A world of branded games

Since 2000 we saw a lot of branded “games”

“One of the best examples is, of course, mobile social game Foursquare, which awards badges as users "check in" via their

phones at physical places. Accumulating badges -- and achieving statuses such as the "mayor" -- are motivations to get people to

check in.”*!

*ExtractfromAdAge’sarticleAlltheWorld'saGame,andBrandsWanttoPlayAlong

We have been talking a lot about starbucks and jetblue

Starbucks made a partnership with Foursquare to reward

people who succeed to become “the mayor” of a Starbucks with

a one dollar discount.!

JetBlue created an app that reward people who check in at

Jet Blue. There is a ranking, and the best ones will be rewarded

with plane tickets and vouchers. !

As far as I am concerned

=It just seems like a smart “2.0 loyalty

or club card” to me. !

Not a game

In two years (maybe less)

We can expect that this “2.0 loyalty card” will become common, and all

companies will have their own, while a game exist thanks to its uniqueness

and its capacity to engage customers.!

"Basically game mechanics are a way to get consumers addicted to things,”!

said Tim Chang, principal at Norwest Venture Partners, which has

backed many social mobile game companies. !

"They keep people engaged to keep doing things, as opposed to what goes viral quick:

You click, you watch and then never see it again.” !

ExtractfromAdAge’sarticleAlltheWorld'saGame,andBrandsWanttoPlayAlong

Here are some real branded games

Battle of the Cheetos, Nike Grid, Fight for Kisses (Wilkinson,) Levi’s iSpy, Hotel 626, The Coke Zero Game…!

Remarkable works have been done those last years.!

Zoom on two of them.

A real world catch me if you can.!Online and mobile interaction (twitter.)!Hundreds pairs of Levi’s were released

on the streets of Australia and New Zealand worn by Levi’s representatives. !

People were able to follow those representatives through twitter. To win the pair of jeans they just had to

ask “are those Levi’s?”!If they got it right the wearer had to

grab their jeans and hand them over on the spot.!

Zoom on two of them.

London is your gameboard. !You have 24 hours to claim your

streets.!40 postcodes across London. !North. South. East. West. Grid phone boxes in each postcode.

Run between them. Score points. !Run more. Score more. Badges awarded for speed, endurance

and stamina. Play for your postcode. !

Get the glory. Claim the crown*!

*Extract from nikegrid.com!

Strong benefits for the brand

SMART! ENGAGING

memorable

Fun

experience

Share

different

preference

innovative

unique

…

vs.

Acting on the brand.! Acting on sales.!

mechanic Price motivation

Innovative (short term)

No exchange Loyalty

…

An interesting statement Social media are used to reconnect to the physical world.!

From the web and Twitter…! …to the streets. !

…to the streets.!From the web and facebook…!(Phone boxes) !

is the immaterial world (digital) the best way to reconnect to the “real

world?”