Best Use of Game Mechanics (Gamification) in a Social Media Campaign
While some would argue that life itself is a game, the social web is certainly turning out to be like a game, as demonstrated by companies like Foursquare and Zynga. This award honors a campaign or social app that best uses gaming elements to increase engagement and virality. Please note that the entry doesn’t need to be for a game, it just needs to incorporate gaming mechanics such as points, leaderboards, badges, incentives and challenges. Click here to see the previous winner and nominees.
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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 ...
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 ...
Produced by: Home Depot
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 ...
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 ...
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 ...
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 ...
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 ...
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 ...
Produced by: Jiffy Lube
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 ...
Produced by: MTV
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 ...
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 ...
Produced by: Century 21 Real Estate, LLC
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 ...