Gamification…Gamifi-fact or gamifi-fiction?

Neil Kleiner, Head of social media, Havas Media

Havas Media UK

In aggregate with over 40 dedicated social media experts

Is it marketing bullshit?

So what is it?

• Simply, making life more interesting and fun by adding a layer of competition, reward and addictiveness

• Gamification elements are already present in everyday activities such as happy hours, loyalty programs, etc

• Using rewards and status to drive behaviour

From trying not to step on the cracks to make your walk more fun

To rewarding those that obey the speed limit by positive reinforcement and reward

To even making cleaning up more fun and addictive

Use these? You’re already a player

Check in for rewards

•The ‘Social Stock Market’•Scored activity and engagement in each account and given a virtual share price•Users can ‘invest’ in each other for KUDOS and virtual rewards

Compete for social status

Make reality more fun

Why should social media marketers care?

Social media is about conversation and influence...

Social media marketing as as much about rewards and incentives!"#$%&'($)*(+,')-#)$".-+/).%(('#.0)

1#*'(*+-#&'#*) 2'($"#+/)3+/%') 4#5"(&+6"#) 7"#'*+(0) 8$'5%/)

≈

Innovation is market alignment disguised as market disruption

We were given a brief…

How do we reinvigorate and redefine “it’s miller time” for a digital age?

What did we know about our consumer?

• They’re fun seekers, always looking for the next thrill in a big night out

• Mobile penetration is high, and social media usage is a key driver

• Their social life depends upon recommendations from friends and the ‘hot spots’ in town

What did ‘listening’ tell us?

• People feel proud about their cities, and like to show off about new places

• Venues are about much more than beer… interests, culture, company

• Planning the perfect night is paramount

“To use social media to bring cities to life, helping consumers shout about their experiences every single night of the week.”

What was the strategy?

What’s the story?

We want people to talk to each other – not the brand

How should we engage?

We created a utility through a destination...

...and a mobile app

•To turn the night out into a game… •and facilitate social decision making

• Pioneering the pre-check in

• Awarding people with KUDOS, £100 Ticketmaster tickets for the most active

• Facebook Deals – checked into ‘it’s Miller time @’

What’s the incentive?

The suite of amplification tools

Thank you!neil.kleiner@havasmedia.com@nkleiner