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?”
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