LoyaltyGames 2014 - Finals Game Plan - Sebastian Gawelowicz

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This Social Innovation Game Plan was produced by Sebastian Gawelowicz 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 - Sebastian Gawelowicz

  • 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: SEBASTIAN GAWELOWICZ Country: POLAND This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals
  • http://Sebastian.Gawelowicz.com Social Innovation Case Study Sebastian Gawelowicz 1
  • http://Sebastian.Gawelowicz.com Symbol & Visual Representation Guiding principles: simplicity, cost-effectiveness, universalism 2 Solution #2 Based on a Child Health Now slogan, the natural fit seems to be a watch-like solution. What time is it? could be much more impactful if a good cause is promotedin the process. Premise: every second matters. 1. a wrist watch with a campaign logo most pricey option 2. a wrist band imitating a watch medium-priced option 3. a watch sticker with campaign logo that could be applied to an existing watch the most cost effective option Depending on the total cost, the most feasible option can be selected. Or 2 options are available with accordingly adjusted donation levels. E.g. $1 and $2. Silicone hand watches, US $0.75 - 1.05 / piece, US $0.3-2 / piece. Source: www.alibaba.com Solution #1 Based on a Child Health Now and Make Change Happen slogan a two color shoelaceswill be introduced.Each with different color: gray and orange with Child Health Now. Premise: every step counts.
  • http://Sebastian.Gawelowicz.com Mobile Technology | AR Augmented Reality a mobile application with database of various clocks. Once an app is opened and a camera directed towards a clock an animation shows up highlighting campaign-related information. E.g. # children supported, # country supporters, examples of supported causes Animation & object-recognition database based on: Landmarks most noteworthy clocks in various locations (e.g. city halls, The Big Ben in London, The Palace of Culture & Science in Warsaw) Child Health Now watch Generic watch patterns 3
  • http://Sebastian.Gawelowicz.com Supporting Organizations & Events Supporters Watch manufacturares City Halls Public plazas (e.g. Times Square) Healthcare organizations Events New Years Eve celebrations incorporating the Child Health Now into a countdown clock Public Celebration & Awareness events 4
  • http://Sebastian.Gawelowicz.com Challenges & Risk Cause awareness goods - cost, production, distribution Based on a total budget one of three options will be chosen, an international partner should be identified to mitigate the risk with order management and local supporters found to facilitate distribution AR limitations in terms of playful design and interactive objects A generic design pattern must exist in a database to show an animation when directed at any clock 5
  • http://Sebastian.Gawelowicz.com Giving Back Stragy Strategy: Cultivate local champions and good cause heroes by recognizing their actions and spreading the news to support the cause dedicated to rich countries segment. How it works: A gamified portal for best supporters/heroes Supporters have a profile highlighting their contribution on a web portal Each contribution is part of a specific cause. Its synopsis can be shared via social media. (e.g. Ive helped children in X in accessing the water supply) Based on personal, geohraphical, and professional background a content-based recommender engine suggest possible causes A social media connection is available to download a list of contacts that can be invited to become a part of the platform as supporters and become teammembers of a hero Each team has its page with key skills highlighted within categories that can be leveled up, and articles related to supported causes Benchmarking within teams, geography is in place A portal features a map with list of recent causes that members can contribute to and their completion level. 6
  • http://Sebastian.Gawelowicz.com Giving Back Stragy Example causes include: Identify and talk to a governmentofficials and key stakeholders - e.g. a LinkedIn connectionscan be leveragedon to find the people connectedto an important stakeholder. Identify the cause Some causes have a completion treshhold, i.e. only if X will be donated the cause will be successfully financed. Causes - people can contribute with donations, or their time. Time can be spent on sending emails to officials identified in other challenges or by helping local stakeholdersin assessing the problem and finding solutions (e.g. legal advice, engineeringadvice) Once such a cause is supported a beneficiary receives a link to confirm it and cause points are granted to the users responsible Upon reaching a certain level a user can become a hero and lead his/her own team Supporters are invited for special events with authorities and experts They are also awarded by training on a chosen skill conducted by parter companies and/or other community members Public: Everyone can press a thank you button to nominate a good cause hero 7
  • http://Sebastian.Gawelowicz.com Channels & Data Channels: Web portal central hub for all activity Email used for member inivations and stakeholder support. Leveraging on marketing automation and CRM software with exact engagent funnels Data & Measurement: Donation level Cause reach & impressions # causes supported 8
  • http://Sebastian.Gawelowicz.com About the game The Players. Who is the target player age and demographic? All consumers familiar with web and/or mobile The Mission. Share Your Moment, Make Change Happen add a meaning to various experiences by guiding people to participate in different types of activities (from nutrition to leisure). Reinforce the positive aspect of what most people have an opportunity to experience and channel it to a greater good. Game components & Actions Missions challengesto be completed by the players Points collected upon completinga mission Achievements recognitionof a job well done Badges visualize achievements Countdowns& scarcity special missions with limited availability Progressbar for a changeto happen 9
  • http://Sebastian.Gawelowicz.com Rules & Flow How to play the game? Medium: 1. Website a central hub of game activity 2. Mobile application checkins, game preview 3. Email daily updates and progress 4. Social media promoting actions 10 Flow 1. User signs up on the website or from a mobile application 2. Weekly Challenge Plan player is presented with different activities for the week and their Change points value 3. The objective is to make as much change as possible through untertaken actions. An individual, community and overall progress bars are presented
  • http://Sebastian.Gawelowicz.com Rules & Flow 11 Actions within categories: 1. Food eat something healthy 2. Health e.g. have a health-check 3. Do something healthy e.g. have a walk, go to the gym 4. Have fun e.g. go to the cinema, 5. Understand the cause tips and educational resources 6. Share your knowledge e.g.teach someone your language . After completing certain # of actions within a category a badge is granted After each activity a player is given opportunity to share a picture to the portal, support the cause with donation, a survey completion Users can post an activity request to the platform that can be shared via social media: 1. I want to learn Spanish and have a conversation with a native speaker 2. Lets eat something healthy for lunch and support a good cause. Who wants to join? Once published other users can join the activity by adding it to their list. Points are granted to all upon completion
  • http://Sebastian.Gawelowicz.com Rules & Flow Point collection: 5. Checkins validation vased on pre-determineddatabaseof place category(e.g. from Foursquare)or from partnersparticipatingin the program 6. Resourcesread clicked links are trackedfrom within the applicationand website 7. Items scanned dependingon a partner a receipt can be scannedwith a smartphonecamera to add the points 8. Links provided for some challengesusers might have to look up certain information.E.g. provide location coordinatesfrom Google Maps, a link to article. Knowledge and skills achieved In the end players should understand that not everyone will have a chance to experience what they can. Thus, they should appreciate it to the fullest. Last but not least, players should know much more about the cause thanks to the content provided. Multichannel The key to success is leveraging on real-life and digital channels and the way they can compliment each other. E.g. tips can be delivered via email with unique tracking code marking the action complete. 12
  • Winners announced during Finals Live Stream 9am (PDT) Saturday August 9, 2014 www.theloyaltygames.com