What Is Gamification?
First of all, we need to understand what gamification stands for in the second screen marketing strategy. In a nutshell, to gamify TV-content means to apply gaming theory concepts into the way you guide your second screen user to interact with the content that’s being aired on TV. The crucial part is live viewer-participation in the show by using various content-related second screen apps. Gamified shows make use of social networks which they turn into second screen platforms by promoting activities such as answering polls, questions and offering show-related trivia for users to check out. In the same time, gamification also entails developing fun games that give users a sense of achievement, while also providing a quick and easy way for viewers to entertain themselves.
What Does It Mean to Gamify Second Screen Advertising?
Gamification has the potential of changing the face of TV advertising as we know it, as it attempts to build a whole new relationship between the TV set and the viewer that is based on emotional engagement. For second screen advertising, gamification means not only increasing fan bases for brands, but also a steady source of feedback and, most importantly, user-generated content. By taking into account real-life consumer expectations through polls and answering questions on social platforms such as Twitter and Facebook, broadcasters and advertisers get the chance of transmitting content in a way that could meet user-expectations with a higher than ever probability. And as long as TV viewers find the content interesting and entertaining, ratings stay high, and, along with them, the possibility of increasing revenues. Using viewer-generated content in the make-up of TV transmission seems like the way to go in the increasingly consumer-oriented mindset that second screen advertising promotes.
User – Content Interaction in the Second Screen Advertising Strategy
The 2012 Gamification Summit talks give various examples of second screen advertising techniques that have succeeded in generating gamified second screen platforms that people voluntarily and, more importantly, enthusiastically participated in. HashTag Killer was one such project that proved just how engaging a second screen platform can be when working in synergy with existent TV shows – in the HashTag Killer case, the detective TV series Psych. We’re talking about an all online show involving the same plot and cast and as in the Psych series, where fans could actively participate in the crime solving puzzles by interacting with their favorite characters, identify clues hidden in the scenery, suggest solutions, as well as gain points and get the chance of becoming part of the show. The results were more than rewarding for creators, developers and fans alike, so it’s safe to say it’s created a precedent of large-scale success in the on-going attempt to come up with the best second screen experience. This is a great example of how second screen advertising techniques can integrate content in a truly engaging way, drawing upon consumer preferences and turning them into original opportunities of increasing brand-popularity. After all, making the most out of what people in front of their TVs actually expect is the binding element of the second screen advertising strategy, and it seems that this reconfigured perspective of interactive, truly user-oriented content transmission is a new foundation for marketers to work on.
“Gamify thyself”: The True Creed of Second Screen Advertising
Fun content is successful content. By placing all bets on what your targeted consumers really like and by developing ways of integrating their favorite content into interactive second screen platforms, you have all the chances of increasing brand-loyalty, engagement rates and revenues. Gamification is one way to do this, in what second screen advertising is concerned. Yet, all successful projects in the second screen sector prove that it’s not just a matter of throwing awesome content at viewers. Gamifiying your content has to ultimately provide people with an easy to use, fun, attractive, and most importantly, authentic experience they can relate to without being bothered by explicit advertisements. It all comes down to two things, if you come to think of it: being creative in the development process on one hand, and, on the other, empathizing with the folks in front of their TVs when it comes to what they’re most likely to be attracted by. The rest is hard work and putting the pieces together, while always keeping an eye on what the “second screeners” at home have to say.
