Darden Restaurant Group Presentation: Applying The Secrets Of Game Psychology To Digital Marketing

Dragon ArmyPresent

applying the secrets of game psychology to digital marketing

and

Sandbox creates user focused digital experiences and content that get

results.

Sandbox Clients

Dragon Army Is a mobIle-focused agency wIth an expertIse In gaming !we:

Have a team of marketers AND game developers !Build games directly for consumers

Build mobile experience for brands

Find unique brand integrations in mobile games (ours or others)

Apply game theory / gamification strategy to digital marketing and campaigns

Jeff Hilimire CEO

Patrick Rossetti Game Designer

Our games

robots love Ice cream

500,000 downloads Average play time: +3 mins 4.5 stars Average age: 18-24 50% split: male / female

robots love Ice cream

Survey Results showed: !38% of players visited an Arby’s more frequently after playing the game !51% of those that visited an Arby’s after playing tried the Orange Cream Shake

robots love Ice cream

robots love Ice cream

our games

our games

–Will Hankinson

“GAmes aren’t just for kids and dudes anymore.”

–Will Hankinson

“GAmes aren’t just for kids and dudes anymore.”

Mobile games are a $25 billion industry, expected to grow to $54 billion in 2015

In the U.S. mobile penetration is 101%, meaning there is at least one phone for every American.

80% of all money spent on phones are on games.

Games are the #1 activity on phones (time spent)

There are 100+ million mobile gamers in the U.S.

Average age of gamer in U.S.: 28 years old

50% of mobile gamers are male and 50% are female

Why we’re excIted about mobIle games

VS

PARTIAL REINFORCEMENT MECHANICS

SOCIAL COMPETITION

LIMITED TIME EVENTS

SELF EXPRESSION

COOPERATION COMMUNITY OBJECTIVES

SocIal CompetItIon

SocIal CompetItIon

!Different people respond to

different types of competition (large groups, small groups, one-on-one, self)!

!Contests & Promos!

Social submission contests!More than just enter to win, but

compare to friends and cumulative effect of activities!

!Loyalty programs!

Allow for creation of small groups or individual challenges with others

SocIal CompetItIon

LIMITED TIME AND SEASONAL EVENTS

LIMITED TIME AND SEASONAL EVENTS

Beyond deal based promos !

High level of incentives to increase frequency of visits in a short period of time !Creates a sense of urgency !Creates habit of website/app/feature usage !Offer exclusive experiences or content during the event

!creatIvIty and Self ExpressIon

Creative self expression can create positive brand experiences & vested customers

Proactively promote an always on way to contribute to the brand

!Digital experience participation

(i.e.Breaking Bad, Walking Dead “Dead Yourself”)

!Extends reach via creators & their

social networks !

Crowdsourcing - Social contests or digital submissions Doritos Superbowl Commercial Lays – Do Us a Flavor

How can we tap into this?

PartIal ReInforcement MechanIcs

PartIal ReInforcement MechanIcs

PartIal ReInforcement MechanIcs

Less about “carrot/stick” incentives. More about creating a desire for larger incentives after repeat activity

!Instead of to loyalty program points, create levels with surprise

rewards !Surprise and Delight

Social outreach Zappos shipping upgrades

!How else can you apply this concept?

COOPERATION & COMMUNITY OBJECTIVES

COOPERATION & COMMUNITY OBJECTIVES

Think beyond just referral incentives What if your friends could help you achieve the next level in your

loyalty program? Design experiences and promotions that involve collaboration Contests – getting friends to join or vote makes you more likely to win Compounds social sharing, WOM & exposure

Identify and reward your best customers

THE WHALES

How can we apply this? !Higher level of loyalty means more revenue and stronger advocates

!Create exclusive experiences

VIP experiences/events on site, free shipping, etc

Access to product before others Access to exclusive content

!Create a status level for them

!Beta releases or feature input (i.e. new menu feedback before final rollout)

Donovan Panone [email protected]

Questions?

Contact us:

Jeff Hilimire [email protected]