1. Flying Pig Marathon & Gamification

2. Flying Pig Marathon
• 15th running of the Flying Pig Marathon
– May 3-5, 2013
• 17th largest U.S. running festival
• 32,000+ total participants from all 50 states
and 15 countries
• $1 million raised annually for charities
• $12 million economic impact in
Cincinnati USA: hotels, dining, shopping

3. Flying Pig Marathon
• Friday events
– P&G Health and Fitness Expo
– Little Kings Mile & Post-Race Party
• Saturday events
– P&G Health and Fitness Expo continues
– 10K, 5K, Kids One Mile, Piglet
• Sunday events
– Marathon, Half, 4-Person Relay
– Five-hour live broadcast, WLWT-NBC

4. Flying Pig Marathon
• The Class Challenge
• Determine opportunities to engage
participants with Flying Pig Marathon brand
using gamification to maintain/increase
participation registration and/or create new
sponsorship revenue opportunities.

5. Flying Pig Marathon
• The Class Challenge Project Expectations
• Business objective determined
• Research to support objective (both
quantitative/qualitative)
• Major gamification initiative/process for engagement
• Behavioral analytics for collection/analysis
• Budget
• Engagement metrics and how can FPM use
for future marketing

6. Flying Pig Marathon
• Gamification is the use of game-thinking and
game mechanics in non-game contexts in
order to engage users and solve problems.
Gamification is used in applications and
processes to improve user engagement, ROI,
data quality, timeliness, and learning.[4]

7. Flying Pig Marathon
• Gamification is the new “loyalty program” for
organizations.
• Name existing loyalty programs in relation to
brands.

8. Flying Pig Marathon
• Gamification will be involved in 25 percent of
redesigned business processes by 2015, will
grow to more than a $2.8 billion business by
2016 and will have 70 percent of Global 2000
businesses managing at least one “gamified”
application or system by 2014.
– Deloitte

9. Flying Pig Marathon
• Why Gamification?
• “The Engagement Economy,” Deloitte
– http://www.deloitte.com/assets/Dcom-
UnitedStates/Local%20Assets/Documents/Deloitte%20Rev
iew/Deloitte%20Review%2011%20-
%20Winter%202012/us_DR11_The_Engagement_Econom
y_Jul12.pdf
• “Six Reasons Why Gamification will Rule the Business
World,” Time
– http://business.time.com/2012/08/28/six-reasons-why-
gamification-will-rule-the-business-world/

10. Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42
• Total years running: 10
• Run/Walk Events Finished: 7.3
• Miles Run pre Week: 23.2

11. Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42
• Total years running: 10
• Run/Walk Events Finished: 7.3
• Miles Run pre Week: 23.2

12. Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42
• Total years running: 10
• Run/Walk Events Finished: 7.3
• Miles Run pre Week: 23.2

13. Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42
• Total years running: 10
• Run/Walk Events Finished: 7.3
• Miles Run pre Week: 23.2

14. Flying Pig Marathon
About the Flying Pig Marathon participant
• Average age: 42
• Total years running: 10
• Run/Walk Events Finished: 7.3
• Miles Run pre Week: 23.2

15. Flying Pig Marathon
Project Contact:
Jackie Reau
Game Day Communications
(513) 929-4263
jreau@gamedaypr.com