Blog

As Christmas and the New Year draw closer, I thought it apt to count down the 12 days remaining til close with Milward Brown's very own Dave Barrowcliff and his view on what digital delights might be in store during 2012.

Gamification unlocked.

Big Brands become more playful 'Gamification' is a simple idea: engage people by applying game mechanics to non-game situations. Points, level progression, badges, achievements, virtual currency & puzzles. The principles of gamification may be simple, but effective execution is not. People's motivations and approaches vary. Crude forms of gamification such as Foursquare-style badges and points-based rewards is mere 'badgification' - a one-size-fits-all solution to a far more complex problem.

Gamification is inherently social - so which brands will succeed? I could unlock my Super Dad achievement for purchasing Pampers five weeks in a row (earning me a 10% discount), get 50 points each time my friends and I buy Special K in the same week (worth 50p), and level to Master Environmentalist (giving me access to green offers) for reducing my car's weekly mileage and refuelling with BP.