GWC14: Rubén Alonso - "Royal Canin case"
Post on 09-May-2015
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1
Gamification is not a game#ClubRoyalGame by Royal Canin
2Let’s play 1 minute!
So, let’s try this pet-quiz to test your knowledge:
One of our goals is to help you learn how to take care your pet: Knowledge and Respect.
How the dogs do their business?• In alignment with the North-South magnetic axis: #ClubRoyalGame1
• Parallel to their shadow: #ClubRoyalGame2
• Facing the wind: #ClubRoyalGame3
.
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Te Gamification market is estimated to grow from $421.3 million in 2013 to $5.502 billion in 2018.
Fuente: marketsandmarkets.com
!
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Let’s talk about gamification in a marketing setting:
Take advantage of the format and game mechanics to achieve
behaviour: targets
Target 1
Social media reach…
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Target 2
Build the clients’ loyalty and be in touch...
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Target 3
Build a database: clients and pets
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Target 4
Learn how to take care and have fun with your pet…
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Target 5
And, of course, entertain and play…
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is Health Nutrition and we believe in innovation in marketing:
• 2.0 communitys,• mobile apps,• social media,• branded content…
As we also want to increase theengagement, we decided to add gamification to our marketing strategy.
.
Marketing Strategy
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We introduce:.
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We introduce:.
Club Royal Game
Club Royal Game is based on 5 main ideas:
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Personalization Sharing
Buying Rewards Playing
.
Personalization14
.
Sharing15
.
Buying16
.
Rewards17
.
… of course, entertein and playing18
.
Gamification is not a game
Because, in addition to the points, the dynamics, the platform and the rewards, we should:
• Be part of the MKT plan = Targets• Generate content to be shared.• Choose the incentives and manage the deliveries.• Help and provide assistance to players.• Keep users interested: engagement.• ROI: How does gamification add value to the plan?
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How does it add value?
Gamification is much more than a simple game, and it should therefore also add value with:
• Branding.• Visits.• Registrations.• Interactions. • Sales.
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GamificaciónBenchmark
Gestazion’s platforms
€ 60-80.000
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Gamification works:
1 out of 3 visits
register for the
platform.
9-13 % of the users follow the
brand on social media.
Each user shares
2.25 content
items on their social media..
Between 40 % and 60
% play every month an average of 2-3 games.
Time:8 minutes
as opposed to the 5 minutes
without gamification.
Every month 10-17 % users sign up through a
recommendation.
Each user redeems
3 products.
Gamification Benchmark Gestazion’s platforms
Club Royal game: 2 months22
Visits: 17.802Registers: 7.368
Interactions: 36.444Codes: 355
…
.
And in the future
New games, mechanics and rewards…Momentum (Christmas, back to school…).
Personalization according to the users’ interests.Interactive videos and games.
Market research (surveys).New social media integrations : Instagram, Pin.
…
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Don’t forget:
Gamification is not a game!
.
25And the answer is
How the dogs do their business?• In alignment with the North-South magnetic axis: #ClubRoyalGame1
A study carried out by Czech and German researchers shows that dogs choose the direction they relieve themselves based on our planet’s magnetic axis, as long as this axis is stable, that is why they tend to align themselves with the North-South magnetic axis and avoid the East-West axis. This study confirms that dogs are sensitive to the Earth’s magnetic field and this helps them orient themselves, just like birds.
.
• Parallel to their shadow: : #ClubRoyalGame2
• Facing the wind: #ClubRoyalGame3
And the winner is...26
Winner 2 is:
Winner 1 is:.
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Thank you!@rub_alonso
Digital Marketing Coordinator Royal Canin
@marcosblancoDirector Ejecutivo de Gestazion.com
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