LoyaltyGames 2014 - Finals Game Plan - André Carreiro

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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: ANDRÉ CARREIRO Country: PORTUGAL This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals

description

This Social Innovation Game Plan was produced by André Carreiro as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

Transcript of LoyaltyGames 2014 - Finals Game Plan - André Carreiro

Page 1: LoyaltyGames 2014 - Finals Game Plan - André Carreiro

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: ANDRÉ CARREIRO Country: PORTUGAL

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

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LoyaltyGames 2014ANDRÉ V. CARREIRO

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Visual AwarenessCreate a Memorable 2015 Event

The purest thing in the World is a Child’s smile

◦ Simple, powerful and positive message

◦ Accompanied by the slogan “Give a Smile”

◦ Fast and diverse dissemination through mobile◦ Use of the graphic symbol, or in other products◦ Use of hand gesture imitating the smile, to be shared in photos, for example

◦ Hashtag #GiveASmile◦ Encourage people to find objects or situations that resemble a smile and register the moment and share it◦ WorldVision and partners could deliberately create these objects/situations all around the world and create a gamified experience based on it and

using augmented reality, by giving clues on location online.

◦ Use the symbol on other products◦ Partner with graphic companies, a major clothing line, children toys manufacturer, mouth hygiene company, etc.

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Visual AwarenessCreate a Memorable 2015 Event

The purest thing in the World is a Child’s smile

◦ Promotion on internal activities of WorldVision and partners

◦ Promote the symbol on many different children related externalevents/venues, although they require considerable partners which maypresent several difficulties, but may result in great impact◦ Disney or other children’s parks◦ Unicef◦ Smaller local events such as celebrations of Chid’s Day

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Loyalty Rewards ProgramMain goal is to recognize the efforts of WorldVision supporters: both collaborators and donors, as two parts of a single incentives program.

Collaborators / Employees◦ Main goal is to recognize their efforts, through

◦ Acknowledging  each  collaborator’s  skills,  in  a  fun  way,  using  representative  badges,  such  as  “Master  Fundraiser”,  or  “Transport Angel”,  etc.

◦ Building an individual gallery (and collaborative connections) where the collaborator can include tokens gathered throughout their actions (photos with aided children and communities, special messages and postcards)

◦ All this information (and link to gallery) could be included in a collaborator profile, which can be personalized, searched and shared

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Loyalty Rewards ProgramDonors, focused on Rich Countries◦ Recognize their contribution, rewarding actions as follows

Action WV Loyalty Points

Sharing Social Per social share (post or news) 1

Repeat Giving

Per donated dollar 4

Per hour spent helping 5

Per helpful action (meeting, e-mail to government representatives) 2

Local Champion Per local promotion (local events) 3

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Loyalty Rewards ProgramDonors Tiers◦ Each tier has some benefits associated, besides the inherent tier status, which is displayed as a badge in

the user profile.

World Visioner Dr Hero Bringer of Joy Guardian Angel

Total Loyalty Points >= 1 >= 100 >= 1000 >= 10000

Postcards from Aided Children Yes Yes Yes Yes

Thank-You Letter X Yes Yes Yes

Thank-You Video X X Yes Yes

Thank-You Gift (Personalized by the Children) X X X Yes

% of Donation Stretch (by partners) 15 20 25 35

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Loyalty Rewards ProgramMobile Engagement

◦ Mobile devices are usually an excellent choice to deliver a loyalty program, and this case is not anexception. In fact, I suggest that there is no need for physical cards. Instead, we can build fun andinteresting virtual tier cards, a sign of the donor impact and always connected with WorldVision servers,which he can share on a click.

This Loyalty Program presents some significant overlap with Gamification techniques:◦ Use of customizable profiles with badges representing skills for collaborators, or tiers for donors◦ Collections on the collaborator’s gallery◦ Social relatedness, and possibility of sharing impact with the virtual card◦ Points and rewards (already typical in Loyalty Programs)

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Loyalty Rewards ProgramResources◦ To successfully implement the program, technical/graphical resources are needed to implement the

collaborators and donors profiles and badges, as well as the collaborators impact gallery or donors virtual tiercards.

◦ For donors rewards, including the postcards, videos and donation stretch, WorldVision should partner withspecific companies and angels to comply with needs while keeping the costs low.

Analytics◦ Many automated analytics tools are available for web and mobile, allowing to measure the impact of the

program, managing the user base and leads.

◦ The best practice to analyze the impact of the program is the comparison between engagement across thetwo groups: members of the loyalty program and non-members (or pre- and post-Global Week of Action), andcalculate the Return on Investment (ROI) over a given time period.

◦ It is also suggested to keep track of measures such as customer retention rate and net promoter score toanalyze general engagement and satisfaction, respectively.

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Make Change HappenThe Players

Anybody with access to the multi-channel platform could participate and enjoy the experience.

However, the main expected segment consists of◦ both men and women◦ over teenage years (> 16)◦ from developed and developing countries◦ not necessarily with significant possessions, as money donations are only a step of the experience◦ mainly with an altruistic nature, who enjoys collaborating with common causes

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Make Change HappenThe Mission

Raise  awareness  for  the  Global  Week  of  Action  and  World  Vision  efforts  in  improving  mothers’  and  children’s  quality  of  life◦ Increase engagement◦ Inform players about child health, a harsh reality which can be changed with their help ◦ Share the word◦ Create an engaging community of supporters who can communicate with each other◦ Contact government representatives with meaningful messages

Raise funds to help World Vision and partners with their endeavours◦ Increase the amount of donations

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Make Change Happen – Game ComponentsOnboarding with Narrative◦ Engage players with an opening short video showing the harsh reality of child health

worldwide, and how they can change it with simple actions◦ Resort to real testimonies from children and collaborators alike, as well as from significant celebrities

associated to the project◦ Quick tutorial on how to enjoy the experience and what can be accomplished by it

Personal Profile◦ Customizable profile, where the player can describe himself, personalize with

photo/avatar, interests, skills, availability to cooperate. Here is also where individual game progress is shown: impact points, badges, link to influence graph, etc.

Influence Graph◦ Let players invite their friends using known social platforms (Facebook, Twitter, etc.) ◦ Based on interactions (shared post, retweet) add a new edge on the Influence

Graph, representing how each player is related to the other.

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Make Change Happen – Game Components

Talk about the Change◦ Leverage the social interactions by allowing players to give feedback, suggestions, raise questions, or engage

in general conversation with other players, in an inviting forum-like platform.◦ Where geo-targeting is available, make suggestions of other players in the vicinity and ask if the player

wishes to add him as a friend.

Progression Bar◦ Can be introduced to return feedback on how many of the possible actions (some can be repeated for more

points) were already completed.

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Make Change Happen – Game Components

Impact Points

◦ Very useful to provide immediate feedback upon an action completion by the player, these can also be usedto leverage the notion on how the player is impacting the ultimate goal of the game and the Global Week ofAction.

◦ To stimulate different behaviors and account for different degrees of difficulty we map points to actions as

Add a Message and Photo to Photo Wall

Donate to Vital Child Health Work Take the survey Share with

FriendsReach Government

Decision MakersQuests &

Challenges

Points 10 10 per dollar 20 15 40 Variable

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Make Change Happen – Game ComponentsBadges◦ Can be used to acknowledge the fulfillment of desired actions

◦ Evangelist – You just reached 1000+ people through your shared content◦ Nice to meet You! – You just posted a message and photo to the wall◦ True Aid – You just made your first donation◦ My Opinion Matters – You just submitted the survey◦ Nice Word For Us - You just reached to government decision makers◦ Many others, maybe using sub-levels

“Leaderboards”◦ Individual leaderboards should be avoided in this situation, to motivate collaborative behavior.◦ Here, we rely mostly on the result of collaborations, comparing the performance of related groups

(geography-based, age-based, etc.)◦ Also, influence graphs can be assessed for their overall performance, stimulating an overall increase in

engagement by the connected players

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Make Change Happen – Game Components

Quests and Challenges◦ This could be a very important component to motivate longer-term motivation. These challenges could

be or not related to the desired actions on the website:◦ Participate in a local promotion event (if the player helps as a volunteer for staff gains even more impact points)

Fun Elements◦ The whole environment has to promote a fun and engaging experience, by using good user experience

design, resorting to fun but adequate language and symbols, as well as an inspiring palette of colors.

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Make Change Happen – How is it played?After the onboarding phase, the user is faced with aninitial choice on what action to perform◦ No mandatory sequence, and rather a circle, and as the first

action is completed, remaining actions are focused tohighlight the next step, especially the one which could earnthe player the most points, updating the progress bar.

◦ At the end of each action, show a very short video of atestimonial, reinforcing the notion of the player’s positiveimpact.

The influence graph should be prominent to motivate theplayer to invite friends and continuously build his/hernetwork

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Make Change Happen – How is it played?Furthermore, algorithms can be used to compute different groupleaderboards (close friends, regional, national, etc.), and clearlyshow where the player belongs in those local “communities”

Start with a prepared set of quests and challenges the player canpursue, and continuously launch new ones, adding a componentof unpredictability to keep players waiting for new surprises.

By playing “Make Change Happen”, all players will gain a deeperunderstanding of the challenges many children still face today,and feel that their actions have real impact on child health, eitherby donating funds or raising awareness, feeling part of acollaborative community, on both local and global levels.

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Make Change Happen – Mobile Marketing4.55 billion people worldwide are expected to use a mobile phone in this year, with a rapidly increasing number in developing countries.

Mobile devices allow powerful functionalities which can be explored to further engage players, such as geo-targeting or real-time response. Stimulating the use of these platforms can result in more immersive experiences, as challenging the player to take immediate action and share the results.

Mobile Marketing rises as a very pervasive technique, allowing to better connect with users in real-time.◦ Easy to implement marketing analytics to get data from players and improve upon that knowledge◦ Increase  revenue  with  “indirect  donations”  by  including  advertisements  in  the  mobile  platform◦ Make use of the SMS service to include regions with less web coverage, and still connect to players in a

meaningful way.

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Make Change Happen - MultichannelThe main delivery channels are the website and a mobile application. ◦ In fact, these are the current more efficient ways to engage user interaction

Other possible choices can be mainly used for raising awareness, but present serious challenges in allowing for interaction◦ Retail stores have reduced scope, good for promoting in local communities◦ Television  don’t  allow  immediate  interaction,  but  can  definitely  promote  and  motivate  people  to  engage  in  the  

website or mobile app and play the game.

In summary◦ Make Change Happen is a very exciting platform allowing players to have a significant impact on Child Health.

While we use several game elements to make the game fun and stimulating, like a personalized profile, feedback on progression through impact points and badges, the main innovation in this gamified experience is the building of an influence graph, where players can connect with each other and visually observe those relationships and have perception on the overall impact, notwithstanding the individual contribution.