Advertising Age Article Abstract
All the World's a Game, and Brands Want to Play Along
Marketers Try to Tap Badges, Points and Rankings to Engage Consumers
NEW YORK (AdAge.com) -- Digital games, whether on Facebook or on mobile phones, all employ what developers call "game mechanics," incentives such as points, badges, next levels and achievements that motivate players to keep playing. And a gaggle of brands, from 7-Eleven to JetBlue, H&M and Tesla Motors are counting on people's attraction to competition to get them to be more engaged. ...