Marketing Gamification: Old Spice launches the Game DIKEMBE MUTOMBO’S 4 1/2 WEEKS TO SAVE THE WORLD

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:

Dikimbe Mutombo Gamification from Old Spice

 

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

Gamification Research: How Diablo III uses Game Mechanics to become Winning & Addicting

New to Gamification? Check out my post What is Gamification & my Gamification Framework: Octalysis

Blizzard Entertainment, a company that knows how to do gaming right (though not perfectly), has hit it big with their latest game Diablo III, launched in May of 2012. Within a week, they already sold 6.3 Million Copies, and as of September 2012, already made it to the Top Selling PC Games of all-time. Its success not only rides on the popularity of its predecessor Diablo II, but also stems from the utilization of a great amount of smart game mechanics to make users engaged and addicted.

This article analyzes the techniques and game mechanics that Diablo III uses to achieve the status of Winning & Addicting.

Basic Game Mechanics

1) High Quality Graphics and Sound

This is required for most games, and Blizzard is one of the best at it. Unfortunately, we won’t be learning too much from this because Gamification only applies to gaming elements that are still there after you strip out all the graphics, sound, action and apply them to professional activities.

2) Leveling Up System

Pretty basic too. Pretty much all RPGs (Role Playing Games) have a leveling up system. When a player kills monsters, he gains Experience, which allows his character to level up and become stronger. A leveling system makes players feel that they are having progress and are improving themselves, even though the tasks they do are very mundane. A sense of improvement and accomplishment is key here.

3) Progression through a storyline

Again, like all RPGs, there is a storyline that makes players want to continue to play and find out what’s next. This is similar to wanting to finish a book or movie. Unfortunately, Diablo III’s storyline isn’t that great, and it makes you play through the same storyline in 4 different levels to beat the game (not to mention “farming” the same area/quests over and over), so this factor is not strong in Diablo. It does, however, get first-timers to want to finish the level 1 difficulty once.

4) Points/Money Accumulation

A solid presentation on Gamification by Sebastian Deterding

New to Gamification? Check out my post What is Gamification & my Gamification Framework: Octalysis

Gamification presentation/research from Sebastian Deterding

I recently stumbled upon some Gamification Research by Sebastian Deterding and I think it is a great piece of work in the industry. It shows a heavy amount of research and utilization of Gamification.
As you know, I have always been saying that Gamification is not really a good word to use (sounds very gimmicky and suggests it is created from games), but it should really be called “Human-Focused Design.”
Sebastian calls it “Gameful Design” which I think is appealing but difficult to gain significant traction.
I strongly recommend going through the entire thing.