DRYATHLON GAMIFICATION AND REWARDS ED CERVANTES-WATSON INNOVATION, CANCER RESEARCH UK

DRYATHLON GAMIFICATION AND REWARDS ED CERVANTES-WATSON INNOVATION, CANCER RESEARCH UK

Cancer Research UK traditionally under-indexes with males, we needed a product to address this... Context 85% of active CRUK supporters <55 are female 2011 253,000 men raised 18.5m for Prostate Cancer Movember Core Insight men are willing to support charity as long as it is low involvement, derives personal benefit, and facilitates banter with friends Drop the Drink Challenging social drinkers and their mates to see who has the willpower to give up drink for January A fun, banter-rich fundraising challenge Projected targeting Income ABC1, (mid-case, 25-45 1000 year old participants) men 100K Why? Test will power Challenge friends and colleagues See the world beyond the pub Feel fitter Save money Feel good about supporting a great cause 63% of target audience would be likely to take part 74% had taken time off alcohol before 50% in January

A number of creative routes and names were explored... Projected Income (mid-case, 1000 participants) 100K

Alcohol calculator (light gamification) supported acquisition driving awareness, registration and pledge 250,000 web visits, 47% via mobile Conversion rate 18.5%

Live updated team leaderboards (using JG API) fuelled banter and competition Teams accounted for 3% of registrations but 6% of income Teams raise more, and return sponsorship at a higher rate

Dryathletes were awarded with virtual badges at fundraising milestones Dryathletes who received badges on average raised 41% more per JG page than those without Rewards are a key motivational driver adding value & deepening engagement

Official Dryathletes (Pros) raised more, returning at a higher rate than unofficial (amateurs) Average Income 160 70% 140 142 139 60% 120 50% 100 % of Dryathletes Returned Income 80 92 Pro 40% 60 Semi Pro 30% 40 55 20% 20 0 Average per Dryathelete with income Average per Dyrathlete 10% 0% Pro Semi Pro There is a direct correlation between engagement comms, rewards, milestone messaging and funds raised

Badges and rewards drove high levels of engagement providing multiple touch points Open rates on badge emails were in excess of 60% and the highest reported across CRUK campaign

Standalone Facebook and Twitter communities allowed for creation of distinct campaign ToV 80% of Dryathletes do not follow CRUK on any other social platform Virality rates on posts exceeded 57% Talking About rates regularly exceeded likes peaking at 30,000 on NYE

Use of digital assets to support fundraising and drive awareness were critical to success

Take-out We often hear the phrase sponsorship fatigue but Dryathlon highlights that in combining insights with innovation we can identify and develop fundraising products which reach new audiences. Further value can be generated by capitalising on existing consumer behaviours and using gamification and technology to create an engaging supporter experience and provide a resource efficient solution.

PUB ANYONE?

CANCER RESEARCH UK S CITIZEN SCIENCE STORY AMY CARTON: CITIZEN SCIENCE LEAD CANCER RESEARCH UK

OUR VISION: WE ARE THE WORLD #1 CANCER TO BRING FORWARD THE CHARITY AND THE ONLY ONE DAY WHEN ALL CANCERS RESEARCHING ALL 200 CANCERS. ARE CURED.

YOU RE I M SORRY... GOING TO BE IT S CANCER OK

WE RE MAKING PROGRESS BUT WE NEED TO GET THERE SOONER.

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PART ONE OF OUR STORY: A TYPICAL TUMOUR IMAGE

OUR #1 CITIZEN SCIENCE PROJECT WAS LAUNCHED IN OCTOBER 2012

CELL SLIDER PART ONE: RESULTS SO FAR IT S LIKE WALDO FOR ADULTS Quote from Reddite site

CELL SLIDER HAS IMPACT 213,000 VISITORS! IN OVER 100 COUNTRIES 1.6 MILLION CLASSIFICATIONS!.4 MILLION QUESTIONS ANSWERED 18 MONTHS: 3 MONTHS ACCURACY LOOKING GOOD! 1.73 YEARS OF ATTENTION!

BUT WE RE NOT STOPPING THERE

GENEGAME

GAMEJAMS ARE AMAZING! 55 HACKERS 9 TEAMS 0-48 HOURS 12 GAME PROTOTYPES!

GAMEJAM TEASER Watch me

IMAGINE A WORLD WHERE THE COLLECTIVE FORCE OF MILLIONS OF PEOPLE WERE ACCELERATING THE CURES FOR CANCER......BY PLAYING A SIMPLE GAME ON THEIR SMARTPHONE WE WILL LAUNCH SUCH A MOBILE GAME ON 29 th OCTOBER 2013!