chris mahl, scvngr - new edge of loyalty marketing
DESCRIPTION
Chris Mahl, SVP & Chief Brand Alchemist talks about "New Edge of Loyalty Marketing" – Reaching Customers Where They Are – How Location-Based and Gaming Platforms are helping marketers engage and build loyalty at Jan 20th AMA Chicago event, held at Spertus Institute.TRANSCRIPT
SCVNGR is a game.
Playing is simple: Go places. Do challenges. Earn points!
Play SCVNGR. www.scvngr.com
Source: Morgan Stanley Internet Trends
Loyalty Tied To Location @ Consumer Level
2005 2006 2007 2008 2009 2010E 2011E 2012E 2013E
0
20
40
60
80
100
120
140
160Location is Going Micro - Fast
Smartphone Shipments Feature Phone ShipmentsU
nits
(MM
)
Come one come many…
Augmented Reality
Games & Place Services
Recommendation Services
Rating Systems
Check In Based Networks
Location “R” evolution
Personalization,Why Me?Who else?
Time Sensitive, What & When?
Deals,What & How
much?
Commerce,How?
Geographic, Where?
LBS Audience … some say…
Social Layer -> Connections• Last decade• All about connections• Open social graph• Construction is over
Game Layer -> Influence• Next decade• All about influencing behavior• No set foundations• Construction has just begun.• Keys off of location
Loyalty leveraging the Social Graph & Game Layer And it’s big.
Loyalty extends to Activity and PlaceParticipate in the consumers mobile lifestyle…
Activity With The Brands beyond the purchase Play, Humanist Moments, Conversation Creation Engage with Brand character and assets Tell the Brand Story through experience
Participate in the lifestyle Where consumers are… Where they experience life Where they meet their friends Where the conversation of life occurs
How it worksYour SCVNGR player experience, Challenge-to-Reward!
Go to a Samsung partner store
Do custom Samsung Challenges there
Earn points and unlock badges
Share with friends Unlock a Reward Show screen to redeem Reward!
Loyalty Systems extending into a Social Mobile Curve
Loyalty
• Priority & Exclusivity• Value Added Services• Partner offered Deals• Points & Leveling• Offers & Discounts
• Cross Selling
Loyalty & Location Potential
• Place, Product or Service Engagement | Discovery
• Extension to Lifestyle | Presence• Event interaction• Event Social Capture
• Brand Invited Fun | Participate• Expression• Delight• Happiness
• Equity Activity Rewarded | Align• Green, Charitable, Education
GameStopDrive engagement, return visits and increase sales
Engage fans with COD campaign
Drive repeat store traffic
Unique experience for
customers
Product launch
Increase in-store traffic
Create social media buzz
Generate earned media
Challenges & Rewards at5500 Retail Locations
(US & Canada)
Default challenges + custom + on-site rewardsGameStop
The Challenge The Reward
The Badge
Title
Logo
Challenge Text
Multimedia – offer audio or video before a challenge (optional)
“Done Message”— a great place for fun facts
and brand voice.
Custom imaging and text for the virtual
badge.
SCVNGR is highly customizableIncorporate the Samsung brand and key messaging into your custom game experience
You choose the incentive & Progression
Dynamic
Results - Metrics SCVNGR transforms consumers into loyal customers
Who theyare…
Campaign Length Total Players Challenges
CompletedSocial
Reach?Repeat
Traffic Rate Vocality
GameStop 4 weeks 19,467 47,042 1.96 M 35% 18,816 Organic Posts
Location based social marketing equation …
E * M * P SB * R
Where:EngagementMobile LifestylePlace RelevanceSocial BroadcastRedemption
Challenges at Malls with RewardsCoca-Cola @ Simon Malls
SCVNGR for ChicagoActivating your visitors & your community
Chicago is every progressive….
Foodie Frenzie• Trek featuring iconic food and landmarks in Chicago; rotates
depending on the season
Presidential Chicago• Themed trek highlighting places the Obama family frequented
when they were residents
Navy Pier• Family oriented challenges at the #1 tourist destination in
Chicago
McCormick Convention Center• Custom treks, challenges, and rewards for each conference
held here (the largest convention hall in the United States)
Best Practices from SCVNGR POV
• Launch into engaged fun with your target audience(s) | Be there in social fun. Loyalty is the brands character as well!
• Loyalty Systems are the first advent of game dynamics, tie them to consumer engagement from the beginning | Loyalty starts with the first contact.
• Leverage the Places your brand owns, sells through or where you engage consumers.• Control the ‘script’ first , last and always and think globally.• Develop reward and recognition systems that tie to loyalty schemes.• Utilize brand assets (character, essence or spokespeople) for fun.• Leverage Key Partners | Place, Play or Reward partners.
• Mutual activation of Facebook fans.• Develop themes of Engagement | Product | Service | Seasons | Social | Sports…• Initiate virtual goods strategy and planning.• Gamification touches everything | Be in the game.
SCVNGR is the game layer on top of the world…and it’s about to get a lot more fun.
Play SCVNGR. www.scvngr.com
Chris MahlSVP & Chief Brand Alchemist | SCVNGR
Twitter: ChrisMahlNY