If you could discover life on another planet by playing a game, would you want to?
Well, a not-for-profit research organization, namely DSRW (Deep Space Radio Wave Project) is on a mission to “capture deep space radio waves and analyze them for patterns and messages”. The organization shares all finding with the public, on their website, enabling the community to get involved and help answer the age long question: “Are we alone in the universe?” (Warren, 2012).
Midway through the articel, Warren mentioned that the website features a Warner Bros. Entertainment Copyright logo on the page. The logo suggests that this space mission, is part of a broader campaign for a TV show or feature film; And most likely a gamification marketing element (Below is a screen shot of the game).
In the past year, there has been a growing trend towards applying gamification elements towards the marketing of feature films (Warren, 2012). From movies like The Dark Knight Rises, The Hunger Games, and Toy Story 3 puzzles and other game qualities were applied to their social media marketing platforms.
So what is Gamification:
Over the past couple of years, marketers have been implementing game-like qualities into a number of social media apps, which are made accessible through one’s browser and mobile device. Elements of gamification include: levels, leader boards, badges or points, rewards for participation and competition amongst gamers using the site (Armano, 2011). According, to Armano, 2012 was the rise of the gamification marketing trend, as a majority of organizations began implementing it into their marketing strategy. By utilizing gamification elements, organizations are better able to engage with customers who are aware of tricks associated with traditional advertising. The most critical advantage of this strategy however, is that individuals are returning for more! (Rollason, 2011).
Gaming Statistics (Rollason, 2011):
- “M2 Research have predicted that the gamification market will be worth an estimated $1 Billion by 2015”
- “An estimated 20 million of the more than 25 million 12 -17 year olds in the US are gamers”
- “20% of the US population have played a game on a social network sites. And what’s more, that 35% of these social game players are first time gamers who have never played any other kind of video game”
- “Americans are now spending 22.7% of their online time on social networks, which is far more than anything else, including email at 8.3% “
So now that you know the space mission is potentially a marketing strategy, if you are curious as to what movie it is associated with, start cracking the code!
Armano, D. (2011, December 12). Six Social Media Trends for 2012 – David Armano – Harvard Business Review. HBR Blog Network – Harvard Business Review. Retrieved December 11, 2012, from http://blogs.hbr.org/cs/2011/12/six_social_media_trends_for_20.html
Rollason, H. (n.d.). OPINION: What is Gamification, and should you bother finding out? | Useful Social Media Blog. Home | Useful Social Media | Corporate Social Media Best Practice for Business & Marketing. Retrieved December 11, 2012, from http://usefulsocialmedia.com/blog/future-focus/opinion-what-is-gamification-and-should-you-bother-finding-out/
Warren, C. (2012, December 10). Is This the Next Big Viral Movie Campaign?. Mashable. Retrieved December 11, 2012, from http://mashable.com/2012/12/10/dsfw-project/