GAMIFICATION PROPOSAL

OBJECTIVE

Real people as

influencers

OBJECTIVE

Real people as

influencers: potential

consumers want to hear from

their friends and other

consumers about your brand,

not your brand itself.

TARGET AUDIENCE…

MUMS!

WHY MUMS?

• 95% are internet users, 76% are on social networks and spend more time

on it per day than magazines, TV or radio.

• Spend an average of 6.1 hours daily on their smartphones, it helps them

indulge in small pleasures like gaming.

• Mothers spend 26% of their mobile media time on playing games

• Facebook is the social platform where they spend the most time and

often where they go to share or consume information about brands and

products.

http://mashable.com/http://www.bigspaceship.com/https://ondeviceresearch.com

WHEN DO MUMS PLAY GAMES?

• When bored

• While watching TV

• While their children nap

• To relax when stressedhttp://venturebeat.com/

HOW TO ENGAGE WITH MUMS?

• Make their hectic lives easier through an activity that still allows them to

multitask

• Focus on the quick wins: small but significant improvements

• Design experiences built for co-viewing (mums-kids)

• Create an experience for multiple screens (multitasking)

http://mashable.com/http://www.bigspaceship.com/https://ondeviceresearch.com

THE GAME

THE GAMEA pushchairs race!

THE GAME!

1. Make a profile using social media channels

2. Create your own pushchair (configurator)

3. RACE!

4. Share your score through social media

5. Challenge other mums and earn more points

THE APP FlOW!App’s loading Page Sign in using social channels User can create a profile Choose & configure the pushchair

THE APP FlOW!Mums can race Can invite other friends

Two players can race

togetherLeaderboard to show

top players

Points redeemed through

website

THE INCENTIVES!

1. Any Britax product: pushchair, car seat, bike seat, carrycot

2. Baby bag and one accessory

3. One item from the accessory section of the website

*All the competitors can redeem the points earned

by shopping on the website

CHARACTERISTICS

Duration: 1 month

Levels: 10Game Cycle: 2 (Once completing the entire race, the users can

play the entire cycle once more)

• Feature to locate other player mums in the

vicinity by giving a push-up notification

• Unexpected rewards: bonus points for mums at

the bottom of the leaderboard to get ahead

• Time dependent rewards: mums that come back

every day will earn extra points.

BENEFITS

• Meaningful audience insights through the configurator

• Data gathering: social media profiles or e-mail accounts

• Points redemption= online sales opportunities

• Brand awareness

Thank you!