The Posterscope case is one of the projects where everything needed to be done urgently. We did not have time and a special budget for the development of the software part. The purpose of the quest was “to attract employees to use the company’s new product,” so it didn’t make sense to take them somewhere in a separate space to conduct a quest for them. This case is a good example of how you can build gamification on existing tools that are not directly intended for gamification: Teams corporate messenger, Mail and the Software itself. All employees were working in one place, divided into departments-teams, which simplified communication within the teams. They needed to perform tasks within the software itself. Much had to be done manually, the scoring was not automated, the ratings were also built without process automation. This project is more like pilot testing gamification before it is “programmed” and implemented in the company. Sometimes such a “test” solution is already suitable and already gives the desired result, and you don’t have to spend money on development, on the introduction of a special gamified permission. Whether to make gamification as a full-fledged IT solution is up to you, but in any case, I recommend testing it as MVP first, and this project is a good illustration of how this can be executed.
Ilya Kurylev, gamification expert, CEO of Gamification Now!
Posterscope is an outdoor advertising agency. An intermediary between the advertiser and the owners of Out-of-Home inventory: billboards, screens, and others. The company is part of the large Dentsu group, which also includes other agencies.
"Problem: we tried many options for implementing the new system: we wrote letters, told people how important it was, made presentations and trainings, conducted a personal test drive of the product. But employees did not brave to consciously immerse themselves in the new software".
Posterscope created a competition "Advertising Campaign for Santa Claus". Employees had to communicate with the client (Santa Claus) within the system and agree with him on the New Year’s Out-of-Home program, taking into account his whims (edits, additional questions, improvements, etc.). It was necessary to choose the placement of billboards in such a way that the targeted program looked like a Christmas tree with decorations of various shapes on the map. The shape of the Christmas tree and decorations could be achieved using the elements of the system: for example, billboards were of one shape, the necessary side for advertising was of a different shape and color. Due to the selection of identical elements (billboards) in a certain order, the contour of the Christmas tree was obtained. Wits and creativity were welcomed when building their own unique "picture".
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All participants were divided into 5 teams based on the clients they support in Posterscope. There were 3 winners.
1. The first stage was for everyone, including assistants. At this stage, there were simple introductory tasks for familiarization with the basic functionality:
If the assistants wanted to continue the game in the second stage, then they could too. But they are unlikely to succeed. Since this audience also needed to be trained to work with the new program and motivation was needed for this, there were prizes for the assistants. For example, the prize "Best Assistant".
2. The second stage was for professionals, for buyers. At this stage, they needed to create an Adv program, taking into account professional experience, performing various tasks.
Assignments were sent once every 2 days (simple) and once every 3 days (complex). There were also secret subtasks that allowed you to get an extra point. The points were not advertised anywhere, they were seen only by the organizers, who periodically sent motivational messages. Such messages allowed the teams to understand their position in the ranking, see below.
All participants received prizes. All finalists received gift certificates for a certain amount. The winner could choose any certificate for any product or service on the certificate website.
The main motivation was laid right away - to learn how to work in the system, which will become mandatory and the only one from next year. Christmas competition as a fun and stress-free way to learn a Software that will be used by everyone next year.
Later, two additional motivations were laid down: prizes and a demonstration of professionalism. The one who reached the final could prove himself as an innovative Expert.
Encouraging messages were regularly written to the mail: “Push on, you are going to bypassed,” “You are about to take the championship from the leader.”. The creators of the project regularly cut the results out (once a week). For example, when the first person appeared who made the first tasks part, we published motivating messages about it in the mailing list.
It turned out to achieve the goal - each task was devoted to studying the function of the program and each participant got acquainted with the functionality. The project turned out to be created as a way to have fun, team building, and a test of professionalism.
"In general, everyone is satisfied with the result. It turned out very well. Especially we succeeded to construct something very holistic and high-quality from improvised means. There was some fear and doubt at the beginning, looking at the existing bright cases. It looked like it was necessary to design and roll-out some big and serious system. But it turns out that you can deploy everything simply and get a great result."
