People love a challenge, but even more, they love to have fun. You want them to come have fun at your destination - and you can encourage them to spend some money while they're there, that doesn't hurt either. So how can you tap into that motivation to draw people to you and keep ‘em coming back?
Gamification, the application of game-play thinking to non-traditional situations, is fast gaining popularity. And, why wouldn’t it? It feeds off of the same keep-me-entertained lifestyle we’ve all grown so accustomed to.
In this presentation we’ll take a look at the good, the bad and the ugly of the “gamification” phenomenon. We’ll review some virtual games and challenges that DMOs and travel operators have created through Facebook, Twitter, Instagram and other social media platforms to learn from their successes and their early mistakes.
We’ll also help you build an essential checklist of need-to-knows so you can get started gamifying your destination.
11. Play.Prize.Pride.
Game play is fun and social has made it acceptable
for adults. Combine that with a chance to win and
take the crown and you’ve got gold
13. Rewardedloyalty.
Its simple quid pro quo. They play, you reward,
they’re entertained and appreciative and all this
creates loyalty and memorability
17. DeeperEngagement.
Its doesn’t end at awareness. Gameplay requires
participation equalling engagement. But this isn’t
“read my newsletter”. Its fun, rewarding and deeper
23. Text
So #TAMUhunt ended with a
visit with none other than
President Loftin! I got a
bowtie! We chatted
about NASA and Aggie
women’s basketball.
- Nicole, PhD student
Case Study / Social Media Scavenger Hunt Texas A&M University
24. Case Study / Social Media Scavenger Hunt Texas A&M University
Lessons
Learned
✓ Not all had Aggie apparel
✓ Students had fun / made friends
✓ They wanted harder clues
✓ Students found social shortcuts
✓ Need for modification
✓ Hashtags help
32. Case Study / Travel Montana Tourism Advisory Council
‣To have a fun event after
extensive meetings
‣To get people mingling with
each other
‣To introduce people to a new
side of Kalispell
33. Case Study / Travel Montana Tourism Advisory Council
34. Case Study / Travel Montana Tourism Advisory Council
35. Case Study / Travel Montana Tourism Advisory Council
36. Case Study / Travel Montana Tourism Advisory Council
37. Lessons
Learned
✓ Find ways to let participants
know they had solved clues
correctly
✓ Offer pre-game training
Case Study / Travel Montana Tourism Advisory Council
42. Case Study / I Spy Denton 2012 Denton / TTIA
Captured the brand essence of Denton
½ spent $20 or more = new revenue
½ stayed in town / explored next day
43. Lessons
Learned
✓ Build upon competitiveness
✓ Increase frequency of prizes
✓ See other entries/photos
✓ App training in advance
✓ Test technology challenges
Case Study / I Spy Denton 2012 Denton / TTIA
45. BeStrategic.
This stuff is fun but don’t lose site of the situation.
This is serious business and you’re looking for a
result. It starts with strategy
49. Concept&Challenge
Creating your concept is critical and we don’t
just mean creative design. What it is, the
business objective, the creative rationale and the
consumer reward are all critical
51. Execute&BePrepared
Like a special event, execution must be carefully
scripted and choreographed. Real-time games
with frequent rewards requires a talented team
53. Remember,itsabouttheResults
Its all fun and games....except its not. Social
gaming is a marketing channel and your campaign
is a marketing investment like any other
61. iSpyDent n
T W O T H O U S A N D T H I R T E E N
How it works:
The photos on the right
represent unique features of
Downtown Denton.
Your challenge is:
1. Using the photo clues (right) and
the color-coded map (flip me over),
find these unique spots around
Denton Square
2. At each site, there’s an accompanying
challenge (hint, it’s underneath the
photo clue on the right)
ter, complete
Take a photo of your favorite flag
Tweet the name of one of this week’s
nightly drink specials or musical acts
Snap a pic of this renowned live music
venue or Tweet an act coming up
Take a photo or Tweet the name of the
beer on the surfboard hanging inside
Take a photo or Tweet your favorite pic
of a celebrity or old ad on the wall
Take a photo showing how you
exercised this option
Take a photo or Tweet direc
ation right off th