12. Sabrina Bruebwiler
Sabrina helped starting up several companies in Africa and Europe, leading processes in UX/UI Design and Gamification. After exploring various gamification projects, groups and companies globally, she started working for Octalysis Group as a Gamification Consultant and Designer a year ago. She’s working aside Yu-kai Chou and some of the most incredible and inspiring Gamification Experts. Find her on LinkedIn and Twitter.
Nine Inch Nails treasure hunt
“I do love the use of Treasure Hunts. I used to be a scout and that boosted my imagination with roleplay and hunting for clues, encoding maps and finding hidden pirate chests. Later on I started doing LARP, Live Action Role Play, where you play your personally created Avatar in an alternate reality within a set theme and topic, for example Fantasy or Medieval.
These are experienced Game Techniques I still use today when it comes to gamification in marketing. These are great examples for the Unpredictability & Curiosity
Core Drive (main force behind our fascination with experiences that are uncertain and involve chance), and the Core Drive called empowerment of creativity and feedback while building a community (Social Influence and Relatedness).”
This core means creating long term positive emotions and it has the ability to continually engage us at all moments in our lives.
“One of the most inspiring treasure hunt examples to date is the alternate reality game “Year Zero” from the Band Nine Inch Nails, playing in a dystopian future in the year 2022, advertising their new album with the same name.
Fans all around the world were chosen to join the resistance and save the world from the apocalypse while finding clues to new songs and lyrics by participating in concerts and solving riddles with the community.
A great example for using another Core Drive Epic Meaning and Calling (This is the drive where people are motivated because they believe they are engaged in something that is bigger than themselves.) in combination with creating Relatedness and Curiosity, making this a highly intrinsically motivating experience.”
13. Karl Kapp
Karl Kapp (LinkedIn Top Voice in Education in 2017 and one to the 2018 Corporate eLearning Movers And Shakers List) is a scholar, writer, and expert on the convergence of games, learning, and technology. Karl literally “wrote the book” on the “The Gamification of Learning and Instruction” and co-authored many others. He’s working around the globe, creating engaging and meaningful learning experiences. Find him on LinkedIn and Twitter.
“I think McDonald’s does a wonderful job of using elements of the game Monopoly as a method of marketing their product. McDonalds was able to deconstruct the traditional board game and create an entirely new experience that motivates players (customers) to keep returning to McDonalds to collect the pieces to try to win.
It’s so good because many people are familiar and comfortable with Monopoly so it works on that level, many people have played Monopoly as a child so it brings back childhood memories. There is the aspect of collection and the sense of winning.
There are small victories in terms of winning food items and a big victory in terms of cash and prizes. And it brings attention and customer to McDonalds every time it’s played and because it’s not played all year around, it really does bring a great deal of attention to McDonalds.”
14. Oscar García Pañella
Dr. Oscar García Pañella directs the first Videogame and Serious Games University School in Barcelona and an online Master in Gamification & Transmedia Storytelling. He acts as a Serious & Applied Games researcher within EU Projects and, in addition to that, Oscar partners as a senior Gamification consultant in Cookie Box. Get in touch via Twitter or LinkedIn.
Virtual calls for a phone service company
“We did a project for a client, they were delivering phone services for people who came a long time ago to Spain and wanted to maintain the connection with their families in their homelands like Cuba for instance.
There are a lot of companies that offer phone call services and everything. So, this company wanted to empower their webpage to become the number one and so also be preferred by people. They wanted to gamify their webpage, not only by delivering a better service, but by providing different activities that could be accomplished in the webpage, so many people would visit it.
We created a collection of activities. Like virtual callings, with these virtual callings they could gain real money from the phone calls but they could also get other benefits, like social benefits for instance and be really promoted in terms of a status, on social media and stuff. That was really cool.”
15. Salvatore Mica
Salvatore is Ceo of Ranaway, gamification designer and lists among the TOP 15 Gamification gurus worldwide. He is the owner of GamefulSide. At the moment he teaches digital media, gamification and engagement design in several universities. Connect via Twitter and LinkedIn.
“My favorite example for the experimental design is: SuperBetter.com. The SuperBetter website and app was designed to make you stronger physically, mentally, emotionally and socially. It’s a guide that helps you identify an epic win, create a secret identity, recruit allies, and choose pre-loaded experiences or create your own adventures. A mentor reminds you every day to complete quests, activate Power Ups, and battle bad guys to increase resilience scores – mental, emotional, social & physical.
This game increases the ability to stay strong, motivated and optimistic even in the face of difficult obstacles. Playing this game makes you more capable of getting through any tough situation and helps you achieve the goals that matter most to you.
The user plays the part of game designer and player, so he or she is investigating his or her life to see what will feel better. Users identify what makes them feel better and share that with doctors or friends and family.
I think that a gamification approach and mindset could improve results in marketing, loyalty, retention, referral and so on.
16. Rob Alvarez Bucholska
Rob Alvarez is an expert, speaker and advocate for the use of gamification in education. He’s the creator and host of Professor Game and works at IE Business School Publishing with interactive and engaging learning experiences. Connect via LinkedIn or Twitter.
Make your own meal by 4Food
“One of my favorite gamification examples in marketing is by 4food. With the possibility to create your own meal, as you want it, they cater to the creativity of their customers.
Then, the fact that you can share your preparation on the website makes it also become a social experience, which is topped by the fact that the preferences of other users for your and other combinations are shared in real time on a leaderboard.
All that makes the design a pretty well-rounded gamification experiment as a brand and experience.
It is important to have very specific and measurable objectives right from the start, so you can shape your design to achieve those results, rather than going just for making the experience “fun”, which is almost impossible to measure in a way that all stakeholders would agree.”