Games and Gamification - 8 Case Studies across US, APAC and EMEA (Ogilvy cos. + Team Detroit).

1. Games and
Gamification
for Brands
Irfan Kamal
SVP and Global Head, Analytics, Products & Partners
June 2012

2. What We’ll
Cover Today
What do Brands Want?
Gamification Levels
8 Ogilvy Case Examples
Tips & Lessons Learned
Q&A
2

3. Brand Desires are Simple…
3

4. But Brand-Related Gamification Can Range
from Simple to Complex
• Ads
• Place Google content ads
• Use another 3rd party ad network to serve mobile or in-game ads
• Product integration
• Work with a game to integrate product
• Product experience
• Create a new game or gamified experience
4

5. Using a Facebook
branded social game,
Intel highlighted key
features of its products
and gave away a month
on an island

7. Ford Fusion mobile app
brought the new car’s
driving experience to life –
no visit to a showroom
required

9. Caesars used a new
Ogilvy-built gamified social
platform to create a fun
VIP-only experience for
selected Total Rewards
loyalty members – and
drove significant
measurable results

10. Sunpower used a solar IQ
game to engage likely
buyers in learning more
about solar – and generate
leads

12. Tabasco created a
gamified Tabasco
Ambassador program
that drove awareness
of new ways to use
Tabasco (“pairings”)
through a points
program

14. New Zealand’s
Kiwibank set up an
interactive video
experience to add
some fun to learning
about a new easy-
transfer process

16. To drive awareness of
anklyosing spondylitis,
Pfizer revealed
information about AS
as part of a virtual
throw-in soccer game

17. To help create a fun
way for employees to
start to build social
influence,
Social@Ogilvy
teamed up with Kred to
create an internal
contest in London and
New York with prizes
such as a trip to SXSW

18. Some Tips & Lessons Learned
• Iteration is not as easy with many branded programs (timing, coordination,
costs), so it’s important to deliver value quickly
• It was important to thoroughly understand the audience interests through
research
• E.g. Sunpower “solar genius”, Jeopardy-style (vs. Wheel of Fortune style)
experience
• Ford, auto journalists target audience enjoy the test drive
• Mechanics lessons:
• Casual, short duration play
• No penalty for starting late
• Rapid rewards for a non-gamer audience
• Points and rewards work on engagement – leading to 20x (or more)
increases
• Keep rewards relatively small and focus on people who care to avoid
corrupting discussion
• Integrate social sharing from the beginning
• Platforms:
• High iOS download %
18

19. Thanks
Intel Win an Island Scott McBride, Harsad Sreedharan, Paul Ho, Tem
Hansen, Karen Cheng at Ogilvy.
Caesars/Harrahs Ambassadors Janell Awong and Eric Petersen at Caesars
Entertainment; Irfan Kamal, Karen Untereker, Michael Maslaney and Drew
Elliott at Ogilvy.
Sunpower Solar Discovery Matt Binkowski, Joanne Wan, Sandra Fong,
Kevin Ti at Ogilvy.
Ford Fusion Augmented Reality Test Drive Scott Monty and Craig Daitch at
Ford Motor Company; Matt Binkowski, Karen Untereker, Joanne Wan, Dirk
Shaw at Ogilvy.
Tabasco Nation Martin Manion and Jan Carroll at McIlhenny; Peter Kang,
Johann Conforme, Janet Higdon, Raul Montes, Lisa Charlebois, Nazanin
Arandi, Evelyn Borgatta, Jenna, Elana Glazer, Nyaze Vincent at Ogilvy.
Kiwibank Green Ops Regan Savage at Kiwibank; David Nash, Greg Whitham,
and Dennis Carroll at Ogilvy.
Pfizer Make a Play Mary Barrington-Ward, Lucy Jackson and Lalage Smyth
at Ogilvy.
19

20. Contact:
Irfan Kamal
Senior Vice President, Digital/Social Strategy
Email. Irfan.kamal@ogilvy.com
Twitter. @irfankamal
John Bell
Global Managing Director
Email. john.bell@ogilvy.com
Blog. http://johnbell.typepad.com
Twitter. @jbell99
20

21. About
Social@Ogilvy
Social@Ogilvy is the largest social media marketing communications network in the world.
Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the
practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an
extensive list of services within the foundational business solutions – Listening and
Analytics; Social Business Solutions; Social Media Marketing and Communications; Social
Shopping; Social CRM; Social Care; and Conversation Impact.
For more information, visit social.ogilvy.com ad connect with us at www.facebook.com/
socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy
21