LoyaltyGames 2014 - Finals Game Plan - Mayur Kapur

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This Social Innovation Game Plan was produced by Mayur Kapur as part of the 4-hour World Vision Case Study completed by the 12 World Finalists of LoyaltyGames 2014, the Loyalty and Gamification World Championships (http://www.theloyaltygames.com). All rights reserved.

Transcript of 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 authors 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 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 dont 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 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 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 Visions 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) 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 5. List some practical challenges and how would you mitigate them There could be some implementation challenges on the ground 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. 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 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 shouldnt 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. This could basically be mitigated by adding a small note educating people about the same, through World Visions website, mobile site, etc. where-ever the campaign will be described/detailed Also, FUN/game-like elements could be used to educate people about the same
  • Case Study No. 3 - Make Change Happen 6 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 Kims social action verbs, since they would like to express themselves and make change happen, and compete. 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 Visions 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 Nikes 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 Visions 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 Nikes 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. 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 4. How to play the game? What