3. “One of the best examples is, of course, mobile social game
Foursquare, which awards badges as users "check in" via their
phones at physical places. Accumulating badges -- and achieving
statuses such as the "mayor" -- are motivations to get people to
check in.”*!
*Extract from AdAge’s article All the World's a Game, and Brands Want to Play Along
4. We have been talking a lot about
starbucks and jetblue
Starbucks made a partnership
with Foursquare to reward
people who succeed to become
“the mayor” of a Starbucks with
a one dollar discount.!
JetBlue created an app that
reward people who check in at
Jet Blue. There is a ranking, and
the best ones will be rewarded
with plane tickets and
vouchers. !
5. As far as I am concerned
= It just seems like a
smart “2.0 loyalty
or club card” to me. !
Not a game
6. In two years
(maybe less)
We can expect that this “2.0 loyalty
card” will become common, and all
companies will have their own, while
a game exist thanks to its uniqueness
and its capacity to engage
customers.!
7. "Basically game mechanics are a way to get
consumers addicted to things,”!
said Tim Chang, principal at Norwest Venture Partners, which has
backed many social mobile game companies. !
"They keep people engaged to keep doing
things, as opposed to what goes viral quick:
You click, you watch and then never see it
again.” !
Extract from Ad Age’s article All the World's a Game, and Brands Want to Play Along
8. Here are some real branded games
Battle of the Cheetos, Nike Grid, Fight for Kisses
(Wilkinson,) Levi’s iSpy, Hotel 626, The Coke Zero Game…!
Remarkable works have been done those last years.!
9. Zoom on two of them.
A real world catch me if you can.!
Online and mobile interaction (twitter.)!
Hundreds pairs of Levi’s were released
on the streets of Australia and New
Zealand worn by Levi’s representatives. !
People were able to follow those
representatives through twitter. To
win the pair of jeans they just had to
ask “are those Levi’s?”!
If they got it right the wearer had to
grab their jeans and hand them over on
the spot.!
10. Zoom on two of them.
London is your gameboard. !
You have 24 hours to claim your
streets.!
40 postcodes across London. !
North. South. East. West. Grid
phone boxes in each postcode.
Run between them. Score points. !
Run more. Score more. Badges
awarded for speed, endurance
and stamina. Play for your
postcode. !
Get the glory. Claim the crown*!
*Extract from nikegrid.com!
11. Strong benefits for the brand
Share preference
ENGAGING unique experience
SMART!
Fun innovative
memorable different …
12. Acting on the brand.! Acting on sales.!
Loyalty
No exchange Price motivation
mechanic
Innovative (short term) …
vs.
13. An interesting statement
Social media are used to reconnect to the physical world.!
From the web and Twitter…! …to the streets. !
From the web and facebook…! …to the streets.!
(Phone boxes) !
14. is the immaterial world (digital) the
best way to reconnect to the “real
world?”
