Applying the Secrets of Mobile Gaming to Digital Marketing
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Transcript of Applying the Secrets of Mobile Gaming to Digital Marketing
May 20, 2014
# & @
#sandboxlunch
@dragonarmy
@sandbox_digital
About Sandbox
Digital agency with an emphasis on creating content & experiences that
connect customers with brands
Robots Love Ice Cream metrics: • featured in the Apple App Store
as a “best new game” • over 150,000 downloads • over 75% 4 and 5 star reviews • successful Arby’s partnership
Mobile gaming is blowing up #punintended
• It’s a $25 billion industry (with over 80% coming from free-to-play games), expected to grow to $50 billion over the next two years
• 50% of mobile gamers are male and 50% female • Only 27% of females will pay for a game (40% for males) • Men are more likely to share their scores via social
• 20% of mobile gamers would rather give up sex for a week
than mobile games
• 22% of games that are downloaded are never opened more than once…so what are the winners doing?
Big themes in mobile gaming
Take advantage of pop culture
Take Advantage of Pop Culture
• Popular events help fuel social content
• Look for ways to create digital partnerships & promotions with upcoming events
• Be relevant and be timely
• Don’t force it
Partial Reinforcement Effect
• Goal is to keep finding reasons to keep people coming back & stay loyal
• Applicable to loyalty programs – instead of getting X points, surprise your customers
• Surprise and Delight
• Social outreach • Zappos shipping upgrades
• How else can you apply this concept?
Partial Reinforcement Effect
Touch / Tactile Experience
Touch/Tactile Experience
• Satisfaction of Action/Reaction • Provides a feeling of power & control • How can we use these principles?
– Turning physical into tactile – More senses = greater engagement = positive and
memorable experience – Create more experiences that give control
• Personalization (personalized views & content/remember me)
• Power of choice • Remove barriers
Creativity and Self Expression
Creativity & Self-Expression
Lesson: Creativity and self expression can create positive brand experiences & vested customers • How can we tap into this?
– Proactively promote an always on way to contribute to the brand
– Crowdsourcing - Social contests or digital submissions • Doritos Superbowl Commercial • Lays – Do Us a Flavor
– Digital experience participation (i.e. Times Square ads, Breaking Bad, Walking Dead “Dead Yourself”)
– Extends reach via creators & their social networks
Bring iPhone around and everyone gets to see how They can do in flappy, winner gets DA mug
“Traffic Light” Games / Snacking
Snacking
• “Always on” means a need to quickly satisfy the need for information
• People’s attention spans are shrinking
• More headlines & images, less text
• Very short demo videos (30 sec)
• Highly targeted; Provide real value to stand out in the clutter (WIIFM)
• Remove Friction
Competition: Leaderboards
Competition: One-on-One
Competition
• Competition can be a great motivator
• Different people respond to different types of competition (large groups, small groups, one-on-one, self)
• Contests & Promos
– Social submission contests
– More than just enter to win, but compare to friends and cumulative effect of activities
• Loyalty programs
– Allow for creation of small groups or individual challenges with others
Friends: Cooperation
• Think beyond just referral incentives
• What if your friends could help you achieve the next level in your loyalty program?
• Design experiences and promotions that involve collaboration
• Contests – getting friends to join or vote makes you more likely to win
• Compounds social sharing, WOM & exposure
Friends: Cooperation
Extend the Initial Experience
Extend the Initial Experience
Lesson: Be proactive and look for ways to extend a popular individual experience into a more holistic campaign
• Extend channels = more touchpoints = quantity of brand experiences = more loyalty
• Turn popular social posts into a deeper campaign with multiple touch points
• Content tactic turns into a content theme
• Maximize insights & move fast
Limited Time Events
Limited Time Events
• Beyond normal deal based promos
• High level of incentives to increase frequency of visits in a short period of time
• Creates a sense of urgency
• Creates habit of website/app/feature usage
• Offer exclusive experiences or content during the event
Focus on the Whales
Whales
• Identify and reward your best customers
• Higher level of loyalty means more revenue and stronger advocates
• Create exclusive experiences – VIP experiences/events on site, free shipping, etc
– Access to product before others
– Access to exclusive content
• Create a status level for them
• Beta releases or feature input