GSummit 2014 has ended
Over 4 days, hear from 50+ expert speakers & engage in workshops covering gamification, customer loyalty, employee engagement & behavior science. Earn your Certification in Gamification Design in our limited space, full-day workshops on June 10th. During our 3-days of content/speakers (June 11-13), we’re adding multiple mini-workshops for everyone to have more hands-on learning experiences at GSummit. Register Now

Sign up or log in to bookmark your favorites and sync them to your phone or calendar.

Customer Loyalty [clear filter]
Wednesday, June 11

9:45am PDT

Beyond the Transaction: Loyalty's Next Act is Gamification
Making loyalty programs more "contextual" could be the key to engaging today's digitally connected consumer and finding success with data-driven marketing. By blending the study of human behavior and the discipline of behavior psychology, marketers are unlocking a new generation of customer marketing strategies. This behavior driven program approach has proven successful in B2B settings and is taking hold in B2C applications. This session will share the foundational elements of Contextual Loyalty, highlight market examples of brands enjoying success with this approach, and give delegates practical take-aways to use in evolving their own customer loyalty strategies.

avatar for Bill Hanifin

Bill Hanifin

Engagement Solutions Director, Hanifin Loyalty LLC
Bill Hanifin is Managing Director of Hanifin Loyalty, focusing his work at the intersection of data-driven marketing, payment products, and marketing technology. While creativity and innovation are part of what he promises to clients, the highest objective of his work is to transform... Read More →

Wednesday June 11, 2014 9:45am - 10:07am PDT
Main Stage

11:04am PDT

Game-Based Society: Mobile Games Beyond The Small Screen
Since the advent of the contemporary smartphone and the debut of the mobile app store in 2008, mobile has been the hottest sector in the game industry.  Successful mobile games now generate millions of dollars of revenue per day.  We are now about to enter a new phase of mobile gaming in which the gameplay extends beyond the phone itself to the world around us. Get ready for gaming everywhere, when next-generation mobile phones connect to smart devices, smart appliances, smart cars and smart cities, linking the entire city scape with an invisible layer of data that will serve as a canvas for massive metagames.  For game designers and game-based marketing experts, this is nirvana.  For the players, it could be transformative:  we'll literally live the game.  This talk will examine the trajectory of technologies and game formats that brought us to this point, and will explore the possibilities that lie ahead.

avatar for Robert Tercek

Robert Tercek

General Creativity, President/Founder, Creative Visions Foundation
Robert Tercek is one of Hollywood's most prolific creative executives in digital media.  He has designed and produced hundreds of titles published across every platform from television shows to computer and console games to mobile phones.  His career is marked by several milestones... Read More →

Wednesday June 11, 2014 11:04am - 11:26am PDT
Main Stage

2:30pm PDT

Retail Engagement: Challenges and Opportunities for Future Retail Marketing
Loyalty programs were the first commercial manifestation of gamification, dating back to the 1930's when S&H Green Stamps were created. As gamification has grown at a rapid rate, with many new innovations in the space appearing all the time, the traditional loyalty program has not adapted to keep its users fully engaged. Join Roger as he explains why loyalty programs have been slow to adopt the latest thinking in gamification and what loyalty program managers & marketers can do to start the transformation.

avatar for Roger Sniezek

Roger Sniezek

GM of flybuys, Loyalty and CRM, flybuys
Roger Sniezek is the General Manager of Loyalty, Customer Relationship Management (CRM), and flybuys at Coles, leading a team of around 100 people. Roger is responsible for the management and development of the flybuys programme including the coalition partners, analytics, operations... Read More →

Wednesday June 11, 2014 2:30pm - 3:00pm PDT
Room 3

3:00pm PDT

Personalizing Customer Engagement Through Gamification
EA Sports™ FIFA is one of the best-selling videogame franchises in history. With over 100 million sales worldwide, it has built a fervent and diverse fan base. From avid FIFA® Football fans to sports gamers who are in it for the competition to brand new players who are trying to figure it all out, FIFA is challenged with the task of offering relevant and personalized information to each of their distinct customer segments. Pamela Radford, Senior Director of Global Engagement Marketing at EA, saw gamification as the solution to this challenge. As a result, EA recently introduced FIFA Fan Rewards, a gamified website that rewards and acknowledges FIFA fans for interacting with the fan site and directs each fan to the most applicable content for them. With FIFA Fan Rewards, fans are being rewarded for sharing their love of FIFA, inspiring advocacy through social channels and driving engagement far beyond each game launch cycle.

This presentation will give a backstage look into how EA is using gamification to reach their customers with targeted multi-channel lifecycle marketing. Through this example, they will shed light on how entertainment properties can leverage gamification to drive enduring customer loyalty and build a deeper relationship with their biggest “fans.”

avatar for Pamela Radford

Pamela Radford

Sr. Director, Global Engagement Marketing, Electronic Arts
Pamela Radford leads Global Engagement Marketing at EA, responsible for cross-channel marketing supporting EA’s console, web & mobile franchise portfolio, including best-selling EA Sports and Battlefield games. Drawing on her extensive performance-based digital marketing experience... Read More →

Wednesday June 11, 2014 3:00pm - 3:30pm PDT
Room 3

3:30pm PDT

Earn your Wings-objective based gamified promotional design
A look inside the evolving design considerations behind Air Canada’s Earn your Wings program. Hear about how the first iteration came about and how the airline is evolving gamification based on its learnings.

avatar for Ian DiTullo

Ian DiTullo

Director of Loyalty, Air Canada
As the Director of Loyalty Marketing at Air Canada, Ian is responsible for loyalty strategy, relationship marketing and customer recognition for the airline’s frequent flyers. Leveraging the airline's loyalty and recognition programs and related data assets, Ian and his team aim... Read More →

Wednesday June 11, 2014 3:30pm - 4:00pm PDT
Room 3

4:30pm PDT

Gamifying The Arts: How Leading Arts Orgs are Transforming Engagement
Arts organizations such as ballets, operas and theaters, are under tremendous pressure to sell tickets and raise money to support their operations.  Competition for entertainment dollars is very intense.  In this session, Erik Gensler, President of Capacity Interactive, a digital marketing consulting firm for arts organization, will use case studies to illustrate how smart arts organizations are using gamification to engage patrons in order to sell more tickets and raise more money.  This session will also illustrate how organizations can use the data from these efforts to better target prospects online.

avatar for Erik Gensler

Erik Gensler

President, Capacity Interactive
Erik Gensler is the President of Capacity Interactive Inc. a digital marketing consulting firm for the arts whose clients include some of the country's leading performing arts institutions including Alvin Ailey American Dance Theater, The Goodman Theater, Lincoln Center Theater, and... Read More →

Wednesday June 11, 2014 4:30pm - 5:00pm PDT
Room 3
Thursday, June 12

9:00am PDT

Rituals, Selfies and Cult Connection : A Vision for the Future of True Loyalty
Customer loyalty has hit a turbulent period. Our dominant earn-and-burn loyalty program model, now more than 50 years old, is in decline. Social media continues to disrupt the brand-customer dialogue once controlled by corporations. And Millennials refuse to conform to the brand loyalty patterns of their parents and grandparents. So, what's a savvy marketer to do?  Its time for a serious rethink, not just of our prevailing loyalty models, but our fundamental understanding of "consumers." This session will explore the question of why loyalty programs are in need of change, offer a re-framing for loyalty's next iteration, and introduce a new metric for effective customer engagement: "Selfie Value." 

avatar for Barry Kirk

Barry Kirk

VP of Consumer Loyalty Strategy, Maritz Motivation Solutions
Barry brings a decade of experience in customer retention and digital marketing to his role as VP of Loyalty Strategy for Maritz Motivation Solutions, where he serves as the leader of the Maritz US customer loyalty practice.  A sought after speaker and workshop leader, he has led... Read More →

Thursday June 12, 2014 9:00am - 9:30am PDT
Room 3

9:30am PDT

Taking Airline Loyalty Beyond Flight
Club Premier (Aeromexico's loyalty program) has created two experiences that take the airline loyalty experience beyond just flying. Francisco will take us through the journey and design of Premier League and Premier Rally, which were created to increase the frequency of their loyalty program members. Both examples were major successes for Aeromexico and are bar-setting for the airline industry.

avatar for Francisco Schnaas

Francisco Schnaas

President Club Premier - Aeromexico, Aeromexico
Francisco Schnaas is President at Club Premier, Mexico's leading coalition loyalty program. He is responsible for the travel related partnerships of the program, as well as for the reward portfolio for its members. Additionally, Francisco is co-founder and CEO at eXperimenta, Mexico’s... Read More →

Thursday June 12, 2014 9:30am - 10:00am PDT
Room 3

10:00am PDT

Mazda Massive Test Drive
To launch the 2014 Mazda3, Mazda Canada and their agency, JWT partnered with Cineplex Odeon theatres and Timeplay to create the world’s first dual screen in-cinema driving game that leveraged the mobile accelerometer. Our social driving game turned every phone into a wheel, and every seat in the theatre into the driver’s seat for an immersive night race experience. The ultimate goal: getting players to sign up for a real test drive. Mazda, JWT and Timeplay will recreate the driving game for the audience on stage, and show the process from different points of view to showcase how it was created, and explain how gamification impacted the experience.

avatar for Chris Page

Chris Page

Group Creative Director, JWT
Chris is an idea creator and collector. Over the past 17 years, he’s curated Canada’s top brands and built a collection of great brand experiences that travel from online to offline and back again. He is a hands-on creative director that leads his teams by example to push the... Read More →
avatar for Aaron Silverberg

Aaron Silverberg

VP of Marketing, TimePlay Inc.
Aaron has diverse experience leading a variety of big brands spanning retail, consumer goods, entertainment, gaming and mobile.  Aaron spent the bulk of his career at Unilever leading the company’s flagship Dove Masterbrand as well as its Hair Care category.  Aaron moved from... Read More →
avatar for Michael Tsang

Michael Tsang

Supervisor, Interactive Marketing, Mazda
Michael is the digital lead at Mazda Canada.  He is responsible for the strategy, planning and development of Mazda’s digital and social media channels.  He has worked in a wide range of industries including telecommunications, consumer electronics, retail and automotive.  He... Read More →

Thursday June 12, 2014 10:00am - 10:30am PDT
Room 3

10:30am PDT

Data-Driven Marketing, Loyalty & Gamification
Learn how to derive maximum value through effective gamification strategy and development. Utilize simple (and mostly free!) tools to better track marketing impact of your existing loyalty/gamification efforts and uncover otherwise latent hidden data 'gems'. Whether you are new to gamification and digital analytics or a web tech expert, you'll come away with a few easy-to-implement takeaways for driving business and engagement.

avatar for Jeff Hawley

Jeff Hawley

Director, Customer Experience Group, Yamaha Corporation of America
Jeff Hawley is Director of the Customer Experience Group for the Yamaha Corporation of America. In his role he directs overarching marketing and customer experience initiatives online, in print and within social media to Yamaha dealers, partners, fans and customers. An in-demand public... Read More →

Thursday June 12, 2014 10:30am - 11:00am PDT
Room 3

11:30am PDT

Achievement Unlocked: Gamification of Loyalty

Stop chasing that shiny ball! We all love games, but too much emphasis on gamification can distract marketers from the business bottom line. When it comes to fun and games, how much is too much?

Jeff Berry, Senior Director of Research & Development at LoyaltyOne, will explore how LoyaltyOne has taken a step back from gamification to consider their engagement strategy across various stakeholders – from their customers, to their associates, to their loyalty program sponsors. Gamification has served as a successful engagement tool time and time again, but only in its proper place as part of an overall package. Join Jeff has he explores the “ins and outs” of gamification and how it fits into a greater engagement strategy.

avatar for Jeff Berry

Jeff Berry

Senior Director, Knowledge Development and Colloquy Research Director, LoyaltyOne
As COLLOQUY’s Research Director, Jeff manages research initiatives in North America and internationally, and helps drive COLLOQUY’s thought leadership in the loyalty industry. With more than 15 years of experience in loyalty marketing, analytics and customer engagement, Jeff also... Read More →

Thursday June 12, 2014 11:30am - 12:00pm PDT
Room 3

12:00pm PDT

Go Lean with Gamification
Every brand wants the same thing when you really boil it down. Better results for less money. Going lean has been a massive trend over the past decade - as organizations from Apple to Xerox (and scores of others alphabetically in-between) have migrated into this methodology.

But did you know that another massive marketplace trend - gamification - can be a wickedly effective instrument to cut costs and deliver big results?

In this session, Todd Young, Creative Director at Fiero, will discuss how brands can engender loyalty from their customers and their employees, while seeing a real impact on the bottom line.

avatar for Todd Young

Todd Young

Creative Director, Fiero
As a co-founder of Fiero and its Creative Director, Todd Young leads the vision for the conscious creative agency. His unique skillset, sharpened by working with nearly 20 of the Top 50 Leading National Advertisers and over two dozen Fortune 500 brands, empower him to meet – and... Read More →

Thursday June 12, 2014 12:00pm - 12:30pm PDT
Room 3

12:30pm PDT

Gaming and Reality TV as Global Marketing Platforms
Karl will be discussing his successful TV show "GT Academy", a competition reality show partnership between Nissan and Sony Playstation that proves gamers have skills that transfer into the real world. He'll also look at globally how Gaming and Reality TV are the best ways to reach a new generation of consumers, and what the future is for this kind of engagement for brands.

avatar for Karl Dunn

Karl Dunn

Creative Director (CD) Nissan Americas, TBWA/Chiat/Day
Karl is a multi-award winning Creative Director heading up the Nissan account for the Americas. Previously he's served at posts in Sydney, Singapore, Hong Kong, Tokyo, Johannesburg, Cape Town, Amsterdam and Berlin. His passion is Branded Entertainment and how it is the nexus of gaming... Read More →

Thursday June 12, 2014 12:30pm - 1:00pm PDT
Room 3

2:30pm PDT

Power Plants vs. Saving Energy: Changing behavior in a low engagement environment
Energy is something we all take for granted. We know we should waste less and be more efficient, but the average American spends 6 minutes a year thinking about energy and has little motivation to change their behavior.  Learn how Opower has applied behavioral psychology and data science to drive lasting behavior change, saving 4TWh to date, the equivalent of taking San Francisco off the grid for one year. Learn about problem we’re working on, our product design approaches, the outcomes we’ve driven, and how this can be applied to other fields.


Wayne Lin

Sr. Director, Product Management, Opower
Wayne Lin is a Sr. Director of Product Management at Opower and responsible for the residential energy efficiency and demand response solutions and multi-channel communications platform.  In his three years at Opower, he’s seen Opower’s reach grow to over 32MM homes across the... Read More →

Thursday June 12, 2014 2:30pm - 3:00pm PDT
Room 3

3:00pm PDT

How to gamify local businesses - say goodbye to "buy 10 get 1 free"
There are 28 million small local businesses in the US that generate over $8 trillion in revenue every year.  These are businesses such as salons, restaurants, doctors, lawyers, car mechanics etc.  For decades many of these businesses have tried the old "buy 10 get 1 free" punch card game.  It's time for something smarter; something that's fun for customers and improves their bottom line.  Let's go beyond "buy 10 get 1 free" and explore innovative ways to help local businesses use gamification to grow their profits.  This industry is ready for something better which presents an opportunity for gamifications next billion dollar disruption.How to gamify local businesses - say goodbye to "buy 10 get 1 free"

avatar for Jon Carder

Jon Carder

Founder & CEO, MOGL
Jon Carder is a serial Internet entrepreneur, who by the age of 30 had founded three multi-million dollar internet businesses. Jon is now working on his 4th Company MOGL.com. MOGL is using game mechanics to disrupt the old “buy 10 get one free” loyalty program restaurants have... Read More →

Thursday June 12, 2014 3:00pm - 3:30pm PDT
Room 3