MuchMusic’s MMVAs Get Gamified with Badgeville
Canada’s premier media destination for young adults, MuchMusic, announced today the launch of MuchCloser, its innovative gamification program that helps promote new events and properties across its digital properties.
Launched by MuchMusic in partnership with Epitome Pictures and global gamification leader Badgeville, MuchCloser connects viewers to their favorite artists, programs, and on-air talents by rewarding fans for doing what they’re already doing online. Now watching videos, leaving comments, “Liking” Much on Facebook, and voting on polls earns users points that can be redeemed for exclusive prizes.
“By engaging our audience through our social rewards program MuchCloser, Much can provide unique and exciting opportunities to build customized programs around a client’s objectives and key messaging,” said Neil Staite, vice president and general manager, music and entertainment. “MuchCloser is the perfect program to combine multi-screen content, social media and branded sponsorship opportunities.”
Upon registering on muchmusic.com, users are encouraged to rack up points to earn ‘badges’ which unlock rewards and win trophies, highlighting them as key members of the MuchCloser community and fans of their favorite television series and artists. Badges can qualify users for exclusive opportunities and giveaways that only Much can offer, including meeting A-List stars, winning concert tickets, event access including the MUCHMUSIC VIDEO AWARDS, exclusive online chats and more!
MuchCloser Program Increases Engagement & Retention
Since the program’s launch across MuchMusic digital properties in early May, more than one in three registered users return daily. These tens of thousands of users have performed more than 325,000 activities including watching, voting, reading blogs. Activity has increased by an average of 59% from week to week, with an average of more than 14 activities per user. Thus far, more than 116,000 badges have been issued.
Last week, MuchMusic introduced the MMVA Performers mission. This mission launched alongside the announcement that Justin Bieber, Carly Rae Jepsen, Nelly Furtado, and Marianas Trench were performing at the MMVAs. Users were encouraged to watch the most recent video from each artist and tell Much what song they wanted to see that artist perform at this year’s show. There was an immediate 6% spike in the registered user base, and that number has grown by 21% since then, proving the introduction of new activities and missions is a strong way to encourage additional sign ups as well as keeping interest among existing users.
Register for MuchCloser here and be sure to tune into the MMVAs this Sunday on MuchMusic in Canada and Fuse in the US!