LocaModa Reveals High Customer
Engagement with Cross-media Gaming platform
Wednesday February 25, 2009
LocaModa Reveals
High Customer Engagement with Cross-media Gaming platform
LocaModa has released data illustrating the extent
of audience engagement with its December 2008
cross-channel campaign featuring its Jumbli interactive
word game.
The Cambridge, Mass., company’s platform tracks user
engagement across the Web, mobile and Digital Out of Home (DOOH) networks. With more than 300,000
plays, the campaign found the most interactive cities
(based upon number of mobile plays per area code) to be
Boston (17.5 percent), New York City (17.3 percent), and
Chicago (9.8 percent). In aggregate, the Southern
California area accounted for nearly 18 percent of the
plays throughout the campaign, with the interactions
spanning multiple cities, the company said.
Acccording to the company, Jumbli is the first game in
the world that is played via mobile phones on interactive
digital signage in thousands of U.S. locations (including
Times Square), as well as from Facebook or the Jumbli Web
site. The month-long campaign featured a branded version
of Jumbli, in which players competed against each other
to find the highest scoring words in order to win new
mobile phones.
The results also revealed granular data about LocaModa’s
DOOH network partners and spotlighted encouraging
industry trends, the company said. Most notably, the
results showed that the leading network for interactive
engagement in Southern California is Danoo, a San
Francisco-based company focused on bringing relevant
digital media to a hand-picked network of cafes and
coffeehouses. Danoo has LocaModa’s platform
integrated into 600 of its locations. Even with a short
exposure time of three minutes per hour, Danoo’s
audience interacted with the game over several visits,
resulting in an average engagement per user of more than
four minutes.
Every time the cross-channel
interactive game Jumbli went live in Times Square, an
alert was displayed across 1,200 bar and restaurant
locations, resulting in spiked traffic patterns across
the entire connected network.
This cross channel
network effect was even more visible on Spectacolor’s
HD screen in Times Square. Every time Jumbli was live in
Times Square, an alert was displayed across 1,200 bar and
restaurant locations, resulting in spiked traffic
patterns across the entire connected network. This proved
uniquely valuable for the participating DOOH networks,
which were able to clearly demonstrate large-scale
engagement, measurement and interactivity in real-time.
“We’re really impressed with the results of
this campaign and the user engagement patterns we have
seen forming with Jumbli,” said David Liu,
co-founder, president and chief technology officer of
Danoo. “Our goal at Danoo is to connect with the
notoriously hard-to-reach ‘coffeehouse generation,’
and it’s quite clear that the combination of
LocaModa’s interactive product and Danoo’s
platform is an extremely effective solution.”
In more than 100 Boston, Chicago and Miami bars where BarCast’s
interactive screens provide flirtatious and attractive
content, the network experienced a rise of more than 250
percent in user engagement numbers, the company said.
“Our audiences are clearly familiar with mobile and
social applications and quickly got addicted to the game,”
said Steve Giuggio, founder of Boston-based Barcast.
Steve King, LocaModa’s VP of sales, noted another
emerging trend unique to the interactive digital
industry: “We’re seeing a clear view-through
effect in locations, where one person uses his phone to
control engagement for an entire group of users.
Anecdotally, we saw an average of 1 to 5 ratio of friends
helping ‘the guy with the phone’ interact with
the game. It’s the out-of-home equivalent of
impressions versus click-through rate.”
Jumbli’s average mobile engagement time of 4.2
minutes is more than 130 percent of the average DOOH
loop.
Locamoda will be on hand to demonstrate is cross-channel
Jumbli and Wifitti platforms at the Digital Signage Expo in Las Vegas on Feb. 25-26, 2009.
