Ryan Thompson and Karri Scott of Aria review SunCitySpeaks 2013, a social game operated in El Paso Texas for TACVB 2013 Annual Conference

1. Gamification in
Tourism: A Review
of SunCitySpeaks
2013
An
Educational Presentation | Ryan Thompson (Founder & CEO) & Karri Scott (Marketing Director)

2. Welcome!
Ryan Thompson!
Karri Scott!
Founder & CEO!
Aria!
@RyanAThompson
Marketing Director!
Aria!
@KarriScott

3. We change how people
experience destination brands
through strategy, branding,
marketing and digital
experiences

4. What we’ll cover
1) What is Gamification?
2) Gaming history with TACVB
3) Taking it home
4) Q&A

5. Game-i-fi-ca-tion?

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

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

8. Purpose-Driven
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. Win + Win + Win
Awareness for the brand.
Fun and value for the audience.
Promotion without advertising.

11. Gaming History
with TACVB

12. The Beginning
The birth of Battle Royale in
2011 in San Marcos

13. With a fun loving
tourism audience, we
went bold and over
the top creating
immediate
awareness

15. A Capture the Flag
concept used social
media clues to drive
participants to a
physical flag
located on property

16. We split players into four
regions across the state.
Facebook was the platform
and we manually managed
the game

17. More than 100 social posts, dozen of game-play destination
images and a full case of Texas wine to the winners
“It was a smashing success”
Bridgette Snyder !
Former Supreme Allied Commander, Emperor and President Emeritas , TACVB

18. Bigger & Better
The next evolution of Battle
Royale in 2012 in Killeen

19. In 2012, we expanded
the game, prizes,
platform and interactions
to drive greater
engagement

21. Expanded to all popular
social platforms to allow
players to participate on
their platform of choice

23. Last Summer
A completely new game,
reimagined and redesigned
for El Paso 2013

24. Advanced focus on
individual gameplay
that built audience
profiles for each
player that enabled
personalized
marketing

25. Implemented Pre-, At-,
and Post-Event Marketing

26. Simple branded landing page!
registered users and presented questions

27. Opt-in game allowed personalized
communication with email and SMS

28. Deeper partnership with El Paso provided
local incentives chosen by the CVB

29. Every interaction provided 3 options that
began to segment players

30. Every interaction was branded, highly
visual with a carefully crafted message

31. Each response contributed to a profile builder
gaining intelligence on every interaction
Outdoor
Nightlife
Culture

35. In two days, over 1000
responses were received
with over 85 personal
itineraries built
Responses averaged
every 3 minutes with over
40% of TACVB participating
Personalized
Itinerary
You gave us a peak into your personality by answering questions,
taking photos, and interacting with us at TACVB 2013. From what
we’ve learned about you, below you’ll find a personalized itinerary
for the next time you’re visiting El Paso, Texas.
You are an Outdoor Lover
Enjoy.

36. Consumer Benefits

37. 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

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

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

40. Your Benefits

41. The Best of non-Advertising.
Modern consumers are smart and can easily
detect when they’re being sold. This is
entertainment and they’ll love you for it

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

43. Deeper Engagement.
Its doesn’t end at awareness. Gameplay requires
participation equalling engagement. But this isn’t
“read my newsletter”. Its fun, rewarding and deeper

44. ation
Destin
our
g in y
min
ial Ga
Soc
Planning, Concept & Execution

45. Be Strategic.
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. Plan the Work. Work the Plan.
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. The Concept
The Rationale
Its a
Business
Plan
The Reward
The Brand Awareness

51. Execute & Be Prepared
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, its about the Results
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. What’s Next?
Stay tuned for the next evolution
in the Summer of 2014 in Bay
Area Houston!

56. Q&A
ryan@ ariaagency.com
@ryanathompson
karri@ ariaagency.com
@karriscott