"See The Truth Technology: A Private Think Tank for 440,000 Practitioners"
Gamification is a refined operation concept, the game is only one of the forms of expression, gamification of the gameplay is essentially a creative marketing interactive way, we are familiar with the lottery, smashing golden eggs, turntable, planting trees and so on can be classified into one category.
Not limited to the industry, not limited to the delivery platform, or not limited to the audience, such as recreational games for all ages, jumping and other casual games, so it seems that the industry that gamification can penetrate can reach more than we think.
Previously, I shared the private domain gamification of the financial industry and chain supermarkets, and today I shared the two more difficult cases of private domain in the automotive industry and industrial manufacturing.
Yang Jian, director of Xiao ant Digital Intelligence Innovation Products, told "See the Truth", the core needs of the automotive industry and the industrial manufacturing industry such as Mei Woqi are still to create a more creative and differentiated brand promotion and product display user interaction field, and the new consumer industry directly through the way of gamification to do the transformation of the idea is different, the general strategy of this type of industry is more "game grass + store conversion".
During the in-depth chat, Yang Jian also combined with the experience of placing game products in Douyin and WeChat, analyzed the different game delivery strategies in the public domain and private domain scenarios, and pointed out: Douyin can only undertake lightweight game product delivery because of the limitations of platform attributes; and in WeChat, it can not only put lightweight games, but also make larger role-playing games such as cultivation classes and simulated business classes.
Based on this, we once again see that there is a significant difference in the operation strategy between the private domain and the public domain, the private domain pays more attention to long-term and loyal companionship, while the public domain pursues the "fast and accurate" traffic, and in terms of the public domain platform, the traffic is hurried and hurried.
01
Game planting + store conversion
See the truth: What was Mei Woqi's appeal to find the ant at that time?
Yang Jian: The first time Jianlian was at a dealer conference in March this year, Meiwoqi as a benchmark brand in the industrial industry, although the market share in Europe and the United States is very high, but the country still needs to do a lot of product publicity investment, therefore, they want to use a more differentiated way of playing to convey their "technology + environmental protection" brand concept.
Industrial manufacturing is more special, its product positioning and characteristics are difficult to experience directly at the offline exhibition, for example, field battery packs, it is difficult to prove on-site that it is more durable or lightweight? Therefore, abandoning the traditional product display ideas, choose a more attractive and interactive AR game combined with offline interactive screen, and let everyone play first.
Combined with the theme of the Winter Olympics at that time, we designed a ski AR game, through an independent small program to do brand exposure and product display, the experiencer scanned the code directly into, participated in the online VR ski challenge, in the game process of the cold suit, battery pack, lamp, field lamp, barrier-breaking tools and other products into game elements, dropped in the entire skiing process. In addition to the interaction of ski games, there are six interactive halls combined with offline, such as product display, digital marketing AR treasure hunting hall interaction, brand roadshow, after-sales service and knowledge quiz class.
See: What was the collocation between the private domain scenes at that time?
Yang Jian: The entire product link is actually based on the Mini Program and the public account initiated, when the user experiences any product, you need to pay attention to the public account before logging in, in the Mini Program side will push the game leaderboard, so as to achieve the purpose of stimulating retention and promoting fission, if the user is more interested, you can share it with friends on social platforms.
See the truth: similar to this kind of low-frequency, low-level online industrial manufacturing industry, usually you have more contact?
Yang Jian: There are indeed not many industrial manufacturing brands that can combine VR games to do product publicity, and it is also the first time for us, which also breaks our inherent cognition of the more rigid marketing methods of traditional industrial manufacturing, which may be the addition of more young people in the enterprise, and may also be related to the fact that Mei Woqi itself is a multinational enterprise, after all, the development process of foreign gamification is at least 10 years ahead of the domestic, and we can see that they are more inclusive of this new way of playing.
If you put aside the particularity of the industry, the solution of VR games in China is not a new thing, VR offline games combined with online interaction has long been used by all kinds of beauty collection stores and their offline experience stores, applied to daily product publicity activities, such as Lancome, Sephora and other brands we have cooperated with, they will match some of these differentiated interactive methods to increase exposure and increase fission when they have new products or explosive models to promote.
See the truth: like this kind of low-frequency and high-priced automotive industry, have you learned that you have done Xiaopeng Motors case, how was the gamification marketing link designed at that time?
Yang Jian: The theme of Xiaopeng Automobile at that time was very clear, that is, to do a big marketing exposure in the Qixi Festival, we helped them to make a number of TVCs in the early stage for preheating and storing water, and released a creative interactive test on the day of Qixi, the user can get a love personality personality analysis report through the test, and at the same time will explain what kind of personality will be attracted by "you", so as to guide users to share fission to match and find friends who fit the personality.
The entire activity down, AVG sharing rate accounted for about 20%, sharing after the click success rate of 100%, that is, an average of 1 person will come in will have 1 person to share; the stay time is about 3.3 minutes, while the industry's general brand advertising stay time is less than 10s, ordinary H5 interactive stay is less than 1min, through this type of test content can be efficient insight into user portraits, so that the later more accurate marketing communication and reach.
See the truth: from the perspective of the entire interactive interface, I don't feel a strong sense of gameplay, more like a simple questionnaire, can this kind of interaction also become gamification interaction?
Yang Jian: In fact, it should belong to a lightweight creative interactive game, similar to the annual song list from NetEase Cloud, Alipay annual bill, according to different branch plots, and finally generate your exclusive personalized analysis report; the main goal is to inspire more users to share fission, expand the brand volume at the same time, help brands collect accurate user portraits.
However, seemingly simple, the story line design behind it, the control of the accuracy of the user test link, the production cycle needs to spend a lot of energy to polish, although the user has only 10 steps in the process of playing, but this is not simply to do a questionnaire, for the producer each map needs to be purely hand-drawn, and then after repeated confirmation and optimization, plus development and production, the logic of personality matching and the algorithm behind it are clear, and a certain amount of development is required. It is not a random number, and it will even involve some psychological knowledge.
02
Private domain × gamification operation scenario, is it WeChat?
See the truth: how to understand the combination between private domain and gamification, can it have the same effect in other scenarios, such as platforms such as Douyin Taobao?
Yang Jian: Gamification is only one of the main forms to solve customer needs, different needs and scenarios are used in different ways, gamification has four major advantages:
First, data advantages. When users brush videos on Douyin, as long as it is not clicked, you cannot get user data. But in the game scene, whether he clicks or not, as long as in the game scene, you can record all the user behavior in real time, such as the length of stay, the number of views, etc., the reference data dimension is more, you can see more user behavior data from the perspective of the platform;
The second is to reach the advantage. At any time in every link of the game link, implanted and user-reached messages, compared with traditional marketing tools, gamification contacts are more, more natural, more scene sense, of course, this also benefits from his own data collection advantages, data dimensions are rich, and the points that can be reached are naturally rich.
Third, the retention advantage, through the game duration and game content design to attract users to continue to return, such as small town management, cultivation and other long-term operation of game products, users can play in it for several months, so as to achieve deep binding, retain users. This ultra-long-term interactive form and strong reach ability, at present, only the game can do.
Fourth, the game can stimulate the user's most instinctive pursuit. For example, jumping, you see others in the circle of friends to post results, take 1000 points, you think you play better than him, you want to surpass it, this is out of instinctive competitive thinking.
See: Does gamification cost more than traditional marketing tools? What constraints do you feel are in brand choices to gamify?
Yang Jian: At the end of last year, we also joined these platforms like Taobao Ecology, including SaaS platforms such as Youzan, and also contacted many customers of small and medium-sized brands. However, as you said, everyone thinks that this thing is too expensive, may not really understand, in fact, through the SaaS way, the cost has dropped a lot, a few thousand dollars can be subscribed to for a month, and the coverage is very high, if customized, may be tens of thousands of dollars can also have a marketing game of their own.
Due to the lack of cognition, the first attempt will be relatively cautious, after everyone establishes cognition, the budget will increase accordingly, and the maximum brand game with a budget of more than 1 million and 2 million in our program is also less than 100,000 brand games, which scores brand demand.
See the truth: some brands use gamification interaction as a marketing campaign tool, and some go deep into the full link of member operation and do long-term gamification identity binding, how do you think about these two different gamification positioning?
Yang Jian: Brands should not be stuck in which game to use, and the punch card lottery and task check-in that we see now are actually a form of gamification, which is nothing more colorful than making this process more colorful and replacing it with a more Fancy marketing model, which is a model innovation.
However, if you think in the long run, in order to achieve more conversion, want users more time, but also need to think more, for example, whether to make the entire user operation process into a gamified experience, user level growth is not a level two, but with the brand's established role to let users immerse themselves in playing, the game of breaking through and the reality of the consumption association, the use of a complete set of numerical systems, to build a parallel world of the brand, the gamification of the entire implementation, this is really deeply into the product and user operation system in the innovation.
The final feeling to be created is that there is a self-identity in the brand community, this identity system is actually an upgrade of the previous membership system, from a card, a number, containing certain permissions, to now let the user realize the value of the entire community, in this space he is the identity of the group, this sense of identity is the core factor of the user's long-term retention and continuous investment.
This is also why the positioning of Xiao Ant Digital Intelligence is in the interactive experience, not in the game, because the game is only one of the interactive links, with gamified thinking to achieve commercial empowerment, to achieve more perfect interaction, behind the impact of many non-game factors.
See the truth: Do you think that the "private domain" in "private domain * gamification" is not necessary for WeChat? Or what is the difference between building a gamified brand space in WeChat and other platforms?
Yang Jian: I have been doing game planning and APP for more than ten years, from my understanding, the earliest from the PC side to the mobile terminal, from the web page, APP to the emergence of small programs, behind it is actually a calculation platform and customer acquisition cost of the transformation, now the main position of user operation is still in the mobile terminal, the domestic private domain platform, WeChat is the main battlefield.
From the perspective of operating costs. Compared with the APP scene, it is better to take the Mini Program or WeChat private domain as the main battlefield. On the one hand, now users download THE APP, and the cost of re-registering the account is extremely high, and the loss in the APP is often permanently lost, and it is difficult to let it download again; on the other hand, many brands provide users with a user experience that is not as high as the game, and the Mini Program itself has met the needs of users.
From the perspective of the delivery platform. Taking Douyin and WeChat as an example, if you do delivery on the Douyin platform, you will choose a more lightweight, that is, a game that you can play and go. The Douyin platform will collect all small games in a game center, and the platform will use the form of advertising and anchor to deliver, based on a kind of advertising thinking to do games, must not use too heavy games.
In addition, Douyin is essentially a traffic distribution platform, and it is not likely to take the game as a major direction, because the game itself is in conflict with the video, and the two are two different entertainment methods, both of which occupy the limited time of the user.
In WeChat, you can not only put lightweight games, but also do larger role-playing games such as cultivation classes and simulated business classes, which is a differentiated game product delivery strategy brought about by different platform attributes.
See the truth: In addition to mainstream platforms such as Douyin WeChat, what other scenarios are suitable for gamification operation?
Yang Jian: If you just say that there are many distribution platforms for mini games, such as various mobile phone brands Xiaomi, vivo, OPPO, and Huawei have a game center, which is actually a small game, that is, with the lowest cost and the most direct way, let users experience his game content. Such platforms also have millions, tens of millions of daily lives, and games have already penetrated into all aspects of the business link.
Not only online operations, but also offline gamification operations are now more and more, such as VR and offline interactive large-screen games in shopping malls.
The demand for gamification in stores, not only online, they also hope to attract users to the store through online operation, through the way of gamification to associate the whole scene, after all, the store turnover rate will be higher, if not only to the store, but also to let users in the store "while shopping while playing", so that for the brand, the user's entry into the store is valuable, in short, where the customer is, the private domain operation is where, online need gamification interaction, offline also needs.
【 Private Domain White Paper】