This week, I had the chance to grab an Atticus Finch Latte at Voltage Coffee in Kendall Square with Eugene Mann from Marginize. We had struck up an interesting conversation a few days earlier at a Boston Innovation event regarding a social campaign he was running, and needless to say, I was intrigued. If you haven’t had a chance to install either of their plugins (browser or publisher), I suggest you play around with them. The browser plugin essentially creates a cool “Margin-ized” section dedicated to sharing, conversation, checkins, etc., for the webpage you are browsing. To see their publisher plugin in action, check out their homepage and you’ll notice a red widget on the right hand margin filled with conversation about the page.
OK, I know what you’re asking, “So, how does this relate to social gaming again?” Good question. When working with brands, Marginize leans on their core technology to create self-guided, branded social campaigns. Their thought is “with so much great content on the web (news, branded, blog posts, videos etc.), why not bring fans through a guided tour of the best content and encourage them to immerse themselves in the brand through a social gaming component.” Eugene brought me through a live campaign called “Trivia Traveler” for Doctor Who, a show on BBC America, and I immediately saw the value. If you click on the “Begin Travelling” link, it will immediately activate the Marginize iFrame on the right hand margin. From here, the user will need to register via Facebook or Twitter login to start the trivia. The beauty here is the user is required to read, view, and listen to the page content in order to answer the trivia questions. As they start to answer correctly they are rewarded by a point system as well as automatically redirected to the next page of content that holds the answer to the next question. For added amplification, at the end of each section of trivia questions, the user is prompted to share for bonus points.
From a brand perspective, the only “technical” requirement is a small snippet of code that is applied to the campaign landing page which will activate the Marginize iFrame. From then on, the user is guided to whatever web page you want, without any required code, allowing marketers the flexibility to bring fans to news sites, blog posts, YouTube videos, etc. Obviously, there is some effort involved with design and execution of the campaign, but that’s expected. Net net, I think there is huge potential here to expand from the more traditional social contests and gives brands the opportunity to engage with fans outside of Facebook and Twitter without giving up any social amplification capabilities.