Читать книгу Gamification Marketing For Dummies - Zarrar Chishti - Страница 25

You should incorporate at least one enterprising game type element in your campaign. The enterprising game type is all about points and status. It creates the type of engagement where your audience will want to show their friends how they’re progressing (for example, through badges).

An example of an enterprising game type is British Airways Avios air-mile program, where every additional mile collected is an achievement in its own right. Flyers can gain points by purchasing tickets, shopping at one of British Airways’ partner sites, and using an American Express credit card. However, British Airways also awards badges for purchasing a certain number of flights every year. These badges give flyers privileged access to lounges across the world, among other benefits. Flyers then have to ensure they complete the journeys every year to maintain their badge status.

There is a good chance that your audience will respond favorably to the enterprising game type: someone who boasts they have a higher status or achievement than their friend did.

Here are some elements of the enterprising game type (not every enterprising game will have every one of these elements, so you can pick and choose what works for you):

 Levels or progression: In an enterprising type game, giving your audience a chance to work their way up levels (such as status levels) and goals can help them to visually map their progression through your campaign. Employing levels will ensure that your audience remains loyal to your campaign and company.

 Learning new skills: The idea here is to give your audience an opportunity to learn something new about your company, products, services, or industry. Gamification can be a very effective way to achieve this goal in a marketing campaign. For instance, if you want to highlight the fact that your company uses a unique method or ingredient, make sure this lesson is learned during people’s engagement with your campaign.

 Symbolic rewards: Symbolic rewards are different from general rewards like badges. Symbolic rewards are a physical symbol of achievement, such as a free coffee or a free companion ticket on someone’s next purchase. Make sure they carry meaning and status and are useful to the campaign.

 Challenges: In an enterprising game type, you want to challenge the audience. Don’t be afraid to create challenges. In fact, look to incorporate them in increasing levels. Challenges help keep your audience interested and engaged, especially after the initial phase. Look to test your audience’s knowledge and give them an opportunity to apply it. Overcoming challenges will make your audience feel like they’ve earned their achievements.