Download - 3radical Introduction to Mobile Gamification
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3radical – Mobile Gamifica1on Emma Axam | Will Stuart-‐Jones
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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
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The 3radical technology plaBorm…
“Helps brands interact with consumers like never before to deliver
unprecedented levels of engagement”
About
FUN REWARDS
TOP
DISCOUNTS
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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
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About
3radical was formed by founders of successful tech company Alterian
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Why
Direct Mail Email
Web Social
Alterian enabled marketers to execute data-‐driven marke;ng across mul;ple channels and was very successful…
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Why
Success* = 3-‐5%
…by deploying Alterian marketers oTen doubled response rates -‐ but s;ll overall levels of engagement were low…
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…so the founders began to think about how they could engage with the other 95% of consumers?
Why
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Why
Looking around they realized any new solu;on needed to enable a ‘Mobile First’ approach…
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Why
…that it had to seamlessly integrate with today’s wide array of social media networks…
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Why
…that it must enable Brands to reward consumers for their engagement…
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Why
…and that all interac;ons with consumers should be personalised and contextually relevant.
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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…
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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
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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…
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How does mobile gamifica;on work?
Time
Complexity
Frustra;on
Boredom
…consumer interest in maintained by steadily increasing challenge complexity over ;me.
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How does mobile gamifica;on work?
Individual challenges can be combined and unlocked in classic
campaign management style…
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How does mobile gamifica;on work?
… or configured as loosely coupled rules that combine to create emergent behaviour
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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
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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
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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
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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
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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
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“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
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• 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
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Case Study – Dell Engage
App content/challenges can be updated by marketers on demand…
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Case Study – Dell Engage
…now includes Dell Ul;mate Driver training game!
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• 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
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