Chris Mahl, SCVNGR
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Transcript of Chris Mahl, SCVNGR
Signal Austin: The Leveraging Local ConversationAUSTIN, TX March 10th, 2011
Case Study
Game Mechanics is the New Brand Engagement
Speaker
Chris MahlSVP & Chief Brand AlchemistSCVNGR
SCVNGR is a game.
Playing is simple: Go places. Do challenges. Earn points!
Chris MahlSenior Vice President
Play SCVNGR. www.scvngr.com
Organizations Building on SCVNGRO
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ChallengesBrand’s building the game layer
Case Study: Buffalo Wild WingsGoals and concepts
Integrated
3 custom challenges 3 in-restaurant rewards
Web leaderboard with grand prizes Robust promotion plan
730 BWW Locations
ChallengesThemed around March Madness, boneless wings, and “Tablegating”
Playing @ Locations @ Scale | ResultsCHALLENGES DONE
UNIQUE PLAYERS
CHALLENGES / PLAYER
This shows a massive depth of engagement with the brand –
beyond just a check-in!
Bonus:
Player-created
Challenges
SOCIAL IMPRESSIONS*
On average, 45% of challenges are posted to Facebook or Twitter
9,950
1 in 3 players returned to play again
2,196 2,196 0 1,706,047
*Estimated based on gameplay averages
Brand Engagement @ LocationTime engaged leads to loyalty, discovery, community and…
Brand Engagement
Measured In Time
5 seconds
10 seconds+
30 seconds to comment
9-15+ minutes
of active, branded consumer engagement…Play SCVNGR
2.3 YEARS…
SCVNGR is a game.
Playing is simple: Go places. Do challenges. Earn points!
Chris MahlSenior Vice President & Chief Brand Alchemist
[email protected]@ChrismahlNY
Play SCVNGR. www.scvngr.com