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Are your marketing strategies keeping up with the pace of customer expectations? This presentation is from a private presentation for the Darden Restaurant group. Hosted by Sandbox and Jeff Hilimire of Dragon Army, they revealed the secrets of game design and how it can supercharge your digital marketing. Here are just a few topics that were discussed: - Designing for the on-demand mindset & new generation of customer expectations - Best in class use of games and game psychology in marketing - The psychology behind touch & tactile experiences - The most effective use of gamification techniques - Engineering addictive behaviors to drive return visits & engagement - How to create a compelling sense of urgency - Utilizing the power of competition If you are interested in having Sandbox come in to do a similar presentation for your brand, please contact us at contact@sandboxdigital.com.
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Dragon ArmyPresent
applying the secrets of game psychology to digital marketing
and
Sandbox creates user focused digital experiences and content that get
results.
Sandbox Clients
Dragon Army Is a mobIle-focused agency wIth an expertIse In gaming !we:
Have a team of marketers AND game developers !Build games directly for consumers
Build mobile experience for brands
Find unique brand integrations in mobile games (ours or others)
Apply game theory / gamification strategy to digital marketing and campaigns
Jeff Hilimire CEO
Patrick Rossetti Game Designer
Our games
robots love Ice cream
500,000 downloads Average play time: +3 mins 4.5 stars Average age: 18-24 50% split: male / female
robots love Ice cream
Survey Results showed: !38% of players visited an Arby’s more frequently after playing the game !51% of those that visited an Arby’s after playing tried the Orange Cream Shake
robots love Ice cream
robots love Ice cream
our games
our games
–Will Hankinson
“GAmes aren’t just for kids and dudes anymore.”
–Will Hankinson
“GAmes aren’t just for kids and dudes anymore.”
Mobile games are a $25 billion industry, expected to grow to $54 billion in 2015
In the U.S. mobile penetration is 101%, meaning there is at least one phone for every American.
80% of all money spent on phones are on games.
Games are the #1 activity on phones (time spent)
There are 100+ million mobile gamers in the U.S.
Average age of gamer in U.S.: 28 years old
50% of mobile gamers are male and 50% are female
Why we’re excIted about mobIle games
VS
PARTIAL REINFORCEMENT MECHANICS
SOCIAL COMPETITION
LIMITED TIME EVENTS
SELF EXPRESSION
COOPERATION COMMUNITY OBJECTIVES
SocIal CompetItIon
SocIal CompetItIon
!Different people respond to
different types of competition (large groups, small groups, one-on-one, self)!
!Contests & Promos!
Social submission contests!More than just enter to win, but
compare to friends and cumulative effect of activities!
!Loyalty programs!
Allow for creation of small groups or individual challenges with others
SocIal CompetItIon
LIMITED TIME AND SEASONAL EVENTS
LIMITED TIME AND SEASONAL EVENTS
Beyond deal based promos !
High level of incentives to increase frequency of visits in a short period of time !Creates a sense of urgency !Creates habit of website/app/feature usage !Offer exclusive experiences or content during the event
!creatIvIty and Self ExpressIon
Creative self expression can create positive brand experiences & vested customers
Proactively promote an always on way to contribute to the brand
!Digital experience participation
(i.e.Breaking Bad, Walking Dead “Dead Yourself”)
!Extends reach via creators & their
social networks !
Crowdsourcing - Social contests or digital submissions Doritos Superbowl Commercial Lays – Do Us a Flavor
How can we tap into this?
PartIal ReInforcement MechanIcs
PartIal ReInforcement MechanIcs
PartIal ReInforcement MechanIcs
Less about “carrot/stick” incentives. More about creating a desire for larger incentives after repeat activity
!Instead of to loyalty program points, create levels with surprise
rewards !Surprise and Delight
Social outreach Zappos shipping upgrades
!How else can you apply this concept?
COOPERATION & COMMUNITY OBJECTIVES
COOPERATION & COMMUNITY OBJECTIVES
Think beyond just referral incentives What if your friends could help you achieve the next level in your
loyalty program? Design experiences and promotions that involve collaboration Contests – getting friends to join or vote makes you more likely to win Compounds social sharing, WOM & exposure
Identify and reward your best customers
THE WHALES
How can we apply this? !Higher level of loyalty means more revenue and stronger advocates
!Create exclusive experiences
VIP experiences/events on site, free shipping, etc
Access to product before others Access to exclusive content
!Create a status level for them
!Beta releases or feature input (i.e. new menu feedback before final rollout)
Donovan Panone donovan@sandboxdigital.com
Questions?
Contact us:
Jeff Hilimire jeff@dragonarmy.com
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