This is a great example to illustrate many of the motivators that you can implement in a gamification layer.
A group of pubs in Ireland wanted to drum up some business so they created a short term event called the 12 Pubs of Christmas. Since this is short term, it is OK to have extrinsic rewards. But they have a combination of all types. And I added a few of my own to round it out for some player profiles that seemed left out.
- Getting through all 12 Pubs alive (epic achievement motivation)
- Singing songs together (collaboration motivation)
- Wearing the same sweater (uniform) (in-group identity motivation)
- You could do the pub crawl with any set of friends you wanted (one to one bonding motivation)
- You could meet people as you went along (expand your network motivation).
- You could go to any pub, at any time during the window, in any order, and still be part of it (freedom of time motivation)
- If you weren’t interested in the special prizes, you could skip any of the pubs and any of the drinks on the list (freedom of action motivation)
Collection of sets
- There were specific drink types allowed at each Pub. There was a special reward if you drank one of each.
- There were 12 pubs and you got a special reward if you went to them all.
- It was a Christmas-themed pub crawl (Is Christmas still meaningful? If so . . . )
- They could have had a few mystery drinks at one or two of the pubs. Perhaps in addition to the official collection set or maybe as part of the set.
- The bawdiness of the songs.
- The tackiness of the sweater.
- Acting obnoxious with a good excuse.
- Have safe times at each pub so that someone not interested in obnoxious and bawdy can also participate.
- There was a set time window for the crawl (time pressure mechanic)
- They could have special rewards for being at a certain pub at a certain time (appointment mechanic)