As you read in last week's post, we explained what game-based marketing was and why it's important. Now, we will dive a bit deeper into what's needed to develop a successful, game changing (pun intended) campaign.
So how do you start to bring these playful elements into your marketing campaigns? The first thing you'll want to do is define the goal of your marketing campaign as well as the target audience. It's also important to understand the goals of your target audience and how this game will help them achieve those goals. Then, you need to think about which channels you should use to promote the campaign and entice your targets to participate. Clearly defining the game and the necessary steps the players needs to take in order to achieve the goal will also be important to convey. And don't forget about what the players will win, or how they'll be rewarded along the way.
Remember to share results in between plays to help create competition. Make the game a challenge, but one that your players will enjoy rather than get frustrated and give up. When it comes to rewards, keep in mind that they do not need to be expensive or even of monetary value. Instead, consider sharing insider information with your game leaders or give them a more personalized VIP experience when interacting with your brand. And finally, always anticipate pitfalls and know how to respond if they come about.
Real-World Examples
What types of game-based marketing campaigns have worked? Since this is still an emerging practice, many organizations are still testing the waters in terms of what works and what doesn't. However, I've pulled together a sampling of successful campaigns below, to give you an idea of what's possible:
Spots and Stripes (Cadbury): As the official treat provider of the London 2012 Olympic and Paralympic games, Cadbury organized an online game to help capture that nation's playful spirit and encourage game playing. Leveraging social media channels including Facebook, Twitter and YouTube, visitors are asked to pick a team (either Spots or Stripes) and play games of their liking to win points and rewards like delicious Cadbury products.
Chromaroma (TFL): In an attempt to revitalize public transportation in London, Transport for London (TFL) developed an online competition called Chromaroma that uses passengers' travel data and turns it into a game where every journey counts. Passengers can play against fellow travellers and friends and can win points simply by using their Oyster Card within London's transport network. Missions that involve innovative routes and alternative transportation options such as cycling are also rewarded.
Foursquare: Quickly becoming one of the most popular ways for consumers and their friends to explore their cities, Foursquare gives accolades for visiting certain locations or visiting all the stores in their immediate vicinity. Visitors can even become “Mayor” of a particular site. Location-based ads are streamed directly to mobile users' devices based on the store or site they are visiting. Achievements are converted into discount codes and vouchers are given to select repeat visitors via Foursquare.
NIKEiD: Nike launched its NIKEiD campaign in 2007, which allowed the public to design their own trainers with their photo, shoe and a line written by them. The newly designed trainers appeared in near real-time in NikeTown, on the NIKEiD website and on cube installations on the streets of London. The NIKEiD street cubes also provided studio appointments via Bluetooth, in order to reach a wider audience.
Resources
If you have found this article useful and would like to learn more, I've included a list of websites and books below that offer a wealth of material on the subject. Please add any other resources you feel are helpful or relevant. Happy Gaming!
Gamification BlogGameful
Jane McGonigal, “Reality is Broken”
Bernard Suits, “The Grasshopper”
Gabe Zichermann and Josilin Linder, “Game Based Marketing”
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[Posted by James Burr
Senior Presales Consultant, Neolane]
As you read in last week's post, we explained what game-based marketing was and why it's important. Now, we will dive a bit deeper into what's needed to develop a successful, game changing (pun intended) campaign.
So how do you start to bring these playful elements into your marketing campaigns? The first thing you'll want to do is define the goal of your marketing campaign as well as the target audience. It's also important to understand the goals of your target audience and how this game will help them achieve those goals. Then, you need to think about which channels you should use to promote the campaign and entice your targets to participate. Clearly defining the game and the necessary steps the players needs to take in order to achieve the goal will also be important to convey. And don't forget about what the players will win, or how they'll be rewarded along the way.
Remember to share results in between plays to help create competition. Make the game a challenge, but one that your players will enjoy rather than get frustrated and give up. When it comes to rewards, keep in mind that they do not need to be expensive or even of monetary value. Instead, consider sharing insider information with your game leaders or give them a more personalized VIP experience when interacting with your brand. And finally, always anticipate pitfalls and know how to respond if they come about.
Real-World Examples
What types of game-based marketing campaigns have worked? Since this is still an emerging practice, many organizations are still testing the waters in terms of what works and what doesn't. However, I've pulled together a sampling of successful campaigns below, to give you an idea of what's possible:
Spots and Stripes (Cadbury): As the official treat provider of the London 2012 Olympic and Paralympic games, Cadbury organized an online game to help capture that nation's playful spirit and encourage game playing. Leveraging social media channels including Facebook, Twitter and YouTube, visitors are asked to pick a team (either Spots or Stripes) and play games of their liking to win points and rewards like delicious Cadbury products.
Chromaroma (TFL): In an attempt to revitalize public transportation in London, Transport for London (TFL) developed an online competition called Chromaroma that uses passengers' travel data and turns it into a game where every journey counts. Passengers can play against fellow travellers and friends and can win points simply by using their Oyster Card within London's transport network. Missions that involve innovative routes and alternative transportation options such as cycling are also rewarded. Foursquare: Quickly becoming one of the most popular ways for consumers and their friends to explore their cities, Foursquare gives accolades for visiting certain locations or visiting all the stores in their immediate vicinity. Visitors can even become “Mayor” of a particular site. Location-based ads are streamed directly to mobile users' devices based on the store or site they are visiting. Achievements are converted into discount codes and vouchers are given to select repeat visitors via Foursquare. NIKEiD: Nike launched its NIKEiD campaign in 2007, which allowed the public to design their own trainers with their photo, shoe and a line written by them. The newly designed trainers appeared in near real-time in NikeTown, on the NIKEiD website and on cube installations on the streets of London. The NIKEiD street cubes also provided studio appointments via Bluetooth, in order to reach a wider audience.
Resources
If you have found this article useful and would like to learn more, I've included a list of websites and books below that offer a wealth of material on the subject. Please add any other resources you feel are helpful or relevant. Happy Gaming!
Gamification Blog Gameful Jane McGonigal, “Reality is Broken” Bernard Suits, “The Grasshopper” Gabe Zichermann and Josilin Linder, “Game Based Marketing”