It was born in 2008 in response to the unsatisfactory design of the formative experiences in terms of retention, memorability, and transference of the content to the workplace.
Cookie Box, consulting expert in Training and Development, Transformation and Internal Communication…
Unlike traditional training, Cookie Box develops projects of corporate (trans)formation and training in which face-to-face sessions take on a new meaning with the addition of multiplatform stories that surround them (Transmedia Storytelling) and game dynamics (Gamification) that allow us to influence, mobilize audiences and create the change that organizations require.
For employees to activate the desired behaviours, to learn and to get involved in a continuous and sustainable way. Willingness is achieved through the design of memorable and enjoyable experiences.
At Cookie Box we approach projects applying our own methodology in which Storytelling, Transmedia tools and Gamification techniques merge to create a system to seduce the audience, immerse them in the narrative universe created for the occasion and achieve their active involvement in practical challenges that guarantee the message transference and the activation of the behavioural changes pursued.
To apply our model, we must know the starting point, the situation A, and find in it the dissatisfactions that will help us define a destination point, the situation B.
To kick off this trip of (trans)formation, it’s not enough to only rationally transmit the messages to the appropriate audience, to justify the need for change; it is also necessary to seduce and connect emotionally with them. Only with a combination of these two types of messages we will get them to understand the reason for the trip, and also to wish to be part of it.
THE 3 LAYERS OF THE PROCESS
Once the journey has been defined, we will achieve the goals pursued by a process composed of 3 layers, which will be presented to the audience systemically:
In this first layer, the stories are created or co-created more or less metaphorically or close to reality, according to the organization culture. Stories help us get and sustain the Attention; connect with the audience through the Emotion; promote the Understanding of generally complex business reality; facilitate the Recall of the key messages; and, ultimately, increase the capacity of the Persuasion and Influence to achieve the desired transformation.
Once the story is created, it’s time to unfold it, to make it reach the audience.
From the communication point of view, the use of different media is important in order to achieve an “immersion” into the process.
From the point of view of Gamification, it is important that certain “missions” can be communicated and carried out in different ways so that the participant chooses how and where he/she wants to perform.
Examples of the most usual formats used:
- Face-to-face Workshops or Business Jams (Cookie Jams)
- Films, series and other audiovisual content.
- Business Cases in Audiovisual format (Live Cases)
- Virtual Reality (VR Live Cases)
- Comics (BizzComics)
- Digital apps
- Online platforms*
- Augmented Reality
- Other physical elements
*Beyond the platforms we are able to produce ad-hoc, it is interesting to interact with those that the client already uses or has available.
Likewise, during this process, the one-direction communication disappears. It’s important to highlight that we do not see this part as a process in which a group sets the content, marks objectives and assigns rewards to control the following actions that are being made and their performance.
Rather than that, we conceive it as an experience in which the participants become the protagonists, bringing-in content, sharing, giving opinions, getting constant feedback… and doing things they want to do, that motivate them, help them do their job better and improve the results.
Gamification consists in the use of the dynamics (motivators) and mechanics (activities) of game design in not necessarily playful contexts, with the aim of enhancing experiences, products, and services so that users behave in a certain way “because they wish so”. We could talk about “positive persuasion”.
Starting with a “game-related test” we can segment the users as “players”, knowing the kind of activities that motivate them (explore, socialize, collect things, choose …) and thus suggest experiences they will want to live. Therefore, the steps we take are:
– Identify the desired behaviour in relation to the goals (individual and team) and guarantee that the gamified system “measures” them since they are totally linked to specific indicators (KPIs).
– Design the game mechanics (activities) that appeal to the motivators (universal and specific dynamics) of the selected group of “players”.
– Build memorable experiences, coherent with the mechanics and dynamics.
Our methodology is based on the pedagogical model behind the Gamified Transmedia Narrative.
• “I want”. The story maximizes the chances that in the initial stages of the process the participant decides to enter the so-called “magic circle”, closely linked to the willingness. “I’m inside the story, I want to know more, I want to progress …”
• “I do things when I want to”. Once I’m inside, I decide to do things, take action and decide between different options and formats to carry them out.
• “I do things because I want to”. Beyond the statutory minimum, obtaining pleasures and rewards (some extrinsic and other intrinsic), lead me to take action voluntarily.