Krzysztof Prybylski from Poland submitted a game plan for a 2015 event to create a memorable visual symbol and gamification experience. The plan proposes (1) using a simple superhero eye mask as the symbol to inspire action and remind people of the cause of helping 5-year-olds, (2) creating a rewards program where existing supporters can contribute "action points" to community goals and be rewarded, and (3) designing a multi-channel game called "Be a Hero" where players collect resources to save children's lives and work as a team to achieve the goal of saving 1 million lives. The game would be deployed across multiple platforms and channels to engage supporters and build awareness of the

1. 2014 WORLD FINALS
Note: All copyright and intellectual property rights remain with the Finalist who authored this submission.
Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.
Finalist: KRZYSZTOF PRYBYLSKI
Country: POLAND
This Game Plan was created in 4 hours as part
of the LoyaltyGames 2014 World Finals

2. Visual Awareness
Create a Memorable 2015 Event
A visual symbol that:
Encourages action, motivates to do good
Ties to cause of Global Week of Action and reminds about 5 year old kids
Is fun, creates possibilities to release the creative potential of supporters
Is affordable and available to anyone, anywhere
A hero:
Every 5 year old is inspired by (super)heroes, role-plays heroes
Adults are heroes for kids, they can achieve things kids ony dream about
You can be a hero – achieve seemingly impossible for some 5 year old kid
What does it take to be a hero?
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3. Visual Awareness
Create a Memorable 2015 Event
Heroes are people who transform compassion (a personal
virtue) into heroic action (a civic virtue). In doing so, they put
their best selves forward in service to humanity. A hero is as an
individual or a network of people that take action on behalf of
others in need, or in defense of integrity or a moral cause.
And one more thing… they wear masks!
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4. Visual Awareness
Create a Memorable 2015 Event
Simple superhero eye mask in orange color
Will be an inspiration to take action and do good
Will encourage fun and creative activities
Will be applicable and affordable across the globe
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It can be crafted from paper or different materials (very easy
with a template), face-painted or bought in a store.
It easily merges in digital world as well. You can put it on with a simple
app to enhance your social media photo avatars.
It can also be a logo or a symbol on its own to use in different
promotional materials.

5. Visual Awareness
Create a Memorable 2015 Event
What organizations could be potentially helpful corporate collaborative
partners for your symbol and/or visual representation concept?
Disney, LEGO, Comic, cartoons, family movies and toys producers to establish
hero mask as a concept and visual identity.
Sportswear companies play heavily on heoism of the players. Can help to
acquire sport celebrity to be a role-player of the campaign.
Heroic Imagination Project (http://heroicimagination.org/) to find out how to
be an everyday hero.
What potential external events or activities in 2015 could be part of promoting
your new visual representation?
2015 will be a year of epic heroes movie premieres (Avengers 2, Star Wars,
The Fantastic Four, Ant-man, Pan, Kung-fu Panda to name a few). Each of
them can be an inspiration to become a hero in real life and suport good
cause of the Global Week of Action.
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6. Visual Awareness
Create a Memorable 2015 Event
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How could mobile marketing and/or augmented reality be used to
effectively help build awareness or deliver your solution? (Tip: Be Innovative!)
An app to enhance your profile photos with a hero eye mask.
Contest for creating masks on your own and making #selfies to share in social
media (Instagram, Facebook, Twitter, etc.) with campaign hashtag to raise
awarenees.
Usage of Bluetooth 4.0 beacons (e.g. iBeacon) in shopping malls and
cinemas to send distress calls to peoples smartphones that they can answer
by performing campaing-related actions (involving e.g. puting on the mask).
List some practical challenges and how would you mitigate them.
It might be percived as „childish”. I would mitigate by establishing adult and
professional celebrities to become role models.

7. Giving Back to Existing Supporters of World Vision
Loyalty Rewards incentive program for „Rich countries”
1. Strategy and vision
To engage Existing Supporters during Global Week of Action so that they
present Target Behaviors in a way they will have a change to give more to
already supported community and be rewarded for thier contribution.
This program would be enabled by creation of community-based goals
supporting reduction of preventable child and maternal deaths (like
establishing medical trainings, building medical infrastructure, supplying with
neccessary higenic and medical materials) with specific „action-points”
values that Existing Supportes of this community might contribute to (with
thier previous or future actions). Those Supporters with greatest contribution
to those goals might be rewarded with personalized experiences of
participation in realization of achieved goals (from regular on-site reports and
connection withcommunity members to personal travel to the community).
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8. Giving Back to Existing Supporters of World Vision
2. How it works
Communities that are already supported by World Vision and Existing
Supporters create specific goals as mentioned in point 1. Each goal has a
numer of „action-points” that need to be collected in order to make it
happen. We want to engage people, who already suport given community
to contribute even more to the cause and improve standard of living of
people who they are helping already. To receive and contribute „action-
points” an Existing Supporter needs to perform one of the actions related to
Target Behaviors – each action has a defined „action-points” value. Once
target for a given goal is met, it will be realized.
Additionally each Existing Supporter effectiveness in collecting „action-
poitns” is tracked and displayed. Those with the higest scores are rewarded
with tiered rewards and participate in contest to visit thier community and
see goals come to live in person.
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9. Giving Back to Existing Supporters of World Vision
3. Implementation/Execution
Each Existing Supporter (ES) receives thier personal account to gater action-
points. Account is per-loaded with action-points for previous activity of a ES
(e.g. donations) and recommendation of 1-3 goals they can contribute to
(preferably from the community they already support).
Direct actions (donation, content sharing, etc.) are done via World Vision site,
tracked and reward with further action-points). Indirect actions (offline
activities, recruitment of new supporters) should be facilitated by
personalized links (URL) to the World Vision site, so that any person influenced
by ES leaves a trail and can be counted towards thier action-points account
(similarly to affiliate marketing).
ES contributes gatheres action-poitns for a specific goal (multiple ES might
contribute to a single goal) but total value gathered opens him or her tiered
rewards and participation in contest for the Grand Prize (community visit)
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10. Giving Back to Existing Supporters of World Vision
4. Example
Existing Supporter account consists of:
A Total numer of of action-points collected
A Goal action-points can be contributed to
Progress bar of action-points gathered vs. Needed to accomplish this goal
Break down of collected action-points (how many through donations,
promotonal actions, recruitment of new members)
For recruited members we can see what’s thier status (e.g. vistied, subscribed,
donated)
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11. Giving Back to Existing Supporters of World Vision
4. Example
Rewarded actions:
Sharing content – 1AP per content per network
Donation – 1 AP per dolar
Special actions – 1-10 AP per action
Recruitment of new memebers
1 AP per visitor
5 AP per sign up
10 AP per donation
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12. Giving Back to Existing Supporters of World Vision
4. Example
Rewards:
Tier I – (50 AP) real-time report from making a goal come to life (photos,
testimonials, recording)
Tier II – (100 AP) connection with community members via webinars or
hangouts, ability to interact and see how their lives are influenced by the
goal
Tier III – (200 AP) special gifts send by the community members to the most
helpful supporters
Tier IV – (400 AP) a chance to win travel to the community and participate
in person in goal coming to life
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13. Gamification Design – A Multi-Channel Game
Make Change Happen for the 2015 Global Week of Action
The IDEA
BE A HERO – SAVE A KID’S LIFE TODAY
LET’S SAVE 1 MILLION LIFES TOGETHER!
It’s directly realted to the visual symbol presented in Section #1. Everyone can
be a hero and save a life by collecting a full set of resources to make child save
untill it’s 5 years old (e.g. vaccines, higenic & medial materials, clean water,
etc.)
Resources are collected by completing engagement actions. Each action is
rewarded with a semi-random resource (easy actions give common resources,
more complex are rewarded with rare resources).
Players might join thier contributions, so that naturally teams are created and
collecting full set with all common and rare resources is easier. This also fosters
behavior of recriuting new supportes and not wasting even one resource.
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14. Gamification Design – A Multi-Channel Game
Make Change Happen for the 2015 Global Week of Action
1. The Players. Who is the target player age and demographic?
Essentially there is no restrictions. Some of the actions or channels might be more
appealing to Gen Y or later as they are more incliend to use new technologies
and social networks. But generally everyone who has access to the Internet can
particiapte.
2. The Mission. What is the goal of either the game or gamification experience?
To save 1 million kids, one at the time, by collecting resources needed for them
to survive untill they are 5 years old. Each resource collected makes change
happen and enables you to feel as a hero saving someone. Additionally
especially effective players are rewarded with personalized achievements
based on thier actions.
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15. Gamification Design – A Multi-Channel Game
Make Change Happen for the 2015 Global Week of Action
3. Game components. What elements are used, what do they look like and how
is it setup?
Player’s profile – contains infromation about collected resources, participation in
a specific team, resources collected, resources needed, numer of kids saved by
player and his team, and achievements
Collections – one collection of resources, one collection of schievements
Resources – virtual representations of contribution made to the casue
Leaderboard – listing top team contributions to the final goal. It might be spread
by region and have different metrics (total contribution, by activity, per member)
Progress bar – how many lives till 1 MILLION saved so far
Educational materials – explaining why each resource is needed and why there
is a shortage of this resource in needing communities (e.g. clean water)
Hero mask – will be crucial to accomplish some actions
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16. Gamification Design – A Multi-Channel Game
Make Change Happen for the 2015 Global Week of Action
4. How to play the game? What actions, goals, rules and milestones exist?
Actions: e.g. selfie in a mask posted to the wall, sharing content via social media
with a hashtag and URL to a site, donation, exploring educational materials,
participation in a survey.
Goals: to collaborate, collect resources in teams in order to save a kid’s life.
Ultimately save 1 MILLION lifes within a week
Rules: need to collect full set of resources to save a life. You can contribute
some resources collectively in a team, so it pays off to do it together (as
resources are semi-random)
Milestones: saving each kid’s life (collecting full set of resources) is a big
milestone. Additioanally receiving achievement e.g. for significant social reach
is a win-state
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17. Gamification Design – A Multi-Channel Game
Make Change Happen for the 2015 Global Week of Action
5. By playing this gamification experience, what knowledge and skills should
be achieved by the players?
Knowlegde – what is necessary to save a kid’s life. Why there is a shoratage
fo those resources in the world
Skills – how to collaborate and build social awareness about the cause. What
actions can be taken in order to do something good.
6. Mobile Marketing – Mobile is a powerful tool in developing countries. How
could the game design leverage mobile devices and marketing?
Sharing content on social media, making use of photos done with
smartphones, levaraging iBeacon technology to drive location-based
activities, having player’s profile available in a mobile app (notifications, edu
materials at hand).
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18. Gamification Design – A Multi-Channel Game
Make Change Happen for the 2015 Global Week of Action
7. Multichannel – How could you deploy the “Make Change Happen” game
in the multi-channel environment?
Leveraging existing platforms and social media to build reach. Use paper/TV
advertising to build awareness of the action and promote game. With
iBeacons and stands IRL (in specific supporting org places or events) drive
behaviors.
8. Innovative, New and Exciting – What makes your solution exciting? Outline
the Gamification rationale behind each of your specific engaging
recommendations (e.g. tips, clues, celebrities, augmented reality, geo-
targeting)
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19. Winners announced during Finals Live Stream
9am (PDT) Saturday August 9, 2014
www.theloyaltygames.com