Saturday, 10 November 2012

Case Study 2: O2 Priority Moments

Gamification is used widespread across the world. Although it is used so readily and many people are using it in their everyday lives; the average individual does not know what it is. To make it easier to understand we are using o2 Priority Moments as a working example of Gamification.

It was launched on the 14th of July 2011; it gives their 22 million customers location based deals, for example 45% off Odeon Cinema tickets and free sandwiches from Upper Crust. 

So how can this be good for O2? Because, rewarding the O2 customers with discounts from other companies, it will stimulate the customers to stay with O2’s phoning network. In short, they are receiving more than just a mobile phone deal.

So does this mean that Gamification works in the everyday society? From looking into a poll with o2 users in all stages of life and careers, for example University, teaching and the legal system it was noticed that the younger generation (the student) rarely go into a contract, such as with o2 without reaping other benefits, hence why o2 Priority Moments is so popular with the students. However, it is no surprise that the older generation are happy to sign themselves into a contract with no added bonus. It could be argued that this is due to the fact that Gamification has only been around in recent years, like the other examples on this blog it can be seen that it is mainly the teenage to young adult generation that are immersed in a technology ruled society and therefore reap the benefits of Gamification, with perhaps the exception of the loyalty card.

Another example of a phone network that really submerges itself into the use of Gamification is Orange. Orange Wednesdays has become known nationally as a massive bonus in joining Orange. Orange Wednesdays give 2 for 1 cinema tickets every Wednesday of the week. This use of Gamification created a boom in cinema usage and also an increased number of people joining Orange phone company.
This highlights just how important Gamification has become for the phone networks of today. Yet, it is still amazing that most of society hardly knows what Gamification is and that they are most probably using it every single day.

1 comment:

  1. I dont want to be rude guys, but is this really considered a gamification? Becouse bonus for loyality isnt really a game-based-principe. I think this could be a "normal" marketing way of helding a loyality of customers, or added bonus to membership. But I dont see any motivation system, points, badges or fun that can be seen in gamification-ridden marketing.