Gamificación: qué es, cómo aplicarla y un ejemplo

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La gamificación consiste en aplicar  los mecanismos y elementos propios del diseño de juegos, a contextos que no son juegos. Estos contextos son cas isiempre el marketing, la enseñanza, la gestión empresarial y la salud.

No es una tendencia nueva; empezó a popularizarse en EEUU en 2010, pero la crisis económica freno su desarrollo. Ahora, estamos retomando el interés en ella, veamos porqué.

¿Por qué aplicar técnicas de gamificación?

Jugar es divertido, el tiempo pasa volando y deja huella en tu memoria. Piensa en cuantas horas has dedicado en tu vida a jugar (a cualquier cosa: cartas, Monopoly, al escondite, videojuegos, etc,.) y en los buenos recuerdos que asocias a esas experiencias. Ahora, piensa en las horas que has pasado trabajando, estudiando o recibiendo información comercial… Seguro que tus recuerdos, si aún perduran, ni son tan buenos ni el tiempo pasaba tan rápido

¿No sería maravilloso que nuestros clientes, empleados o alumnos, se divirtieran mientras conseguimos los objetivos que nos hemos propuesto para ellos? Pues es posible, gracias a las técnicas y recursos de la gamificación.

Gamificación y Marketing

Vivimos en una sociedad cambiante, donde el tiempo es cada vez más valioso, ocio y trabajo se diluyen, prestamos atención a varias tareas con la mayor naturalidad y queremos hacerlo todo social. En este entorno, cada vez más disperso y competitivo, resulta cada vez más difícil conseguir nuestros objetivos de marketing. Ya no basta con lanzar grandes campañas masivas en TV e Internet, hay que aportar algo más.

La gamificación, consigue generar mejor reputación de marca y un compromiso muy superior al que se obtiene a través de mecanismos más racionales, que exigen un mayor trabajo consciente por parte del público.

Un ejemplo de gamificación: Volkswagen Street Quest

Los juegos y el marketing son viejos conocidos. El advergaming, en sus distintas manifestaciones, es una práctica habitual, pero la gamificación va un paso más allá, integrando los objetivos de marketing en los elementos de diseño del juego.

Vamos a verlo con un ejemplo: Volkswagen Street Quest, un proyecto gamificado de Ogilvy Sudafrica para Volkswagen. Partiendo de una realidad local –  los Volkswagen son muy populares en Sudáfrica – se pretende alcanzar un objetivo: dinamizar la página de Facebook que estaba bastante baja en número de amigos e interacciones.

Volkswagen Street Quest, era una combinación maravillosa de storytelling, gamificación y social media marketing con una idea base muy simple: desafiar a los usuarios a encontrar la mayor cantidad posible de Volkswagen en las calles de Sudáfrica, a través de Google Street View y Facebook.

¿Cómo diseñaron el proyecto de gamificación?

Para ello diseñaron un app integrada en Facebook donde los usuarios localizaban los Volkswagen y los “pineaban”. En la interfaz se les mostraba información, estadísticas y datos generales a nivel usuario y global. A los cuatro finalistas online se les planteó un reto real en la Gran Final: encontrar la mayor cantidad posible de Volkswagen en Ciudad del Cabo, durante ocho horas y con un tanque de gasolina conduciendo un nuevo modelo de Polo.

Volkswagen Street Quest cumplió de sobra con el objetivo marcado y fue un éxito a nivel de participación y relaciones públicas :

  • A través de Facebook y Google consiguió involucrar a miles de jugadores, que pasaron de media 10 min en el juego – y de paso expuestos a la marca-.
  • El número de amigos de la página creció de 15.144 a más de 38.800.
  • Tras el proyecto, más de 413.558 Volkswagen fueron encontrados y ‘pineados’.
  • Los videos en Youtube tuvieron más de 30.000 visitas.
  • La repercusión en medios tuvo un valor incalculable para la marca.

Puede que pienses “claro, con Ogilvy y el presupuesto de Volkswagen tiene que ser un éxito…” pues no, es muy fácil hacer un proyecto que no funcione con un gran presupuesto, le ha pasado hasta a Google. Lo que necesitas es una buena estrategia, el presupuesto adecuado y mucha creatividad.

Y tú, ¿crees que la gamificación puede ayudarte en tu negocio?

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