After designing different Gamified marketing campaigns, I saw a need for clarifying the idea of using Gamification for marketing and The best way could be a 6-hour workshop to describe the opportunities for increasing engagement for marketing campaigns with using the wonderful toolbox of Gamification. This is the flat version of the presentation. If you needed to have the videos that are inside the file, please let me know.

1. GAMIFICATION
F O R
A L I R E Z A R A N J B A R S H O U R A B I
@ A R S H O U R A B I

2. A BIT ABOUT CREATIVITY
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3. HAPPENED RECENTLY J
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4. HAPPENED RECENTLY J
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5. HAPPENED RECENTLY J
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6. INTRODUCTION
v Art of Light and Motion Game Studio – CEO
v IGA – Co-Founder
v Hamsaa – Gamification Designer (Targeted Social Network)
v Peyke Bartar – Engagement / Gamification Designer
v ModernPal – Gamification Designer for eHealth (HealthyPal)
v Gamification Guru –Top 20 (Global Leaderboard)
v Previously :
v Tooska/ICONish – Gamification Designer (Khandevaneh - Second Screen -VAS)
v FANAP – Gamification Designer (Payment Solutions)
v Faranesh – Gamification Designer (eCommerce-eLearning Campaigns)
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7. AND THE PLAN …
• Review
• Some Examples
• Knowing about those powerful Elements and Mechanics
• What would I do for a sample Marketing Campaign
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8. HISTORY : GAMIFICATION
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9. HISTORY : GAMIFICATION
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10. FILIMO - FILMBAZI
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11. DEFINITIONS : GAMIFICATION
• The Process of using Game Design-Thinking and game
Mechanics To Engage users and Solve Problems.
• The process of turning an activity or task into a game or
something that resembles a game.
• To apply game mechanics and game thinking to other areas
of activities in order to boost engagement (and other
metrics) with a product or service.
• And so many other definitions …
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12. SOME EXAMPLES
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14. SELF DETERMINATION THEORY
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SDT
Autonomy
Competence
Relatedness
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15. THE POWER OF GAMES
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16. DEFINITIONS : MARKETING
• Business Dictionary
– The management process through which goods and services move from concept to the customer. It
includes the coordination of four elements called the 4 P's of marketing:
(1) identification, selection and development of a product,
(2) determination of its price,
(3) selection of a distribution channel to reach the customer's place, and
(4) development and implementation of a promotional strategy.
• American Marketing Association
– The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large.
• Chartered Institute of Marketing
– The management process responsible for identifying, anticipating and satisfying customer requirements
profitably.
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17. HISTORY : MARKETING
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18. AFastReview
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19. WHAT IS MOST ESSENTIAL FOR A
MARKETING ACTIVITY ?
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?

20. WHAT IS MOST ESSENTIAL FOR A
MARKETING ACTIVITY ?
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ENGAGEMENT!

21. ENGAGEMENT
• Connection between a consumer and a product or service.
• The period in a romantic couple’s relationship during
which they are preparing and planning to spend the rest of
their lives together.
• The period of time at which we have a great deal of
connection with a person, place, thing, or idea.
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23. ENGAGEMENT
• There is no single metric on the Web or in mobile technology that breaks down or sufficiently
measures engagement.
• Recency
• Frequency
• Duration
• Virality
• Ratings
• Gamification can boost up each of these!
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24. ENGAGEMENT PARAMETERS
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26. PARISIAN LOVE - GOOGLE
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27. VIRALITY
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28. VIRALITY
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The tendency of an image, video, or piece of information to be
circulated rapidly and widely from one Internet user to another.

29. VIRALITY (DIGITAL)
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30. CONTAGIOUS
• Social Currency
• Triggers
• Emotions
• Public
• PracticalValue
• Stories
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33. USER EXPERIENCE DESIGN
§ User experience design is the net sum of every interaction with a product
or service.
§ User experience design is the philosophy which helps direct decisions.
§ User experience design is the process of enhancing user satisfaction with a
product by improving the usability, accessibility, and pleasure provided in the
interaction with the product.
§ User experience design is application of certain user-centered design
practices, a highly contextual design mentality, and use of certain methods and
techniques that are applied through process management to produce
cohesive, predictable, and desirable effects in a specific person, or persona
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34. USER EXPERIENCE DESIGN
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35. USER EXPERIENCE DESIGN
• “good UX is the consequence of fulfilling the needs for
autonomy, competency, stimulation, relatedness and
popularity” (Hassenzahl, 2008, pp14)
• Gamification design goes for building competency and relatedness
with fulfilling the inner need of autonomy by the power of
stimulating with extrinsic motivation toward intrinsic!
• So Gamification can be the right tool, used correctly; for a good
UX design.
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36. MOTIVATIONAL UX
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Adaptive
Self-express
9 Principles
of
Motivational
UX
Exploration
Decision-
Making
Aesthetics
Challenge &
Reward
Belonging
Engagement
Loop
Content and
Story

37. GROWTH (HACKING)
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38. GROWTH (HACKING)
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39. NUMBERS (LET’S TALK ABOUT HOW TO TELL PEOPLE ABOUT THE PRICE)
• Item A is 40k Tomans and with discount you’re going to sell
it 30k Tomans.
• Item B is 130k Tomans and with discount you’re going to
sell it 120k Tomans.
• Item C is a new product and you won’t give a discount!
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40. SOME EXAMPLES
• Starbucks
• M&M
• Giff Gaff
• Victoria’s Secret
• Gilt
• eBay
• Salesforce
• Bonobos
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SomeSignificantExamples

41. LET’S HERE 3 OF THEM
SomeExamples
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42. M&M’S EYE-SPY PRETZEL CAMPAIGN
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SomeExamples

43. CLUB PSYCH TV SHOW AND
MERCHANDISE SALES
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SomeExamples

44. NIKE + AND THE RUNNING
EXPERIENCE COMMUNITY PROJECT
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SomeExamples

45. ZOMBIES, RUN!
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SomeExamples

46. GIFF GAFF'S MAGICAL GAMIFIED
BUSINESS MODEL
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SomeExamples

47. THE US ARMY GAME - THE #1
RECRUITMENT TOOL ON THE PLANET
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SomeExamples

48. SALESFORCE'S ROADWARRIOR
TRAINING
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SomeExamples

49. E-BAY
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SomeExamples

50. VICTORIA’S SECRET PINK
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SomeExamples

51. BONOBOS’ SCAVENGER HUNT
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SomeExamples

52. GILT LOYALTY PROGRAM
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SomeExamples

53. STARBUCKS – MY STARTBUCKS REWARDS
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SomeExamples

54. HEINEKEN – STAR PLAYER
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SomeExamples

55. GAMIFIED MARKETING
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56. POWERFUL ELEMENTS AND MECHANICS
• SAPS reward framework
• Scavenger Hunt
• Lottery
– Wheel of Fortune
– Slot Machine
• Limitations
– Limited Edition
– Limited Access
– Limited Time
• Leaderboards
PowerfulElementsandMechanics
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57. SAPS REWARD FRAMEWORK
PowerfulElementsandMechanics
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58. SAPS - STATUS
PowerfulElementsandMechanics
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• Status is the position or rank of a person or group, within
the society, community, or organization
–Leaderboard
–Badge
–Level

59. SAPS - ACCESS
PowerfulElementsandMechanics
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• Access is the ability to get hold of information, in contact
with other people, or use resources.
–Status
–Level

60. SAPS - POWER
PowerfulElementsandMechanics
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• Power is the ability of a person or group, within the
society, community, or organization to influence others.
–Badge
–Level

61. SAPS - STUFF
PowerfulElementsandMechanics
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• Stuff are things that a player can earn through their
efforts, skills, or abilities.

62. FOUR FS MOTIVATORS
•Fame
•Fortune
•Fulfillment
•Fun
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PowerfulElementsandMechanics

63. SCAVENGER HUNT
• A game, typically played in an extensive outdoor area, in which participants have to collect a
number of miscellaneous objects.
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PowerfulElementsandMechanics

64. LOTTERY
PowerfulElementsandMechanics
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65. WHEEL OF FORTUNE
PowerfulElementsandMechanics
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66. SLOT MACHINE
PowerfulElementsandMechanics
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67. LIMITATIONS
PowerfulElementsandMechanics
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68. LIMITATIONS - COLLECTING
PowerfulElementsandMechanics
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69. LIMITATIONS - EDITION
PowerfulElementsandMechanics
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70. LIMITATIONS - SCARCITY
PowerfulElementsandMechanics
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71. LIMITATIONS - SCARCITY
PowerfulElementsandMechanics
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72. LIMITATIONS - ACCESS
PowerfulElementsandMechanics
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73. LIMITATIONS - TIME
PowerfulElementsandMechanics
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74. LIMITATIONS - TIME
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75. LEADERBOARD
• Two Major Types
– The no-disincentive leaderboard
• Social incentive
• Right in the middle
– The infinite leaderboard
• Locally
• Socially
• Globally
• Privacy (gym example)
PowerfulElementsandMechanics
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76. LET’S USE A FAST TOOL
• Gamification software is any tool or Platform used for
applying game mechanics to non-game contexts in order to
boost engagement and successful end-results.
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77. LET’S IDEATE FOR A CAMPAIGN (PROJECT)
• Soosha “Digital Book” Store Wants to sell 1000 e-books
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HardFun…

78. WHAT WOULD I DO FOR A SAMPLE
MARKETING CAMPAIGN
1) Who is in the marketing team for this campaign ?
2) What are the targeted KPIs and Why?
3) What are the project parameters ? (Cost,Time, …)
4) What are the usable resources ? (Promotional channels, discount limits, …)
5) Essential Data from the subject and business. (Users, Parameters, …)
6) What’s the occasion? (Holiday, Calendar, …)
7) Now let’s design a solution that would tell a story while playing a fun experience!
WhatwouldIdo…
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79. ON PAPER …
WhatwouldIdo…
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80. I WOULD GO WITH …
WhatwouldIdo…
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These steps happens just in the Workshop!
PointValue
Requirements
Rewards
Scheduling
…

81. OUTCOMES OF A GAMIFIED SOLUTION
•Engagement
•Repeat Usage
•Propagation
•Referral
•Loyalty
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82. CONCLUSION
• There are no perfect solutions, there’re Optimal solutions!
• So Always Calibrate!
• Data and Science do the talking and the rest just shut up!
• Creativity can be the secret sauce and completely different
for every solution!
• Gamification can be one of the tools for designingVirality!
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83. THANK YOU FOR
LISTENING!
A L I R E Z A R A N J B A R S H O U R A B I
@ A R S H O U R A B I