This document discusses how brands can use game mechanics, also known as gamification, to engage customers. It provides examples of how companies like Foursquare, Facebook, and Vail Resorts have successfully used points systems, leaderboards, badges and other game elements in their platforms and apps. The document advocates for the strategic use of gamification based on the O.P.E.N. model of being on-demand, personal, engaging, and networked. It provides tips for effective gamification, such as careful planning, targeting specific audiences, ensuring game mechanics fit the brand, and partnering with experts. Examples are given of how Cascadian Farms and HP have also leveraged gamification through virtual goods in Farm