New to Gamification? Check out my post What is Gamification & my Gamification Framework: Octalysis
Old Spice Does it Again
(Note: to play the actual game, scroll down until you find the source of the thrillingly annoying music, and then fullscreen it.)
In 2010, Old Spice swept across all media channels with their “Hello Ladies…” campaign. That was shared and spread on every platform possible, and was one of the most common conversation starters during the time (Of course, those conversation starters later moved on into Rebecca Black’s “Friday” and the wonderful Korean dance Gangnam Style).
Old Spice got men here and there to smell good for some time, but men being men, got back to their good old habits of NOT smelling like an adventure, baking gourmet cakes with the kitchens they made with their own hands, and definitely NOT swan diving.
Old Spice needed to come up with something more epic for the manly men, not just for the women’s men, and so they again put together the smart minds of Wieden+Kennedy Portland to figure out something that would spread like wildfire again.
The WK folks thought….so what do men like? They like basketball, they like to be the hero and save the world, they like random humor….and, they like video games.
Mix Basketball, a World-saving Hero, Random Humor, and Video Games together, and what comes out of the blender is their newest masterpiece: DIKEMBE MUTOMBO’S 4 1/2 WEEKS TO SAVE THE WORLD (yes, it has to be all caps).
Marketing Gamification through a game to save the world
DIKEMBE MUTOMBO’S 4 1/2 WEEKS TO SAVE THE WORLD is a 8-Bit styled game where users control the Basketball Legend Dikimbe Mutombo to prevent the 2012 end of the world (according to the Mayan’s calendar) from happening by accomplishing small quests that eventually leads to carving up more dates on the Mayan calendar so we can delay humanity’s extinction. At least until the day we invent self-combing hair.
Actually, I’m not sure how the small quests have anything to do with carving the Mayan calendar, but those quests are always relevant to the times: from getting people to stop dancing Gangnam Style so they can vote (with the boss fight being the State of Ohio), to getting rid of a fluffy toy called Blurgies while playing It’s Thanksgiving by Nicole Westbrook, a successor of Rebecca Black).
Of course, we don’t know what will happen next because each stage only unlocks one week at a time (explained later).
Running Octalysis on DIKEMBE MUTOMBO’S 4 1/2 WEEKS TO SAVE THE WORLD
Below is the analysis of the campaign through my Complete Gamification Framework called Octalysis:
As you can see, DM4.5WTSTW (this is my new abbreviation) has a strange rocket shape, as it scores incredibly high in Epic Meaning & Calling, Unpredictability & Curiosity, and Scarcity & Impatience, but very low on most others. Because of that, it earns itself an Octalysis score of 260 (which is almost as high as Twitter!) Continue reading Marketing Gamification: Old Spice launches the Game DIKEMBE MUTOMBO’S 4 1/2 WEEKS TO SAVE THE WORLD