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The example I have chosen about gamification is Coca-Cola’s Shake It game launched on Hong- Kong on 2012. We have seen throughout the years how the brand always accomplishes to turn simple acts of drinking carbonized sugar water into an epic meaning and calling experience through happiness.
The reason I have picked this campaign, is because it is a great example of generating on the audience unpredictability and curiosity, which are exactly the main features for a game to be hard to resist. On the other hand, it is aligned with their mission which is bringing joy and optimism to the world, by interacting actively with the brand.
The strategy is basically to offer a free and branded app for young people’s phone. Besides, a television ad ran during the evening and at this moment, fans are asked to run the app and shake their phones in front of the TV, in order to win discounts and prizes from allies like McDonald’s. it is very easy and the only limitations are the time since it occurs only at one precise moment of the day. I consider it to be right since it is simple and does not require much effort from the players (which usually brings disengagement) and since it is also about luck it creates more excitement and competition, which is a way of encouraging new participants.
Nevertheless, it is true that the game does not provide information or a message regarding the product, but since it is about reinforcing Coca-Cola’s values through experiences, is a way of positioning at people’s top of mind brands when thinking about having a good time. There is not any further informational message than this, but the game achieves efficiently its objective. They even used the latest slang word used by Hong Kong teens “CHOK”, which means rapid motion, as a way of getting their attention.
As a result, the app became the number one on the local app store, and after one month it had already been downloaded over 380.000 times. Never before had a branded promotion app gained such a high ranking. And the ad’s viewing figures were even more outstanding, it was watch over 9 million times on TV and YouTube.
Challenges and opportunities in the management of intangibles
During the debate, we talked about the revolution of intangibles and its effect in the corporate field. We could understand from this, that intangibles were irrelevant for companies, in terms of the risk they assumed, but nowadays they mean everything, which really caught my attention. For businesses, everything is being put at game in the management of intangibles, and that is exactly the big challenge we have as future professionals, to understand the importance and influence this has.
Communication, brand, reputation, which used to be the tangible differentiation for a company, today represent intangible values that explain the brutal change in the creation of significance, and it all start with the management of the corporate brand.
Communication is consider a critical factor, because reality does really not exist, reality actually means a narrative reality, built by communication, so have the power to build it and choose it.
At the end, brands or companies need to understand very well what others think of them and that’s where the importance of introducing metrics, measurement standards, and good training comes in.
Anteriormente, el marketing 360 incluía un mix de todos los elementos del marketing para llegar a una campaña eficiente que llegara al cliente. Hoy en día esto ha cambiado y esta rueda 360 se ha reducido a 6 grados ya que nos hemos dado cuenta de que muchos elementos de la rueda 360 no influían en el consumidor y se podían cambiar a un numero reducido de otras plataformas mas efectivas como lo son las redes sociales.
From reading this chapter I got to the personal conclusion that impersonal or anonymous communication through the digital ecosystem has degraded interpersonal interaction and human capacities, even though it’s true that in the present we can have contact with more people at a time and from any place, our relationships have become meaningless files packed into a computer, which gives us a notion about our lives turning into databases (as sadly as it sounds) used by the web to manipulate our way of acting and thinking.
Most of the times we take for granted the influence of nowadays technology in controlling our lives and behavior and shaping our entire future without us being conscious about it, when it could be used instead to inspire social intelligence and support humanistic alternatives whenever possible. This new generation has lower its expectation of individuals’ capacity and personality, because technology already makes up extensions of our being and does most of the things for us, so there is no enthusiasm anymore in human efforts and achievements nor in relating with other people, neither in becoming a better version of yourself. So, I can say that human attributes and qualities have nowadays become less important and the conception of person and the values of one, have fainted and lost their meaning in the digital world.
