This document discusses gamification and how game thinking can be applied to brands. It provides examples of how tangible rewards, cash incentives, and virtual rewards have been used historically to build loyalty. Game mechanics like objectives, rules, win conditions, and obstacles are examined. Types of gamers called achievers, explorers, socializers, and killers are described. The document also outlines how to structure a brand using game mechanics, and provides cases studies of how the Swedish Army and a charter company successfully gamified their brands to increase engagement.
64. Wincondition
Game:whichserves as a criteria for completing thegamesuccessfully
Brand Game:what behavior does the brand help consumers‘game’,how do they win?
80. fromBroadcastBrand
1. choosing a behavior to game
2. understanding the consumer as a gamer
3. gaming behavior
4. setting a brand ‘win condition’
5. building the brand as a game
toan
InteractiveBrand
87. 1. Intense competition in the labor market
2. Low image (the success of promotion - just the physical aspect)
3. Loss of interest in the army as a place to work
SWEDISHARMYBACKGROUND
88. To launch a unique interactive game, in which users need to solve first
intellectual challenges and puzzles, and prove that they deserve to
work in the Swedish army
The games test memory,concentration,spatial thinking and multitasking
and on conclusion a result is delivered which collates the team’s ability
as a whole.
This multiple connectivity experience is sure to grab the attention of the
restless target audience,but it remains to be seen if it will result in
additional sign-ups.
SOLUTION
89.
90.
91. RESULTS
30% of the core audience (56K people)
were involved in the communication
360K users came to the site, 50% of them
had attempted to solve the problem
The high level of buzz
In one month,the Swedish army enrolled
more than during the previous year
95. Consumer conversion dramatically increases if we make them
involved into the communication and get huge positive charge
Try to make consumer wanting to stay young and reckless again:
we all need that.The only one that does not work - girls teenagers:
they can not be young and they like to older
SOLUTION
96.
97.
98. RESULTS
After one month of the campaign the number of clients
for 'Charter' exceeded summer season’s numbers