♔ INCORPORATING GAME MECHANICS INTO TRANSMEDIA STORYTELLING

Gamification is the use of game-thinking and game mechanics in order to engage users, improve and enhance the user engagement, experience, ROI, data quality, timeliness, and learning.  Early examples of gamification are based on giving reward points to people who share experiences on location-based platforms such as Facebook's "Place" feature, Foursquare, and Gowalla. Some of the techniques include achievement "badges" or “levels”, leaderboards, a progress bar or any other visual meter to indicate how close people are to completing a task, virtual currency systems for awarding, redeeming, trading, gifting, and otherwise exchanging points challenges between users embedding small casual games within other activities. 

Transmedia storytelling is the technique of telling a single story or story experience across multiple platforms and formats using current digital technologies, and is not to be confused with traditional sequels or adaptations.  From a production standpoint, it involves creating unique content that engages an audience using various techniques to permeate their daily lives.  In order to achieve this engagement, stories need to developed across multiple forms of media in order to deliver unique (co-dependent) pieces of content in each channel.  Importantly, these pieces of content are linked together (overtly or subtly) in narrative synchronization with each other.  Transmedia storytelling most importantly uses different medias (at what they are best at) to each tell only one part of a larger interrelated narrative.

 Integrating Game Mechanics into Your Story

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♔ Social Media Case Studies [GB_V.61]

Gap is getting fans excited for the holiday season with their new "Joy It Up" Facebook mixtape that features up-and-coming artists performing their favorite holiday jingles - Facebook

Louisville Slugger raised its Facebook chatter last week by 834% after launching a social media scavenger hunt that used Facebook and Twitter to spread World Series clues around St. Louis - ClickZ

Honda’s ‘Experiment’ Website (FWA’s Site of the Month) is essentially an HTML5 lab where you can play a physics-based matching game based on chain reactions – Website

The Clorox Company has created a new online community for their Clorox Bleach brand where moms can share "bleachable moments" through a contest that features life's "Yuck + Oops" mishaps - PROMO

ESPN is connecting college football fans with a new badge on Foursquare that can be unlocked by checking in with the GameDay crew at the game of the week - About Foursquare

McCormick has created a Facebook page for Thanksgiving Day's Turkey -- complete with cooking recipes, holiday tips, and a chance to be published in a "friend-sourced" community cookbook - MediaPost

MURAT PARIS Interactive Print Campaign for 'fashionista geekettes' is designed for a smartphone to be placed into the position of a hand, loading a rich mobile site that allows users to flick between various bracelets and rings positioned on the virtual hand - Video

Domino's is blending traditional and social media marketing to help localize their fan engagement strategy - SmartBrief

Samsung Mobile shares how they're using a social game and Facebook functionality to create buzz around their new phone - Ad Age

Targeting young guys, Olla Condoms set about creating hundreds and hundreds of fake Facebook profiles, setup with the names of the targeted guys, with the addition of “Jr” and a baby photo - Video below.

Here's a good overview by SapientNitro on the intrinsic relationship between brand and brand experience - and that (ultimately) all communications will be interactive - Report

As one of the most popular brands on Facebook, Coca-Cola shares how they've used social media to help make a difference in the world - USA TODAY

Fühlometer - Sentiment analysis (or opinion mining) refers to a broad (definitionally challenged) area of natural language processing, computational linguistics and text mining. What's it good for you may ask? Creating a 5-story interactive art installation that shows the mood of your city in real-time of course – Video 

The Impressive World of Social Media 2011 - Did you know that in the world there are more Facebook users than motor vehicles? And that the great majority of tweets are only 40 characters long? Oh yes, and watch out 60% of people admits using mobile phones while going to the bathroom - Video

Harley-Davidson launched a crowdsourcing app on Facebook (http://on.fb.me/uYrdck) that lets fans review ad briefs, submit creative ideas, and vote on other fans' suggestions for new advertising. In our mind, the actual work that’s come out of HD’s crowdsourcing exercise at large (via Victors & Spoils) has left much to be desired, but it’s certainly an interesting way to let HD’s constituents feel they’re in control of the brand - App

MINI Getaway 2 | Tokyo - Why should the Swedes have all the fun!?  Proving that great ideas have no boundaries - the Tokyo version of MINI's Getaway (by Jung von Matt Stockholm and Monterosa.se) starts in early December and promises to be the worlds largest alternate reality game - Video

To spread the word about their first Spa Week, Four Seasons Hotels and Resorts is using Facebook, Twitter, Tumblr, and Foursquare to share insights from a panel of beauty experts - Luxury Daily

As part of the soft launch of the new VB RAW (Beer) brand, Droga5 created a clever viral content aggregator (http://www.vbraw.com/) to “keep you in the loop with all the latest content fresh from those living in the music, street, surf, design, and party worlds“ - Website

 

‘Social bots’ are swarms of automated, intelligent identities on platforms like Facebook and Twitter that interact, encourage, and provoke communities towards certain behaviors. The vision of this technology is to enable operators to actively mold and shape the social topology of human networks online to produce desired outcomes.  One of the authors, Tim Hwang was on CBC this past week discussing – Report

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#Goodbuzz prototypes the future - focusing on linking the digital and physical worlds by developing 'branded utility' and moving away from interruptive 'push' models towards more meaningful ways of connecting.  Contact us today - info@goodbuzz.ca

♔ Social Media Case Studies [GB_V60.0]

“It is not the strongest of the species that survives, nor the most intelligent.  It is the one that is the most adaptable to change.”  Charles Darwin

During their "12 Days of Giving" campaign on Facebook, Walmart is empowering fans to nominate local nonprofits to receive part of $1.5 million in grants this holiday season - Facebook

After their temporary e-commerce app glitch on Facebook, Heinz quickly responded to some 600 fan responses (both positive and negative), and turned the issue into a successful customer engagement experience - ClickZ

Orangina's "Show Your Originals" app, created by Amsterdam-based KONG, Refunk and Super Social, showed you ten friends who were your "originals" -- those who friended you and wrote on your Wall first. Your top 10 originals could then be saved into an album on Facebook so you can tag them as your first friends - App

This holiday season, Marshalls, T.J. Maxx, and HomeGoods are giving fans the chance to send carolers to their family and friends' houses via ShareACarol.com - GSD&M

Saks Fifth Avenue’s Holiday Light Show 3D video-mapping project is quite unique in that shoppers can scan QR codes on the windows of Saks which saw them redirected to a mobile site where they can watch the projection and find out about Saks - Video

"Virgin Facebook First Times" app lets you pick a friend and then revisit all your first times with that friend: the first photo, the first wall comment, the first event you attended. It then puts it together in a pop-art style graphic that you can post on your wall - App

During their first-ever global social media marathon, Virgin launched a new application that explores your Facebook firsts with friends and lets fans add their own stories to the Virgin company history - About Foursquare

Disney's Augmented Reality (AR) Magic - Stand across from a digital billboard in a specially marked area and an Augmented Reality (#AR) Disney character magically appears and interacts with you on the big screen – Video


Stonyfield and Organic Valley are teaming up for an online organic food awareness campaign that highlights a contest for bloggers about how they bring the joys of organic food into their own kitchen - Celebrate with Organic

GM's “Ride of your Life” let’s users select from 1969 Corvette Stingray, a 1948 Pickup, a 1953 Vette, 1957 Bel Air, a 2010 Camaro Synergy or a 2011 Volt to take a trip down memory lane using Facebook’s API and Google Maps. Take a spin – Website


Here’s McKinsey’s latest research on “How Social Technologies are extending the Organization’– Report 

The ‘Chevy Sonic Adventure’ is a one-day, real world treasure hunt hosted at cities across the US.  Using SCVNGR all locations and challenges are delivered straight to participants cell phones.  As an example of the event in Dallas see Facebook Page.


Even before Timeline rumblings started, the folks at DDB Paris had worked on a Facebook app for Bouygues Telecom, which offered 1,000 limited edition books to fans that would be specially created using Facebook status updates and photos - Video. 






Raytheon has added a social media component to their installation at Epcot that allows kids to design a roller coaster and share the simulated experience with friends online - ClickZ

The U.S. Military's Digital Engagement Team is getting involved in the online conversation to engage militants and peacefully rebut extremists' messages across Twitter, blogs, and online essays - The NY Times

State Farm is promoting an accident-free Thanksgiving with tips on how to safely deep-fry a turkey through the Twitter hashtag #ShatnerFreyersClub, a photo slide show, and a YouTube video featuring William Shatner - YouTube

Starbucks is combining social and mobile marketing to engage fans during the holidays with their new augmented reality app. By scanning their red cups, customers can activate one of five special wintery scenes to share with friends and family online - Digital Buzz Blog

For their two-day Black Friday sales event, Target is letting @ChristmasChamp take over to interact with fans and provide holiday shopping tips on Twitter - PSFK


IKEA's "Catch the Swedish light" Promotion’s clever use of YouTube drives views and interest – Video (as below)

IKEA - Catch the Swedish light from Entries on Vimeo.

Deutsche Post DHL and agency Cosalux took the idea even further with "Social Memories," a campaign that interprets data from users' Facebook activity and memorializes it into a 28-page book filled with insights like, "Word you use most often," and "Most active friends" – website.

Ever wonder how much research goes into a logo redesign?  Check out the Design Brief for the Pepsi Logo Rebrand

Since November 16th, Crispin Porter + Bogusky and Swedish Rock-stars Hyper Island have been working together on the '72 Hours For Peace' project. The collaborative effort aims to create the world’s largest creative commons database of ideas on how to end all major conflict – Website

How Converse got significantly more from their 'Pitch Process' by asking each agency to submit their ideas in the same format (completely unbranded.) In this way there was no perceived favoritism, as the client didn't know where each idea came from. This ensured the best idea won the day – Full article.


eBay Give-A-Toy Store - Here's a cool tech-driven idea for Christmas giving! It's a virtual toy store that lets you donate a toy using your just your mobile phone – Video

23 incredible new technologies you’ll see by 2021 – Article


GE is looking for the next photographer for GE's Instagram feed.  The promotion lets users enter to win a trip to the UK to shoot photos at a world-class GE Aviation Facility – Facebook or Video

Crispin Porter + Bogusky's new iPad app for Dominos lets users play with their food. Literally. Knead dough, spread sauce, sprinkle cheese, place toppings, and cut pizza slices – all in a race against the clock. Alternatively, you can just click 'Make An Order' and order your own creation directly from Dominos.com. Simple game mechanics but a nice way to position what really translates into an online ordering app – Video

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SOCIAL MEDIA CASE STUDIES [GB_V59.0]

Louisville Slugger raised its Facebook chatter last week by 834% after launching a social media scavenger hunt that used Facebook and Twitter to spread World Series clues around St. Louis -ClickZ

The Clorox Company has created a new online community for their Clorox Bleach brand where moms can share "bleachable moments" through a contest that features life's "Yuck + Oops" mishaps -PROMO

Ultimat Vodka (via Stink Digital) lets you find out just how social you really are using their ‘Social Life Audit’ – Website

Social Marketing is ultimately is a combination of art and science. We'll leave the art to you, but what this document provides is an anatomy of a Facebook post to help refine your publishing strategy – Report

Domino's is blending traditional and social media marketing to help localize their fan engagement strategy -SmartBrief

The Increasing Value of Augmented Reality (#AR) for Marketers - in our modern marketing paradigm it’s a given that a message must ‘disrupt’ and break through the noise. Adding technological innovation like AR is one way to do just this. Here are a number of great examples from the past year - Article

Tis’ The Season For Retail Innovation - brands are adding a number of innovative, tech-driven holiday-themed retail add-ons this year. We've already seen the first of the big bucks, heartstrings-yanking Christmas adverts but here’s two that really pop – Article

To spread the word about their first Spa Week, Four Seasons Hotels and Resorts is using Facebook, Twitter, Tumblr, and Foursquare to share insights from a panel of beauty experts -Luxury Daily

ESPN is connecting college football fans with a new badge on Foursquare that can be unlocked by checking in with the GameDay crew at the game of the week -About Foursquare

Mercedes-Benz latest effort (by AMV/ BBDO London) to promote its new C-Class 350 Coupe features an interactive film set in a post-apocalyptic (Inception-esque) world where you solve clues to escape a sinister version of Google Street-view in Hong Kong – Video

McCormick has created a Facebook page for Thanksgiving Day's Turkey -- complete with cooking recipes, holiday tips, and a chance to be published in a "friend-sourced" community cookbook -MediaPost

More genius (below) from our friends at agency - John St. (johnst.com) poking fun at themselves and our industry at large. Love it – Video

Gap is getting fans excited for the holiday season with their new "Joy It Up" Facebook mix tape that features up-and-coming artists performing their favorite holiday jingles -Facebook

Samsung Mobile's VP of Strategic Marketing, Brian Wallace, shares how they're using a social game and Facebook functionality to create buzz around their new phone -Ad Age

B-REEL'S R+D efforts - in this case a Mobile Projection Mapping Game that uses any device, the HTML5 platform controls an 'eel' (via 2 projectors) and compete against other players – Video

Harley-Davidson is launching a crowdsourcing Facebook application for advertising ideas that lets their fans review ad briefs, submit creative ideas, and vote on other fans' suggestions -Marketing Week

Citroën's ‘Twitter Race’ (by Perfect Fools) is a one-day tour around the Netherlands on 17 November that gives users the chance to win a DS5 by directing the car via Twitter. The most prolific Tweeter will persuade the drivers to come to their location using the hash tag: #ds5race. A live videostream from inside the vehicle will broadcast on the Citroen NL Facebook page.

As one of the most popular brands on Facebook, Coca-Cola's Senior VP of Integrated Marketing, Wendy Clark, shares how they've used social media to help make a difference in the world -USA TODAY

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SOCIAL MEDIA CASE STUDIES [GB_V58.0]

Hyundai's "New Thinkers Index" is testing fans' creative thinking abilities and encouraging them to post their results to compete with friends on Facebook and Twitter -Ad Age

Volkswagen is bringing back one of their classic vehicles with a social media flair based on the number of Facebook likes from fans. The one-of-a-kind car will feature a dashboard newsfeed, a poke button on the steering wheel, status updates displayed on the license plate, and much, much more -PSFK

Every winter British smoothie brand Innocent tops it’s bottles in little woolly hats as part of ‘The Big Knit’ – to raise money to help keep elderly people warm. This year, it's raising more money with ‘The Hat Tag’ game a Facebook-based game (by Holler London).

With the release of their new Mango version of Windows Phone 7, Microsoft has created a new badge on Foursquare to be earned at each of their public launch parties in cities all over the U.S - About Foursquare

McDonald's discuss how social media is key to empowering fans to spread the work about the limited-time McRib sandwich -ClickZ

The Increasing Value of Augmented Reality (#AR) for Marketers - in our modern marketing paradigm it’s a given that a message must ‘disrupt’ and break through the noise. Adding technological innovation like AR is one way to do just this. Here are a number of great examples from the past year - Article

Here's an excellent example of storytelling in the digital age from TED (by Marco Tempest). It's part technology (#AR), part creativity, and part utility - Video

FX has launched a new social TV service with GetGlue called "FX Has the Movies" that lets fans check-in to their favorite shows and connect with other fans -Adweek

See the future possibilities of Kinect that go beyond the expected, into truly amazing things that people around the world are beginning to imagine - Video

Looking for Goodbuzz on Google+? – G+

Time Out New York has teamed up with Foursquare to provide a real-time online scoreboard of the top places to visit in the Big Apple according to visitors' check-ins -Foursquare

Pepsi's Refresh Project uses technology (binaural and 3D tracking) and some real ingenuity to extend social good - in this case helping visually impaired football players to 'see' the pitch - Video

Here's a delightful example of using technology to reinforce a brands core values - in National Geographic's case - quite literally inspiring people to engage the majesty of the planet around them (if only by urging a second look.) When was the last time you were so close to a Cheetah!? - Video

During their "Can Do" food drive, John Deere is donating one real can of food for every virtual can label that fans design and submit on Facebook -Facebook

Every year Razorfish compile their ‘Outlook Report’ (thank you) on the latest trends in media, technology, and creativity. The 2011 Version is now available – Report

Amway's Nutrilite brand is hosting an online video competition encouraging fans of AC Milan soccer to submit their best team chant for a chance to have their video aired live at the next match in Italy -Amway Newsroom

ASICS has provided some fantastic brand activation experiences in the past year (RFID Billboards, GoldRun Campaign, etc.) and the hits keep coming. This experiential bliss (by agency: Vitro) features a 60-foot video wall at NYC's Columbus Circle subway station that lets you experience the New York City Marathon -by racing against (ASICS sponsored athlete) Ryan Hall - Video

Brands like Arby's, RadioShack, and Walgreens are using Foursquare to help support goodwill causes through fans' check-ins -ClickZ

Starbucks Augmented Reality (AR) Cup Magic App - Starbucks' new AR app activates their red Christmas cups by showcasing special offers and gifting – Video

Here's a fun experiential piece from Andes Beer - a soundproof booth set up at nightclubs that allow users to select from a number of background noises prior to calling their significant other. This way they'll think you're in traffic or at a hospital - Video

Mountain Dew are using online video sites like YouToo and YouTube as a new branding tool to drive buzz around their products -MediaPost

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