Gamification: Sprinkles Cupcakes

Spring Promotion Campaign

Meghan TuckerNick GadsbyTaylor McCallman

Sprinkles Cupcakes: Chicago

• Locations across America• Cupcake ATM • Serves ice cream, cookies and cupcakes• Has a functioning iPhone/Android app

http://www.sprinkles.com

Target Audience

• Females• 16-22• This age range is old enough to

participate in large-scale gamification while remaining in the highest target market

Sprinkles Chicago Scavenger Hunt - Secret Sprinkles 2015 24 Sprinkle Cupcake Stickers are hidden throughout the city of Chicago. Sprinkles twitter feed and their app will release two clues/riddles weekly for the 3 months of the campaign. When a person finds a sticker it will include a QR code that will give them random coupons and discounts with every find.  Submission of findings will include posting on Instagram or twitter under the hashtag ##SecretSprinkles2015  Secret Sprinkles will include 6 levels of Cupcake Hunters, for every four cupcakes stickers you find throughout the 3-month campaign you level up, and each level up includes smaller prizes.  If you find all 8 stickers within a given month you win a free dozen cupcakes. The first person to find all 24 stickers wins an ultimate Sprinkles Cupcake Catered Party.

Why will the target audience be motivated?

• High amount of prizes available

• Always a chance to win

• Eventful campaign

Measurable Goals• Measuring twitter and instagram traffic

through the sprinkles name• Measure store traffic with the use of coupons

gained from the program• Financially, the company will gain name

recognition and an increase in company sales• Bring recognition back to the cupcake

industry• If successful, campaign can move forward to

other Sprinkles Locations

Sources• http://www.sprinkles.com/cupcake-at

m• http://www.lexicalist.com/search.cgi?

s=cupcake&d=age• http://3.bp.blogspot.com/-UHfgULs_1

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