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8 Examples of Gamification to Encourage Customer Behavior
Check out the following specific examples of gamification to learn how other businesses are embracing gamification to encourage certain customer behaviors and achieve their business goals.
Product Interest– Autodesk offered a free trial of their expensive 3D modeling software program to commercial software designers. Commercial designers are largely unfamiliar with 3D techniques, used in video game design, so the trial was intended to show them the possibilities the software offered. Autodesk knew the longer users stayed with the trial, the more likely they were to license the software. But 3D modeling is difficult to master, especially through traditional tutorial instruction, and many of these commercial users got frustrated and quit. Gamifeye explains how Autodesk then redesigned the software trial as a game, called The Apocalypse Trigger,using a fun theme ─ solve the “Mystery of the Missing Gems”. The missions take you around the world to different examples of famous architecture that the user must then create 3D models of in order to find the gems and win the game.The interactive levels and elaborate imagery appeal to this visual audience and have helped them learn the Autodesk software. The results: Trial time increased by 40% and conversion from trial to license holders increased by 15%.
Customer Engagement: Nike has been using software for a number of years now to gamify its customers’ workouts through its NIKE+ program. Using special chips in their shoes or wristbands, customers can track all their fitness stats daily, including how far, fast, and long they ran, they can sync it to their mobile device, compare their stats with other users, win virtual trophies, and share their stats on social media for support and encouragement from their network. Nike has turned working out into a game through this hardware and software, going beyond the shoes and apparel they sell to engage customers with their brand in a new and effective way.
Customer Engagement- NBC, home of the hit TV show The Office, commissioned an online game to extend the show’s engagement with fans beyond the television screen. Bunchball created a virtual office space for them with interactive tasks and challenges, including applying for a job with Dunder Mifflin, creating an employee profile, and participating in company challenges. Completing these activities earned users points that could then be exchanged for virtual goods, which showed loyalty and knowledge of the show and encouraged fan devotion.
Customer Engagement: The Home Shopping Network, which sells merchandise on TV as well as online, wanted to create a way for their customers to continue interaction with their brand while online. Knowing that their clientele was predominantly middle-aged women, who make up about half the users of social gaming, HSN launched an online arcade full of entertaining games that award users tickets for gameplay. Scores can be shared with others for social interaction, and tickets are used to enter a multitude of HSN prize drawings that feature their products. Jill Braff, EVP of Digital Commerce at HSN, explains how over the first year, 650,000 users logged 116 million gameplays. Arcade users spent twice as long on the HSN website, returned twice as often, and purchased more units of merchandise and in more categories than their non-arcade customers. HSN is working now to create games that integrate with their product offerings in order to further engage customers, as they have seen firsthand that increased customer engagement leads to increased customer spending.
Customer Loyalty- Airline loyalty programs, like United Airways’ MileagePlus program which awards and tracks points for purchases, are one of the earliest forms of gamification. Earn enough points and you become a Silver, Gold, or Platinum member, giving you access to special lounges, priority boarding, seating upgrades and free tickets. Some customers are so devoted to their status level that they make unnecessary flights at the end of the year just to maintain their premier status for the next year.
Customer Loyalty- Samsung Electronics created the customer loyalty program Samsung Nation which utilizes levels, badges, and rewards in order to drive traffic to its website and increase user-generated content. Kelly Liyakasa of DestinationCRM reports that the result of their gamified effort saw the loyalty program gain 66% more users, 447% more product answer submissions, and 34% of users purchased 224% more Samsung products than before the gamified loyalty program.
Customer Loyalty- Disney created an online gamified loyalty rewards program called Disney Movie Rewards. Users earn points for every Disney Blu-Ray, DVD, CD, and theater ticket they purchase. Users can also earn points by testing their Disney knowledge in quiz games and by taking surveys. Points can be cashed in for Disney merchandise and experiences exclusive to the rewards club. Special sweepstakes, coupons, and kids activities are also offered to participating members. Disney keeps customers engaged with their brand through this gamified loyalty program, and they get to learn more about their customers through tracking their purchase history and survey answers.
Product Knowledge- Microsoft created Ribbon Hero to help customers learn how to use the many features in their Microsoft Office Suite. Their recent updated version, called Ribbon Hero 2: Clippy’s Second Chance, stars Clippy the Paperclip as he applies for a new job as a scientist’s assistant. When they scientist’s time machine experiment goes wrong, Clippy is transported back in time and must complete different tasks and challenges in Microsoft Word, Excel, PowerPoint, and Notebook in order to get back to the present day. Users learn and practice skills level-by-level in fun, history-themed challenges in order to gradually learn how to use the Microsoft products. Rather than reading a manual or going through a tedious tutorial, users can engage in a fun game to master the same knowledge and grow more familiar with the Microsoft brand.