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.

1. TheGamificationof
Tourism:Creatingunique
travelexperiencesusing
socialmedia
TTIATravel&TourismCollege2013
< Yep,wemadethatup

2. YourInstructors
SarahPage
Principal
SarahT.PageConsulting
@PageTX
RyanThompson
Founder&CEO
Aria
@RyanAThompson

3. Creatinguniquetravelexperiences
usingsocialmediagames
So,whyamIhere

4. Social
Gamification?

5. Principles

6. Itsentertainment. Branded.
Your audience has to have fun or they
disengage. You’re P.T. Barnum

7. Easy.Convenient.LowBarriers.
The “next big thing” in the app world may be cool but
ultimately convenience matters. If you want
participation, use tools they know

8. UnderstandOutcomes.
What’s the end goal? Awareness, Engagement,
Conversion? Knowing your objectives will
provide clarity in game design

9. Tag,Flag,Hunt...
Don’t overcomplicate things. Social games generally
mimic kids’ games. Capture the flag, Scavenger
Hunts and races are all socially effective

10. ConsumerBenefits

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

12. Educated.Entertainment.
The best social games educate often without the
consumer realizing. They have a blast and walk
away with new destination knowledge

13. Rewardedloyalty.
Its simple quid pro quo. They play, you reward,
they’re entertained and appreciative and all this
creates loyalty and memorability

14. DMOBenefits

15. TheBestofnon-Advertising.
Modern consumers are smart and can
easily detect when they’re being sold. This
is entertainment and they’ll love you for it

16. ElevatedAwareness.
Modern consumers are smart and can
easily detect when they’re being sold. This
is entertainment and they’ll love you for it

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

18. SocialGamingExamplesinTourism
Enoughtheory! Showme!

19. Case Study
Social Media Scavenger
Hunt Texas A&M University

20. http://youtu.be/XOR_B1CJFF8
Case Study / Social Media Scavenger Hunt Texas A&M University

21. Case Study / Social Media Scavenger Hunt Texas A&M University

22. #TAMUhunt
Case Study / Social Media Scavenger Hunt Texas A&M University

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

25. Case Study
Downtown Dash
Chicago, Illinois

26. http://youtu.be/KX6yzoefoaA
Case Study / Downtown Dash Chicago, Illinois

27. Case Study / Downtown Dash Chicago, Illinois

28. Case Study / Downtown Dash Chicago, Illinois

29. Case Study / Downtown Dash Chicago, Illinois

30. Case Study / Downtown Dash Chicago, Illinois

31. Case Study
Travel Montana
Tourism Advisory Council

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

38. Case Study
I Spy Denton 2012
Denton / TTIA

39. ?
Case Study / I Spy Denton 2012 Denton / TTIA

40. Case Study / I Spy Denton 2012 Denton / TTIA

41. Case Study / I Spy Denton 2012 Denton / TTIA

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

44. Planning,Concept&Execution
SocialGaminginyourDestionation

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

46. ?
ASK: “Why are
we doing this?”

47. PlantheWork.WorkthePlan.
Don’t underestimate the effort. This is an event,
much like a festival. It takes thorough planning
among internal employees and external stakeholders

48. ?
Timelines,
Deliverables,
Partners

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

50. Its a
Business
Plan
The Concept
The Rationale
The Reward
The Brand Awareness

51. Execute&BePrepared
Like a special event, execution must be carefully
scripted and choreographed. Real-time games
with frequent rewards requires a talented team

52. ?
Director,
Producers,
Writers,
Promoters

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

54. Know your goals, match your metrics

55. TakingitHome
HowcanIuseallthis?

56. Education +
Scavenger Hunt +
Prize Points

57. Geocaching

58. Itineraries +
Gameplay

59. Build your
Itinerary

60. ISpyDentonREDUX
Yep,we’regoingtomakeyouplay

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

62. Questions/Answers
Takingithome

63. GetthisPresentation:
ryan@ariaagency.com
sarah@sarahtpage.com
SarahPage
Principal
SarahT.PageConsulting
@PageTX
RyanThompson
Founder&CEO
Aria
@RyanAThompson
SarahTPage.com Aria.co