Gamification that works: Hip Hop Gamification
Sports & Entertainment Sponsorships are predicated on generating returns on investments (ROI’s) for corporate clients. More than ever, entertainment companies have to generate brandability, consumer traffic, and notoriety for their clients to warrant the higher than average monthly contribution for advertisement opportunities. Beyond doing sweepstakes, inculcating logos and messages into people’s brain and gaining network opportunities, sponsoring companies are looking to make impulsive and empathic connections with their audience(s).
With the arrival of new marketing channels like internet and mobile marketing, search engine optimization (SEO), search retargeting and widespread social media services, companies are being more and more discerning over how they are spending their marketing dollars.
In response to the heightened competition in the world of marketing, sports and entertainment companies find more ways and spend more money than ever to enhance their patron’s experiences.
- Forest City Enterprises and ONEXIM Sports & Entertainment spent $1 billion on constructing The Barclay Center which holds 14,500 – 19,000 patrons.
- In 1988 The Palace of Auburn Hills was constructed for $70 million and offered luxury, lower-level suits to patrons, which before that time was unheard of and is now being done more and more today
- The average NBA basketball team has cheerleaders, a dance team, acrobats, a halftime performer, mascot and at least one (1) other source of entertainment to either generate or retain patrons ($OUND$ EXPEN$IVE)
The idea is to influence desired behavior while generating positive results. The most important thing though is that we offer our subject(s) “fun”
When you enter the venues doors, a text message or application invitation gets sent to your smart phone, tablet or device. If you choose to accept, you will get entered into the gamified systems program designed to turn brand loyalty and fanhood into a game.
What the program does is provide each patron with either promotions, coupons, offers or information regarding all corporate clients. Everything patrons are sent and every way they interact with a sponsor, earns the patrons points.
*You enter the venue and get an invitation from the venue to accept an application. I accept the invitation and register!
(+)Earns me 10pts
*You see all the sponsors in an organized fashion in your device and a point value attached to an activity (watching a youtube video, giving a like on facebook, using a 20% off coupon, etc.) with a point system range of 1-8pts per activity.
*The point progressions go towards earning free or discounted memorabilia, food, tickets, invitations to events, meet-and-greets with players and performers, special offers, and at the end of the day…points help you earn bragging rights!
*The sports and entertainment company can also issue points (with a value greater than 5pts if desired) for things like ticket and event referrals, buying season tickets, attending away games, being great fans or whatever activities they decide to reward.
The idea behind the incentive based gamification program is to reward desirable behavior and reward patrons for being informed about client offerings. With gamification, an audience is more likely to pay attention, get involved and have fun.
The implementation of a gamification system offers clients a greater sense of “guarantee” for two great reasons
- Gamification is behavior focused and incentive based.
- Gamification is a fun and interactive way for people to spend their money and become informed as well as engaged with YOUR CORPORATE CLIENTS, YOUR BRAND AND YOUR LIFESTYLE MANAGEMENT STRATEGY.
I’m excited to go to the game because I am only 10pts away from getting 15 seconds on the jumbo-tron…I’m bringing my chicken suit tonight!!!
We live in a digital age where digital content is moving out of our devices and into our lifestyles. There frankly are just too many marketing alternatives today that have the ability to reach mass audiences of different demographics, without ever appearing to be niche or of limited capacity
*Google – Google Adwords
*Facebook – Advertising
*Yelp, Groupon, Online Radio, etc
I know some of the large market organizations may never find an interest in this kind of venture, and gamification in sports is not exactly new, but creating a gamified system to generate a greater return for third (3rd) party members is! Organizations that own losing or failing franchises find it hard not only to retain fans but to generate sponsors and partners as well. Creating an extensive loyalty program should ensure the patrons and clients both stay or that the organization does not bleed to death from sponsor and fan loss.
They might be losers, but they are our losers!
“The Organization” has to do whatever they can to win championships and retain fans. Gamification is a good investment for building a fan-lifestyle brand, generate better engagement between fans and clients, and most importantly generating better returns on the clients investment. Don’t be surprised to see more gamified systems in the future, especially in the sports and entertainment industry.
Oh, and for reading this, you just received 5pts!