Since reading Yu-kai Chou’s “Octalysis” I’ve loved gamification. I enjoy identifying gamification* techniques in my interactions with people and businesses, and it’s both fun and useful to use the framework in my own work. Not to mention that the concepts resonate greatly with someone who’s literally designing games…
Keep in mind that the Girl Scouts never really needed any gamification. They’ve already got one of the most highly addictive products the world has ever seen. Thin Mint cookies are like the last cigarette in the TacomaDome when Van Halen’s just starting the second half of their set — people will pretty much sell their children for it.**
When a friend sent me the link to support her daughter’s fundraising effort, my taste buds and stomach immediately commanded that I buy some cookies. I found out quickly that they’re selling magazine subscriptions and treats from a chocolate and nut vendor, but that’s fine. It’s my friend’s kid, so I’m going to buy something, even if the Scouts are selling something utterly gross, like carrot cake.***
Now, the site is already full of great gamification techniques. I’ve already learned about the general environmental impacts of supporting all that the girl scouts do, not to mention the significance on an individual Scout’s personal development. Great stuff, all white hat gamification techniques that make me happy to give some of my money.
I signed up for a subscription to a hiking and outdoors magazine, and on the Thank You screen, that’s where I see the real game changer: “Hattie’s top supporter is Tiffany N.”
Oh, no. No, she is not. By Crikey, this may not be a competition, but if there’s a leaderboard, I’m gonna be on top of it. Have a seat, Tiffany N, I’m buying some chocolate almond butter cups for my wife, and some chocolate covered raisins for myself. Bonus: there are no Thin Mint cookies, but they are selling mint chocolate drops. Clearly I need some of these, too, and that should put me over the top.
Click on my additional purchases, and the Thank You screen changes: “Hattie’s top supporters are Jeffrey T and Tiffany N.”
This is simply not fair. I’m a reasonably intelligent man, I’ve read all about gamification, I know what these 12 year old girls are doing to me, yet — they clearly have my number. I quickly decided that Men’s Health would make mighty fine reading while I’m wolfing down chocolate raisins and mints.
So, add one more magazine subscription and…we’ll just end this story there. But if you want to experience this firsthand, may I suggest you support Hattie as well?
* Serious footnote for a change. It’s important not to mistake “gamification” for “manipulation.” While gamification can be negatively manipulative, it isn’t by nature. It’s a tool that you can use in a positive or negative way, like a gun, or a hockey stick, or a Rick Astley video.
** Actually, Van Halen seems to have found some resurgence with a somewhat younger crowd, so it’d probably be the children selling their parents.
*** Not really cake, because cake is a dessert, and carrots are not dessert. Simple math here.