Published on February 5, 2014
DRYATHLON™ GAMIFICATION AND REWARDS ED CERVANTES-WATSON INNOVATION, CANCER RESEARCH UK
Cancer Research UK traditionally under-indexes with males, we needed a product to address this... Context • 85% of active CRUK supporters <55 are female • 2011 – 253,000 men raised £18.5m for Prostate Cancer – Movember Core Insight “men are willing to support charity as long as it is low involvement, derives personal benefit, and facilitates banter with friends” Drop the Drink • Challenging social drinkers and their mates to see who has the willpower to give up drink for January • A fun, banter-rich fundraising challenge targeting ABC1, 25-45 1000 old men Projected Income (mid-case, year participants) £100K Why? Test will power Challenge friends and colleagues See the world beyond the pub Feel fitter Save money Feel good about supporting a great cause 63% of target audience would be likely to take part 74% had taken time off alcohol before – 50% in January
A number of creative routes and names were explored... Projected Income (mid-case, 1000 participants) £100K
Alcohol calculator (light gamification) supported acquisition – driving awareness, registration and pledge 250,000 web visits, 47% via mobile Conversion rate 18.5%
Live updated team leaderboards (using JG API) fuelled banter and competition Teams accounted for 3% of registrations but 6% of income Teams are worth raise more, and return sponsorship at a higher rate
Dryathletes were awarded with virtual badges at fundraising milestones Dryathletes who received badges on average raised 41% more per JG page than those without Rewards are a key motivational driver adding value & deepening engagement
Badges and rewards drove high levels of engagement providing multiple touch points Open rates on badge emails were in excess of 60% and the highest reported across CRUK campaign
Standalone Facebook and Twitter communities allowed for creation of distinct campaign ToV 80% of Dryathletes do not follow CRUK on any other social platform Virality rates on posts exceeded 57% “Talking About” rates regularly exceeded “likes” peaking at 30,000 on NYE
Use of digital assets to support fundraising and drive awareness were critical to success
Take-out We often hear the phrase “sponsorship fatigue” but Dryathlon™ highlights that in combining insights with innovation we can identify and develop fundraising products which reach new audiences. Further value can be generated by capitalising on existing consumer behaviours and using gamification and technology to create an engaging supporter experience and provide a resource efficient solution.
GAME PLAY: HTTP://WWW.YOUTUBE.COM/WATCH?V=DCNREPIHC7I&FEATUR E=YOUTU.BE GAME JAM HTTP://WWW.YOUTUBE.COM/WATCH?V=GHAELHMVLEC
THE SCIENCE BEHIND THE GAME
What is Play to CureTM: Genes in Space – the world’s first mobile phone game built to analyse real cancer gene data – We want to find out if crowd sourcing can analyse scientific data just as accurately as the experts – We want to use crowd sourcing to speed up data analysis Ultimately we want to find the genetic clues which will lead to the development of personalised treatments, sooner
Play to Cure: Genes in Space WHO ARE WE WORKING WITH? – The data comes from the lab of Professor Carlos Caldas at the Cancer Research UK Cambridge Institute – The samples were kindly donated from patients on the METABRIC breast cancer trial, which hit the headlines in early 2012 with results that showed that breast cancer is actually ten different forms of the disease. 2 3 Wednesday, February 05, 2014 View <Headers and Footers> to
How does the game work? – The game is based on identifying variations in gene data represented by the peaks and troughs that deviate from the ‘baseline’ on the plots like the one below. – From this, scientists can pinpoint exactly where the changes in the genome are occurring – The human eye may be more accurate than a computer at finding these changes and identifying key genes which might underpin certain types of cancer 2 4 Wednesday, February 05, 2014 Citizenscience@cancer.org.uk
How does the game work? – The raw, anonymised microarray data is fed into the game and translated into space coordinates. – When a gamer plots their intergalactic course they simultaneously identify the important variations in the data – they then fly this course collecting element apha – The analysed dataset results are fed back via the Zooniverse platform to our CRUK researchers 2 5 Wednesday, February 05, 2014 Citizenscience@cancer.org.uk
REMEMBER: DON’T WORRY ABOUT MAKING MISTAKES! EACH SAMPLE WILL BE ANALYSED 50 TIMES BY 50 PEOPLE TO ENSURE ACCURATE ANALYSIS. WE JUST NEED PEOPLE TO TAKE 2 MINUTES TO PLAY!
THE GAME PLAY
THE STORY: YOUR JOB IS TO COLLECT & TRADE AS MUCH ELEMENT ALPHA AS YOU CAN. THIS IS HOW....
CUSTOMISE YOUR SHIP: USE CREDITS TO SELECT YOUR SHIP’S POWER AND DEFENCES. TO UPGRADE COLLECT & TRADE ELEMENT ALPHA FOR MORE
ROUTE MAPPING: THEN, MAP YOUR COURSE BY TAPPING THE DENSEST AREAS OF ELEMENT ALPHA
HARVESTING: FOLLOW YOUR ROUTE-MAP TO COLLECT AS MUCH ELEMENT ALPHA AS YOU CAN, DESTROYING ASTEROIDS ALONG THE WAY.
ASTEROID FIELD: AVOID AND SHOOT ASTEROIDS TO GET THROUGH TO THE NEXT LEVEL . TRADE YOUR ELEMENT ALPHA. UPGRADE
DOWNLOAD FOR FREE TODAY Play to CureTM and help beat cancer sooner
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