Our Customer Spotlight series highlights businesses that are pioneering the social web experience and driving user engagement and loyalty along the way.
BYUtvSports, the official sports channel for Brigham Young University, drove user engagement and registrations by gamifying their online experience last August. Gigya was proud to help socialize the BYUtvSports website by equipping it with a customized suite of tools, including social login, comments, share buttons, reactions plugins, gamification, and an activity feed.
Driving engagement through friendly competition
BYUtvSports encourages its users to embrace their competitive streaks by offering a gamified web experience that ties all the other social elements of its site together. After registering for an account, users can create biographic profiles that mimic the programs of their favorite teams.
As a user interacts with the site’s content and other users by leaving comments, watching videos, and sharing content across social channels, BYUtvSports upgrades that user’s virtual ranking by changing his or her title. In this way, consistent members that start out as one-star recruits can eventually advance to having their jersey digitally retired in their honor.
Major victory for user engagement numbers
By transforming content consumption into a competition, BYUtvSports incentivizes desired user actions by rewarding users for spending more time on the site and for pushing content to their social media networks.
The results indicate a sweeping victory for BYUtvSports. Digital media director Ryan Holmes reported “thousands and thousands” new signups for the new gamification features just a week after its initial launch.
To generate even more excitement around its interactive user experience, BYUtvSports released a video promoting its gamification features:
With social integration, both parties win
BYUtvSports weaves themes of collaboration and competition into its web presence, creating a customized, social experience that specifically targets its main user base of sports enthusiasts. By integrating social infrastructure into its site, BYUtvSports converts its visitors into loyal fans that advocate for its site and continue to return for more.
If you’re game for creating a better user experience across your web properties, check out our guide to social infrastructure.
-Emma Tzeng, Marketing @gigya
By Emma Tzeng