Oprah Winfrey Network (OWN)

Deepen audience engagement through the community to support network transition and drive audience for OWN programming.

Strategy

  • Create a reputation management (gamification) system that incents and rewards active community engagement and participation in major promotional campaigns.

Results

  • Delivered executable road map for building a reputation management system into the existing community platform.
  • Drove engagement around new programming during Oprah’s final season.

ComBlu’s Role

  • Identified and assigned value to desired engagement behaviors.
  • Associated status and benefits of highly engaged members.
  • Developed a system of “points as community currency.”
  • Determined intrinsic (recognition) and extrinsic rewards and associated trigger events.
  • Provided creative direction on badging system; flexible system that allows for definition of actions, badges, points and rewards.
  • Developed security measures that prevent members from “gaming the system.”
  • Developed APIs so that all OWN properties could display reputation information.
  • Built user scenarios to stress test the system and identify potential risk of “gaming the system.”
  • Defined business requirements and technical specs to drive development sprints.