7 ways gamification can boost internal and external branding

From a gas retailer’s ‘quiet game’ app to Volkswagen’s ‘Fun Theory’ campaign, games are transforming communications. Here’s how to go about it.

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Pharmaceutical companies often hear complaints about cost from customers, says communications strategist Shel Holtz.

“My grandmother’s eating cat food so she can afford her heart medication—you bastard!” he quotes the customers as saying.

No amount of logic will convince worried relatives that the price reflects the enormous financial risk of developing a drug, Holtz said. So the pharmaceutical company Boehringer Ingelheim developed a Facebook-based game in which players create a digital pharmaceutical company and develop imaginary medicines.

That’s just one of the games that are transforming communications as organizations find new ways to train employees internally and boost their brand externally, Holtz said in a presentation to Ragan’s Breakthrough Strategies for Corporate Communicators conference. The video was released on Ragan Training this week.

Here are some tips for using games in your communications:

1. Make them feel good.

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