Game Set Action

Now, Bollywood uses gamification as a tool to reach out to audiences

Game Set Action
Film producers have discovered the charms of gamification to engage audiences and get feedback on social media. Movies, including Chennai Express, have taken the route to connect with their target audience.

IT research and advisory company Gartner defines gamification as the use of game design and mechanics to engage a target audience to change behaviour, learn new skills or engage in innovation. The target audience may be customers, employees or general public — in short, anyone with needs and desires who will respond to stimuli.

For example, in the case of films, the crew could create social media pages and share information and activity about a movie. Audiences could be encouraged to share data on their pages and active users are rewarded through digital and physical gifts. This provides the film team with a plethora of data about the audience’s response and helps it to change marketing and other initiatives.

“In the case of Chennai Express, the film got a lot of negative feedback about portraying stereotypes of south Indians. We analysed social media feeds and found that it was the north Indians who were complaining, south Indians seemed to love the teasers and promos. The filmmakers then became confident of going ahead with their plans,” said Siddhesh Bhobe, chief architect-eMee at Persistent Systems (eMee is the company’s gamification product). “In the case of films, if you ask someone whether they liked a particular song, you may not get honest answers. When done through gamification, people talk a lot. We then do sentiment analysis to gauge the audiences’ actual feedback,” he added.

As with any marketing initiative, the aim is to garner stronger mindshare amongst consumers. Gamification works with this principle as its core. “Organisations are finding better ways to increase engagement by leveraging social network platforms such as Facebook and Google+. One such avenue is gamification — where any activity is packaged as a game (app/tab) to motivate consumers to participate and share their profile data,” said Vivek Shenoy, business analyst and social media enthusiast.

“Such games, mostly used by consumer-focused businesses (B2C), have helped generate buzz and referrals and have also become a strong lead generation tool (consumers may need to share their profile data to play the game).”

Gamification has become an essential part of any digital business strategy as a way of digitally motivating people and overcoming barriers of scale, time, distance, connectedness and cost, according to Brian Burke, research vice president at Gartner. Brands, including films, can leverage gamification to engage consumers to better understand their products and become advocates to provide endorsements and drive customer loyalty, he added.


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