Page 35 - AC/E Digital Culture Annual Report 2014

AC/E digital culture ANNUAL REPORT 2014With this application the station created an interactive space based on challenges to demonstrate that you were watching the series and sharing what was happening in it at the time with friends, as well as offering exclusive prizes, such a trip to Dubrovnik, where a large part of the series had been shot.In this way Game of Thrones reached people it would not have reached through traditional methods, creating new followers for the series, increasing interest in it and loyalty towards it. It is an example of how the second screen, in combination with gamification, can be used as a strategy for cheaper and more effective communication, advertising and interaction.CULTURAL LOYALTY PROGRAMMESPutting aside the cultural interest that might be generated by an exhibition or a museum, it is certainly the case that one of the great challenges faced by such cultural spaces, in addition to capturing new publics, is maintaining the frequency of visits.It is very often the case that museums keep their content fresh and up to date with exhibitions that rotate in time as a way, not just of attracting visitors but of encouraging visitors to return again and again.In this respect, marketing that adopts gaming techniques can be employed to build highly participative loyalty programmes that recognise their most constant and loyal users and which attempt to convert anyone who comes along at least once into this kind of visitor.One of the pioneers of this at the international level is the Dallas Museum of Art (DMA) which has combined the concept of loyalty programmes with gaming techniques. DMA Friends is a free program that enables people to win badges and points thatAC/Eare used to unlock special rewards when visiting the museum.The basic principle is that every time a person visits the museum, or interacts with the exhibits, points are accumulated that can be used to redeem special prizes. But the DMA additionally recognises the function of the program’s users in viralising the museum’s offerings and attracting new visitors to the museum through its current visitors’ network of contacts.GAMING ASA VIRALISATION TOOLGaming as a communication and viralisation tool has been used in numerous settings, especially in the company environment where it has produced good results by generating expectation around the launch of products.WHERE WE ARE HEADING: DIGITAL TRENDS IN THE WORLD OF CULTURETHEME 3: GAMIFICATION, GENERATING COMMITMENT TO CULTUREIt has also beenused for somecinemaproductions, butin such cases ithas been used togeneratetransmediaexperiences that enable the viralisation of this expectation via the Internet and social media.One of the most representative recent cases was the campaign organised around the premiere of the Batman film The Dark Knight Rises. The campaign consisted of inviting users, via a Web site, to participate in a game experience that involved access to exclusive reports from the police department to find the ‘anonymous vigilante’ Batman. Participants were offered the opportunity to start their own investigation, an investigation that was integrated into the film’s narrative itself.Users of the Web site played the role of police officers in the city of Gotham and they were asked CURRENT PAGE...The application of gametechniques enables very participative fidelity pro‐ grammes to be devised that will maintain the frequency of visits to cultural venues35