Empower presented at 20111 WOMMA Summit with client Chiquita and partner Bunchball on gamification. Here's the deck.

1. Chiquita Gets Its
Game On

2. Steve Daly, CTO, Empower Media Marketing
@spdaly/@empowermm
Cassidy Hamilton, Marketing Brand Specialist, Chiquita Brands
@cassidyjoyh/@chiquita
Steve Patrizi, Chief Revenue Officer, Bunchball
@spatrizi / @bunchball

3. In a single tweet?
Brands can tap gamification fun to reach real
business goals, engage consumers and end
“one & done syndrome.” #ChiquitaWOMMA

4. Reinforce Fun

5. Brand = Badges
250,000,000 Stickers In Market

6. The Engagement Dilemma
I have high brand
awareness, HH …so how do we add
penetration, low value AND engage
involvement purchase brand advocates??
and limited
packaging…

7. A simple sidewalk???

8. Or a treacherous, death defying walk!

9. A boring drive home…

10. Or a race to the checkered flag!

12. Games became
popular.
People reached for
games for
Accomplishment
outside reality.

13. Games are everywhere – Everyone is a
gamer
• 120M people are enrolled
in travel award programs
• Starbucks is awarding
points and badges for store
visits
• 200M+ people play social
games with only virtual
rewards

14. Who has figured out engagement &
loyalty?
Game Designers Social Networks Airlines & Hotels
500M People 750M+ People 120M People
playing games at least sharing & commenting choosing vendors to earn
1hr per day 4 hours every day 500B points per year
What’s their secret?

15. Addressing 3 Basic Human Motivators
Achievement Status Rewards
Levels in games Standings/leaderboards Access to exclusives
Miles & points Job titles at work Early boarding/upgrades
Progress bars Likes on Facebook Discounts & incentives
In other words, they’re using
game mechanics to drive engagement & loyalty.

16. Fixing the
“One and
Done”
Will it ever
happen
again???

17. We work
hard for this. Engage??
Attract Satisfy
Traffic Optimization Content
(SEM, PPC, Display, Email) Optimization
(A/B Testing, Copy, Creative)
And this.

18. ga∙mi∙fi∙ca∙tion [gay-muh-fi-kay-shuhn]
1. Applying the mechanics of gaming to
non-gaming activities to change
people’s behavior.
2. Integrating game dynamics and game
mechanics to drive participation and
engagement.
18

19. Gamification drives
participation/engagement.
Participation/engagement drives
business value.
19

20. Pioneering Gamification since 2007
Founded in 2005
Created gamification in 2007
First customer: NBC’s The Office
Work with over 100 customers
Engage over 125M users
Power over 14B actions

21. Combining Experience & Technology
Gamification Expertise Nitro Motivation Platform
4+ years deploying gamification Powerful, scalable & proven engine
Experience in B2C & B2B Seamless integration across platforms
Focus on sustainable user value Cloud-based and constantly updated

22. Multi-Layered Experience

26. The 7 Things To Take Away
1) Progress: Bars, Levels, Points, Badges, Customization –
we like to see our progress
2) Missions: Provide multiple long-and-short-term aims for
players to tackle
3) Credit: track & reward effort, not just achievement
4) Feedback: tangibly link actions to consequences
5) Surprise: add the Element of Uncertainty to drive and sustain
interest
6) People: we're most engaged by people – especially
collaborating in groups
7) Engagement: games are tuned to dole out rewards that
engage the brain and keep us wanting more

27. Steve Daly, CTO, Empower Media Marketing
@spdaly/@empowermm
Cassidy Hamilton, Marketing Brand Specialist, Chiquita Brands
@cassidyjoyh/@chiquita
Steve Patrizi, Chief Revenue Officer, Bunchball
@spatrizi / @bunchball