Today, social gaming and gamification are viable means of driving awareness, engaging with your audience and even driving sales.
And it’s no longer restricted to pre-pubescent teenage boys. For example, Zynga’s newest game, Castleville peaked at 5 million players in less than a week. And 68% of its users play it at least twice a day.Whatever your end marketing goal, gamification can help you achieve it. Here are two ways AgencyNet has applied gamification successfully for their brands.
1. Achieve end user action desired.
For its 2011 Kids’ Choice Awards, Nickelodeon wanted its core audience – typically averse to voting – to cast votes for the 2011 Kids’ Choice Awards nominees.
So, we turned the act of voting into a game.
The insight was that teenagers may not like to vote, but they love to play pranks on their friends. So why not take pranking onto their social networks, by letting them slime their friends with Nickelodeon’s trademark slime. Users earned slime for every engagement with the KCA 2011 app and cast over 14 million votes, far more than we or Nickelodeon expected!
2. Heighten awareness of product
We applied game mechanics to Rihanna’s latest album launch with immense success.
Rihanna:Unlocked is Facebook initiative that rewards users who complete fan missions with fresh, exclusive content. In gaming terms, we used “challenges” to encourage gameplay – users had to complete a fam mission in order to access new content and the next fan mission. This is similar to a user advancing to the next level in a SuperMario game.
Furthermore, every challenge unlocked “currencies” (or incentives to keep playing the game) in the form of Rihanna content like album art, a new music video etc.