Gamification as a Digital Marketing Strategy

BOLO 2011

Dan KatzDirector, Product Management

A little bit about us

6 years helping businesses increase engagement

Proven track record with over 100 deployments

Solution-based approach combining software + services

A flexible, future-proof platform with over 30 releases

Some of the brands we’ve helped

The Problem

☐ Huge potential user base

☐ Relevant Content

☐ User Engagement

- SEO, SEM, Marketing

- Optimized for audience

- ?????

So how do I get users to:

Visit more frequently

View more pages each visit

Spend more time each visit

Who has figured out engagement & loyalty?

Game Designers

500M people playing games at least 1hr per day

Airlines & Hotels

120M people choosing vendors to earn status & rewards

Social Networks

750M people sharing 30B pieces of content monthly

What’s their secret?

They’re tapping into 3 Basic Human Motivators

Progress

• To-do lists• Levels in games• Miles & Points

In other words, they’re using game mechanics to drive loyalty & engagement.

Status

• Standings in Sports• Job Titles• Likes on Facebook

Rewards

• Access to exclusives• Early boarding/upgrades• Discounts & incentives

NBCThe Office, Dunder Mifflin Infinity

Best Practice # 1: Do Something Different

Chiquita / Empower MediaMake your Way to Rio

Best Practice # 2: Know Your Audience

Page Views: 1 MillionTime on site: 4.5 minutesRegistered Users: 15,000

USA NetworksClub Psych

Best Practice # 3: Engage with Multiple Platforms

Page Views: 9M > 16MVisits/Month: 2 > 4.5Time on Site: 14m > 22m40% increase in viewership for 18-34 demographic

Stella & DotS &D University

Best Practice # 4: Keep Your Brand Strong

Thanks!

Dan.Katz@Bunchball.Com