Gamification: Ejemplo nº 1

Este ejemplo es mi primer ejercicio del curso de Gamificación. Es bastante corto, pues teníamos la limitación de 300 palabras como máximo. Asimismo no se nos pedía el desarrollo de un proyecto de gamificación (que va más en la línea de tercer ejercicio), sino una justificación de la idoneidad de la Gamificación como solución para la situación planteada. 

Por eso mismo, para el propósito de mostrar el sentido y las posibilidades de la gamificación, creo que está muy bien el empleo de estos tres ejercicios.

(La calificación obtenida en este ejercicio fue de 9 sobre 10, lo cual significa que no salió del todo mal)

Y como váis a comprobar, no lo he traducido: Tanto el enunciado como la resolución os los paso en inglés.   Igual que al ver una película buena, si se traduce pierdes parte de la gracia    ;-)

Lee el enunciado y piensa: ¿Cómo lo habrías hecho tú?

Enunciado:

Project Part I: Definition

You are an employee of Cereals Incorporated, a large manufacturer of breakfast food products. Your supervisor, Madison County, approaches you because she knows you recently took a course on gamification, which she has heard will revolutionize marketing.

She tells you that Cereals Inc. is about to release a new line of ready-to-eat breakfast pastries, and she wants to know whether to use gamification as part of the marketing strategy. The breakfast pastries will be aimed at the 18-35 age bracket. Surveys show members of this demographic often skip breakfast because they don’t want to eat the typical cereals of their youth, and they are too active to cook their own breakfasts. Market research indicates that the pastries are likely to appeal more to women than men by a 65%-35% ratio. Cereals Inc. has a 35% share of the overall breakfast food market, but only a 10% share of the fragmented ready-to-eat segment.

Provide as many reasons as you can why gamification could be a useful technique to apply to the situation your manager has presented to you. Explain why these reasons address the specific scenario provided. At this stage, focus on the problem rather than the solution. In other words, describe the goals of the project, not the particular game elements or other techniques you plan to use. We strongly encourage you to watch this week's lecture segments before attempting this assignment.

Resolución:

In order to be clear and concise, the main ideas can be structurated this way:

• Even today, in XXI Century, people have a lot of wrong concepts, bad nutritional habits, and tons of misinformation about food culture, health and diets.

• They don´t find useful "wasting time doing breakfast". We have to use a real "strong weapon" to convince them.

• 18-35 years old: They belong to a generation and a range of ages that is very used to interact and enjoy playing, so Gaming is the perfect hook with them.

• (We have to convince them, not their moms).

• They aren´t kids. So the trick (and the only way) is not to trick them: Make them see that they will be the ones who will WIN. (health and quality of life) We will just sell a little portion of the entire daily food they´ll choose to eat.

• Will they trust in our recipes, advices, or advertisings? No. So they have to discover by themselves and share between them the thruts and good principles of a balanced diet (maybe via a Collaborative Shared Nutritional WIKI).

• 18-35 years old: They´ll surely have internet access and initiative. So we will just provide the plattform and "spark the idea" (and a few more "structure", yes) They will search and study the principles of nutrition, to compose each one´s personalized diet, and to share and help advicing each others.

• They (mostly) have a bad habit of a lack of variety into their present day diets. They are used to eat the same thing (the same kind of food) every day. That´s clearly unhealthy. We have the challenge to make them discover the richness of our wide variety of pastry products, and how they will help improving their nutrition.