Playboy Makes Its Move: Applied Game Mechanics in Miss Social 2011 | Molly KITTLE

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United States GameDaily Connect
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Published on ● Video Link: https://www.youtube.com/watch?v=rZEYLyyir1w


Duration: 22:13
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With their print audience trending older, in 2010 Playboy embarked on a mission to engage with a younger audience through social media. The Miss Social application on Facebook enabled young women who aspired to be Playboy models to enter into a monthly competition, with the grand prize being a Playboy.com photo shoot. Contestants advanced in the competition by "marshaling their troops" -- their friends, family, and fans - to vote for them, with votes being earned by installing the Miss Social application, returning every day, completing various challenges and directly purchasing them. Molly Kittle, Director of Creative Strategies at Bunchball, will describe how the Miss Social application was conceived, developed, and iterated upon, as well as the results that Playboy achieved.

For slides visit: http://casualconnect.org/lectures/business/playboy-makes-its-move-applied-game-mechanics-in-miss-social-2011-molly-kittle



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Molly KITTLE Bunchball
Casual Connect Seattle 2011