Tuesday, July 02, 2013

The Book of Mormon: Case Study White Paper

Foi publicado o white paper do último case study proposto pelo GamFed: um site gamificado para promoção e venda de bilhetes para um espectáculo da Broadway: The Book of Mormon (ver este post).

The Book of Mormon Case Study
The Book of Mormon is a satirical musical developed and directed by Trey Parker, Robert Lopez, Matt Stone and Casey Nicholaw. The production has won 9 Tony awards including Best Musical in 2011.

Supercharging Online Engagement

With the musical’s Broadway success rapidly gaining momentum, The Book of Mormon team aimed to increase online engagement and social sharing of tour dates, exclusive interviews and other important content available on the musical’s website. Being savvy about current trends in digital marketing, The Book of Mormon wanted to use social media to build online buzz for the production and boost interaction on the site.

Building a Rewards Program for Fans
Knowing that many people visit a production’s website to buy tickets, The Book of Mormon implemented BigDoor’s Gamified Loyalty Platform to launch site “missions” that prompt and incentivize visitors to check out videos, behind the scenes photos and The Book of Mormon in the news. Joining the program allows users to earn “golden plates”, a currency customized by the Book of Mormon team, which were redeemable for tickets to the show and Book of Mormon merchandise. As a white label product, the BigDoor platform easily aligned with The Book of Mormon’s satirical themes.

The site also launched BigDoor powered ”Street Team missions”, which load a timed messages for fans to retweet, rewarding higher point values for those who do so the fastest.
Since social media engagement is the ultimate goal, The Book of Mormon uses BigDoor’s social stream feature, which highlights real-time fan achievements earned in the program. Visitors to the site can see who is earning achievements, badges and rewards. The social stream prompts them to join and participate in the program.

The Results
Simply watching the social stream on The Book of Mormon’s website proves how active participants are in the program. Valuable site actions have increased by 10X and participants in the program view 2X as many pages. Fans of the program are learning more about the production, building excitement for tour dates and recruiting their friends to help them earn rewards. “Mission” accomplished!


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