uk-netmarketing Archive (2011-2015)

Yes, I totally realise the... sardony...???

TBH I'm not sure what the plan will be for those that don't make it (we just built the app) but it wouldn't surprise me if this was in hand, they're bloody brilliant at the customer engagement stuff.

Cheers

C

Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387

From: uk-netmarketing-bounces at mm.chinwag.com [mailto:uk-netmarketing-bounces at mm.chinwag.com] On Behalf Of John Braithwaite
Sent: 03 April 2012 08:50
To: uk-netmarketing
Subject: Re: [uk-netmarketing] Okay... so is this Gamification???!

Of course it was slightly tongue in cheek - but there is a point in there - how does someone 'feel' about being rejected by Red Bull - it's worth a consideration.

Maybe a free can coupon in the post for 'trying'!!



On 2 Apr 2012, at 19:08, Chris Kempt wrote:


:o)

I would hope not. Anyway, even if that were the case then aren't we back to the competition argument? Any kind of competition, award or recruitment process is going to have more people that are unsuccessful than successful but that doesn't stop people doing them.

I think it's all about managing expectations, In this case the process is enjoyable in of itself and ultimately, I don't think people would struggle to anticipate that the competition for internships at Red Bull Racing is going to be pretty high.

Cheers

C

Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387

From: uk-netmarketing-bounces at mm.chinwag.com<mailto:uk-netmarketing-bounces at mm.chinwag.com> [mailto:uk-netmarketing-bounces at mm.chinwag.com]<mailto:[mailto:uk-netmarketing-bounces at mm.chinwag.com]> On Behalf OfJohn Braithwaite
Sent: 02 April 2012 16:02
To: uk-netmarketing
Subject: Re: [uk-netmarketing] Okay... so is this Gamification???!

So the aim is to disappoint as many people as possible?

I like it.


On 2 Apr 2012, at 15:10, Chris Kempt wrote:



Hi John,

Okay cool, so we are closer to being on the same page now!

Not sure how much the client will allow us to share in terms of results however it's worth mentioning that the measure of success wouldn't be getting better candidates, more whether a greater number of people have had the opportunity to apply that would otherwise have been feasible.

Cheers

C

Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387

From: uk-netmarketing-bounces at mm.chinwag.com<mailto:uk-netmarketing-bounces at mm.chinwag.com> [mailto:uk-netmarketing-bounces at mm.chinwag.com]<mailto:[mailto:uk-netmarketing-bounces at mm.chinwag.com]> On Behalf OfJohn Braithwaite
Sent: 28 March 2012 10:28
To: uk-netmarketing
Subject: Re: [uk-netmarketing] Okay... so is this Gamification???!

Hi Chris

I tend to agree... I have seen gamification (should it have an 'e' or not ?? ;-) that's dreadfully dull ... and the whole point is the opposite. Or games being called gamification... or even gamification of things which need no dressing up, or gamification which complicates rather than improves.

I think the work you have sketched out seems interesting and I would be interested in the final 'result' of the entire process (/game) which is - did Red Bull, in the end, get a better quality of intern as a result of all this effort. Although, as an aside, I am sure that part of this is Red Bull being Red Bull (i.e. even those who don't succeed will have interacted with Red Bull and hopefully will have had an enjoyable experience).

I think the more powerful opportunity (if I ever had the time and chance to get my head around it) is gamification which can be applied across common business or personal experiences. I know there are companies trying to achieve this and I look forward to using a successful method as, so far, I must admit I haven't seen one.

Many thanks


John


On 23 Mar 2012, at 12:47, Chris Kempt wrote:




Thanks for the below John, that does make a lot more sense to me.

Basically my problem comes down to a simple thing which is that when I see examples of Gamification, all-too often they appear to be one of two things:

1)      Shoe-horned in and pointless.
2)      Merely digital expressions of existing paradigms.

Neither to me are particularly inspiring.

Now, I really like your typing example below. This is exactly the kind of thing that I think Kempt is trying to achieve (generally and specifically here). Whether we're achieving it is obviously a different question but what I can tell you is that this project has a good logical foundation. The challenges in the test essentially fall into a few groups:

1)      Conventional and solid aptitude tests
2)      Information tests to check both the user's current knowledge of the organisation and ability to find out information.
3)      Some fairly cunning tests of our own invention - Tests that look like simple games but are actually making, quite separate point.

Now, from my point of view the last one is where it gets interesting. Superficially these tests appear to be classic "games" however underneath they're doing a bit more than that, whilst it appears that you're simply being rewarded for how fast/well you do things you're actually being scored on other factors as well.

Irritatingly I can't really it away in public, at least not until the campaign is finished but if you look closely you might be able to work out what it's doing. Anyway... suffice to say that this is definitely not just a game.

Cheers

C
Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387

From: uk-netmarketing-bounces at mm.chinwag.com<mailto:uk-netmarketing-bounces at mm.chinwag.com> [mailto:uk-netmarketing-bounces at mm.chinwag.com]<mailto:[mailto:uk-netmarketing-bounces at mm.chinwag.com]> On Behalf OfJohn Braithwaite
Sent: 22 March 2012 17:29
To: uk-netmarketing
Subject: Re: [uk-netmarketing] Okay... so is this Gamification???!

Sorry Chris - didn't mean to hurt!!

Yes, I would say that things like getting a gold trophy for being top salesperson, or offering a holiday to someone if they achieve certain targets is much more gameification than your suggestion... and therefore, I would also say that it existed before it was what we call it today (like many things!). Dinosaurs existed before the word 'dinosaur' was ever spoken.

What I believe it is, is taking the mundane of life and using gaming concepts and principles to make it more exciting and, ideally, with the end product of yielding a better performance as a result.

Give you a quick example. My 8 yr old son is learning to type. We have a typing course he's doing. You can be sure that if it were merely just type, type, type... by now he'd have got bored... but, oh no, he sinks ships, finds treasure, tackles aliens and conquers a castle. He's still typing but the gaming mechanic has convinced him that it's great fun by putting on a veneer of success and competition with pretty colours. His WPM is now about 15 and he can, pretty much, touch type. That is a good example of successful gameification.

So, are those flash typing games 'gameification'? They are in my book... just as long as they're teaching something in the process which would otherwise have been non-gameing and irksome.

But, I guess if you are saying that the interactive element is merely a veneer and a variety of aptitude tests with the objective of finding suitable candidates based on recruitment principles and not standard gaming aims of hand-eye coordination, precision, problem-solving and reaction speed... then maybe you're on the brink of gameification of a recruitment process... but... but...  Call it what you want, just do it well      ;-)


On 22 Mar 2012, at 10:30, Chris Kempt wrote:





Hi john,

Ouch! That was low man. Maybe I deserved it for being cheeky in the first place but seriously?





Okay, here goes:





If the the interns project is in the same family as the daytime tv quiz then surely one could just as easily say that Salesforce's gamification later is basically the same as the marble trophy my dad got for being top "man from the pru" 25 years ago. The comparison is equivalent.





So... Why is our project different to a tv comp?





Well, to start with it's a proper challenge: Although the Interns test has lots of pretty F1 imagery in it and a it's fun to engage in, It's properly researched, based on solid science and is a genuinely challenging test, getting into the top 20% is not easy I assure you, I've only managed it once!





But I think the most relevant point here is its intent. The intention here is to:





1) Open the opportunity as widely as possible to make it genuinely inclusive (instead of just asking the kids of the senior management).





2) Use a game-like (actually it probably has more in common with Mensa, Belbin and Myers-Briggs tests) mechanic to allow a large number of people to apply and to provide a mechanism by which those applicants can be whittled-down to a smaller number of people that can go through to the next round.





Now, that feels to me like: "incorporation of gaming ideas, principles, methods and actions into non-gaming environments and processes."





???

Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387

On 21 Mar 2012, at 15:16, "John Braithwaite" <john at ergodigital.com<mailto:john at ergodigital.com>> wrote:
Yes, but the game is self-contained as a game. Even if the outcome is 'recruitment' into another form of game. Therefore it is as much gameification as, say, one of those 'A,B or C' competitions that they run at the beginning of ad breaks to win a holiday in Majorca or similar.

However, perhaps others would differ in their perspective.


On 16 Mar 2012, at 12:27, Chris Kempt wrote:





Hi John,

Yes, it is a bit of a plug but I am honestly genuinely interested in this. So... taking the below:

"Gameification is the incorporation of gaming ideas, principles, methods and actions into non-gaming environments and processes."

Surely recruitment is a non-gaming process?

C

Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387

From: uk-netmarketing-bounces at mm.chinwag.com<mailto:uk-netmarketing-bounces at mm.chinwag.com> [mailto:uk-netmarketing-bounces at mm.chinwag.com]<mailto:[mailto:uk-netmarketing-bounces at mm.chinwag.com]> On Behalf Of John Braithwaite
Sent: 14 March 2012 10:08
To: uk-netmarketing
Subject: Re: [uk-netmarketing] Okay... so is this Gamification???!

Hi Chris

I like it, a great plug ... and then a question at the end ... no, I don't think it's gameification... because if I were to define it (I know there are loads of definitions, but this is mine):
Gameification is the incorporation of gaming ideas, principles, methods and actions into non-gaming environments and processes.

Anyway, that's just IMHO.

What yo got is a competition there, mate!

Cheers

John


On 13 Mar 2012, at 19:33, Chris Kempt wrote:






Hi All,

I'm conscious that this email may fall foul of the "No Shameless Self Promotion" rule but hoping it'll slip past as I'm genuinely interested in your opinion.

So... here goes.

We've just recently finished a project for Red Bull who are currently looking for five interns to work with the Red Bull Racing team. They wanted to open applications to as wide an audience as possible and approached us to see if we could come up with a cunning but fun aptitude test to form the first stage of the application process, the idea is that the top 20% of players then win the ability to apply for the internship.

I'll refrain from posting a link to the work as I'm sure this'll get my post blammed (but if you're interested it shouldn't be too difficult to find) however what want to ask is... is this Gamification? I hadn't even thought about it until we finished the work but I kinda think it is???

So... go on... shoot me down in flames!

Cheers

C


Chris Kempt - Kempt Ltd
T  08456 800899 M 07701 048632
E chris at kempt.co.uk<mailto:chris at kempt.co.uk>

Good Grief, we finally won! http://j.mp/WeWonYay
Kempt Ltd, First Floor, 31 St Margarets Street, Canterbury, Kent CT1 2TG.
Kempt Limited registered in the UK, Company number 4725387


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