LoyaltyGames 2014 - Finals Game Plan - Mayur Kapur

2014 WORLD FINALS

Note: All copyright and intellectual property rights remain with the Finalist who authored this submission. Published by Professional Services Champions League (LoyaltyGames) with the author’s permission.

Finalist: MAYUR KAPUR Country: INDIA

This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals

2014 Loyalty & Gamification World Finals 1

Case Study Analysis

Mayur Kapur 2 Aug 2014

Case Study No. 1 - “Visual Awareness – Create a Memorable 2015 Event”

2

y 1. Can you recommend a new creative symbol, cure or visual representation for the World Vision team to explore as part of “Global Week of Action 2015”?

“2gether, V Will Win” Campaign

{ Yes – It would be the symbol “V”!!! - V for Victory. V for Vision. A double V (“W”) for Winning with World Vision!! – Winning the challenge of health-care taken up by World Vision, as well as winning our personal day-to-day challenges (explained below)

{ The “V” design could be embedded in multiple day-to-day products like an armband (my preferred option), or headband or wristband, etc., all of which would just cost USD 1 or under for buyers (who will be “players”)

{ Each “player” would take up a publicly-declared resolution (challenge) for his self-improvement, and for him, the “V” would symbolize that challenge

{ World Vision could tie up with major brands like Nike, etc. to sponsor this initiative and sell the bands at their stores

{ You don’t need to purchase again and again – you have a “V” in your hand as well!! So this initiative could be made to go VIRAL in social media just by posting selfies of yourself and your friends showing the “V” symbol!!

Case Study No. 1 3

y 2. What organizations could be potentially helpful corporate collaborative partners for your symbol and/or visual representation concept? { Nike and all other sports-related apparel makers like Adidas, etc., since armbands and

wristbands have an inherent connection to sports. { Van Heusen (and other popular brands starting with “V” or having V in their names like

LVMH and Victorinox) could also possibly chip in

y 3. What potential external events or activities in 2015 could be part of promoting your new visual representation? { ‘The Avengers 2′: movie (much awaited by everyone!!) releases on May 1, 2015 – This could

be leveraged. Check out Robert Downey Jr. in the pic below - { All actors could wear the band during movie promotions, etc. Actors could be approached

and requested to talk about AVENGING health-diseases … since this also ties in with the theme of AVENGERS.

{ Also, the bands could be sold (through various brand collaborations, etc.) at all major movie theaters across the world!!

“As the Avengers fight their enemies, Help World Vision fight child mortality!!!”

Case Study No. 1 4

{ The ICC Cricket World Cup 2015 (February 14 - March 23 2015, hosted by Australia and New Zealand) can also be targeted - Note that there are 2 Vs in W!! This can be creatively leveraged during ads, etc. in which World Vision’s message can also be promoted

{ All the cricketers can be requested to wear the armband – so this will give excellent media coverage as well

{ From September 18 – October 31 2015, the 2015 Rugby World Cup will be hosted in England. This can similarly be targeted (as explained above for cricket)

y 4. How could mobile marketing and/or augmented reality be used to effectively help build awareness or deliver your solution? { By having Avengers augmented reality portals in movie theaters – at the end of which a World

Vision message plays { By creating mobile content around “Avengers” movie, which can also contain aWorld Vision

message and be forwarded and made viral { A QR Code which could be scanned to directly access World Vision and Avenger content

Case Study No. 1 5

y 5. List some practical challenges and how would you mitigate them { There could be some implementation challenges on the ground –

Ù Cricketers / Rugby players may have existing (competing) brand-affiliations (e.g. if someone is affiliated with Adidas, he may not be able to wear a Nike band). This can be mitigated by tying up with all multiple brands so that this issue does not come up.

Ù Worst case, players with competing brand affiliations will not wear the band as such, but strive to get photographed with the “V” sign and say that they support it

Ù There could be LOGISTICAL challenges to transport and sell the bands at movie theaters, etc. (for the Avengers idea) However, this could be mitigated by selling these bands at the cinema theaters of major MALLS., etc. where these major bands will ANYWAY have stores – so it shouldn’t be a logistical challenge for them at all.

{ One “cultural” challenge (while posting selfies with V sign) may be that in some countries, V

can be a derogatory gesture – but this is when the palm is pointing inwards. Ù This could basically be mitigated by adding a small note educating people about the same, through

World Vision’s website, mobile site, etc. where-ever the campaign will be described/detailed Ù Also, FUN/game-like elements could be used to educate people about the same

Case Study No. 3 - “Make Change Happen” 6

y 1. The Players. Who is the target player age and demographic? { The target players are people in urban and semi-urban areas (cities/towns), from teenagers to

young, middle-aged people, who are considered to be the “change agents” of every society. Given an appropriate within their means, they would like to “Make Change Happen” and change the world around them (for the better).

{ Most of the players in this game would actually fall into the “Compete” and “Express” quadrant of Amy Jo Kim’s social action verbs, since they would like to express themselves and make change happen, and compete.

y 2. The Mission. What is the goal of either the game or gamification experience? { World Vision will tie up with a number of major brands who want to be part of the “Make Change

Happen” initiative, e.g. – For this example, I will use Nike. { Players will be informed (through various ads, or other in-store boards, etc,) that for all purchases

made at Nike, a small part of the proceeds will go to World Vision’s health initiatives. Further, Nike will convert all the points earned by users by playing the “CHALLENGES” (explained below) into a monetary amount, and make another lumpsum donation to World Vision at the end of the campaign

{ Players will first have to make at least ONE purchase with Nike and then enter their unique bill code online, to activate their profile and participate in the game. (At this time, they can create their Avataars , with their Unique “Player ID”). Soon after registering their , they will get POINTS and a BADGE.

7

{ In the “game”, each day, players will be shown a screen (in mobile or online) or a form (in the store), which will have a CHALLENGE for them – it could be a Puzzle about Nike’s products, etc. The screen/form will have 3 sections – “Did you know”, “Select an option” and “Comments”

{ In the “Did You Know” section, the player will be given short snippets/information about World Vision’s health initiative(s), and how by “playing” this game, the player is contributing to these intiative(s) [i.e. Nike giving contribution on players’ behalf]. Also, it would say, “Thank You for playing and contributing to this noble cause”.

{ In the “Select an Option” section, the player will be given a CHALLENGE regarding a particular Nike brand or product, to which the answer can be found in Nike’s stores or on their website, etc.

{ Also, there would be a Comments section, saying– “If you could “Make Change Happen” for this brand/product, what would you do? “ along with some options like “Make it available in more colors”, etc. The player could select his option and/or explain/detail out the option that he selected with his comments/views etc.

{ He could also leave a note for World Vision, and some ideas for their campaigns. { For “playing” and answering the factual part of the game correctly, they will get 10 points.

However, “randomly”, some day, some user may get 100 points (CHANCE) { Higher points would enable users to LEVEL UP. Also, they would earn a badge or badges for

correct answers to the factual questions. At each higher level, the CHALLENGES (puzzles) would be much tougher to solve

{ This way, it is a Win-Win: Nike gets more sales as well as brand awareness among its users, alon g with great, targeted ideas for its future products/campaigns, World Vision gets donations, and the player feels motivated in 2 ways – having contributed to a good cause, and also having expressed his views about his favorite brand(s).

Case Study No. 3 - “Make Change Happen”

8

{ Leaderboards will be maintained, and a number of “winners” will be declared every week for the highest points earned. They will win Nike products (in this case). Also, there will be special awards for the most innovative Change ideas.

{ People will be able to link their Nike accounts to their Facebook accounts and twitter accounts, and auto-update their status whenever they earn points. They will also see a Social Graph of their friends who are playing the game. At a certain number of points earned, players will LEVEL UP.

{ Of course, for every additional Nike product purchased, users will get extra points and HINTS to solve the challenges.

y 3. Game components. What elements are used, what do they look like and how

is it setup? { Points, Badges, Leaderboards, Avataar, Puzzles, Challenges, Social Graph, Quest, Levels, etc. It is setup as

explained above

y 4. How to play the game? What actions, goals, rules and milestones exist?

{ Explained above.


9

y 5. By playing this gamification experience, what knowledge and skills should be achieved by the players? { Players will know about World Vision’s initiatives { They will also learn more information about their favorite brands’ products, new upcoming products, visit

Nike’s website’s sections. etc. { Specific game elements chosen have been tied back to the business objective and player types.

y 6. Mobile Marketing – Mobile is a powerful tool in developing countries. How could the game design leverage mobile devices and marketing? { Players playing with mobile could be given slightly higher points than players playing online or in-store.

Nike would get useful user data (from the mobile analytics during the purchase). Also, by linking the preferences/ideas/options given by users on Nike’s products with the user data (obtained from the GPS, etc. details in the mobile phone), Nike would get precious location-based preference and purchase behavior data that it can leverage

y 7. Multichannel – How could you deploy the “Make Change Happen” game in the multi-channel environment? { Explained above

y What is the most efficient and effective channel, in your opinion, for rapid update of your engagement platform? { Mobile, given that the trend is towards “everything mobile” – mobile purchases etc. Even in developing

countries, mobile penetration is now almost 86% on average – hence, mobile is the way to go


Case Study No. 3 - “Make Change Happen” 10

y 8. Innovative, New and Exciting – What makes your solution exciting? Outline the Gamification rationale behind each of your specific engaging recommendations (e.g. tips, clues, celebrities, augmented reality, geo-targeting) { Much of this has been detailed above. It will really be a Win-Win for all parties { Even players who don’t WIN, will have FUN and LEARN, and have the satisfaction of having contributed { Players will feel more connected to their brand as well as to an important social cause. { Location-based data collation of customers, coupled with Social Media Data, coupled with Big Data

Technology Î Potential for brands is just incredible

Case Study No. 2 - ““Giving Back to Existing Supporters of World Vision”

11

y Note: I am focusing on “Rich Countries” in this case.

y 1. Define your strategy and vision { The strategy is basically to maximize engagement of target group (through social media, IVR calls, etc.),

and thereby maximize donations (monetary and in-kind), by gamifying the entire exercise { Vision is that each and every current “top loyalist” will participate in this program

y 2. How it works { The targeted group would be identified by World Vision using Analytics, etc. { These individuals would be sent a “THANK YOU” email along with details of the loyalty program, which

will be called “V For World Vision” (Note: There is full possibility of clubbing this loyalty program with initiatives described in the last case study)

{ The targeted people would be incentivized to engage in desired behaviors, and get exclusive rewards such as – Ù ACCESS (Invited to exclusive celebrity events, e.g. Hugh Jackman event – one-on-one meetings with him, autographs,

etc. – Note: Hugh already supports World Vision so would probably be keen to help) , another ACCESS reward could be private meeting with World Vision’s CEO for thanking these people and to discuss their ideas one-on-one, and

Ù STATUS rewards (Featured in World Vision’s Annual Report and/or Special Reports), Ù POWER rewards (POWER to decide what story(s) should be featured on the World Vision home page, etc. or become

GUEST EDITOR of the blog for a day, etc.)


12

y A page on World Vision’s website would be pre-created for each of the targeted “loyalists”, which they could use for fund-raising. This page could be completely customized, and linked to Social Media, so that every action/change on this page would auto-report to Social Media, and thus “spread the word” about the initiative among the loyalists’ social network, thus maximizing its impact

y 3. How it would be implemented/executed (e.g. Loyalty Rewards, Gamification aspects)? { Business Goals and Target Behaviors are already known { The loyalist could use a single-click to send a custom message to all her contacts (Email contacts +

Facebook + Twitter) requesting their support in the program, along with a link { The link, when clicked, would enable the clicker to immediately become part of the said person’s team, and

to make a donation, and/or to spread the work to all her friends in turn. Of course, the link would be part of each such message. This link would not only be used for payments but also for Tracking which loyalists’ “TEAM” the donations are going to

{ Also, all social sharing activities (even where donation DOES not happen) would be tracked by the embedded link – People would be asked to DONATE AND/OR SHARE the message with their own networks

{ For mouth-to-mouth medium, the loyalist could tell the people who are going to donate/post/share on her behalf, to go to her PAGE on the World Vision site to do the same – so tis can automatically get tracked as well. This could be made easier by the recipient scanning a QR code from the loyalists’ phone

{ FUN could be embedded into the experience by organizing blitz campaigns in which funds could be requested within 24 / 48 hours and/or tracked with Progress Bars


13

{ While posting in social media, there will be privacy options –a user could tell his network that he HAS donated to the cause, but not HOW MUCH

{ People could also make a donation by calling a toll-free number (IVR) in which they enter the loyalists’ code so that the donation can be mapped to the appropriate team

{ People could also send an SMS to a certain number. This would be a premium SMS charged at a higher rate, out of which the a large section of the proceeds would go to World Vision


14

y 4. How can marketing automation help measure success (e.g. manage leads, manage campaigns, manage contacts, measure impact)?

y This could be leveraged by specifying criteria and outcomes for repetitive tasks and processes which are then interpreted, stored and executed by software, which increases efficiency and reduces human error. More details (sourced online) are as below –

y Marketing intelligence uses tracking codes in social media, email and webpages to track the behavior of anyone interested in a product or service to gain a measure of intent. It can record which social media group or thread they followed, which link was clicked on in an email or which search term was used to access a website. Multiple link analysis can then track buyer behavior - following links and multiple threads related to product A but not B will show an interest only in A. This allows more accurately targeted response and the development of a nurturing program specifically targeted towards their interest and vertical market. Due to its interactive nature this has been described as Marketing Automation 2.0.

y Marketing automation has a focus on moving leads from the top of the marketing funnel through to becoming sales-ready leads at the bottom of the funnel. Prospects are scored, based on their activities, and then presented drip campaign messaging via email and social channels, thus nurturing them from first interest through to sale. Commonly used in business-to-business (B2B), business-to-government (B2G), or longer sales cycle business-to-consumer (B2C) sales cycles, Marketing Automation involves multiple areas of marketing and is really the marriage of email marketing technology coupled with a structured sales process.


15

y Advanced workflow automation encompasses automation of internal marketing processes. These include budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation and management and essentially everything that supports the operational efficiency of the internal marketing function. Typically these systems require a CRM or COM administrator to set up a complex series of rules to trigger action items for internal sales and marketing professionals to manually process (designing files, sending letters, sending email campaigns). This type of system increases marketer's ability to deliver relevant content to relevant individuals at relevant times. Limitations may apply, based on the human resource capacity of an organization and their level of commitment to the tasks as they are assigned.


16

y 5. What resources are needed to achieve your strategy? { Collaboration with participating celebrities like Hugh Jackman { Some investment into the stadium/venue where the exclusive ACCESS event would be held { Agreement with Senior stakeholders of World Vision – CEO’s time for meeting etc. – This can be easily

arranged { Tie up with mobile operators for the SMS idea (can be arranged) { A gaming platform like Badgeville can be used to quickly implement the program

y 6. How would your World Vision recommendations differ if World Vision was a “for profit” entity? { Not much. The ACCESS event could probably be made accessible to the loyalists with a small fee in that

case, and also the event could be opened up to some limited members of the public by selling tickets at high prices – collectively, this could then result into a Profit


17

y 7. How does your strategy specifically use Mobile Marketing / Mobile Technologies?

{ SMS: text messaging to a number and proceeds going to world Vision { IVR: an automatic voice service that can receive and make calls, and be used to make payments { QR READER: as explained earlier, an application to decode any 2D bar code (QR code) { WAP :Internet access from mobile phone (m. site etc.) which can track user details, etc.

{ If the device carried by the person who is clicking the link on the loyalists page, is a mobile or Tab, he/she would automatically be

directed to the mobile site, which would have lighter features, load quicker, and be more easily navigable on mobile

y 8. Where are there overlaps/complementarity between Loyalty Rewards and Gamification? { Loyalty rewards are basically about rewarding people for doing more, and gamification is COMPLEMNTARY to this, as it

ENCOUARGES the targeted people to be MOTIVATED to do more and to engage in such “giving” actions { Also, Loyalty can be powerful when integrated with Social Media networks, and gamification has proven to be the best way to

leverage the same


18

y Specific questions around Loyalty Data and Customer Analytics y ● What kind of data can be measured to demonstrate engagement of your

Loyalty Rewards program? { No. of relevant posts on Facebook (Social Shares) { No. of donations resulting from click-ins made on above posts { No. of Likes/Comments of such shares

y ● How to measure this data? { With various advanced Analytics / Big Data tools (Google Analytics / HCM / Hadoop)

y ● What kind of data would be most critical to measure pre-and-post the Global

Week of Action? { Benchmark data taken BEFORE the loyalty program starts could be used as a useful measure for

comparison of “Before and After” { Alternately, a control group experiment could be used, though I do not recommend the same in this

scenario

Winners announced during Finals Live Stream

9am (PDT) Saturday August 9, 2014

www.theloyaltygames.com

LoyaltyGames 2014 - Finals Game Plan - Mayur Kapur

Marketing

Transcript of LoyaltyGames 2014 - Finals Game Plan - Mayur Kapur