LoyaltyGames 2014 - Finals Game Plan - Sebastian Gawelowicz

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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 author’s permission. Finalist: SEBASTIAN GAWELOWICZ Country: POLAND This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals

description

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

Page 1: 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  author’s  permission.    

Finalist: SEBASTIAN GAWELOWICZ Country: POLAND

This Game Plan was created in 4 hours as part of the LoyaltyGames 2014 World Finals

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http://Sebastian.Gawelowicz.com

Social Innovation Case Study

Sebastian Gawelowicz

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Symbol & Visual Representation

Guiding principles: simplicity, cost-effectiveness, universalism

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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 promoted in 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 shoelaces will be introduced. Each with different color:

gray  and  orange  with  „Child  Health  Now”.  

Premise: every step counts.

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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

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Supporting Organizations & Events

Supporters

• Watch manufacturares

• City Halls

• Public plazas (e.g. Times Square)

• Healthcare organizations

Events

• New  Year’s  Eve celebrations – incorporating

the  „Child  Health  Now”  into  a  countdown  clock

• Public Celebration & Awareness events

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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

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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.  I’ve  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.

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Giving Back Stragy Example causes include:

– Identify and talk to a government officials and key stakeholders - e.g. a LinkedIn connections can be leveraged on to find the people connected to 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 stakeholders in assessing the problem and finding solutions (e.g. legal advice, engineering advice)

• 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

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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

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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 – challenges to be completed by the players

– Points – collected upon completing a mission

– Achievements – recognition of a job well done

– Badges – visualize achievements

– Countdowns & scarcity – special missions with limited availability

– Progress bar for a change to happen

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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

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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

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Rules & Flow

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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

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• 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. Let’s  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

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Rules & Flow Point collection:

5. Checkins – validation vased on pre-determined database of place category (e.g. from Foursquare) or from partners participating in the program

6. Resources read – clicked links are tracked from within the application and website

7. Items scanned – depending on a partner a receipt can be scanned with a smartphone camera to add the points

8. Links provided – for some challenges users might have to look up certain information. E.g. provide location coordinates from 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.

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Winners announced during Finals Live Stream

9am (PDT) Saturday August 9, 2014

www.theloyaltygames.com