rules that combine to create emergent behaviour
PlaBorm Overview
Page 13 -‐ Confiden;al
1 Upload Content 2 Define Challenges 3 Track & Refine
The 3radical mobile engagement plaBorm provides an intui;ve drag & drop environment in which marketers are able to:
• Upload crea;ve content for each customer interac;on type • Promote challenges and rewards via a branded iOS/Android app • Analyse responses and op;mise future interac;ons
Challenges
• View online content • Visit sponsor stands • Scan product codes • Like FB pages • Share content to FB • Refer others to app/events • Complete quizzes/games • Read push messages
Outcomes the 3radcial plaLorm can deliver include:
• Boos;ng customer acquisi1on and reten1on • Driving discovery of products/services • Increasing brand awareness, engagement & interac1on frequency
Specific Challenge and Reward types available in the plaBorm include:
Rewards
• Receive status badges • Unlock offers & content • Collect redeemable points • Achieve game level ups • Obtain discount vouchers • Enable status posts • Unlock compe;;on entries • Custom rewards
PlaBorm Overview
PlaBorm Elements – iOS/Android App • Customized to Brand
– Look, feel and func;onality – custom branding and colour schemes
• Social Sign-‐up • Triggered Offers/Messages
– Push based on segment and trigger – Triggered by ;me, loca;on (iBeacon, GPS, QR code) or behaviour
• Built-‐in Offer Redemp1on – Single or Mul;ple Loca;on Visit – Social Sharing – including Photo Compe;;ons etc – Branded Mobile Game Play – Branded Custom Quizzes – Purchase
• Built-‐in Loyalty Func1onality – Points, Badges, Customer Status etc.
• Games Library to Support Engagement and Specific Promo1ons – Integrated into Marketers Portal – Games as Tac;cs
21 Page 15 -‐ Confiden;al
PlaBorm Elements -‐ Marketer’s Portal • Create Gamified Offers
– 16 different ‘Tac;cs’ for different stages of the Customer Journey
– Examples – Store Visit, Facebook Like, Photo Share, Make Purchase
• Create Rewards – Many reward types – ‘Discount Vouchers’ in App – ‘Virtual Currency’ that can be redeem in app without
requiring liability – ‘Compe;;on Entries’ – lucky dip, quiz, skills based etc. – ‘Level Ups’ in branded mobile games with prizes
• Select Audience – Based on social graph, past behaviour – Plus any other brand data available
• Select Triggers – Loca;on (iBeacon, GPS, QR code) – Time – Behaviour (i.e. just entered/leT specific venue) 22
Page 16 -‐ Confiden;al
PlaBorm Elements -‐ Customer Analy;cs • Immediate Social Data
– Likes/Preferences – Demographics – Friends
• Campaign/Tac1c Response Profile – Received/Read/Redeemed – Type of Campaign – Purchase Redemp;on – Game Playing History – Prize/Reward History
• Third Party Data – POS History – CRM/loyalty
• Select Audience to Analyse – Based on social graph, past behaviour – Plus any other brand data available
23 Page 17 -‐ Confiden;al
“Dell were looking for a way to cut through the noise of compe;tor adver;sing. Using mobile gamifica;on Dell created a vibrant community of consumers who wanted to engage with Dell on a frequent basis and share Dell’s Brand and news with their friends.”
Case Study – Dell Engage
• The Challenge:
– Increasingly crowded market – Engagement typically indirect via re-‐sellers – Desire to inform consumers about new products – Tradi;onal channels increasingly ineffec;ve for target audience
• The Solu;on:
– ‘Dell Engage’ app created using 3radical plaBorm – Delivers range of gamified tac;cs including custom games – Ini;al release leveraged World Cup with ‘Dell Ul;mate Striker’ – Delivered in weeks and supported by Dell promo;ons on/offline
Case Study – Dell Engage
Case Study – Dell Engage
App content/challenges can be updated by marketers on demand…
Case Study – Dell Engage
…now includes Dell Ul;mate Driver training game!
• Results/Benefits:
- Awareness – 1000’s of app downloads, 10’s of 1000’s games played - Peer Promo1on – over 500k shares of Dell branded content - Engagement – majority provided FB permissions, increased site/store traffic - Insight – feedback on which campaigns worked, consumer preferences etc.
Case Study – Dell Engage
SAVE50%
SHARE TO WIN
VISIT STORE
SAVE50%
SHARE TO WINVISIT STORE
Find out more at: www.3radical.com #radicaltweets
Recommended