Flying Pig Marathon & Gamification
Flying Pig Marathon
• 15th running of the Flying Pig Marathon– May 3-5, 2013
• 17th largest U.S. running festival• 32,000+ total participants from all 50 states
and 15 countries• $1 million raised annually for charities• $12 million economic impact in Cincinnati USA: hotels, dining, shopping
Flying Pig Marathon
• Friday events– P&G Health and Fitness Expo– Little Kings Mile & Post-Race Party
• Saturday events– P&G Health and Fitness Expo continues– 10K, 5K, Kids One Mile, Piglet
• Sunday events– Marathon, Half, 4-Person Relay– Five-hour live broadcast, WLWT-NBC
Flying Pig Marathon
• The Class Challenge
• Determine opportunities to engage participants with Flying Pig Marathon brand using gamification to maintain/increase participation registration and/or create new sponsorship revenue opportunities.
Flying Pig Marathon
• The Class Challenge Project Expectations
• Business objective determined• Research to support objective (both
quantitative/qualitative)• Major gamification initiative/process for engagement• Behavioral analytics for collection/analysis• Budget• Engagement metrics and how can FPM usefor future marketing
Flying Pig Marathon
• Gamification is the use of game-thinking and game mechanics in non-game contexts in order to engage users and solve problems. Gamification is used in applications and processes to improve user engagement, ROI, data quality, timeliness, and learning.[4]
Flying Pig Marathon
• Gamification is the new “loyalty program” for organizations.
• Name existing loyalty programs in relation to brands.
Flying Pig Marathon
• Gamification will be involved in 25 percent of redesigned business processes by 2015, will grow to more than a $2.8 billion business by 2016 and will have 70 percent of Global 2000 businesses managing at least one “gamified” application or system by 2014.– Deloitte
Flying Pig Marathon
• Why Gamification?
• “The Engagement Economy,” Deloitte– http://www.deloitte.com/assets/Dcom-UnitedSta
tes/Local%20Assets/Documents/Deloitte%20Review/Deloitte%20Review%2011%20-%20Winter%202012/us_DR11_The_Engagement_Economy_Jul12.pdf
• “Six Reasons Why Gamification will Rule the Business World,” Time– http://business.time.com/2012/08/28/six-reason
s-why-gamification-will-rule-the-business-world/
Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42• Total years running: 10• Run/Walk Events Finished: 7.3• Miles Run pre Week: 23.2
Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42• Total years running: 10• Run/Walk Events Finished: 7.3• Miles Run pre Week: 23.2
Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42• Total years running: 10• Run/Walk Events Finished: 7.3• Miles Run pre Week: 23.2
Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42• Total years running: 10• Run/Walk Events Finished: 7.3• Miles Run pre Week: 23.2
Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42• Total years running: 10• Run/Walk Events Finished: 7.3• Miles Run pre Week: 23.2
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