CEO and Founder of Leaderboarded explains why Leaderboards are in fact the greatest game mechanic of them all to drive consumer behaviour. Multi dimension, multi competition Leaderboards can be used to make sure that everyone feels like they are winning. Marketers must become coaches that celebrate with our customers rather than distant referees - this is a closer relationship as well as giving us more messaging opportunities. Winning can be at any of three levels - personal best, beating peers or team success. Examples include AdParlor Cannes Pride a guerilla leaderboard at the Cannes Lions creative conference, Exhibition leaderboards, Zoopla property power 100 and the London tech startup exaleague.