Are your marketing strategies keeping up with the pace of customer expectations? This presentation is from a private presentation for the Darden Restaurant group. Hosted by Sandbox and Jeff Hilimire of Dragon Army, they revealed the secrets of game design and how it can supercharge your digital marketing. Here are just a few topics that were discussed: - Designing for the on-demand mindset & new generation of customer expectations - Best in class use of games and game psychology in marketing - The psychology behind touch & tactile experiences - The most effective use of gamification techniques - Engineering addictive behaviors to drive return visits & engagement - How to create a compelling sense of urgency - Utilizing the power of competition If you are interested in having Sandbox come in to do a similar presentation for your brand, please contact us at contact@sandboxdigital.com.

1. and
Dragon Army
Present
applying the secrets of game psychology to digital marketing

2. Sandbox creates user focused digital
experiences and content that get
results.

3. Sandbox Clients

4. Dragon Army Is a mobIle-focused
agency wIth an
expertIse In gaming
!
we:
Have a team of marketers AND game developers
!
Build games directly for consumers
Build mobile experience for brands
Find unique brand integrations in mobile games
(ours or others)
Apply game theory / gamification strategy to
digital marketing and campaigns
Jeff Hilimire
CEO
Patrick Rossetti
Game Designer

5. Our games

6. robots love Ice cream
500,000 downloads
Average play time: +3 mins
4.5 stars
Average age: 18-24
50% split: male / female

7. robots love Ice cream

8. Survey Results showed:
!
38% of players visited an Arby’s
more frequently after playing the
game
!
51% of those that visited an Arby’s
after playing tried the Orange
Cream Shake
robots love Ice cream

9. robots love Ice cream

10. our games

11. our games

12. “GAmes aren’t just for kids and dudes anymore.”
–Will Hankinson

13. “GAmes aren’t just for kids and dudes anymore.”
–Will Hankinson

14. Why we’re excIted about mobIle games
Mobile games are a $25 billion industry, expected to grow to $54
billion in 2015
In the U.S. mobile penetration is 101%, meaning there is at least
one phone for every American.
80% of all money spent on phones are on games.
Games are the #1 activity on phones (time spent)
There are 100+ million mobile gamers in the U.S.
Average age of gamer in U.S.: 28 years old
50% of mobile gamers are male and 50% are female

15. VS
PARTIAL
REINFORCEMENT
MECHANICS
SOCIAL
COMPETITION
LIMITED
TIME
EVENTS
SELF
EXPRESSION
COOPERATION COMMUNITY
OBJECTIVES

16. SocIal CompetItIon

17. SocIal CompetItIon

18. SocIal CompetItIon
!
Different people respond to
different types of competition
(large groups, small groups,
one-on-one, self)!
!
Contests & Promos!
Social submission contests!
More than just enter to win, but
compare to friends and
cumulative effect of activities!
!
Loyalty programs!
Allow for creation of small
groups or individual
challenges with others

19. LIMITED TIME AND SEASONAL EVENTS

20. LIMITED TIME AND SEASONAL EVENTS

21. Beyond deal based promos
!
High level of incentives to
increase frequency of
visits in a short period of
time
!
Creates a sense of
urgency
!
Creates habit of website/
app/feature usage
!
Offer exclusive
experiences or content
during the event

22. !
creatIvIty and Self ExpressIon

27. Creative self expression can create positive brand
experiences & vested customers

28. How can we tap into this?
Proactively promote an always on way
to contribute to the brand
!Digital experience participation
(i.e.Breaking Bad, Walking Dead
“Dead Yourself”)
!
Extends reach via creators & their
social networks
!
Crowdsourcing - Social contests or
digital submissions
Doritos Superbowl Commercial
Lays – Do Us a Flavor

31. PartIal ReInforcement MechanIcs

32. PartIal ReInforcement MechanIcs

33. PartIal ReInforcement MechanIcs

34. Less about “carrot/stick” incentives. More about creating a desire for
larger incentives after repeat activity
!
Instead of to loyalty program points, create levels with surprise
rewards
!
Surprise and Delight
Social outreach
Zappos shipping upgrades
!
How else can you apply this concept?

35. COOPERATION &
COMMUNITY OBJECTIVES

36. COOPERATION &
COMMUNITY OBJECTIVES

37. Think beyond just referral incentives
What if your friends could help you achieve the next level in your
loyalty program?
Design experiences and promotions that involve collaboration
Contests – getting friends to join or vote makes you more likely to win
Compounds social sharing, WOM & exposure

38. Identify and reward your best customers

39. THE WHALES
How can we apply this?
!
Higher level of loyalty means
more revenue and stronger
advocates
!
Create exclusive experiences
VIP experiences/events on site,
free shipping, etc
Access to product before others
Access to exclusive content
! Create a status level for them
!
Beta releases or feature input
(i.e. new menu feedback before
final rollout)

40. Questions?
Contact us:
Jeff Hilimire
jeff@dragonarmy.com
Donovan Panone
donovan@sandboxdigital.com