Creating engaged communities through the power of music

Creating ENGAGED COMMUNITIES
through the power of MUSIC
Enter
Twitter, Instagram: @useradventure LinkedIn: Sabrina Sona Bruehwiler Octalysis World: www.octalysisgroup.com

We know the power of BUSINESS to create STRATEGY
Picture: https://sunedison.in/are-you-subconsciously-sabotaging-your-life-your-online-business/

We know the power of BEHAVIOURAL SCIENCE
to create MOTIVATION

We know the power of ART to create EMOTION
https://blog.marquetteatprestonpark.com/upcoming-stand-up-comedy-in-plano-at-hyenas/

Business
Art
Behavioural
Science
Golden Core of
Gamiﬁcation
But do we know
what could
happen if we
combine them?
Trinity of Engagement

I’m Sabrina Sona Bruehwiler
and today we’ll take a journey deep into a new dimension to find out more.
- Human Focused Design since 2009
- Gamification Consultant and Designer for The Octalysis Group since 2017
- Specialised in building the future of Global Interactive Musical Experiences
- International Speaker in Gamification and Human Focused Design
- Singer and Songwriter with songs in the top 10 of Swiss Music Charts
- Podcasts: Random Rewards: https://anchor.fm/randomrewards, Twitter:
@randomreward
Sound Secrets: Coming Soon

Gamiﬁcation is the “Use
of Game Elements and
Techniques in Non-Game
or boring Context”
But don’t we forget
something?
Isn’t this limiting us?
Business
Art
Behavioural
Science
Golden Core of
Gamiﬁcation
Trinity of Engagement
Games

There are many forms of art, why are we just
focusing on using elements from games to
motivate people?
Art Universe
Games
Fine Arts
Applied Arts
Performing
Arts
Music
Dancing
Graphic Design
Drawing
Animation
Fashion
Architecture
Video
Photography
Craft
Theatre
Acting
New Media
Arts
Web Design
Literary
Arts
Sculpting
3d Art
UX/UI Design
Painting

Video Travis Scott Fortnite Concert: https://www.youtube.com/watch?v=wYeFAlVC8qU
Just like the Gaming Industry, the Music Industry has been on the forefront of Innovation and
engagement has increased rather than declined in times of disruption

Video: https://www.youtube.com/watch?v=h3Ez-EaJWks My Youtube Channel: Sabrina Sona
- 1.2 Mio Viewers watching at the same time
- 50 Mio Viewers/2 day concert
- 107 regions
- +500k new Subscribers on Youtube

Book: Into the Magic Shop, Dr. James R. Doty https://www.amazon.com/Into-Magic-Shop-Neurosurgeons-Mysteries-ebook/dp/B00YBBKMHA
Neurosurgeon and Author Dr. James R. Doty about the POWER OF MUSIC:
“Music can calm the patients or focus and energize the surgical team.”
“Studies have shown if music is played to people before surgery, they develop less anxiety and
require less pain medication!”
“Music decreases stress and lowers blood pressure”

Music can create all these Emotions:
Emotion Sound
Universe
pain
sadness
distance
anger
fear
panic
surprise
happiness
optimism
excitement
relatedness
closeness
nostalgia
hope
Cold Warm
Elevate
Grounding
productivity
mesmerisation
inspiration
disappointment
euphoria
calm
quite
tension
freedom
sleepy
confusion
joy
trust
curiosity
creativity
pride
loneliness
peace
threatened mad
‘clair de lune’
‘love die young’
‘st.anger’
‘burn’
‘we are the world’
‘happy’
‘dynamite’
‘microcosmos’

Surprise and excitement Sadness and Hope Nostalgia
What would happen if we also focus on MUSIC?
Music: BTS Album BE

Nice Emotions, but how do these apply to actual Communities?
https://www.statista.com/statistics/916973/south-korea-bighit-entertainment-sales-value/
https://www.koreaboo.com/news/bts-ipo-bang-si-hyuk-richest-big-hit-entertainment-stockholder/
https://www.brandwatch.com/blog/bts-facts-and-statistics/
https://www.allkpop.com/article/2020/11/bts-once-again-sets-untouchable-records-be-surpasses-16-million-album-sales-in-just-90-minutes
Let me tell you a story about my experience of being
part of a community - it’s one of the strongest
communities in the world, the BTS ARMY, a Fanbase of
the Korean Group BTS.
- Bighit Revenue: $ 526 Million in 2019
- Market Value: $ 10 Bio
- BTS Accumulate for 70% of South Korea’s
Tourism
- BE: 1.6 Mio Album Sales in ﬁrst 90min

Let’s look at ARMY through the Octalysis Framework
Octalysis World: www.octalysisgroup.com Facebook: Octalysis Prime Octalysis Prime Island: https://island.octalysisprime.com
● Stay tuned for his talk at: 14.00 CEST

Let’s look at ARMY through the Octalysis Framework
DEFINITION OF
CORE DRIVES
Avoidance
Ownership
Empowerment
Meaning
Unpredictability
Accomplishment
Scarcity
Social
Inﬂuence
● Love Yourself
Message
● Speech UN
● Match a Million
● One in an Army
● Award show voting
● Winning Awards
● Charts (Billboard, Hanteo etc..)
● Learns Korean to understand
lyrics and video content
● Fancams
● Fanart
● Cover Songs
● Dance Covers
IG: @rio_animations
● Collections (CD, Merch,
Photocards, Cupsleeve etc…)
● Buys things BTS have too
(Downy Sold Out)
● Own everything about BTS
● Symbols to show we are Army
● Collecting scarce items (limited edition)
● Pay a crazy amount because of the
scarcity of tickets
● Travel around the world for 1 concert and
spend all their belongings
● Click on a button for 3 days without sleep
because of the scarcity of tickets
● Armys are Family
● Special Army Language (Elitism -> also
CD1 and CD6)
-> Did you see my bag?
● Works as BTS Ambassador =)
● Twitter Activity
● Fan Translations for other Armys
● BTS sharing their life and thoughts
● Lightsticks (“Army Bombs”)
● New concepts
● Curious about Korea (70% of Tourism)
● Will stay awake all night just to see the
release of a music video, watch a
performance or concert
● Visits places BTS have gone to
● BU - Bangtan Universe
● FBI Army making theories
● FOMO: Scared of missing an
important event
● Camping Out before concert

How long-term Community Engagement is created
Today, we’re NOT going to focus on how you actually motivate people to join your community.
Because what made this community so special is how their Meaningful Message, their
Empowerment of Creativity and their Sense of Connectivity created long-term engagement.

Octalysis
White Hat +
Left Brain (Extrinsic)
White Hat +
Right Brain (Intrinsic)
Black Hat +
Left Brain (Extrinsic)
Black Hat +
Right Brain (Intrinsic)
“Evergreen
Engagement”
“Gambling-like guilty
addiction”
“Obsessive Short-Term
Behavior”
“Overjustiﬁcation
Effect”

https://www.youtube.com/watch?v=ZhJ-LAQ6e_Y&t
Love Myself Campaign
Core Drive 1
Epic Meaning
and Calling

https://www.youtube.com/watch?v=v27mgfzAQZY
BLM - Match a Million
Core Drive 1
Epic Meaning
and Calling

https://www.youtube.com/watch?v=ErsjsFpIz4s&t
One in an ARMY
Core Drive 1
Epic Meaning
and Calling

Core Drive 3
Empowerment of
Creativity and
Feedback
https://www.youtube.com/watch?v=OEXCBV0qDz4&feature=youtu.be
Fan Created Content
https://twitter.com/Darrchoi
https://www.etsy.com/uk/listing/731560799/bts-enamel-pin-m
ystery-grab-bag

Core Drive 3
Empowerment of
Creativity and
Feedback
https://www.youtube.com/watch?v=K1scjjbfNsk
Fan Created Content

Core Drive 3
Empowerment of
Creativity and
Feedback
https://www.youtube.com/watch?v=OEXCBV0qDz4&feature=youtu.be
Fan Created Content

We’re all united through Music
https://www.youtube.com/watch?v=mmKW8mnsB-4&feature=emb_logo
Core Drive 5
Social Inﬂuence
and Relatedness

THIS is why Music is POWERFUL
Core Drive 5
Social Inﬂuence
and Relatedness

Now back to ‘boring world’.. the world so many are stuck in...
Wouldn’t it be awesome to instead of having bored and frustrated people surrounding us to create
engaged communities through the power of music?
https://thriveglobal.com/stories/feeling-bored-at-work-here-are-10-productive-things-to-do/

What if we could shift this boredom into excitement and a feeling of connectivity?
https://kissasian.is/heres-bts-included-army-in-group-hug-unexpectedly-touching.html

What if I tell you we could create that place together, and in the safety of our homes?

There is a place where you can learn
from the power of art and music…
But it’s a far away universe…
It might be dangerous...
Do you wanna take on the Adventure and
create the Gamiﬁcation Universe of
tomorrow?

Around 30 years ago, in a parallel universe, 3 stars
crashed into each other.
The star of Business, the star of Art and The Star of
Behavioural Science.
A huge explosion created a new universe with
hundreds of new planets to explore, the Sona
Universe was created.
A Universe full of Music, Games and Dancing.
Song: Alexa: Villain - Instrumental
Business
Art
Behavioural
Science
Sona Core
Sona Universe

Connected through the energy of people
that would sing, dance, travel around
those worlds and enjoy learning about
other cultures.
But ﬁrst it seemed there were no
people, Sona woke up in darkness...
It is your mission to connect with her by
singing your song.

So I’m asking you now to take on this call!
Create a Gamiﬁcation Europe Jingle, Dance, Slogan,
Sketch, something that we will never forget and that
will through the power of YOU, the people, open the
portal to SONA Universe

How:
1. Topic: Gamification Europe
2. Work alone or in Groups (every member will get an entry code)
3. Choose Emotion from the Emotion Sound Universe (happiness, hope, anger, fear, excitement, curiosity…)
4. Write words related to that Emotion
5. Pick your tool of expression from Art Universe
This can be in form of lyrics, songs, jingles, music, roleplay, dance, writing, drawing, sketching, anything to
express yourself and thank Gamification Europe
6. Post it on Twitter with the hashtag #sonachallenge #gamificationeurope
7. You’ll receive a special private video message with a code to enter Sona Universe
You’ve got till Sunday this week to open the Portal

Let’s create this Universe together! Thank you!
#sonauniverse
#gamiﬁcationeurope

Creating engaged communities through the power of music

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Creating engaged communities through the power of music