ABBEY HINDLE ADVERTISING

Gamification is applying game design thinking to non-game applications to make them more fun and engaging (gamification.org, 2014). Another way to look at it is the tapping into basic desires and needs of users which centre around the concept of achievement and goal accomplishments.

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Virtuality is then the phenomenon of communication among people without physical presence in space, time or real-world representation (Brand.J, 2013). In other words it is the computer-simulated environment that can stimulate physical presence, the purpose is to recreate sensory experiences from taste to touch. But what are they together and how are they used in Advertising?

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Virtuality is then the phenomenon of communication among people without physical presence in space, time or real-world representation (Brand.J, 2013). In other words it is the computer-simulated environment that can stimulate physical presence, the purpose is to recreate sensory experiences from taste to touch. But what are they together and how are they used in Advertising?

To create a campaign that seems like a recreational activity, where people will actually use the advert in some form is key to a successful campaign. These can all be seen in the following advertising campaigns making selling recreational, very similar to collective intelligence and transmedia story telling. It is for this reason I believe becoming interacting with you’re target audience is what will establish your brand. You are then able to influence and engage your consumers whilst still delivering the intended message.

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Nike+ Tag

The first example is the Nike, Nike+ tag game. Their whole campaign was about beating other users in the distance that they run using their product Nike+ the app. This app records the distance you’re running and documents it in the app, they then connected their distances with other uses and made it a competition to see who could run the furthest- winning. It kept the users motivated while further establishing the brand as a leading sport assessor company. Through using gaming mechanics such as rewards and trophies for completion of challenges they have successfully incorporated the social element of competition against friends

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Coinland
The next example is the Coinland virtual world created by Commonwealth Bank. The purpose of this gain was to teach children the benefits of baking through a gaming form. They would learn how to earn, save and invest money while completing fun missions and tasks, much like a computer game. This idea provides education about their future in a fun way thus gaining parental approval,  while also gaining them as potential customers at a young age. Because Commonwealth produced this family friendly persona it also encouraged families to actually change their banking branch because they liked what Commonwealth stood for.  This not only creates loyalty toward brands but also provide infotainment for the younger audience, which is priceless in the future.