chiquita gets its game on
DESCRIPTION
Empower presented at 20111 WOMMA Summit with client Chiquita and partner Bunchball on gamification. Here's the deck.TRANSCRIPT
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Chiquita Gets Its Game On
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Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermm
Cassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquita
Steve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball
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In a single tweet?
Brands can tap gamification fun to reach real business goals, engage consumers and end“one & done syndrome.” #ChiquitaWOMMA
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Reinforce Fun
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250,000,000 Stickers In Market
Brand = Badges
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I have high brandawareness, HH
penetration, low involvement purchase
and limited packaging…
…so how do we addvalue AND engagebrand advocates??
The Engagement Dilemma
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A simple sidewalk???
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Or a treacherous, death defying walk!
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A boring drive home…
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Or a race to the checkered flag!
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Games became popular.People reached for games forAccomplishment outside reality.
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Games are everywhere – Everyone is a gamer
• 120M people are enrolled
in travel award programs
• Starbucks is awarding
points and badges for store
visits
• 200M+ people play social
games with only virtual
rewards
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Who has figured out engagement & loyalty?
Game Designers
500M Peopleplaying games at least
1hr per day
Airlines & Hotels
120M Peoplechoosing vendors to earn
500B points per year
Social Networks
750M+ Peoplesharing & commenting
4 hours every day
What’s their secret?
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Addressing 3 Basic Human Motivators
Achievement
Levels in games
Miles & points
Progress bars
In other words, they’re using game mechanics to drive engagement & loyalty.
Status
Standings/leaderboards
Job titles at work
Likes on Facebook
Rewards
Access to exclusives
Early boarding/upgrades
Discounts & incentives
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Will it ever happen again???
Fixing the“One and Done”
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SatisfyContent
Optimization(A/B Testing, Copy, Creative)
Engage??
AttractTraffic Optimization
(SEM, PPC, Display, Email)
We work hard for this.
And this.
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18
ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn]
1. Applying the mechanics of gaming to non-gaming activities to change people’s behavior.
2. Integrating game dynamics and game mechanics to drive participation and engagement.
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19
Gamification drivesparticipation/engagement.
Participation/engagement drivesbusiness value.
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Pioneering Gamification since 2007
Founded in 2005
Created gamification in 2007
First customer: NBC’s The Office
Work with over 100 customers
Engage over 125M users
Power over 14B actions
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Combining Experience & Technology
Gamification Expertise
4+ years deploying gamification
Experience in B2C & B2B
Focus on sustainable user value
Nitro Motivation Platform
Powerful, scalable & proven engine
Seamless integration across platforms
Cloud-based and constantly updated
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Multi-Layered Experience
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The 7 Things To Take Away
1) Progress: Bars, Levels, Points, Badges, Customization –we like to see our progress
2) Missions: Provide multiple long-and-short-term aims for players to tackle
3) Credit: track & reward effort, not just achievement
4) Feedback: tangibly link actions to consequences
5) Surprise: add the Element of Uncertainty to drive and sustain interest
6) People: we're most engaged by people – especially collaborating in groups
7) Engagement: games are tuned to dole out rewards that engage the brain and keep us wanting more
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Steve Daly, CTO, Empower Media Marketing@spdaly/@empowermm
Cassidy Hamilton, Marketing Brand Specialist, Chiquita Brands@cassidyjoyh/@chiquita
Steve Patrizi, Chief Revenue Officer, Bunchball@spatrizi / @bunchball