There was an interesting blog about gamification on the blog website of Delta Lloyd. The idea is to use smartphones in order to make insurances (which is the product that Delta Lloyd sales) more interesting.
They haven’t thought of an idea yet, but they have looked at a website called statefarm.com. In this website you can see that they have built an application for the iPhone to measure your driving skills. This application gives you a score about your acceleration, breaking and cornering skills. Customers get involved and can compete against their friends in order to improve their driving skills.
If companies like Delta Lloyd can implement such apps, customers can get highly involved and the brand equity will increase. In this day and age, everybody has a smartphone and they can all use this application for the sake of fun, but also for the sake of learning.
You can find the blog here, it is written in Dutch.