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Applying the Secrets of Mobile Gaming to Digital Marketing
The document discusses strategies for engaging customers in mobile gaming and brand experiences, highlighting the growth of the mobile gaming industry and key demographic insights. It emphasizes the importance of creativity, personalization, and social engagement, including the use of competitions and collaborations to enhance customer loyalty. The text also outlines ways to leverage popular culture and limited-time events to drive user engagement and extend brand interactions.
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Similar to Applying the Secrets of Mobile Gaming to Digital Marketing
Applying the Secrets of Mobile Gaming to Digital Marketing
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- 3. About Sandbox Digital agencywith an emphasis on creating content & experiences that connect customers with brands
- 6. Robots Love IceCream metrics: • featured in the Apple App Store as a “best new game” • over 150,000 downloads • over 75% 4 and 5 star reviews • successful Arby’s partnership
- 8. Mobile gaming isblowing up #punintended • It’s a $25 billion industry (with over 80% coming from free- to-play games), expected to grow to $50 billion over the next two years • 50% of mobile gamers are male and 50% female • Only 27% of females will pay for a game (40% for males) • Men are more likely to share their scores via social • 20% of mobile gamers would rather give up sex for a week than mobile games • 22% of games that are downloaded are never opened more than once…so what are the winners doing?
- 9. Big themes in mobilegaming
- 10. Take advantage ofpop culture
- 12. Take Advantage ofPop Culture • Popular events help fuel social content • Look for ways to create digital partnerships & promotions with upcoming events • Be relevant and be timely • Don’t force it
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- 14. • Goal isto keep finding reasons to keep people coming back & stay loyal • Applicable to loyalty programs – instead of getting X points, surprise your customers • Surprise and Delight • Social outreach • Zappos shipping upgrades • How else can you apply this concept? Partial Reinforcement Effect
- 15. Touch / TactileExperience
- 17. Touch/Tactile Experience • Satisfactionof Action/Reaction • Provides a feeling of power & control • How can we use these principles? – Turning physical into tactile – More senses = greater engagement = positive and memorable experience – Create more experiences that give control • Personalization (personalized views & content/remember me) • Power of choice • Remove barriers
- 18. Creativity and SelfExpression
- 24. Creativity & Self-Expression Lesson:Creativity and self expression can create positive brand experiences & vested customers • How can we tap into this? – Proactively promote an always on way to contribute to the brand – Crowdsourcing - Social contests or digital submissions • Doritos Superbowl Commercial • Lays – Do Us a Flavor – Digital experience participation (i.e. Times Square ads, Breaking Bad, Walking Dead “Dead Yourself”) – Extends reach via creators & their social networks
- 25. “Traffic Light” Games/ Snacking
- 26. Snacking • “Always on”means a need to quickly satisfy the need for information • People’s attention spans are shrinking • More headlines & images, less text • Very short demo videos (30 sec) • Highly targeted; Provide real value to stand out in the clutter (WIIFM) • Remove Friction
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- 30. Competition • Competition canbe a great motivator • 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
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- 32. • Think beyondjust 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 Friends: Cooperation
- 33. Extend the InitialExperience
- 34. Extend the InitialExperience Lesson: Be proactive and look for ways to extend a popular individual experience into a more holistic campaign • Extend channels = more touchpoints = quantity of brand experiences = more loyalty • Turn popular social posts into a deeper campaign with multiple touch points • Content tactic turns into a content theme • Maximize insights & move fast
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- 36. Limited Time Events •Beyond normal 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
- 37. Focus on theWhales
- 38. Whales • Identify andreward your best customers • 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