Mass Engagement Mechanics vol. 1
22
6 Some Lego Pieces
-
Upload
chaucerbarnes -
Category
Design
-
view
324 -
download
4
description
A few definitions, with demonstrative images, that I continually revisit as I think through mass engagement platforms. Universally useful precedents in experience design.
Transcript of Mass Engagement Mechanics vol. 1
6
Some Lego Pieces
7
Soliciting and sustaining massive participation...Mufucka.
Engagement
8
A prizing model that spurs social passalong. Recruit your friends, get paid when they sell.
Affiliate Modeling
Karmaloop.comGrouponAvonTupperware
9
Present a problem to be solved by a group for a big payoff. Usually, superfans work and casual fans benefit (without effort).
Cooperative Unlock
The Dark Knight campaign - Joker face reveal
10
Create a sandbox for a group to build a piece of work together. May require rabid fanship, sharp segmentation.
Cooperative Build
Johnny Cash Project
11
Whether individual or co-played, require evidence of finding something for a big payoff.
Scavenger Hunt
New Balance Urban Dash
12
How: two prompts are delivered linearly. Players identify differences. Speed or accuracy to win...
Matching Games
Louis Vuitton Spot the Difference videos
13
Present a branched story with more options than can
be simultaneously followed, to give the perception of
user choice.
Choose Your Own Adventure
DC Comics & X Chuck Taylor (Converse) comic bookhttp://www.gifmemoreparty.com/
14
CYOA structure, but requiring consensus on decisions among multiple parties. Can also be toggled to a voting mechanic.
Choose Ya'lls Own Adventure
Eve Online MMORPG
15
Show players’ status. Sometimes a good idea.
Sometimes not.
Progress Bar
16
Send a signal that amounts to a user-specific call to action. Requires the sense of 1:1 communication: user(s) must feel targeted.
Batphone
17
Train audiences to interact by amplifying others' successes in real time. Whether a slot machine hits for $5 or $50K, the alarm is the same.
Ubiquitous Proof
18
Telling a story over time, space, and channels.
Programming
19
Release information in distinct packets, on a schedule determined solely at programmer's discretion.
Phased Reveal
Memento
20
Up the replay factor and discussion-worthiness of a given execution by putting more stimulus into it than can be perceived at once.
Multiple Focci
21
Jack stuff and situations from the other worlds to bring to life around the brand.
World Jacking
Prometheus/TED video
22
Mix characters from disparate contexts to produce surprisingly unified "chords."
Strange Bedfellows
23
Create intimacy by creating physical goods for
people to interact with.
Tangible Assets
True Blood campaign
24
Make executions more or less prone to interaction (depending on what you want).
Dials and Levers
25
Add a countdown clock to spur perception of urgency/scarcity. See: "Last call." "limited time only." "This week only."
Time Sensitivity
Halo 2 ilovebees campaign
26
Restrict access to a physical boundary, to encourage visitation, group/exclude audiences, or solicit data.
Location Sensitivity
Airwalk Pop Up Shoe Store
27
Require proof that something happened at a certain time.
Today’s Newspaper
