FOR THE past few weeks, Kenneth Brown has reigned over Samsung Nation, an online loyalty programme that offers virtual rewards to consumers who talk up Samsung, the electronics giant.
In the three months since the programme was introduced, Brown, owner of Atlantic Detail Service, a steel detailing business in Massachusetts, has racked up more than four million points, often placing him at the top of the site’s leader board. Along the way, he has earned a virtual “Twitterati” badge – a turquoise circle – for posting dozens of links to Samsung.comon his Twitter account. He’s nabbed a virtual “Connoisseur” award for his frequent comments on the Samsung site.
And, while newcomers who register for the programme might attain mere “Novice” status, Brown has joined the ranks of the elite “Cognoscenti” by answering many questions from site users.
If Samsung Nation sounds a little like the social network game Farmville, minus the farm, it’s no accident.
Samsung is embracing a business trend called gamification, which takes elements from games and applies them to other settings. Companies such as Recyclebank, for example, use game incentives, such as points and rewards, to prompt consumers to perform eco-friendly activities. Other businesses offer awards such as virtual badges to induce their employees to embrace corporate goals and increase productivity. Meanwhile, a number of well-known retailers and brands, including Samsung and Warner Brothers, are employing point reward systems as a way to engage customers more deeply.
“Visitors who sign in and become active on Samsung Nation tend to explore our website much more, learning about our company, our products, and our content,” says Esteban Contreras, the social-media marketing manager for Samsung Electronics America.
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