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Digital marketing

#Gamification of the #London public #transport network – Chromaroma

 have been following Chromaroma since it’s launch late last year. It’s a really cool concept that brings gamification into the not so exciting daily public commute network in London.

Using the oyster card you can now take part in daily missions, campaigns, zone competitions and other games. The objective is to complete these games and earn achievements, similar to Foursquare badges or Gowalla pins. Users need to provide Chromaroma with either a registered Oyster card or a Boris Bike key, and their data is then examined. This data is provided by Transport for London with a 72 hour delay. Chromaroma connects communities of people who cross paths and routes on a regular basis, and encourages people to make new journeys and use public transport in a different way by exploring new areas and potentially using different modes of public transport.

I like the concept of using the RFID-enabled Oyster card as a mechanism for finding out your location details from public records (TFL). The gamification element is similar to 4SQ and Gowalla but it is based on mobility. Also, if you are aware of the recent World of Fourcraft campaign that turned NY into a game of risk, then you should not be surprised.

Murlark, the agency behind this campaign, has created some innovative campaigns before, such as the live Twitter take on Romet and Juliet, which I loved in principle

It has taken Mudlark a year to build and release Chromaroma, with support from Screen West Midlands and the now-defunct Channel 4 4ipinnovation fund.. The game is also entirely dependent on Transport for London for the data that populates Chromaroma.


About suvajyoti

digital media futurist, entrepreneur, MBA, photojournalist, blues guitarist, computer engineer.


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