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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Three game mechanics you should borrow from Candy Crush

Three game mechanics you should borrow from Candy Crush | Integrated Brand Communications | Scoop.it

Game mechanics are the building blocks of a successful gamification strategy.


These elements make the experience engaging and fun for the consumer. Points, badges and leaderboards are the go-to mechanics marketers often use to make their programs more engaging, but the mechanics marketers can tap go beyond PBLs (as they’re called among game designers). 

 

Candy Crush, the social game that is more popular than every other game on Facebook, uses a long list of mechanics to create motivating and addictive experience for the user.

 

And there are a number of lessons marketers can learn from the torrid success of Candy Crush.

 

Here are a few game mechanics you should think about borrowing from Candy Crush and including in your loyalty program or next promotional campaign.

Russ Merz, Ph.D.'s insight:

Games can be used to build #brand #engagement and #loyalty. In this article three ways game mechanics or techniques that can be used to achieve those objectives are discussed. Examples of #gamification methods used by Candy Crush, Starbucks and Orbitz are highlighted.

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KLM Readies Full-On Social Gamification with New Aviation Empire Game

KLM Readies Full-On Social Gamification with New Aviation Empire Game | Integrated Brand Communications | Scoop.it

Brandchannel - always branding. always on.

 

For a 93-year-old airline, KLM Royal Dutch Airlines is pretty savvy when it comes to social marketing. In its latest social tie-in with its travel services, Dutch airline KLM is giving consumers a chance to experience the rush of running an international airline.

 

As announced at the Corporate Social Media Summit today in New York, on June 27th KLM will launch Aviation Empire, a Sims-like simulation game for mobile devices.

 

The game will give users (some of whom voted on Facebook for its name) the chance to virtually run the airline by choosing flight destinations, investing in aircraft and designing airports as time and technology change.

The 3D strategic game, which will utilize GPS technology to localize the game, will be available as a free app for iOS and Android mobile devices.

Russ Merz, Ph.D.'s insight:

It seems that we are likely to see greater use of social games in the future. Are they more or less effective than other forms of marketing? 

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Things You Didn't Know about Online Contests | Social Media Today

Things You Didn't Know about Online Contests | Social Media Today | Integrated Brand Communications | Scoop.it

High response rates and building a great database of prospects are two key reasons to employ online contests via the web, mobile and Facebook. More than 70% of big companies will use contests in their strategies by 2014.

 

One in 3 of those contest participants will agree to receive information from your brand via email. And brands that have got a budget for the creation of their application and advertising collect 10 times more entrants.

 

This infographic from Kontest walks through many of these questions and provides insight into building Facebook, web and mobile contests that drive engagement to your brand.

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