The document discusses 10 case studies of companies that used gamification in customer engagement. It describes how Autodesk redesigned their 3D modeling software trial as an interactive game called "The Apocalypse Trigger" which increased trial time by 40% and conversions by 15%. It also discusses how Dropbox gamified additional cloud storage by rewarding users for inviting friends and completing tasks, and how FourSquare turned location check-ins into a game using points, badges and mayor status to drive engagement.

1. 10 Compelling case studies
Gamification in Customer Engagement

2. Prepared By
Manu Melwin Joy
Assistant Professor
SCMS School of Technology and Management
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.

3. 10 Compelling Case Studies
1. SeatPG Connection Game
2. Air Miles Reward Miles
3. All eyes on S4
4. Autodesk - Undiscovered Territory
5. The Apocalypse Trigger
6. ClubPsyche
7. Cocacola Shake It
8. Disney Movie Rewards
9. Dropbox
10.Hash Tag Killer

4. SeatPG Connection Game
• Seat PG is a telephone
directories company and
publisher of street maps.

6. SeatPG Connection Game
• They used gamification to
promote their newly
developed mobile app which
can be used to find
information such as the best
places to eat and job
opportunities posted by
companies.

8. SeatPG Connection Game
• The brand developed a treasure
hunt set in Italy. Players are
grouped into teams of three to
five to contend for the prize of
1,000 Euros raffled by the
company. Users solve quizzes
based on the brand throughout
the game.

10. SeatPG Connection Game
• Each player is initially
given a trial to decide
whether they are
interested in
participating and want
to keep playing.

12. SeatPG Connection Game
• Shortly after launch,
Seat PG’s site received
15,000 visits. The game
itself elicited more 400
teams, all actively
engaged in the brand.

13. AIR MILES REWARD MILES
Gamification in Customer Engagement

14. AIR MILES REWARD MILES
• AIRMILES seem to understand
the true power of gamification
in loyalty programs:
– Accelerating engagement and
understanding
– Targeting the underlying drivers of
loyalty program impact
– Controlling PR related costs

16. AIR MILES REWARD MILES
• Air Miles recognizes
that the impact of its
loyalty program is
ultimately driven by
earning and spending
rates.

18. AIR MILES REWARD MILES
• Any loyalty specialist
will tell you that when
both rates go higher,
the ulitmate winner is
the loyalty factor

19. AIR MILES REWARD MILES
• By creating a competitive
element between
members, Air Miles will
drive check-in (and hence
visits) to its sponsor
locations -- a key driver of
earning levels.

20. AIR MILES REWARD MILES
• What’s best about this effort
is that it is driving
engagement among the best
members -- often not the
focus of companies --
despite it being the highest
likely ROI in terms of
business value

21. AIR MILES REWARD MILES
• All this is achieved by
gamification which offers
much higher visibility while
keeping costs per
impression lower (without
impacting good will)

22. ALL EYES ON S4
Gamification in Customer Engagement

23. ALL EYES ON S4
• “Pranksvertising” is a
promotional method that
is growing as a marketing
trend for major
enterprises. One example
is “All eyes on S4.”

25. ALL EYES ON S4
• As you can see from the
video, players are
challenged to win a new
generation mobile phone
simply by keeping their
eyes on it for a certain
period of time.

27. ALL EYES ON S4
• They are challenged to avoid
all types of outrageous
distractions such as barking
dogs, bickering couples and
motorcycles as a crowd
gathers around the
contestant.

29. ALL EYES ON S4
• The question that
everyone is asking, after
a level is passed is: what
will happen now?

31. ALL EYES ON S4
• Here Samsung tests the
will and resilience of the
players, challenging
them to overcome the
“levels” of the game.

33. ALL EYES ON S4
• Samsung created an
experience that increases
its brand awareness on
more than one level.

34. ALL EYES ON S4
• Not only does this involve
the contestants themselves,
but also the secondary
audience of spectators at
the scene and online as
well.

35. ALL EYES ON S4
• This is a great example of
where gamification is used
to create an extremely
entertaining and immersive
social experience.

36. Autodesk
Gamification in Customer Engagement

37. Undiscovered Territory
• For software company
Autodesk, the 30-day
software trial period
offered to customers
is critical.

38. Undiscovered Territory
• Trials are a key part of the
customer’s purchase
decision and account for a
significant percentage of
the company’s website
traffic.

39. Undiscovered Territory
• Commercial designers are
largely unfamiliar with 3D
techniques, used in video
game design, so the trial
was intended to show
them the possibilities the
software offered.

40. Undiscovered Territory
• Autodesk knew the longer users
stayed with the trial, the more
likely they were to license the
software. But 3D modeling is
difficult to master, especially
through traditional tutorial
instruction, and many of these
commercial users got frustrated
and quit.

41. Undiscovered Territory
• So when the 2013 version of
the Autodesk(r) 3ds Max(r)
software released, the
company turned to digital
marketing agency Resource
to create a fresh and
innovative way to increase
trial conversion.

42. Undiscovered Territory
• Known for consumer research
and innovation, Resource
developed an online game
called “Undiscovered
Territory” that took
customers on an entertaining
and educational journey.

43. Undiscovered Territory
• The result was a significant
increase in trial downloads
and usage and the
campaign earned a
Forrester B2B Groundswell
Award.

44. The Apocalypse Trigger
• Autodesk offered a free
trial of their expensive
3D modeling software
program to commercial
software designers.

45. The Apocalypse Trigger

47. The Apocalypse Trigger
• Commercial designers are
largely unfamiliar with 3D
techniques, used in video
game design, so the trial
was intended to show
them the possibilities the
software offered.

48. The Apocalypse Trigger
• Autodesk knew the
longer users stayed with
the trial, the more likely
they were to license the
software.

49. The Apocalypse Trigger
• But 3D modeling is difficult
to master, especially
through traditional tutorial
instruction, and many of
these commercial users
got frustrated and quit.

50. The Apocalypse Trigger
• Gamifeye explains how
Autodesk then redesigned
the software trial as a game,
called The Apocalypse
Trigger,using a fun theme ─
solve the “Mystery of the
Missing Gems”.

51. The Apocalypse Trigger
• The missions take you around
the world to different
examples of famous
architecture that the user
must then create 3D models
of in order to find the gems
and win the game.

52. The Apocalypse Trigger
• The interactive levels and
elaborate imagery appeal to
this visual audience and
have helped them learn the
Autodesk software.

53. The Apocalypse Trigger
• The results: Trial time
increased by 40% and
conversion from trial to
license holders increased by
15%.

54. CLUBPSYCHE
Gamification in Customer Engagement

55. CLUBPSYCHE
• NBC Universal's USA
Network enlisted the help of
gamification startup San
Jose, Calif.-based Bunchball
in July 2010 to increase
engagement on the website
for Psych, one of its TV
shows.

56. CLUBPSYCHE
• First, they launched a fan
loyalty program called
Club Psych that lets
users win weekly prizes
by completing different
challenges.

58. CLUBPSYCHE
• To enhance Club Psych, USA
launched Psych Vision, a mobile
app that let users access
behind-the-scenes videos, play
trivia games to earn points and
unlock prizes, and chat with
other fans, all while watching
the show.

59. CLUBPSYCHE
• With this tie-in, USA became
one of the first marketers to
offer a complete second
screen experience, where
fans could experience Psych
on their TVs, as well as via
mobile.

61. CLUBPSYCHE
• After seeing a 130 percent jump
in page views and a 40 percent
increase in return visits to the
Psych website with the Club
Psych integration, USA decided
to expand and created a social
media mystery game called
#HashTagKiller.

62. CLUBPSYCHE
• It engages fans with puzzles,
clues and Facebook chats with
the show's actors. Jesse Redniss,
senior vice president of digital,
says #HashTagKiller has driven
more than 95 million page views
from 300,000 unique users since
its launch in September 2011.

63. CLUBPSYCHE
• A gamified social
experience such as Club
Psych can turn engaged
fans into valuable brand
ambassadors.

65. CLUBPSYCHE
• Redniss notes that,
"288,000 shares on
Facebook's platform have
provided us with over 38
million exposures of the
'Psych' brand to our users'
friends and families.

66. CLUBPSYCHE
• "To reward those
ambassadors, USA Network
has given away prizes such
as Nintendo Wii systems,
Psych DVDs and character
bobbleheads.

67. COCACOLA CASE STUDY
Gamification in Customer Engagement

68. COCACOLA SHAKE IT
• Coca-Cola is known to be
at the forefront for
developing creative and
innovative product
promotions.

70. COCACOLA SHAKE IT
• In Hong Kong, teenagers
are offered a free and
branded app for their
phones. A television spot
ran during the evening.

72. COCACOLA SHAKE IT
• During this time, fans
are asked to run the app
and shake their phones
to win discounts and
prizes from partners like
McDonald’s.

74. COCACOLA SHAKE IT
• In the evening, a spot was
broadcast on television
during which time it was
possible to run the
application and … begin to
shake the smartphone in
front of the TV!

76. COCACOLA SHAKE IT
• Coca Cola aligns this campaign
with its mission. The company
succeeds in bringing happiness
and optimism in the world, by
creating advertisement that
allows young people to interact
enthusiastically with the brand.

77. DISNEY MOVIE REWARDS
Gamification in Customer Engagement

78. DISNEY MOVIE REWARDS
• Disney created an
online gamified
loyalty rewards
program called Disney
Movie Rewards.

80. DISNEY MOVIE REWARDS
• Users earn points for
every Disney Blu-Ray,
DVD, CD, and theater
ticket they purchase.

82. DISNEY MOVIE REWARDS
• Users can also earn
points by testing their
Disney knowledge in
quiz games and by
taking surveys.

84. DISNEY MOVIE REWARDS
• Points can be cashed
in for Disney
merchandise and
experiences exclusive
to the rewards club.

86. DISNEY MOVIE REWARDS
• Special sweepstakes,
coupons, and kids
activities are also
offered to participating
members.

88. DISNEY MOVIE REWARDS
• Disney keeps customers
engaged with their brand
through this gamified loyalty
program, and they get to
learn more about their
customers through tracking
their purchase history and
survey answers.

89. DROP BOX
Gamification in Customer Engagement

90. DROPBOX
• If you want to be a member of
their free service, you can
register quickly, and get 2 GB of
data storage. What makes it
incredibly interesting is how they
inspire you to do the marketing
work for them by thinking in
terms of your own self-interest.

91. DROPBOX
• Here's where their gamification kicks
in: you receive additional data storage
if you do certain activities such as
invite your friends to use Dropbox,
view Dropbox's how-to video online or
download and install the Dropbox
application onto another device such
as your computer or smartphone.

92. DROPBOX
• It's simple: the more you do,
the more data storage you
get for FREE. It becomes
addicting if you want to get
more free data storage —
but Dropbox is not stupid.

93. DROPBOX
• They allocate just
the right amount of
additional storage during the
gamification process to
satisfy the light users who
use the freemium service.

94. DROPBOX
• They want to use the service for free
and are happy to become evangelists
of Dropbox to their friends. Dropbox
segments the data storage usage in just
the right increments. They suck in the
medium to heavy users like me that
need more data than what is allocated
for free.

95. DROPBOX
• Dropbox focuses on every
usage level of the customer
demographics initially.
Customers market the
product to their friends at
the lowest cost possible.

96. DROPBOX
• And it helps that Dropbox's
service itself has a viral aspect.
These instant gamification
principles can be applied to other
businesses seeking to add
gamification to the selling
process of their own products.

97. DROPBOX
• Think like Dropbox — let your
users bring you new customers
through gamification. The key is
to show light users the value of
how your gamification scheme
allows them to use more of your
product.

98. DROPBOX
• Gamification could be
applied throughout the
company's value chain —
not just the demand or
customer side of the
business.

99. FOUR SQUARE
Gamification in Customer Engagement

100. FOUR SQUARE
• In 2009, Foursquare
launched a location based
social network that allowed
you to “check-in” at various
venues, turning “life into a
game”.

102. FOUR SQUARE
• The service was initially
limited to certain metro
areas, but after it opened, it
reached 10 million users,
which enabled the company
to raise $ 50 M in 2011 at a
valuation of $ 600 M.

104. FOUR SQUARE
• One of the core drivers
behind the craze to check-in
using Foursquare and not
competing services was
Foursquare’s use of
gamification.

106. FOUR SQUARE
• Foursquare gamified check-ins,
letting users get points for
certain activities (such as
checking into a new place), get
badges for checking in and even
get mayor status, if a user
checked into a certain venue on
more days than anyone else in
the past 60 days.

108. FOUR SQUARE
• Recently Foursquare separated
its check-in service into an app
called swarm and the new
Foursquare, which “learns
what you like and leads you to
the places you’ll love”.

110. FOUR SQUARE
• Now Foursquare wants to
move into the local search
space, targeting yelp and
google reviews for places such
as restaurants.

111. FOUR SQUARE
• And to do that it needs users
to create a lot of reviews, so it
can offer meaningful reviews
and compete in the restaurant
search space. As a result, the
company is introducing a new
kind of status – expert.

112. FOUR SQUARE
• Expertise is a function of the user’s
performance within foursquare and
not outside of it (the opposite of the
Linkedin influencer, whose expertise
is external to the Linkedin service).
This should encourage users to
review more places and submit
more tips, making the Foursquare
service valuable.

113. FOUR SQUARE
• The story of Foursquare holds
a valuable truth: Gamification
mechanics are powerful and
can drive user behavior; but
the behavior has to contain
an intrinsic value without the
game mechanics.

114. Hash Tag Killer
Gamification in Customer Engagement

115. Hash Tag Killer
• NBC Universal's USA
Network enlisted the help of
gamification startup San
Jose, Calif.-based Bunchball
in July 2010 to increase
engagement on the website
for Psych, one of its TV
shows.

116. Hash Tag Killer
• First, they launched a fan
loyalty program called
Club Psych that lets
users win weekly prizes
by completing different
challenges.

118. Hash Tag Killer
• To enhance Club Psych, USA
launched Psych Vision, a mobile
app that let users access
behind-the-scenes videos, play
trivia games to earn points and
unlock prizes, and chat with
other fans, all while watching
the show.

119. Hash Tag Killer
• With this tie-in, USA became
one of the first marketers to
offer a complete second
screen experience, where
fans could experience Psych
on their TVs, as well as via
mobile.

121. Hash Tag Killer
• After seeing a 130 percent jump
in page views and a 40 percent
increase in return visits to the
Psych website with the Club
Psych integration, USA decided
to expand and created a social
media mystery game called
#HashTagKiller.

122. Hash Tag Killer
• It engages fans with puzzles,
clues and Facebook chats with
the show's actors. Jesse Redniss,
senior vice president of digital,
says #HashTagKiller has driven
more than 95 million page views
from 300,000 unique users since
its launch in September 2011.

123. Hash Tag Killer
• A gamified social
experience such as Club
Psych can turn engaged
fans into valuable brand
ambassadors.

124. Hash Tag Killer
• Redniss notes that,
"288,000 shares on
Facebook's platform have
provided us with over 38
million exposures of the
'Psych' brand to our users'
friends and families.

125. Hash Tag Killer
• "To reward those
ambassadors, USA Network
has given away prizes such
as Nintendo Wii systems,
Psych DVDs and character
bobbleheads.