Boosting Civic Engagement With Gamification In Ovar, Portugal There are many approaches politicians use to try to encourage civic involvement and voter participation. Talking about government budgets is usually not one of them but the Portuguese town of Ovar took to a gamification approach to civic discussion, and to the politicians’ surprise, learned that it was a…
Gamification has been used in education to motivate students to learn and in private business to improve employee performance for years. It was only a matter of time before the technique began to be used in the political process.
Part 1 and Part 2 of this gamification review series.
Mis Momentos is an exceptional case-study in the power of cutting-edge community engagement, choice-based campaign design, cumulative participation, and empowerment of individual voices – all towards driving stronger brand positioning & increased sales.
To design world-class community engagement & customer loyalty campaigns, you need to deliver compelling interactive activities, games, contests, and programs that not only establish a rich user experience but also inspire exploration, discovery, and meaningful choices.
Start from Part 1 of this gamification review series.
The second time around, we went back to the drawing board with a fresh redesign to create a more fast-paced, 5-week campaign loaded with improvements, updates, and refinements. Although it seems like a very similar campaign at first glance, the changes touched virtually every part of the campaign with an eye towards creating deeper engagement, more balanced gameplay rules, better risk/reward elements, and greater flexibility.
Poorly-conceived customer engagement campaigns have flushed many well-intentioned marketing dollars down the proverbial toilet. According to research firm Gartner Inc., 80% of customer engagement initiatives fail due to bad design. Some of the biggest failures are epic, costing brands millions of dollars and resulting in horrific ROI metrics. One big online retailer I know recently used an agency that delivered a campaign so disastrous that when they calculated the cost of user acquisition, it worked out to over $9,000 per engaged user.
Ouch.
We recently wrapped a second successful collaboration with Kimberly Clark Mexico for their flagship Kotex product line – a customer loyalty activity called “Mis Momentos”. The campaign results were notable, with over 20,000 Kotex customers participating, high repeat play (63%), and strong ROI (8%+ reach conversion). The brand’s investment has now resulted in an extremely versatile and cost-effective asset for supporting a strong base of participating community members across an unlimited number of campaigns throughout its entire brand portfolio. But it wasn’t necessarily an easy path to get there…
