There is even a ‘EcoVille’ (comparable to Farmville in a way 😉 where the top 500 eco-friendly drivers are listed! You can compare your results to friends, your country and even the world!
This is a FANTASTIC example how we can all try to save our planet using playful solutions!
Long live the Gamification of Society!
More examples are featured in my book ‘A Brand New Playground’.
Games for Training purposes for a BIG Bank [Dutch only: Sorry]§
>In this presentation Dick Krikke answers three short answers about the games that IJsfontein developed for ABN AMRO bank. I was personally involved in the analyses for the first game (The Retail Game).
It explains the why, how and success in three strong statements.
Piano stairs – TheFunTheory.com – Rolighetsteorin.se
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A cool way to motivate people to take the stairs more often… and – once more – as you can see: PLAY WORKS! It can actually change human behavior in so many ways as I have tried to show you on this weblog the past two years. Wether it be advisors at a bank, consumers to buy stuff or a whole logistic chain to be convinced that working together improves their business…
I actually did a concept like this stairs with students from HkU (School of Arts in Hillywood) where I helped them to record the sounds of a stairs that sounded like walking through a puddle of water. The installation was displayed in a museum in 2010.
>I am still wondering why brands are still hesitating to start developing cool branded games for the world. My book A brand new playground clearly states all the possibilities to create cool concepts for consumers. Also my research shows that gamers are very much open for brand interaction (hence the 600.000 Nespresso fans on Facebook and over 11 million for Victorias Secret).
Again the most downloaded applications (free as well as paid applications) are GAMES! Surprise, surprise. Of course it’s the coolness of the concept that determines a great deal of the success of the game, but hey, that;s why BrandNewGame is here!
Sony Computer Entertainment just announced it sold 150 million PlayStation 2’s since the release in March 2000. I still remember this milestone event because I worked for Atari in those days as a product manager and we gave away 5 PlayStations to promote Reflections Driver 2!
The PlayStation 2 could play DVD (where the PlayStation 3 can play Blue Ray) and could even be operated by a USB-mouse and keyboard – handy for Unreal Tournament which came out later that year.
Meanwhile, the past 10 years an impressive 10.000 titles came out for PlayStation 2 and they introduced the Eye-Toy in 2003 – which must have inspired Nintendo for the Wii-control system.
In total, 1,5 Billion games have been sold up to now… that’s 10 games on average per PlayStation 2 and 1 game a year per console.
As I wanted to share the contents in an early stage please feel free to download and share the free summary (demo). You can find it HERE.
The main topic of the book is how games can be used to achieve marketing objectives in the digital era.
The first chapter basically describes the different platforms, genres and provides a historical overview of games throughout the past. The second chapter describes the consumers that play games. Ten years ago it was merely kids and teenagers playing games, but the past five years we have seen that mothers and elderly are playing online games more and more. The third chapter reveals a lot of cases that support objectives within the marketingmix, on product-, price-, place, personnel and promotional matters. The fourth and final chapter reveals how games can be put to use within the field of Brand Management and Marketing on a theoretical level. I have developed three models that help agencies, organizations and brands to develop concepts that build bridges between them and the target audience.
Amongst them are the Branding Checklist, The Brand Play model and the CoCha-model (gotcha!).
Have fun reading it, share the pdf with friends and collegues and tweet your feedback to:
@BartHufen or #BrandNewPlayground
Please feel free to join my community on Linkedin called BrandNewGame
Presenting during Trendsfactory March 24th 2011 – De Parade ‘s-Hertogenbosch
>I am really honored to speak during Trendsfactory 2011 next to people like Stephen Fellinger (Spin Awards), Martijn Aslander (Lifehacking) and the crazy Cor Molenaar (Shopping 3.0) and many others.
I recommend all Dutch internet marketeers to subscribe to this event NOW as we will present the future of internet, social media and using games as a marketing tool. We will present the future of your marketingmix related to product, price, place (innovative distribution), people (training) and promotion (marketingcommunication).
To read more information about the event or to subscribe, check this link:
When I startedwritingtheDutch version of mybook ‘A Brand NewPlayground’ (Laat met je merk spelen) andthoughtabouthow games couldbeusedtoachieve marketing objectives, the last thing I thought I wouldcomeacross is thedevelopment of a game to support change management issues. Ironicallythisexample was one of thefirstprojects I was involved in when I foundedmycompanyBrandNewGame. Air Cargo Netherlands, Schiphol airport andtheDutchCustomsapproachedIJsfontein (a Dutchgamedeveloper) todevelop a game thatwould help themtoimprovecooperationbetweentheparties in thelogisticchain. I was personallyinvolved as anadvisor. Togetherwiththeclient (Air Cargo Netherlands) we definedthe overall goal forthis project andgame-specific goals.
The overall goal was for Schiphol airport to keep its international competitiveposition as a freightwaytoEurope.
Tomaintainthiscompetitiveposition, Schiphol (and all parties in thelogisticchain) neededto speed upthelogisticsprocessfrom intake todelivery. The overall workflow concept toincrease efficiency, reliabilityandsecurity was calledSmartGateandinvolvese-freight, a series of licencesandoneInformationSystemfor all parties in thechain.
Thethree goals forthe game where:
–IncreaseawarenessforSmartGate
–Giveinsight in thelogisticprocess
–Internalizethenewworkingmethod
After a thorough analyses we cameupwiththree game conceptsthatshouldgraduallygrowfromeasyandfuntowards a more seriousand intense gameplay. IJsfonteinembracedthis concept andsuccessfullydevelopedthe games.
I don’t want togiveawaytoomuch of howthe game looks, butbasicallyyouseean airport whichyou have tomanagefrom a ‘helicopter-viewperspective’ with all partiesinvolved in thelogisticchain. In thefirst game youcanonlyshipgoods (red and green) fromshippertohandlerto – eventually – loadairplanesandincreaseyour score. Red cargo (and red trucks) meansthatsomething is wrong. Eithertheinformationaboutthisshipmenthasnot been delivered in time, information on theairwaybillmightbeillegible, informationmightbe missing etc. The variables thatinfluencethe red or green status of cargo willbe more detailed in thenext games. The goal in thefirst game is tofly out as manyplanes as youcan, (loadedfrom top tobottomtoincrease efficiency) andto keep yourwarehouses as empty as possible (Just In Time management).
We startedthis project early 2010 andthefirst game is almostfinishednow. Startingthe 6th of January 2011 the game willbeplayablethroughwww.smartgatethegame.nland I’m reallylookingforwardtothe response.
This is justanexampletoillustratehow games can help toachieve marketing objectives, in this case even support change management issues within a branch.
‘A Brand NewPlayground’ will show youhow games canbeused as a marketing toolandhowtobuildbrands in thedigital era. We are talkingaboutthe era in whichpeople have transformedfrompassiveconsumerstoparticipatingplayers.
BrandNewGame presentation: Digital Interactive Branding
>I have updated my earlier presentation about building brands in the digital era. It is based on five years of research and reading books about strategic branding and management of organizations that grew from good to great (Jim Collins).
Other books I took inspiration from are The Tipping Point, 7 Habits of Highly Effective People, Conversation Management, Conversational Capital, Free, Authenticity, The Experience Economy and loads of TED talks and research from Distimo, Nielsen, TNS Nipo, trend reports (Science of the Times, Most Contagious 2010, Forrester) and many, many more web-based intelligence.
I have compiled all the information into 5 Brand Objectives that each Brand and Organization should follow to become (or remain) successful in the Digital Era.
The presentation also includes my vision on the internet (forget offline and online, below the line or above the line!).
The third part of the presentation includes the CoCha-model about which I have been presenting a lot in 2010. I have changed ‘Consumer’ into ‘Communities’ since we are all more and more influenced by what we do on digital communities (social media) and influence all our party-members as we share what we think is cool, relevant or an exceptional product.
RT