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July 15, 2013


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John J. Wall

You are so right about playability. I was grabbing a hamburger at a big chain this weekend, checked in on Foursquare and was invited to a contest. I thought it was interesting because it was geofenced so it only worked in store. After wading through three screens of adding personal information I hit my limit and gave up.

David Meerman Scott

John, Sadly your hamburger experience and this one from JetBlue seem to be the norm these days. I wish more organizations would learn from the Cities I've Visited approach.


I use to be a big Jetblue Advocate but over the years I have lost my love for the brand. A few months ago I criticized them online because for the third time my mom was flying with them the delays where a bit out of hand and one of their employees was not very happy with my feedback.

The old Jetblue would have seeked how to make up for the horrible experience the new jetblue decided to let me know they where dissapointed at the accusations.

I also went in to check the Badges and quickly lost interest because instead of re-routing me to a landing page I was sent to the regular Jetblue sign-in.

Lots of area for improvement and your suggestion on rewarding long term customers with something that costs them very little by acknowledging them for past travel is something that can and should be done.

David Meerman Scott

Raul, Thank you for jumping in. I have always found JetBlue to be good at responding via social. Let's see if they jump in here.


Hi David,
The airline that has gamification down is Lufthansa. Have you seen their virtual pilot game? It is a test of geography and our entire family was playing it over Christmas break. I now have every city that Lufthansa flies to memorized from playing it. People play and share it because it is fun, not because of any badges. http://www.lufthansa-vp.com/vp1/play.html
Curious what you think about it.
Lisa Reath

David Meerman Scott

Lis - Thanks for the suggestion. I'll check out the Lufthansa game now!


Dear David and everyone,

- argument on a too deep integration with social media is not valid. You can play, and have full experience (only without friends and posting to FB/Tw, but this is obvious) without giving permissions to any social app. It's your decision whether you want to use social network or not. It works exactly the same with comments app on your site. Look what your app wanted from me to let me comment your post: http://img571.imageshack.us/img571/5356/oy4e.jpg

- Existing travel data is not included
Here answer is simple, JB folks wanted to start fresh, and give the same chances to everyone to compete in collecting badges and filling up the map. People would feel that it is not fair if they would be put in a position to compete with someone who's flying with JB since 2004 and habe thousands of badges on the map. JB have different ways to give recognition to the loyal clients.

- About lufthansa example, and what's the important difference between GAME and GAMIFICATION you can read here: http://jeremiaszfilipiak.me/2013/07/25/gamification-vs-games/

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