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

ct '0

9

Nov

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09

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'10

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10

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'10

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'10

0

200

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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

chris@scvngr.com@ChrismahlNY

Play SCVNGR. www.scvngr.com