With the Loyalty Games 2014 – Gamification and Loyalty World Championships first round taking place next Saturday, I wanted to share some of my ideas on what gamification mechanics work based on the example of the Red Devils, the Belgian National Soccer team.
Building a loyal fan base is one example of a loyalty program, which is often overlooked. In a country like Belgium where most sports don’t unite a nation and where national pride in most cases is superseded by belonging to either Flanders, Wallonia or Brussels. So the campaign #tousensemble #iedereenmee was an innovative way of creating an interest into a young group of players and then actively taking steps to engaging the public along the way.
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Gamification mechanics used:
– Personalisation
– Conversation with the team
– Epic meaning #tousensemble – calling all people to get together and behind the team #idereenmee #iedereenduivel
– Postcard – easy tool to engage with team
– Possible reward – personal gifts if your card got selected and win in the game
– Fan day – meet the team (happened on the 2nd of June before the team left for the World Cup and will be repeated in September as a thank you, which from an engagement perspective in my view is missing an important beat. You engage when people are willing and emotionally connected, not 2 months later, then it becomes a hard sell. Timing is of essence and this may well turn support into apathy, which was the norm before in Belgium. Let’s hope the decision makers can rectify it, before this great opportunity for loyalty building turns into a fail of proportion.) (news changed as the video was rendering))
– Letter of thank you from the team to ‘The best supporters in the world” before they flew back from Brasil
These are some potential gamification mechanics you could use for creating loyalty and engagement. These were some of my favourites, what are your top game mechanics for loyalty?
