Today at # SMWMilan I attended a very interesting event
that raised the
entire social community the power
of Gamification.
The connection between game, fun, sport is winning in Italy.
But let's go step by step. The event had a very technical subject, as was the reputation of the panelists: SOCIAL TV, THE AUDIENCE HAS AN AUDIENCE. socialmediaweek.org/milan
The connection between game, fun, sport is winning in Italy.
But let's go step by step. The event had a very technical subject, as was the reputation of the panelists: SOCIAL TV, THE AUDIENCE HAS AN AUDIENCE. socialmediaweek.org/milan
Keynote Kenyatta Cheese followed by 3 Italian super-experts: Carlotta Ventura (Telecom Italy), Matteo Cardani (Publitalia '80) and Giampaolo Colletti (AltraTV
and author of the book “Social TV”).
The goal was to
talk about and analyze the phenomenon usually known as
“Second Screen”, but it is impossible not to note the essential,
valuable and disruptive effect of the mechanism of gamification that have been
applied.
Everything starts with #TIMRace, the first experiment of Social TV applied to the MotoGP World. During the last Misano MotoGP in Italy, thanks to an agreement between TIM (Telecom Italia Mobile operator) and Mediaset (Italia 1 was the official TV network that broadcasts live MotoGP in Italy), commentators have launched a contest via Twitter. The average support it was not strong: 4 times 10" advert before the race plus a 40 seconds long promo on the day of the race, some super impression live.
Everything starts with #TIMRace, the first experiment of Social TV applied to the MotoGP World. During the last Misano MotoGP in Italy, thanks to an agreement between TIM (Telecom Italia Mobile operator) and Mediaset (Italia 1 was the official TV network that broadcasts live MotoGP in Italy), commentators have launched a contest via Twitter. The average support it was not strong: 4 times 10" advert before the race plus a 40 seconds long promo on the day of the race, some super impression live.
Suddenly a
digital race, personally engaging people who habitually follow the MotoGP race,
start. Clear mechanism: each tweet and retweet counts as one point. The winner
will be mentioned live and will virtually win the Pilot and the Team supported.
Entering ww.timrace.it, it was possible to follow, in real-time, tweets, rankings, the speed and the amount of messages coming to the platform. The passion for MotoGP and bikes, one of the main drivers of the target, flooding the social scene.
Entering ww.timrace.it, it was possible to follow, in real-time, tweets, rankings, the speed and the amount of messages coming to the platform. The passion for MotoGP and bikes, one of the main drivers of the target, flooding the social scene.
Incredible data results: 48 million reach. 200 tweets per minute as peak number of messages specifically containing the dedicated #tag.
Case study
repeated, again in MotoGP, but this time during a Spanish race. A new success:
27 million reach for MotoGP of Valencia live broadcast in Italy, the last race of the season.
End result: 10,000 Unique Visitors of the site; Reach of 75,000 people. On this basis, by the same mechanism, the contest starts in the field of Soccer, Serie A TIM, as well: # TIMSTADIUM. Naples- Rome is the 1st match and then another 6 games: the passion of social fans is generating engagement and fun. 3.000 tweets per minute for some #tag linked to the challenge. Someone already talk of TIMStadium-MANIA: 273 million impressions, reach 13 million, 21.000 unique visitors of the site.
Gamify your sport events: success guaranteed!
@GamEventing
@PTeoducci
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Grazie @GamEventing