gwc14: rubén alonso - "royal canin case"

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Gamification is not a game#ClubRoyalGame by Royal Canin

2Let’s play 1 minute!

So, let’s try this pet-quiz to test your knowledge:

One of our goals is to help you learn how to take care your pet: Knowledge and Respect.

How the dogs do their business?• In alignment with the North-South magnetic axis: #ClubRoyalGame1

• Parallel to their shadow: #ClubRoyalGame2

• Facing the wind: #ClubRoyalGame3

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Te Gamification market is estimated to grow from $421.3 million in 2013 to $5.502 billion in 2018.

Fuente: marketsandmarkets.com

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Let’s talk about gamification in a marketing setting:

Take advantage of the format and game mechanics to achieve

behaviour: targets

Target 1

Social media reach…

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Target 2

Build the clients’ loyalty and be in touch...

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Target 3

Build a database: clients and pets

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Target 4

Learn how to take care and have fun with your pet…

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Target 5

And, of course, entertain and play…

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is Health Nutrition and we believe in innovation in marketing:

• 2.0 communitys,• mobile apps,• social media,• branded content…

As we also want to increase theengagement, we decided to add gamification to our marketing strategy.

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Marketing Strategy

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We introduce:.

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We introduce:.

Club Royal Game

Club Royal Game is based on 5 main ideas:

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Personalization Sharing

Buying Rewards Playing

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Personalization14

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Sharing15

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Buying16

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Rewards17

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… of course, entertein and playing18

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Gamification is not a game

Because, in addition to the points, the dynamics, the platform and the rewards, we should:

• Be part of the MKT plan = Targets• Generate content to be shared.• Choose the incentives and manage the deliveries.• Help and provide assistance to players.• Keep users interested: engagement.• ROI: How does gamification add value to the plan?

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How does it add value?

Gamification is much more than a simple game, and it should therefore also add value with:

• Branding.• Visits.• Registrations.• Interactions. • Sales.

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GamificaciónBenchmark

Gestazion’s platforms

€ 60-80.000

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Gamification works:

1 out of 3 visits

register for the

platform.

9-13 % of the users follow the

brand on social media.

Each user shares

2.25 content

items on their social media..

Between 40 % and 60

% play every month an average of 2-3 games.

Time:8 minutes

as opposed to the 5 minutes

without gamification.

Every month 10-17 % users sign up through a

recommendation.

Each user redeems

3 products.

Gamification Benchmark Gestazion’s platforms

Club Royal game: 2 months22

Visits: 17.802Registers: 7.368

Interactions: 36.444Codes: 355

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And in the future

New games, mechanics and rewards…Momentum (Christmas, back to school…).

Personalization according to the users’ interests.Interactive videos and games.

Market research (surveys).New social media integrations : Instagram, Pin.

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Don’t forget:

Gamification is not a game!

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25And the answer is

How the dogs do their business?• In alignment with the North-South magnetic axis: #ClubRoyalGame1

A study carried out by Czech and German researchers shows that dogs choose the direction they relieve themselves based on our planet’s magnetic axis, as long as this axis is stable, that is why they tend to align themselves with the North-South magnetic axis and avoid the East-West axis. This study confirms that dogs are sensitive to the Earth’s magnetic field and this helps them orient themselves, just like birds.

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• Parallel to their shadow: : #ClubRoyalGame2

• Facing the wind: #ClubRoyalGame3

And the winner is...26

Winner 2 is:

Winner 1 is:.

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Thank you!@rub_alonso

Digital Marketing Coordinator Royal Canin

@marcosblancoDirector Ejecutivo de Gestazion.com