Best Use of Game Mechanics (Gamification) in a Social Media Campaign

Archived from the 5th Annual Shorty Industry Awards

Winners

Suits Recruits

Produced by: USA Network

This past summer, USA Network launched Suits Recruits, a multi-platform interactive social game which took fans on a journey through a power struggle erupting between Pearson and Hardman, the two founding partners of the firm featured in USA’s number one original scripted program Suits. The unparalleled five-week immersive experience engaged fans with their favorite Suits characters by assigning them their first case in a digital story that coincided with the on-air plot lines and office intrigue when the show returned in June. Suits Recruits became the number one feature on the network’s site driving more than 42.0MM page views with fans spending more than 8 minutes per visit playing and interacting with a Suits original storyline reflecting the show’s plotlines, characters and sponsor Lexus. Leading into Suits season two, fans joined Pearson Hardman’s Rachel Zane (Meghan Markle) as a lead paralegal, or Donna Paulsen (Sarah Rafferty) as a powerful assistant, and the rest of the cast in Suits Recruits, a thrilling legal experience challenging them to solve one of the firm’s toughest cases. Self professed Suitors were offered the role of a paralegal or as an assistant, which enabled them to enjoy two different storylines and information privy only to their specific character to keep them on top of the leaderboard. Transitioning seamlessly between video, audio and text, almost a quarter million fans read case details, speculations on promotions, converse with the series characters, and pick up juicy tidbits of inter-office relationships. As Suitors engaged with the characters and answered questions correctly, they earned achievements that qualified them to enter a sweepstakes to win the law firm’s $50,000 bonus. A unique version of USA’s Character Chatter was established specifically for the game entitled The Water Cooler, curating the conversation and encouraging discussion among fellow Assistants and Paralegals. Suits Recruits demonstrated the power of digital storytelling to create two-way engagements so fans could explore the show’s plot beyond its weekly, 42-minute linear broadcast. It set itself apart with four crucial components: creativity, crowdsourcing, the latest Social TV and gamification technology, and a brand partnership native to the show. From the very first concept phase, series executive producers Doug Liman and David Bartis and Suits creator Aaron Korsch oversaw Suits Recruits to ensure it accurately reflected the show and its characters. Within this custom experience, fans interacted with each other to find specific clues to continue in the game. Combined with these two components, a cutting-edge team including 30 Ninjas and Social Samba enabled an unparalleled two-way engagement. They could integrate the game into their Facebook world, pulling their friends into Suits Recruits, through Facebook’s Open Graph technology. Helping to drive the story was a Lexus LS 460L sedan that on-air serves as the official vehicle of Pearson Hardman and within Suits Recruits was used by players to canvass the city and track down evidence. The Suits Recruits game was the #1 feature of USA’s site, driving 42.0MM page views and almost a quarter of a million unique players with an average time spent of 8.1 minutes per visit. (source: Omniture).

Finalists

Home Depot College GameDay

Home Depot, the presenting sponsor of ESPN’s College GameDay (CGD) broadcast, sought to extend their weekend experience both digitally and socially for seasons to come, while creating a strong connection with the millennial audience. Carrot Creative was asked to create a social activation that brings the college tailgate experience to every fan’s home. Inspired by the show’s iconic personality Lee Corso, the CGD tv spots and the classic tailgating game cornhole, Carrot Creative created the College GameDay iPhone application, Corso’s Cornhole Challenge. .Corso’s Cornhole Challenge leverages the passion and loyalty fans have for college football and extends that loyalty to the Home Depot brand. The app, authenticated with Facebook, allows fans to play against CGD personalities Lee Corso and Desmond Howard or challenge their Facebook friends, increasing referrals and reach. The game features a leaderboard where top players had the opportunity to win weekly prizes such as signed memorabilia, or the ultimate prize — a 2013 CGD VIP experience, a chance to play a flag football game with the CGD guys, and the chance to play a LIVE head-to-head cornhole match against Lee Corso himself. Nearly half of the users are millennials, falling within the age range of 18 and 34 that Home Depot sought to reach with this activation. In the 8 weeks since the campaign launched, the number of mobile game downloads has topped 55,000 with over 450,000 games played and growing. Engagement levels have been extremely high, with the average user playing 13 games. To complement the iPhone game with a social element, Carrot created the Home Depot College GameDay Facebook application to serve as an additional hub for fan interaction. The Facebook application includes tailgating tips, an Instagram contest and DIY projects so fans can build their own cornhole sets - bringing the mobile game to life. The Facebook Home Depot College GameDay application has generated over 150,000 visits and over 14,000 votes on Instagram submissions. See more about the campaign here.

Nickelodeon's The Legend of Korra: Korra Nation

Produced by: Nickelodeon's The Legend of Korra

From 2005 to 2008, Nickelodeon aired Avatar: The Last Airbender. At the show’s conclusion, Avatar fans were a formative group across the web, enthusiastic and vocal about their love for the show. In winter 2011, fans got what they wanted when plans for the next iteration of Avatar were cemented. The new Legend of Korra spinoff was set for an April 2012 premiere date. Nickelodeon’s marketing team was tasked with two main objectives. First, to migrate Avatar fandom to the new Legend of Korra series. Second, to leverage superfan excitement to bring in a new audience for Korra. Our social campaign activated fans in 2 phases. We launched “Korra Nation” - a gamified fan club that gave fans exclusive access to content and prizes. Then KorraNation .com - a microsite that challenged fans to unlock the premiere online, weeks before airing on TV, by reaching 100K social actions. Both pieces received an unprecedented response and proved to be more successful than we could have imagined.The Legend of Korra deserves to win for Best Viral Campaign, Best Use of Gamification in a Social Media Campaign & Best Use of Social Media for Television because we successfully ignited audiences across the web with a rewarding, fan-focused campaign. Our first tactic, the Korra Nation fan club, put super-fans first-in-line to view never-before-seen content housed on Tumblr. Members were alerted of new content via email -- and by using technology built by SocialToaster, we gamified the experience, enabling fans to earn points for sharing the content on social networks in just one click. Points acquired earned fans prizes -- like a trip to meet the creators at Comic-Con. To officially introduce Korra Nation to fans, Korra creators Mike & Bryan made a video announcement. On the 7th anniversary of Avatar, we launched by seeding the video to the top Avatar fan site. Less than 24 hours after we announced Korra Nation, the club had 10,000 members, and earned more online chatter than that night’s episode of American Idol. To date, our membership exceeds 80,000. Content was shared by members over 250,000 times and generated 1 million views in 6 just weeks. Our second tactic, KorraNation .com, gave fans a challenge: If fans reached 100,000 new likes, shares and tweets, we promised to unlock the first two episodes on KorraNation .com weeks before its April 14th on-air premiere date. Fans successfully reached the goal and we streamed the premiere of Korra from March 24th to March 26th. The site had 417,000 unique visitors that weekend without paid advertising, and we gained over 130,000 Facebook likes. KorraNation .com received about 2 million online mentions per day that weekend and earned more chatter than the season premiere of Mad Men. Ultimately we activated a huge fan base for the show. The Legend of Korra premiere scored a strong 4.5 million total viewers, ranking as basic cable’s number-one kids’ show and top animated program for the week with total viewers.

JetBlue Getaways Presents, "Get Away With It!"

Produced by: Suite Spot/Ustream/Mullen/Unit9

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

Current Entries

Bunchball powers MTV's EMA MegaFan Competition to Increase Fan Engagement

Bunchball partnered with Viacom International Media Networks to gamify the 2012 MTV Europe Music Awards (EMAs) for the second year in a row. Viacom integrated Bunchball’s Nitro platform to increase audience excitement and engagement leading up to the show. Bunchball and MTV transformed the 2011 and 2012 MTV EMAs sites into a “MegaFan Competition” to encourage viewership, build anticipation and create an engaging site. Features in 2012 included a gamified mobile app with specific mobile missions and a grand prize for the users with the most social influence. Users earned social influence points by liking or sharing content on Facebook and Twitter. The Social Influence Score winner won a trip for two to the EMAs. Users also earned points by voting for audience choice categories such as Best Pop Act, Best Rock Act and Best Music Video, and by watching past EMAs, viewing "photo flipbooks" of previous shows and reading articles. Real-world prizes were rewarded to users with the most points.Using Bunchball’s Nitro platform, MTV was able to attract more viewers to interact with the EMAs online as well as sustain engagement. Based on results from 2011’s campaign, MTV turned to Bunchball again to create a gamification experience that excited and engaged audiences in the run-up to the show. Last year, Bunchball’s partnership with the MTV EMAs attracted more than 300,000 people – the biggest audience to date. As a result of this partnership, MTV saw that EMA-related page views on MTV's UK website were up 530 percent year-on-year to approximately 500,000, and MTV's mobile and tablet apps increased downloads to 159 percent year-on-year. Bunchball has helped MTV take social engagement to the next level, incorporating gamification, social 'clout' rewards, social sentiment, a Video Wall Studio and a second screen live viewing experience across 36 regions and 22 languages. MTV experienced growth of close to 5 percent in the number of actions conducted by users from 2011 (36,876,589 actions) to 2012 (38,533,182 actions). The actions per user increased by over 13 percent with 71.21 actions per user in 2011 compared with 80.64 actions per user in 2012. In addition, users voted more often in 2012 than in 2011. In 2011, users cast 19,442,635 votes (37.55 votes per user) whereas in 2012 users cast 24,257,166 votes (50.77 votes per user). This is a 35 percent increase in votes per user.

Home Depot College GameDay

Home Depot, the presenting sponsor of ESPN’s College GameDay (CGD) broadcast, sought to extend their weekend experience both digitally and socially for seasons to come, while creating a strong connection with the millennial audience. Carrot Creative was asked to create a social activation that brings the college tailgate experience to every fan’s home. Inspired by the show’s iconic personality Lee Corso, the CGD tv spots and the classic tailgating game cornhole, Carrot Creative created the College GameDay iPhone application, Corso’s Cornhole Challenge. .Corso’s Cornhole Challenge leverages the passion and loyalty fans have for college football and extends that loyalty to the Home Depot brand. The app, authenticated with Facebook, allows fans to play against CGD personalities Lee Corso and Desmond Howard or challenge their Facebook friends, increasing referrals and reach. The game features a leaderboard where top players had the opportunity to win weekly prizes such as signed memorabilia, or the ultimate prize — a 2013 CGD VIP experience, a chance to play a flag football game with the CGD guys, and the chance to play a LIVE head-to-head cornhole match against Lee Corso himself. Nearly half of the users are millennials, falling within the age range of 18 and 34 that Home Depot sought to reach with this activation. In the 8 weeks since the campaign launched, the number of mobile game downloads has topped 55,000 with over 450,000 games played and growing. Engagement levels have been extremely high, with the average user playing 13 games. To complement the iPhone game with a social element, Carrot created the Home Depot College GameDay Facebook application to serve as an additional hub for fan interaction. The Facebook application includes tailgating tips, an Instagram contest and DIY projects so fans can build their own cornhole sets - bringing the mobile game to life. The Facebook Home Depot College GameDay application has generated over 150,000 visits and over 14,000 votes on Instagram submissions. See more about the campaign here.

Propel - Kiip

Produced by: OMD

Propel worked with Kiip to develop a custom program that took advantage of their existing rewards network, and applied it to fitness applications. They developed a system that delivered real-world rewards to users when they had a “moment” of achievement with fitness apps. Since every moment was unique to the individual, the program was developed to understand each user’s ability and reward them based on achievements tied directly to their skill level. In order to participate in the campaign, users went about their workout routine and as certain benchmarks were met, a notification appeared inside the app informing users they had unlocked a Propel Zero reward. By clicking the notification, a full-screen Propel banner allowed the participant to enter their email address to immediately redeem their free sample. To ensure maximum exposure, Propel worked with a variety of fitness apps on this campaign, including MapMyFITNESS, Nexercise, LoLo Fit, and GymPact. Write-ups appeared in Media Post, Venture Beat, Tech Crunch, Pocket Gamer, and The Next Web. In addition, PSFK, and Boehringer Ingelheim named the campaign as “one of ten innovative ideas that are reshaping the health care industry.” • 75,000 samples of Propel Zero Powder were delivered to consumers • 4MM+ notification impressions o 3.1% CTR (the highest for any Kiip campaign to date) • 46% of individuals opened the reward email • 5MM estimated earned media impressions • 62% recall rate, 72% of participants said they would consider purchasing Propel Zero (Kiip Conducted Survey)

Angry Birds "Intel Adventure"

Produced by: OMD

To create an experience that our target audience would embrace, we teamed up with the biggest property in all of mobile/social gaming: Rovio and Angry Birds. The resulting program, “Angry Birds in Ultrabook” adventure launched at the beginning of August and lived within Intel’s Facebook page. The game included 10 new Intel-themed levels including a new Intel “blue” slingshot, Intel core chips, Intel mini circuit boards and animated visuals of the ‘Ultrabook’ in each game level. The game also gave users the opportunity to learn more about the product with an Ultra book video embedded into the experience and links through to intel.com. We generated Facebook posts on the Intel timeline promoting the competition and invited users to share their scores with Intel fans. Posts were turned into Facebook promoted post/Sponsored story adverts where users could play a level within the ad and like/comment on their experience with the game. High level Facebook targeting also ensured that weThrough research, we knew that our target could care less about tech specs. They care about personal experiences that technology facilitates and how those experiences enrich their lives. We spearheaded an unconventional branded entertainment strategy, developing innovative long-form experiences that blurred the line between advertising, education and entertainment. The end result? Subtle product integration in uniquely crafted cutting edge entertainment brought the Ultrabook to center stage. The “Angry Birds in Ultrabook” adventure has been a run-away media success for Intel. To date, over 5.5 million unique visitors have arrived at the game and played the levels. 87 million levels have been started, 17 million levels completed and there has been over 56 million timeline impressions through published actions across Facebook. The game has also been embedded in personal Facebook timelines over 9 million times, helping give this campaign an amazing viral lift. Total time spent in this branded game environment reaches an amazing 63 years and 5 days! The “Angry Birds in Ultrabook” adventure has not only achieved huge reach through its viral success on Facebook; it has also driven well over a 50% increase in Ultrabook engagement compared to our standard digital advertising, helping Intel achieve it main goal of driving awareness for the Ultrabook product line.

Nickelodeon's The Legend of Korra: Korra Nation

Produced by: Nickelodeon's The Legend of Korra

From 2005 to 2008, Nickelodeon aired Avatar: The Last Airbender. At the show’s conclusion, Avatar fans were a formative group across the web, enthusiastic and vocal about their love for the show. In winter 2011, fans got what they wanted when plans for the next iteration of Avatar were cemented. The new Legend of Korra spinoff was set for an April 2012 premiere date. Nickelodeon’s marketing team was tasked with two main objectives. First, to migrate Avatar fandom to the new Legend of Korra series. Second, to leverage superfan excitement to bring in a new audience for Korra. Our social campaign activated fans in 2 phases. We launched “Korra Nation” - a gamified fan club that gave fans exclusive access to content and prizes. Then KorraNation .com - a microsite that challenged fans to unlock the premiere online, weeks before airing on TV, by reaching 100K social actions. Both pieces received an unprecedented response and proved to be more successful than we could have imagined.The Legend of Korra deserves to win for Best Viral Campaign, Best Use of Gamification in a Social Media Campaign & Best Use of Social Media for Television because we successfully ignited audiences across the web with a rewarding, fan-focused campaign. Our first tactic, the Korra Nation fan club, put super-fans first-in-line to view never-before-seen content housed on Tumblr. Members were alerted of new content via email -- and by using technology built by SocialToaster, we gamified the experience, enabling fans to earn points for sharing the content on social networks in just one click. Points acquired earned fans prizes -- like a trip to meet the creators at Comic-Con. To officially introduce Korra Nation to fans, Korra creators Mike & Bryan made a video announcement. On the 7th anniversary of Avatar, we launched by seeding the video to the top Avatar fan site. Less than 24 hours after we announced Korra Nation, the club had 10,000 members, and earned more online chatter than that night’s episode of American Idol. To date, our membership exceeds 80,000. Content was shared by members over 250,000 times and generated 1 million views in 6 just weeks. Our second tactic, KorraNation .com, gave fans a challenge: If fans reached 100,000 new likes, shares and tweets, we promised to unlock the first two episodes on KorraNation .com weeks before its April 14th on-air premiere date. Fans successfully reached the goal and we streamed the premiere of Korra from March 24th to March 26th. The site had 417,000 unique visitors that weekend without paid advertising, and we gained over 130,000 Facebook likes. KorraNation .com received about 2 million online mentions per day that weekend and earned more chatter than the season premiere of Mad Men. Ultimately we activated a huge fan base for the show. The Legend of Korra premiere scored a strong 4.5 million total viewers, ranking as basic cable’s number-one kids’ show and top animated program for the week with total viewers.

Century 21 Real Estate Moves Into SimCity Social

Century 21 and Mullen identified an opportunity to reach today’s social homebuyers in a unique and engaging way - by purchasing virtual real estate in one of the most popular Facebook games, Electronic Arts’ SimCity Social. We created a branded structure - a CENTURY 21 Office Building – that players could build in their city to earn virtual currency (Simoleons), helping them grow their cities by buying new homes, businesses and land. Players also had the option to perform “friend or foe” actions on neighbors’ CENTURY 21 Office Buildings – such as consulting with an agent or stealing open house cookies – to earn additional merits in the game as well as earn a free energy boost by watching an in-game, branded CENTURY 21 Smarter. Bolder. Faster. advertisement. The results of the three-week campaign were a huge success. Nearly 192,000 branded structures were placed, we garnered 23,000 views of our branded video and the campaign drove 53,466 Facebook “likes”. Objectives • Drive awareness and brand preference among our target audience of consumers between the ages of 25 and 34, representing the largest share of homebuyers. • Engage with socially savvy homebuyers by delivering the virtual dream of homeownership to millions of the brand’s target consumers. • Drive Facebook “likes” of Century 21 Real Estate LLC. • Support the brand's Smarter. Bolder. Faster. marketing campaign by driving views of its advertising. Strategy The new generation of homebuyers and sellers are more socially savvy than ever before. Armed with the knowledge that 81 million people play social games at least once a day (PopCap Games 2011) and social gamers are 27 percent more likely to have either bought their first home in the last year or are planning to buy their first home in the next year (Simmons New Media Study, Fall 2011), Century 21 and Mullen identified an opportunity to partner with the largest game provider, EA Games, on the most popular social network - Facebook. With more than 10 million Facebook players, the majority of the gaming brand’s SimCity Social users fall within the 25-to-34-year-old age group, representing the largest share of homebuyers. The alignment between audiences and the nature of the game - creating and maintaining your own real estate empire for virtual profit- produced a unique opportunity the client/agency team couldn't ignore. Tactics • Developed a branded structure - a CENTURY 21 Office Building – that players could build in their city to earn virtual currency (Simoleons), helping them grow their cities by buying new homes, businesses and land. • Created a tab within the CENTURY 21 Facebook page where players were directed by in-game ads to claim their CENTURY 21 Office. • Players also had the option to perform “friend or foe” actions on neighbors’ CENTURY 21 Office Buildings – such as consulting with an agent or stealing open house cookies – to earn additional merits in the game. • Users were able to earn a free energy boost by watching an in-game, branded CENTURY 21 Smarter. Bolder. Faster. advertisement. Results The results of the three-week campaign were a huge success. Nearly 192,000 branded structures were placed, we garnered 23,000 views of our branded video with a 94% video completion rate and the campaign drove 53,466 Facebook “likes” – a roughly 225% increase from the start of the campaign. Mullen also secured 28 media placements resulting in 53,430,670 media impressions.

Nickelodeon's 2012 Kids' Choice Awards

Produced by: Nickelodeon's Kids' Choice Awards

This past March, Nickelodeon celebrated its 25th Kids’ Choice Awards. Fans cast a record-breaking 223 million votes, up 11% from 2011’s record of 200 million. To get to that astounding number, Nickelodeon’s marketing team developed a social media campaign with two goals. First, extend voting to new platforms to increase votes and chatter. Second, leverage nominees to rally their superfans to vote. Through our innovative approach to Facebook and Twitter voting, as well as a gamified fan approach dubbed "Fan Armies," we activated fans, influencers and celebrities with a KCA experience bigger and better than ever.Nickelodeon's 2012 Kids' Choice Awards deserve to win for Best Use of Social Media for TV and Best Use of Gamification in a Social Media Campaign because we extended the KCA experience to the places our fans live online, while triggering a larger audience through a gamified voting activation. For the second year, we brought the ultimate experience to Facebook, with a custom voting application that lived on the core Nickelodeon page, as well as all of our satellite brand pages. In addition to the canvas application, we also created an in-wall voting experience, which allowed fans to vote without ever leaving their newsfeeds. This approach aligned with the way Facebook users typically interact with content on the platform. We also created Fan Armies - a gamified experience where fans pledged their allegiance to their favorite nominee in the race to prove which star had the most passionate supporters. Since the nominees have an enormous social following, we activated those fans in addition to our own Nickelodeon fan base. By voting, tweeting, and recruiting friends, fans earned points that contributed to their nominee’s rank. Ultimately, Fan Army members voted 20x more than the average KCA voter. The key to extending our reach on Facebook was giving these tools directly to the nominees, allowing them to host our app on their own Facebook pages. Superstars like Katy Perry, Big Time Rush, LMFAO and Victoria Justice all took advantage of this feature. Ultimately, Facebook drove a staggering 18.3 million votes. We also launched voting on Twitter. With nominee-specific hashtags, stars like Justin Bieber, Big Time Rush and the Black Eyed Peas rallied their fans to vote 1.4 million times on Twitter. That early splash on Twitter was a catalyst for the night of show. The night of the awards, KCA was mentioned online once every second, and chatter increased 50x compared to 2011. Over the course of the evening we had 68 worldwide trending topics. By bringing the KCA experience to places our fans and nominees live online, we made 2012 the most social KCA yet. Our social efforts helped KCA rank as basic cable’s top telecast with total viewers (6.9 million) in April, and also secured the top spot with kids 6-11 (12.6/2.7 million) and tweens 9-14 (12.5/2.6 million).

B Connected Social

Produced by: Boyd Gaming

B Connected Social is the first comprehensive social gaming platform linked to a casino industry loyalty program. B Connected Social rewards customers for using the B Connected Online web site, the B Connected Mobile App, or sharing offers and events on their favorite social networks, such as Facebook and Twitter. Customers earn B Connected Social points through these activities, which can be used to enter prize giveaways for trips, iPads, slot dollars, gift cards and more. Along the way, users unlock badges for various achievements that can be shared with their friends as they earn Social Points for their online and social activities. They can compete with other B Connected Social members, and monitor their progress on leaderboards available on the B Connected Online website. The goal of B Connected Social is to reward customers for activities that directly benefit Boyd Gaming: purchasing rooms online rather than call-in reservations; logging into B Connected Online to access and print offers, which drives incremental new visitation; or checking in on Foursquare and Facebook Places so friends can join them, driving additional traffic to the casino. In addition, when customers share content such as offers, events, promotions and specials from B Connected Online or any of the 16 Boyd Gaming casino web sites, our properties benefit from increased reach on popular social media sites. In addition, the program adds a layer of Social Gamification to our online products, making Boyd Gaming the first company in our industry to introduce this concept. Customers can earn a variety of achievement badges for reaching certain levels of social points and actions. Badges appear immediately after they are earned on B Connected Online or any of the 16 Boyd Gaming casino web sites, and customers can share their accomplishments on any of the social media sites. Customers can see their badges and social point through a comprehensive dashboard on B Connected Online, and can also monitor leaderboards to see how they rank against other B Connected customers. Since its launch on April 16, 2012, more than 35,500 customers have opted in to the B Connected Social program. In April 2012, B Connected Online saw the highest traffic in its history -- with more than 700,000 visits that month alone -- and the highest percentage of online hotel bookings in company history. The number of users sharing content from Boyd Gaming web sites on social media networks has increased 64.6%, averaging more than 20,000 shares per month, and we are seeing continued growth. The B Connected Facebook page, where the majority of B Connected Social communication of award winners and badge enhancements occurs, has increased total "likes" 83.5% with an average of 89 new likes per day, and customer impressions of Boyd Gaming content has increased 93.5% with an average of 191,060 impressions per day since launch and growing. Finally, social check-ins across all Boyd Gaming outlets using Foursquare and Facebook Places have increased by 30.4%.

Suits Recruits

Produced by: USA Network

This past summer, USA Network launched Suits Recruits, a multi-platform interactive social game which took fans on a journey through a power struggle erupting between Pearson and Hardman, the two founding partners of the firm featured in USA’s number one original scripted program Suits. The unparalleled five-week immersive experience engaged fans with their favorite Suits characters by assigning them their first case in a digital story that coincided with the on-air plot lines and office intrigue when the show returned in June. Suits Recruits became the number one feature on the network’s site driving more than 42.0MM page views with fans spending more than 8 minutes per visit playing and interacting with a Suits original storyline reflecting the show’s plotlines, characters and sponsor Lexus. Leading into Suits season two, fans joined Pearson Hardman’s Rachel Zane (Meghan Markle) as a lead paralegal, or Donna Paulsen (Sarah Rafferty) as a powerful assistant, and the rest of the cast in Suits Recruits, a thrilling legal experience challenging them to solve one of the firm’s toughest cases. Self professed Suitors were offered the role of a paralegal or as an assistant, which enabled them to enjoy two different storylines and information privy only to their specific character to keep them on top of the leaderboard. Transitioning seamlessly between video, audio and text, almost a quarter million fans read case details, speculations on promotions, converse with the series characters, and pick up juicy tidbits of inter-office relationships. As Suitors engaged with the characters and answered questions correctly, they earned achievements that qualified them to enter a sweepstakes to win the law firm’s $50,000 bonus. A unique version of USA’s Character Chatter was established specifically for the game entitled The Water Cooler, curating the conversation and encouraging discussion among fellow Assistants and Paralegals. Suits Recruits demonstrated the power of digital storytelling to create two-way engagements so fans could explore the show’s plot beyond its weekly, 42-minute linear broadcast. It set itself apart with four crucial components: creativity, crowdsourcing, the latest Social TV and gamification technology, and a brand partnership native to the show. From the very first concept phase, series executive producers Doug Liman and David Bartis and Suits creator Aaron Korsch oversaw Suits Recruits to ensure it accurately reflected the show and its characters. Within this custom experience, fans interacted with each other to find specific clues to continue in the game. Combined with these two components, a cutting-edge team including 30 Ninjas and Social Samba enabled an unparalleled two-way engagement. They could integrate the game into their Facebook world, pulling their friends into Suits Recruits, through Facebook’s Open Graph technology. Helping to drive the story was a Lexus LS 460L sedan that on-air serves as the official vehicle of Pearson Hardman and within Suits Recruits was used by players to canvass the city and track down evidence. The Suits Recruits game was the #1 feature of USA’s site, driving 42.0MM page views and almost a quarter of a million unique players with an average time spent of 8.1 minutes per visit. (source: Omniture).

JetBlue Getaways Presents, "Get Away With It!"

Produced by: Suite Spot/Ustream/Mullen/Unit9

People know JetBlue as an airline, but they don’t know that JetBlue offers flights, hotels, wheels and more via their JetBlue Getaways product. Our task: take a limited media budget and increase awareness of JetBlue Getaways in a crowded vacation package category. Our approach: break through the clutter and encourage participation with Getaways in a way that is uniquely JetBlue and unique to any category – the first-ever online game show using Skype. JetBlue Getaways presents Get Away With It, the first-ever live online game show hosted by Mark Hammerberg. The result was 13,000 applicants and hundreds of contestants participating via Skype for a chance to win fabulous grand prize vacation packages to destinations like Turks & Caicos and Las Vegas. http://www.youtube.com/watch?v=B91v5Ezd3ms Get Away With It was an instant hit with viewers through its use of comedy and trivia to create instant awareness for JetBlue Getaways. The key to the success of Get Away With It was the interactive and high quality broadcast made possible by the unique collaboration between Ustream, the pioneer in live social video streaming; Mullen, the creative agency and Suite Spot, producers of the complex show. This partnership resulted in an innovative five-day event that was seen live by 1.3 million cyberspace viewers and echoed across popular social media outlets. Built in HTML5 to be accessible from desktop, mobile, and tablet, the show aired five times a day daily from June 18 through June 22 2012. Audiences joined in the Get Away With It game show through Skype participation. It logged over twelve thousand online viewer hours with an average viewing time of 10 minutes. More than 13,000 total contestants signed up increasing Jet Blue Airways' awareness by 117%. There also was an abundance of coverage from traditional and online media outlets: The New York Times, Games.com, Yahoo!, Finance, Mashable, AdRants, Marketing Daily, MediaPost, PR Newswire, and Market Watch all covered the event across the five day live airing.

Jiffy Lube Anxiety Crusher Facebook Game

Looking to drive consumer engagement and interaction with the Jiffy Lube brand, we created a fun and engaging first-of-its-kind Facebook game called 'Anxiety Crusher'. This rip-roaring monster truck game allows people to crush their greatest vehicle maintenance anxieties, like evil tow trucks, engine lights, and expensive repair bills. We chose Facebook as our partner, as we wanted to launch Jiffy Lube's presence in the social space. We also wanted to do something that had never been done before, so we created a technology that integrated Bing directly into the game. By using an industry-first Bing Image Search integration feature, players are able to search and destroy images of additional anxieties in a Jiffy Lube-branded monster truck arena. As an extension of the 'Leave Worry Behind' strategy, the Anxiety Crusher helps Jiffy Lube not only put customers "at ease", but also more deeply engage with them in a tangible way. The game succeeded all expectations by igniting Jiffy Lube's social presence and giving it a significant amount of brand exposure and interaction with its customers. As of January 2013, the total number of games played was 23,638. On launch day, over 2,000 people played the game. Gamers have crushed over 18,000 worries and the game has attracted people from all over the world. Roughly 25% of the players came from outside the US, giving the brand exposure to countries around the globe. Players spent significant periods of time with the game and over 26% of visitors spent up to 10 minutes playing the game. These numbers far surpassed the goals set and have created lasting chatter about Jiffy Lube in the social world.

Lord Somersby's Friendly Challenge

Produced by: Patchwork

Carlsberg’s premium cider brand, Somersby set out on a mission to create an engaging, share-worthy, branded social gaming experience that invites consumers to interact and play with the brand and share with their friends. The "Lord Somersby" brand property is a fictional character, who defies time and geography, made popular through traditional advertising. Being the open-minded "challenger of traditional thinking" we wanted him to challenge people's habits on Facebook. To make the campaign unique and genuinely on-brand for Somersby, we based it around an important key insight: People are getting more and more friends on Facebook and are starting to lose touch! So, in true Lord Somersby style, we created a Facebook gaming experience to challenge them on just that!With an average of eight minutes spent per player, "Lord Somersby's Friendly Challenge" was a truly engaging Facebook brand experience. Check out the case video for more: "Lord Somersby's Friendly Challenge" was a social gaming experience that challenged Somersby fans to see if they could actually recognize their friends - just from looking at Facebook profile pictures. It taps into the basic insight that a Facebook profile pic is not just a picture - it's an expression of personality, lifestyle and interests. It often features children, car, house, partner, best friend or a favourite place. That's why recognising a Facebook friend just from looking at the profile picture requires people to actually KNOW the person. So the game asked a question that's on everyone's mind: "Are your Facebook friends REALLY your friends or are you just mindlessly collecting to impress!?" …but we did it in a fun and friendly way that was truly engaging and in line with the brand idea. In Friendly Challenge, fans got to "play with their own friends" whilst we opened their minds and encouraged them to re-connect with long-lost or forgotten friends. Somersby fans got a Social Score every time they completed a game - based on how well they knew their friends. They could then compare their Social Score results against other friends on a social leader board, creating a fun, social challenge based on the core brand idea. Even with very limited media support for 2012, the campaign was played and shared vigorously. It gained a solid following of users who returned to play the game over and over again to improve their Social Scores and beat their friends. The gamification and social mechanics helped make this Facebook brand experience genuinely shareworthy and helped spark true virality - to drive more players and boost the Somersby fan base. Based on the success of the campaign it is now being re-launched globally with new features and paid media support for 2013.