Press Release Distribution Evolving with Digital Trends.pdf
Social Gamification: A Review of SunCitySpeaks 2013
1. Gamification in
Tourism: A Review
of SunCitySpeaks
2013
An
Educational Presentation | Ryan Thompson (Founder & CEO) & Karri Scott (Marketing Director)
7. Easy. Convenient. Low Barriers.
The “next big thing” in the app world may be cool but
ultimately convenience matters. If you want
participation, use tools they know
8. Purpose-Driven
What’s the end goal? Awareness, Engagement,
Conversion? Knowing your objectives will provide
clarity in game design
9. Tag, Flag, Hunt...
Don’t overcomplicate things. Social games generally
mimic kids’ games. Capture the flag, Scavenger
Hunts and races are all socially effective
10. Win + Win + Win
Awareness for the brand.
Fun and value for the audience.
Promotion without advertising.
13. With a fun loving
tourism audience, we
went bold and over
the top creating
immediate
awareness
14.
15. A Capture the Flag
concept used social
media clues to drive
participants to a
physical flag
located on property
16. We split players into four
regions across the state.
Facebook was the platform
and we manually managed
the game
17. More than 100 social posts, dozen of game-play destination
images and a full case of Texas wine to the winners
“It was a smashing success”
Bridgette Snyder !
Former Supreme Allied Commander, Emperor and President Emeritas , TACVB
31. Each response contributed to a profile builder
gaining intelligence on every interaction
Outdoor
Nightlife
Culture
32.
33.
34.
35. In two days, over 1000
responses were received
with over 85 personal
itineraries built
Responses averaged
every 3 minutes with over
40% of TACVB participating
Personalized
Itinerary
You gave us a peak into your personality by answering questions,
taking photos, and interacting with us at TACVB 2013. From what
we’ve learned about you, below you’ll find a personalized itinerary
for the next time you’re visiting El Paso, Texas.
You are an Outdoor Lover
Enjoy.
37. Play. Prize. Pride.
Game play is fun and social has made it acceptable
for adults. Combine that with a chance to win and
take the crown and you’ve got gold
38. Educated. Entertainment.
The best social games educate often without the
consumer realizing. They have a blast and walk
away with new destination knowledge
39. Rewarded loyalty.
Its simple quid pro quo. They play, you reward,
they’re entertained and appreciative and all this
creates loyalty and memorability
41. The Best of non-Advertising.
Modern consumers are smart and can easily
detect when they’re being sold. This is
entertainment and they’ll love you for it
43. Deeper Engagement.
Its doesn’t end at awareness. Gameplay requires
participation equalling engagement. But this isn’t
“read my newsletter”. Its fun, rewarding and deeper
45. Be Strategic.
This stuff is fun but don’t lose site of the situation.
This is serious business and you’re looking for a
result. It starts with strategy
47. Plan the Work. Work the Plan.
Don’t underestimate the effort. This is an event,
much like a festival. It takes thorough planning
among internal employees and external stakeholders
49. Concept & Challenge
Creating your concept is critical and we don’t just
mean creative design. What it is, the business
objective, the creative rationale and the
consumer reward are all critical
51. Execute & Be Prepared
Like a special event, execution must be carefully
scripted and choreographed. Real-time games
with frequent rewards requires a talented team
53. Remember, its about the Results
Its all fun and games....except its not. Social
gaming is a marketing channel and your campaign
is a marketing investment like any other