15 Examples of Gamification & Brands

Outside of the recent flurry associated with Google+, the one term that has been top of mind throughout the digital space recently is gamification. Gamification is a term used to describe organizations using game mechanics to drive engagement in traditionally non-gaming products. There are examples of gamification everywhere in our daily lives and many brands are integrating game mechanics in unique and compelling ways all with the purpose of driving user engagement.

Below are 15 examples of Gamification and how brands are capitalizing on the trend.

Xbox Live | Achievements, Leaderboards | Microsoft struck a chord with traditional gamers when they first rolled out achievement points. Users can earn a certain amount of gamerscore by completing specific tasks or actions in game.  This simple addition had a profound impact on the space as nothing to date had motivated behavior to play titles beyond ones taste for specific genres while also creating an aggregate & visible record of your gaming prowess. Brands took note of the trend and the loyalty that users developed in their pursuit of gamerscore & bragging rights. I attribute the current craze of achievement based gamification to the success of Xbox Live & achievement points.

E.g. Gamertag

Foursquare | Rewards, Badges | Location based services such as Foursquare, Gowalla & Facebook Places have redefined game mechanics in non-gaming products. Users and brands alike have taken notice and Foursquare stands out with 10 million users on a platform that was built around solid game mechanics. Users can claim mayorships, unlock badges, receive special offers & rewards such as discounts to specific retailers while also tracking against friends via a leaderboard.

Examples of Foursquare Badges

Example of Foursquare/NFL Super Bowl Rewards

Example of Foursquare/Pepsi Reward from SXSW 2011

Foursquare leaderboard sponsored by Pepsi

Gowalla | Virtual Goods, Badges, Rewards | Like Foursquare, Gowalla has had an impact on brands by incenting location based check-ins while incorporating virtual item reward programs that then translate into physical goods.

Example of Gowalla badges/pins

Example of Virtual Goods/Physical Goods

GetGlue | Badging, Rewards | The gamification of entertainment has been growing significantly over the past year. Similar to how individuals check into physical locations with services such as Foursquare & Gowalla, now it is possible to check into entertainment destinations such as your favorite TV Show, Movie, Music, Video Games, etc… With players such as GetGlue, Miso, Philo and Tunerfish all vying for your entertainment check-in, each platform offers different mechanics but each is built on the foundation of game mechanics such as badging & rewards through various brand partners.

Example of GetGlue Sticker tied to TRON

Example of a GetGlue Reward that offered 40% off of Mad Men on Blu-Ray or DVD

Linkedin |Progress Bar | Linkedin offers a small example of gamification by incenting users towards 100% profile completeness with a progress bar that is visible while on the edit profile page. By providing a visual representation of your profile completeness Linkedin hopes to trigger behavior that drives us towards completeness.

Example of Profile completeness

SalesForce | Leaderboard, Achievements, Leveling | Salesforce has taken gamification to another level with this addition to the popular CRM platform. With Engage, Salesforce users activities within the system are tied to various game mechanics and offers direct competition with other users within their organization. By incorporating this level of competitive visibility organizations can capitalize on surfacing different behaviors and hopefully drive additional engagement with their systems.

Example of SalesForce’s New Gamification Dashboard

Mint | Achievements, Progress Bar | As discussed on Mashable, Mint is offering a Financial Fitness Score that is based on core game mechanics associated with task completion, progression & achievements. By taking an ordinary exercise and creating a casual gaming experience, mint is creating an opportunity to drive new user acquisition in a creative way.

Example of Mint Gamification

Example of Mint Point Acquisition

CheckPoints | Virtual Currency, Rewards | CheckPoints incents users to engage in retail settings via compelling game mechanics. Users are incented to scan specific products in exchange for CheckPoints which can then be exchanged as a virtual currency for rewards such as gift cards. Brands can create compelling programs with CheckPoints to drive retail activation and product engagement all based on gamification of the shopping experience.

Example of CheckPoints Scan for Tyson Chicken

Example of CheckPoints Rewards

Shopkick | Virtual Currency, Rewards, Contests | Similar to CheckPoints, ShopKick also offers incentives and game mechanics for users to engage with specific products. By incenting users with specific offers prior to entering a retail location, ShopKick users can then interact with those products in store and earn points which translate to virtual currency. ShopKick also incorporates a hyper geo-targeted approach to driving engagement as shown below. By rewarding behavior by simply entering a participating retailer, ShopKick can influence behavior via a game mechanic.

Example Geo-Targeted Gamification associated with Target

Example of ShopKick Rewards

Hallmark | Facebook Credits, Virtual Goods, Gifting, Sharing | Facebook credits have become the default currency tied to Facebook’s ever popular social games. Beyond the social game mechanics brands are leveraging Facebook credits to incent users to interact with specific content. Hallmark incorporates many game mechanics into it’s Facebook application the Hallmark Social Calendar.

Example Hallmark Social Calendar and Facebook Credits

Example of Hallmark Social Calendar Gifting

Example of Incenting engagement via Points

Starbucks | Leveling, Rewards | Starbucks has incorporated game mechanics into it’s popular loyalty program. By incorporating multiple levels and associated rewards & perks per level with a progression tracker, users are incented to continually engage with the brand.

Example of MyStarbucks Rewards

Nike | Achievements, Badges, Challenges, Rewards | Nike has redefined running with Nike Plus. The ability to track, share, challenge and interact with like minded friends & runners across the world has been wildly successful. By incorporating game mechanics throughout the program Nike is able to create an engaging experience that transcends the real world activity.

Example of Nike Plus Goals & Challenges

Example of Nike Plus Progress bar & Leveling

Buffalo Wild Wings | Trivia, Challenges | Buffalo Wild Wings has been adept at carving out their place in the social ecosystem. By leveraging powerful platforms like Vitrue and partnering with Scvngr, they have created an engaging social persona that has served them well with over 5 million fans on Facebook. In terms of gamification they incorporate trivia regularly into their wall posts as well as incorporating online challenges tied to rewards.

Example of a Buffalo Wild Wings program that incorporates Scvngr

Microsoft | Achievements, Contests | Ribbon Hero is a creative game mechanic driven tutorial now in Microsoft Office. By completing specfic tasks and challenges you can then integrate Ribbon Hero with your Facebook account to compare how adept you are vs. your friends.

Example Ribbon Hero

Image via Geek.com

American Airlines | Progression Bar | A simple game mechanic is used by American Airlines to visually represent your current elite status qualification.

Example of American Airlines mobile app

As you can see many brands are capitalizing on the trend of integrating game mechanics into their non-gaming product offerings to drive engagement. What are some other examples of gamification by other brands?

Follow Tom Edwards @BlackFin360

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6 Benefits of Foursquare

One of the areas that I monitor closely is the progression/adoption of geo-location services such as foursquare, gowalla, yelp, loopt, buzz and dream walk mobile. Geo-location services have been around for the past 4 years but are now gaining critical mass fueled by smart phone adoption and media attention around events such as SXSW 2010.

For this post I will focus primarily on the service based game foursquare and will follow up soon with a Gowalla post. For those of you who are not addicted to checking in to every location you frequent here is the 101 version of the foursquare service and why marketers & businesses alike should pay attention.

The opportunity tied to geo-location based services such as foursquare from both an agency/marketing perspective as well as a local business perspective are enormous. Local business can gain access to customer insights tied to geotagging, local search & location based analytics which can drive adoption on the local level well beyond that of the standard digital campaign.

The service can become an extension of activities that you are already engaged with as part of your everyday routine. This presents a new opportunity to interact with consumers wherever they may roam.

Foursquare as a service is available anywhere in the world. Meaning both domestic and international campaigns can be supported. To get the full experience (Friend interaction, leaderboards, etc…) foursquare requires an iPhone, Blackberry, Android, or Palm Pre.

For those whose immediate response is to point to smart phone adoption rates note that other options to engage exist including a mobile web option as well as an SMS check in option if you text to 50500 (e.g. @Red Urban ! typing a blog post). SMS checkins are only available in the US.

Example of Text check in

Geo-location services are driven by the concept of geotagging and takes advantage of the GPS technology that resides in your device. This in turn provides a means to digitally “tag” and interact with a physical location you just visited.

E.g. Pull into your local Starbucks, pull out your iPhone/android phone, initiate the app, select/create the location and click “check in”. Once checked in you can then interact with the location by writing a review (tips in foursquare) or you may be presented with a special offer.

Example of Special Offer notification as well as sample offer


With foursquare the primary premise is around rewarding users with three different merit systems. Mayors, Badges and Points.

1) Mayor – A mayor is a user who is in 1st place on the location leader board first place defined as most check-ins
2) Badges – Badges are awarded for achieving various milestones tied to either the number of check in’s at a given location or the amount of check in’s throughout the day or other criteria. As with Xbox Live achievement points recognition can be a key driver in influencing behavior
3) Points – Points are awarded at varying increments based on multiple factors such as a new venue may yield a higher point allocation

Example of Starbucks Foursquare Badge

From a brick & mortar business perspective this is a great service to be mindful of as you can begin to gain insight and influence behavior as well as monitor customer service. Instead of a local ad buy or in addition to it why not promote offers within a radius of your location or serve them directly to your customers as they enter your location.

6 reasons to care about Foursquare as a business

1) Customer insight and word of mouth – You can gain invaluable insight into the behavior patterns of your customers. You can analyze visit trends as well as gain insight into their views of your brand

2) Customer service – With the ability to get near real time feedback as users interact you can gauge the sentiment of your users

3) Customer retention/ Loyalty Program – Forget about punch cards, track loyalty via check-in’s and reward those who frequent establishments with special offers and recognition

4) Viral Effect – With the auto post of updates to Twitter & Facebook with badge unlocks and options to post your check-in’s the viral impact of check-in’s is amplified with this service moreso than other geo-services to date

5) Big Brands are taking note – Starbucks (See image above) & Dominos have already started campaigns with Foursquare and with various media partnerships this trend will quickly continue to rise

6) Measurement – One of the powerful elements of the service is the analytics option that is currently being rolled out. As a business owner it is possible to track: Total checkins, unique visitors, when and if users shared their updates (twitter, facebook) as well as analysis of demographic breakdown and ability to track usage over time

Example of foursquare business analytics screen

One additional service of benefit to businesses and users of foursquare is snacksquare. Snacksquare which is powered by foursquare and is a location-based advertising provider that facilitates local businesses automatically delivering SMS text messages to potential customers that check in near a venue (proximity service). The site also allows end consumers to find the best deals ahead of time vs. just being notified via check in. This framework + the business analytics begins to form a more complete package for marketers & businesses alike. For more information on Snacksquare here is a recent Mashable article.

With additional focus being paid to geo-location by the big players such as Facebook, Google, Twitter, etc… It is natural evolution that foursquare is focused on extending APIs and integration as their valuation (recently 100 million) continues to sky-rocket.

Follow Tom Edwards @BlackFin360

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