Gamification for Marketing - 2 day training
Nice one @petejenkins Always get fantastic feedback for your @unibrightonbiz courses too. Proud to have you in the @uniofbrighton family! https://t.co/RxgNQ6sLfy
A cutting edge approach to marketing, gamification is the process of applying game design theories to everyday situations, including business. The concept is simple: redesign everyday routines, tasks and interactions to be more game-like and engaging, ultimately enhancing work & customer experiences to be more fulfilling, fun and productive.
One of the most popular uses of gamification is in the marketing industry. Either you work in a marketing agency or you want to improve your in house marketing, you need to know about gamification. This two-day course is for staff involved in marketing or anyone who would like to improve their strategy and programmes. It will suit both those with no knowledge of gamification and those who have used it, but are unsure how to choose the right strategy.
Gamification has been the new thing for some time now and we think that it's very helpful in creating interesting experiences and campaigns for your customers. This is a fast paced two day course to show you the basics of how gamification works and give you guidelines on how to design and manage a gamification project.
SESSION 1: THE THEORY BEHIND GAMIFICATION
Gamification is about understanding why certain games mechanics are so engaging and fun and how to choose which game techniques we should be using in any given situation.
- Why gamification is important for business
- What is gamification
- Main neurotransmitters to focus on for motivation
- Motivational Psychology
Case Study: Speed Camera Lottery
SESSION 2: GAMIFICATION FOR MARKETING
At this session we will have a look at case studies from the marketing sector where companies used gamification to engage their customers and gain their loyalty. Aim of this session is for you to get an overview of how companies have used gamification in the past and get you inspired on what you can do with that concept. We have chosen a range of different cases for you that helped other organisations improve their:
Customer Experience: Improve the way customers interact with your services and products to have them spread the word on how pleasant your customer experience is.
Case Study: McDonald’s: Happy Table
Branding: Strengthen your brand with exciting marketing content based on game theories.
Case Study: Khaleej Times: Interactive Banner
Marketing and Sales: Increase marketing and sales with engaging gamified campaigns that will motivate customers to interact with your brand and products.
Case Study: Bing and Jay Z: decode Jay Z
Customer Loyalty: Keep your existing customers happy so they will be coming back for more overtime. Games are a lot of times build around this notion of the returning user and people spend hundreds of hours playing them.
Case Study: LEGO: digital designer
SESSION 3: GAME PROTOTYPING WORKSHOP
In order to understand gamification we need to understand how games work and our game prototyping workshop is designed to do exactly that. Participants will be organized in random teams for this workshop.
Rules - Win State: In every Game and Gamification, Rules and Winning States are what Makes Games Fun and Rewarding for People to Play
Game Mechanics: The Game Mechanics that we use in each Game determine the Way Players Feel and Behave in the Game. The Same goes for Gamification
Prototyping: Prototyping is a very important stage both in games and gamification. It’s where you get a first feel of how your idea will come to life.
Play Testing: · Play Testing means putting your prototype in people’s hands and getting feedback on what works and what needs improvement. Very important in every process that involves creativity.
SESSION 4: PLAYER TYPES - UNDERSTANDING CUSTOMER MOTIVATIONS
Understand how to profile & segment customer groups into different player types to choose the right gamification techniques to use with them.
- Marczweski’s Player Types Hexad
- Hexad Application Type Analysis
- Intrinsic vs Extrinsic Rewards
SESSION 5: HOW TO DESIGN YOUR GAMIFICATION SOLUTION WORKSHOP
In this workshop, we will design a prototype for a specific problem each attendant has at their everyday jobs using our gamification design framework. Participants will be organized in random teams for this workshop.
What do you want to do with gamification: Participants will Choose a Problem they want to Solve with Gamification. Set a Clear Goal in what they want to Achieve.
Brainstorming: We explore what we need to keep in mind when designing for gamification. What are the elements we need to think about when we try to create a gamification solution.
Prototyping: Participants will get hands on and make a prototype.
Play Testing: Teams will be trying each other’s solutions. Feedback will be given on the ideas so everyone can improve their ideas and solutions.
SESSION 6: THE GAMIFICATION+ FRAMEWORK
We have designed a framework that will help you design your own gamification projects but also manage a gamification company that you work with. This framework reveals all the details on how we design your projects at GAMIFICATION+ so you can follow the same process to successful gamification.
- Explanation of how our framework works.
- What you need to pay attention when designing gamification
- Adding more elements to your gamification project
SESSION 7: STORYTELLING
Learn how to add storytelling to your gamification. Humans are hardwired to like stories. We have been telling stories to each other since the beginning of mankind. We have an ingrained curiosity to listen to stories till the end and learn from them. If you want to engage people for a long time the best way to do that is by adding story to your project.
- How does the Hero's journey work
- Create a story exercises
- Add story to your gamification project
SESSION 8: PITCHING YOUR GAMIFICATION PROJECT
How to make your project enticing and irresistible to all stakeholders
Get buy in from decision makers and budget holders. Overcome common objectives, get buy in from your team. Pitch your Gamification Project.