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: BRIAN VENUTI Country: USA

This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals

World Vision Case Study

Brian Venuti

“Through  the  power  of  the right symbol, anyone with a dollar or their voice, can fully participate in a global movement”

What  are  the  right  attributes  for  a  symbol  and  it’s  physical  representation  to  best  support  World  Vision’s  Global  Week  of  Action? • Visually aligned with the mission – must reinforce and remind people of the

Global Week of Action mission

• Easily converted to a label for supporters – high degree of wearability

• Low production cost – to maximize contribution

• Mass appeal – it needs to be cool

We need political will and action so that all children can Survive 5.

Every year, 6.6 million unseen, uncounted and invisible children under age five lose their lives to preventable causes such as pneumonia, diarrhea and undernutrition. They are hidden from the health services that can save their lives.*

* http://www.wvi.org/GWA

Representative image

• Leverage the equity of the Child Health Now campaign, World Vision’s  focused  program  associated  with the Global Week of Action

• Symbol is universal and ties in to the existing marketing/social activity

• It is an extension of the core program logo but not commercialized by the program name, similar to how the names/logos of Livestrong and SusanG are not the primary visual elements of the bracelet and ribbon.

Applying a popular symbol representation

Temporary tattoos are the perfect platform to carry the Child Health Now mission of Survive 5.

• High adult and children appeal • Tattoos carry the innate expectation of

demonstrating something you like and/or care about

• Disposable, leading to repeat purchases • Costs are pennies on the dollar and provide

fantastic profit margins to be realized for the cause

• High giftability

Collaborative Partners and External Events

This campaign has the potential to be grass roots supported by everyday partners of World Vision as well as supercharged by celebrities and professionals

Existing Supporters • Individual contributors • Churches/youth groups • Partner organizations • Corporations

Celebrity • Professional/collegiate athletes • Performing artists • Actors/reality stars • Media • Civic/business leaders

As proven with many past cause marketing and fashion trends, celebrity endorsement creates great visibility, interest and following. The goal for 2015 is to find celebrities to sport their tattoos at highly covered events to drive awareness and buzz at key highly publicized events. Here are some potential events with high viewership and potential. Examples are primarily US based, but it is assumed localized recommendations would be made: • Award shows – Viewers Choice Awards, Oscars, Miss Universe • Athletic events – Superbowl, World Series, soccer games • Interview shows – Ellen, Late Show, GMA • Red carpet events – Movie premiers, album releases • Concerts – World tours, live performances

You have to go big!

Mobile In Action

Key  moments  are  capturing  yourself,  capturing  others,  and  special  locations…

…but  what  if  there  was  an  app  that  allowed  you  to  superimpose  the  tattoo  on  pictures and post in a designated social location

The result will be a super cool way to personalize your participation in the community

Overcoming Challenges

The biggest challenge to this strategy is adoption

Overcoming the challenge: As we place our bet on high profile support, it will be critical to map out the network of relationships. There are several notable people associated with World Vision: The people will need to be activated. Additionally, the staff that have relationships with highly affluent donors can be very helpful in sharing the plan and determining of there are secondary connections to key celebrities. The talent management and agent community are also good contact points.

Hugh Jackman, Kris Allen, Bethany Hamilton, Brooke Fraser, Patricia Heaton, Karl von Habsburg, Efren Peñaflorida, Guy Sebastian, Sigrid Thornton, Alex Trebek, Lights (musician), Alex Day, Sarah McLachlan, Shane Feldman*

* wikipedia

Giving Back to Existing Supporters of World Vision

Incentive Concept: Based on the Pharrell Williams  “Happy”  video,  we  will  create  an interactive timeline that counts down to 12/31/2015. Supporters who participate will be rewarded at random times. Moments that Matter: it will be filled with user videos that show moments that matter, moments where supporters share their experiences and spread the word about the Global Week of Action.

Defining the Target

The in house research shows 3 primary motivators for loyalty: • Sharing social • Repeat giving • Local Champion

After some consideration, it was decided to not directly incent individuals for these activities, but to encourage them to share their testimonies related to these activities with the goal of spreading the word. Research has shown that one of the strongest influencers for getting support for a cause is to share personal experience, so that is the behavior we are going to incent. The other reason for this is that it is assumed the sharing will reinforce the passion of the current giver and provide a more direct effect for growth versus just organically incenting current supporters.

How will it work?

To qualify all you need to do is record a short video sharing your support for the cause with another person. People will then be recognized within the timeline and have a chance to win awards thanking them for your moments that matter. For example: On XX/XX/XXXX date, everyone on the timeline between the hours of 3:00-4:00 will get a prize. Prizes will be in the form of special offers and discounts from value partners such as retailers.

Mobile will be key

Sharing moments that matter will be best facilitated by mobile video recording with simple upload. Mobile is with us all the time, so as we get daily opportunities to share, we already have the opportunity to capture those moments.

Gamification Design – A Multi-Channel Game

The Game: Make Change Happen Concept: A competition of influence – imagine Klout slanted towards giving influence versus pure social influence. It gamifies the network effect by tracking your  direct  and  your  network’s  activity  to  make  change  happen. How it works: Similar to a network marketing framework, players (can be individuals or groups) will sign people up under them in support of the Make Change Happen campaign. As players and people in their network do activities such as sharing and giving, they will accumulate points that all ladder up to the people on top of your network. To put it another way, players get credit for all the activity that happens underneath them, or within their network.

The network scoring system: Every social share = 100 points Every $1 donated = 1000 points Every 1 hour donated = 5000 points

Gamification Design – A Multi-Channel Game

Administering the game: Establishing the player networks – It would be most efficient to work with the existing social networks, so APIs will need to be set up with each. Once integrated, players simply provide access to their networks (facebook friends, twitter followers, linkedin network, etc.) and World Vision creates a consolidated database for each player. Each contactable network contact will then get a communication on the player’s  behalf  explaining  the  competition  and  inviting  them  to  participate  themselves.