Systembolaget is a government owned chain of liquor stores in Sweden. It is the one and only retail location allowed to sell alcoholic beverages, other than bars and restaurants. With this great power comes great responsibility, and as such, one of the main focuses of Systembolaget's advertisements is the side effects of drinking, and the encouragement of drinking moderately.
The app went viral, was downloaded by the thousands, and was an instant hit - just not the type of hit that Systembolaget wanted. Turned out Systembolaget had missed their core target audience - young men. In an instant young men ages 20 - 30 could compete with each other on who was the drunkest. Actually compete. With quite accurate results. And how did you win? As with any game; by having the highest score.
No one was reported dead as a result of this, but over consumption with hospitalization as a result did increase dramatically within the "target audience".
Where did Systembolaget go wrong? The answer is quite simple; they had not accounted for the power of gamification. It turns out, even unwanted gamification will occur if there is an opportunity for it to occur. A quick user workshop would probably have revealed this flaw in the design, but this was probably never conducted.
Writing this the app is still live and available for your iPhone or Android.
Therefor Systembolaget developed an app to help casual consumers keep their bending under control. The app encourage its users to track their consumption by entering his/her age and weight, and then type and amount of alcohol, and the app would return a calculated blood-alcohol level.
The app went viral, was downloaded by the thousands, and was an instant hit - just not the type of hit that Systembolaget wanted. Turned out Systembolaget had missed their core target audience - young men. In an instant young men ages 20 - 30 could compete with each other on who was the drunkest. Actually compete. With quite accurate results. And how did you win? As with any game; by having the highest score.
No one was reported dead as a result of this, but over consumption with hospitalization as a result did increase dramatically within the "target audience".
Where did Systembolaget go wrong? The answer is quite simple; they had not accounted for the power of gamification. It turns out, even unwanted gamification will occur if there is an opportunity for it to occur. A quick user workshop would probably have revealed this flaw in the design, but this was probably never conducted.
Writing this the app is still live and available for your iPhone or Android.
Inga kommentarer:
Skicka en kommentar