badgeville summit, engage 2012 - case study : autodesk gamifies software trial marketing
DESCRIPTION
DAWN WOLFE, Sr. Mgr of Integrated Marketing Programs · Autodesk SCOTT SAWICKI, Assoc. Dir of Client Management · Resource InteractiveTRANSCRIPT
CASE STUDY: Autodesk Gamifies Software Trial Marketing
DAWN WOLFESr. Mgr of Integrated Marketing Programs ·
SCOTT SAWICKIAssoc. Dir of Client Management ·
© 2011 Autodesk
Autodesk Gamifies Software Trials
Dawn Wolfe, AutodeskScott Sawicki, Resource Interactive
© 2011 Autodesk
Dawn WolfeSr. Digital Marketing ManagereBusinessAutodesk
© 2011 Autodesk
Autodesk At-a-Glance
Founded 1982 $1.95+ billion in revenues 6,800+ employees worldwide 10+ million professional users in 187 countries 1+ million students a year trained The last 17 Oscar® winners for Best Visual Effects have all used
Autodesk software
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
In Trial Marketing
Trials Key To Purchase Decision 90% of dotcom traffic 3 Uses=2x likelihood to buy #1 Campaign CTA
© 2011 Autodesk
14% increase Trial Usage
No change Trial Usage
3DS Max In-Trial Marketing Tests
© 2011 Autodesk
Drivers to Gamification
Increase Engagement Guide Experience Highlight features that sell the product Make the Value Prop Visceral Make it Fun!
© 2011 Autodesk
Case Study: 3DS Max Trial
This actually happens to be a game….But it wouldn’t have to be….
© 2011 Autodesk
Scott E. Sawicki Associate Client Director – San Francisco Office Technology Client Team
© 2011 Autodesk
Gamification Launch Phases
Kick-off Understanding the audience Establishing goals and objectives, KPIs Determining roles and responsibilities
Information Architecture/Wireframing Creative Concepting Design Execution Development
Technical Consultation and/or Technical Development Rules Creation, if needed
Launch… Measurement and Analytics Optimization
© 2011 Autodesk
© 2011 Autodesk
Autodesk 3ds Max Original Concepts
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
Achievements
Behaviors
Points
Register for the Competition 25Download support materials 25Register and download support materials within 15 minutes 50Be one of the first fifty (50) Entrants to complete the Coimbra, Portuga Mission
100
Complete any three (3) Missions within five (5) consecutive calendar days
100
Share any Competition feature on Facebook for the 1st time 1,000
Submit your 1st Mission 50Have any Mission submission rejected for the 1st time 10Submit all eight (8) Missions within seven (7) calendar days of registration
100
Clicking the “Buy Now” button for the 1st time 1,000
Click on the Leader Board for the 10th time 500Get approval on your Coimbra Portugal Mission submission 100Get approval on your Santiago, Spain Mission submission 200Get approval on your Mediterranean Island Mission submission 500
Get approval on your Istanbul, Turkey Mission submission 1,000
Get approval on your Giza, Egypt Mission submission 1,500
Get approval on your Marrakesh, Morocco Mission submission 2,500
Get approval on your M’zab Valley, Algeria Mission submission 4,000
Get approval on The Desert, Algeria Mission submission 8,000
Complete all levels of the Competition 10,000
Complete all levels of the Competition within twenty (20) consecutive calendar days of registration
10
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
© 2011 Autodesk
Case Study: Results
29
40% increase in trial usage Ratio of day 2-30 trial use to day 1 use increased 40%
What You Need to Understand: Connecting game mechanics to an ordinary tutorial drove our key objective higher than any previous attempt
!
© 2011 Autodesk
Gamification: Final Thoughts…
Using game mechanics provide incentive for action and increases engagement.
Connects with conditioned, internal reward systems Helps us do things we may not normally do Makes things we have to do more rewarding
© 2011 Autodesk
Customer experiences – even the most mundane – can be more rewarding and pleasurable (for all involved) if you think differently about your customers’ motivations. Help them do what they already want or need to do and if you can make it fun or pleasurable and social – even better.
