by Andrea Doyle | May 26, 2015



A Game for Connecting
During Schneider Electric's March 2015 user conference, "Link 2015 - Creating Connections," the company, a global specialist in energy management and automation, partnered with app developer QuickMobile to debut its first ever-digital gamification experience. Aimed at fully immersing its user-attendees in the conference and boosting opportunities to network, a Game Series was created to involve not only attendees but members of the Schneider Electric online collaborative community. Incentives were an integral part of the program; an iPad Air 2, iPod Touches, and iPod Shuffles were awarded to winners on a daily basis.

"We had no idea how folks would react to the game," says Todd Moran, director of social enterprise for Fort Collins, CO-based Schneider Electric. "We had 90 percent adoption in terms of conference attendees playing the game. That's pretty incredible coming out of the gate for us."

Gamification, much of it conducted via apps, facilitated networking and learning at that conference, and helped create brand ambassadors from the company's user community.

 

Schneider Electrric's mobile event
app gamified brand awareness

While you don't necessarily need a mobile event app to run a gamification program, having one certainly opens up more possibilities for activities and participation, says Jeff Epstein, director of product and channel marketing at QuickMobile. Today, approximately 10 to 15 percent of the apps built by QuickMobile are gamified, meaning that attendees earn points and achievements by doing things within the app. "By providing attendees with an incentive to use the app, marketers are able to achieve greater engagement with the brand. They can actually stimulate the kind of behavior they want, behavior that is aligned with overall event objectives," says Epstein.

As more marketers embrace mobile apps, gamification will become even more popular, and easier to apply. "Our game is built right into our app, so there is virtually no effort to include it as part of a marketing strategy," says Epstein.