World Champions in User Engagement
It’s official! The London 2012 Olympic Games have captured the well-deserved title of the first-ever “Social Media Olympics.” This title is impressive in and of itself, but it’s important to note the individual players that contributed to the buzz surrounding the summer Games. Take Canada’s Olympic Broadcast Media Consortium, for example. The Consortium is a partnership comprised of two of Canada’s largest private broadcasters – CTV and Rogers Media. Since the Consortium’s first project, the Vancouver 2010 Olympic Winter Games, it has been one of the front-runners in online engagement innovation. While fans across the globe have been following the Olympic Games for centuries, the Consortium recognized the opportunity to connect with fans on an entirely new level by creating a socially-charged web environment where users could engage with the Games in new ways. To drive this project, they recruited Gigya to launch social and gamification features throughout CTVOlympics.ca (English website) and RDSolympiques.ca (French website), and connect their user experience with all of the excitement of the London 2012 Olympic Games.
Gamification Done Right
The Consortium created the Ultimate Fan Challenge, an online competition rewarding users for participating in on-site games that encouraged the exploration and sharing of site content throughout the Olympic Games. Ultimate Fan was powered with a few of Gigya’s core products: Social Login, Share, and Gamification. This functionality helped to develop a highly interactive experience that rewarded users with badges and points for completing online activities like Olympic Games trivia, riddles, and polls. These points, in turn, made users eligible for real-world prizes. For example, the user at the top of the leaderboard each day would win a phone or gadget from Samsung, and each point earned also made users eligible to win a trip to the Closing Ceremony or to the Paralympic Games, sponsored by Air Canada. By tying sponsorship into gamification elements throughout their site, the Consortium was able to extend more advertising opportunities to eager sponsors, turning gamification into a direct revenue driver.
The success of Ultimate Fan lies in the details. First, the Consortium integrated social infrastructure into the core of their site by requiring all new contestants to register using a social network identity from Facebook, Twitter, or Google. Social Login expedited the registration process by pulling a user’s information directly from his or her social profile. It also made it easier for contestants to share content to social networks once they were logged-in to the site. Second, they incorporated game mechanics to create a meaningful user experience, adding several unique, site-specific actions to the social foundation of the game. Users could climb the leaderboard by completing a wide range of activities, such as making predictions, answering trivia questions, unscrambling word puzzles, and even showing off their Olympic pride by sharing contest videos, photos, articles, and achievements to various social networks.
Results Worthy of Gold
With an average of 1,203 new registrants per day, the Consortium built an impressive database of thousands of users in just three weeks. Approximately 60% of registrants opted to register using their Facebook account, with another 28% using a Google account. Ultimate Fan participants also shared content to a variety of social networks, including Facebook, Twitter, and Google+. This paid off with an average of 3.87 referral clicks per share throughout the Games.
Ultimate Fan revolutionized the way fans followed the London 2012 Olympic Games. By combining Gigya’s social and gamification features, the Consortium created a highly interactive user experience that encouraged fans to connect, engage, and share online content.
“We saw gamification as an opportunity to engage our user base in completely new ways,” said Dave Carpenter, Director of Digital Media, Canada’s Olympic Broadcast Media Consortium. “Using Gigya’s social infrastructure to power gamification and social features proved vital to capturing the attention of our diverse user base with a wide range of content surrounding the Olympic Games.”