Marketing Monday: Mobile Takeover! Expect SoLoMo Gamification to Explode.

Last Monday I wrote about the need for theaters (and others) to accept and utilize mobile marketing---even during shows/movies.  This week I have a few more numbers to back this claim.


According to a study published on Flurry this morning, the minutes U.S. consumers spend on their mobile apps has eclipsed the number of minutes they spend on the web, though both continue to rise.  Here's the chart:

Here's what Flurry reports U.S. mobile users are doing while they're on their mobile apps:

Gaming and social networking are, by far, the most common practices on Mobile Apps right now.


SoLoMo and the Rise of "Gamification"


SoLoMo stands for social, local and mobile.  The "gamification" of apps is a surefire way to engage a new generation of audiences, and by adding a gaming layer to social-local-mobile interaction, marketers are creating ways to get the biggest piece of the mobile pie.  


With geolocation applications and services like Foursquare, Gowalla, Loopt and BrightKite, as well as virtual check-ins on Twitter, Facebook and beyond, the convergence of SoLoMo is creating a whole new way to market.  These applications are social first, gaming second.  But what about apps that reverse the equation?


SCVNGR is location-based gaming first, social second.  While you can easily connect the game to social platforms like Facebook and Twitter, SCVNGR makes check-ins a mere gateway to a set of games and challenges designed for specific locations.


Take a look at a set of challenges for American Apparel:

The check-in is worth +1 point, while the main challenge (taking a picture of yourself posing like a mannequin) is worth +5.  The social aspects, such as sharing the picture or sharing the useful note you wrote about the store for the +2 points, are secondary.

The app is young, however, and has run into problems with implementation and follow-through.  It seems that if you wish to create a successful experience on SCVNGR, you have to do it yourself.


Here's a link on how to start a marketing campaign on SCVNGR.

 Geocaching, however, is also a game first, social second type of application.  It has been around a long time (11 years!) and is already active on all seven continents.  By putting a Geocache at the site of your business, you put yourself on their map for users to find.


Existing cache types allow for a game play, including:

• Mystery/puzzle: This cache requires one to discover information or solve a puzzle to find the cache. Some mystery caches provide a false set of coordinates with a puzzle that must be solved to determine the final cache location. In other cases, the given location is accurate, but the name of the location or other features are themselves a puzzle leading to the final cache. Alternatively, additional information is necessary to complete the find, such as a padlock combination to access the cache.
  
• Multi-cache: This variation consists of multiple discoveries of one or more intermediate points containing the coordinates for the next stage; the final stage contains the log book and trade items.
  
• Event Cache: This is a gathering organized and attended by geocachers. Physical caches placed at events are often active only for the event date.

Idea for Adding a Game Layer to Traditional or Existing Caches:

• QR or Scannable Codes.  Include these as a sticker on the inside or outside of your geocache.  When the code is scanned, users are linked to your website with your personal game challenges.  You can also link straight to a game located on the web.

GPS services aside, I'm still going to herald the potential of QR Codes, especially for entertainment events.  What if you're the lucky patron at a show (movie, theater, concert or other) with a QR code under your seat that gets you a free drink at the snack bar?  Or an upgrade to a backstage pass?  The basis for all of these social gaming platforms is the possibility of earning a reward, be it virtual (like 4square mayorship) or in real life.

Things to think about.

-Danielle Loebs

PS.  Since my brother designs mobile apps, you may be see the Theater Friendly App available in the near future.